Longtail SEO Search Marketing
Barcamp Vancouver was my first taste of an un-conference, and fittingly I was un-prepared and gave an un-presentation on longtail SEO. It’s easy to talk about a topic you have subscribed to well before it ever had a name. But be assured, next time I will not have worked until midnight the evening before, and I will have prepared at least an outline of my session. All in all, we just chatted for 30 minutes on how selling ‘less of more’ can have greater returns than the mega-gits everyone craves, and how SEO fits into longtail economics.
In September I will be delivering a course on SEO for Ecommerce Marketers and undoubtedly longtail SEO will be a basis for some of the content. But unlike Barcamp where I talked mostly about SEO strategy, I’ll try to get down to SEO tactics for the longtail, and how conversion should be the horse pulling the cart, not traffic.
Now I know I mentioned a few tools for session attendees to check out that will help establish longtail SEO, but only two come to mind (chime in if I am missing any).
Way back in 2001 Justin Tilson and I developed a little access database program to do this very task of generating all our keyword variations, permutations, and modifiers. We talked about making it a web service but never got around to it. Lucky for you someone else has made a small desktop app for keyword generation.
Eye Tracking Studies
Because my field is developing technology for ecommerce and online retail companies, the MarketingSherpa Ecommerce Benchmark Guide is one of the best $300 I have ever spent on research. The eye tracking charts on user behavior are fantastic. Make sure you check out some of their other reports as well.
I am a devote reader and evangelist of MarketingSherpa - if you are a marketer and do not read MarketingSherpa reports, articles, case studies, and attend their conferences - you are not as effective as you could be.
So thanks to Barcamp organizers and sponsors, it was a fun event. I look forward to future ones.
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Hi Jason. Thanks for the post. There are other approaches than to vary keywords, and that is to zero in on searches that are ALREADY leading to your site, but which are not doing well yet. Idea being, that if you put out a new page that focuses specifically on that topic, you can take results that were found many pages in, and boost it to the first page. Over time, such a strategy can create a snowball effect.
Hey Jason.
Here are some other free keyword research tools worth checking out. It would be useful to use these tools and then throw all those words into the keyword generator mentioned.
Mike that’s a good point about paying attention to what already drives traffic to your website. You can find some great long tail keywords that you didn’t even realize you were already targeting.
-Jeremy