The trend in long-tail keyword use in marketing strategy is largely the result of cost efficiency in advertising. Used as a cost conversion mechanism in search engine optimization (SEO) and pay-per-click (PPC) online advertising campaign, long-tail keywords reduce cost-per-click while increasing the number of click-through observations. By increasing the rate and quality of SEO and PPC response, long-tail keywords have been the subject of Web search engine providers like Google, as those companies attempt to improve long query proficiency.
The concept of virtual crowd marketing establishes consumer equity at point of search engine keyword classification. Long-tail keywords from natural language searches online offer key insights into advertising conversion. When visitors observe SEO or PPC advertising spots, the decision to ‘click-through’ to a company website is a discerned one. If conversion of visitors to customers offers the rationale to strategic advertising placement, keyword precision is critical.
Long-tail keywords create a record of natural language searches leading to advertising engagement. Popular for building crowds of customers, long-tail keywords go viral more than any other keyword language taxonomy. Peer-to-peer sharing of a brand, its advertising, and website marketing collateral is more likely in response to long-tail keyword searches. Named after statistical long-tail distributions, the probability that long-tail keyword searches will increase the magnitude of advertising ‘click-through’ frequency is high.
Gaining popularity in the past several years, long-tail keyword advertising is especially agile in its ability to sell a volume of unique items, all under the same name brand. For instance, long-tail keyword advertising strategy is use by online retailer aggregators such as Amazon.com, and Yahoo.com to sell a range of warehoused, and third party goods.
Compatible with operations strategies designed to reduce distribution and inventory costs, long-tail keyword searches capture the most precise advertised item per search engine query. Companies can use reporting on long-tail keyword searches to control inventory and cut logistics costs according to the power law distribution or Pareto distribution theories.
Perfect for application in channel marketing strategies online, long-tail keyword placement allows for flexibility after an advertising campaign goes live. An apt method of creating modular campaign design in businesses where advertising is limited to a niche segment or where product lifecycle is abbreviated, long-tail keyword strategies allow advertisers to leverage user-driven innovation, social network analytics, and multi-scale marketing components in development of an online advertising campaign.
The integration of long-tail keyword strategies in PPC advertising campaigns increases competitive advantage in niche markets. Designating channel advertising placement in niche segments of a market allows a business to target customers precisely where competitors are not. Equally, ratio of quality to cost can may influence the decision to incorporate long-tail keywords in a campaign.
The most efficient and effective keyword strategy for SEO and PPC advertising, long-tail keywords are the highest caliber search results, as the inquirer has added precision to the query. Long-tail keyword strategies are higher return on investment in marketing. With visitor volume expected to be low, on demand ‘click’ through payments structured by SEO and PPC advertising hosts add value to conversion.
Online marketing studies show that long-tail keywords are responsible for upwards of 80% of visitor conversion in a SEO or PPC advertising campaign. The fact that cost-per-lead is far less than average makes long-tail keyword marketing well-suited to market entry in competitive segments.
Expand market reach and advance conversion by following the five ‘5’ steps to long-tail keyword advertising strategy:
- 1. Query Reports
Prior to initiating a long-tail keyword strategy, the best method of building a taxonomy is by running an AdWords query report. Running a query on a recent AdWords campaign reports terms not already listed as part of a campaign. Using an existing Google AdWords account is the most expedient and reliable method of building a long-tail keyword list. Reflecting recent user observations, the Search Query Report offers important insights into aggregate response and keyword performance. Query results inform bidding as well. Comparison of competition levels for each keyword enables calibration of an ad campaign according to the highest performing keywords at a lower cost per conversion.
Competitor keyword reporting is critical for design-in of unique advertising content. The use of competitor keyword performance in a long-tail keyword strategy will assist in filling gaps in not covered by another similar advertiser. The benefit of tools like KeywordSpy, AdGooRoo and SpyFU, is that online advertising placement can be channeled to exceed competitor reach, or to generate traffic in segments where they are not. This also reduces cost of bidding. By identifying long-tail opportunities, advertisers can increase conversion and outperform competitors.
- 2. Keyword Localization
The localization of keywords increases foreign language syntax proficiency, as well as assists in the acknowledgement of demographic values. Appending keywords with location terms (i.e. country, state, region, city, town, zip or area code) AdWords Analytics reporting will provide metric reporting on ‘click-through’ traffic resulting from keywords searches. Include qualifying terms to add definition to localization information to maximize the reach of advertised product and service segmentation. Qualifiers used in long-tail natural language searches add new keywords to those results. Supplement keywords with add-ons and commonly used descriptive terms (i.e. color, style, model, type) to structure search syntax more narrowly.
- 3. Website Search Engine Record
Reported data from a website’s search box can add further information about what visitors are searching for. Google’s Custom Site Search box is a popular tool used in long-tail keyword queries. Investigation of a website’s search box often reveals unique information not accessible on a third party site. Review searches for terminology related to products, phrases, and map directions. Reporting of exact data from a website search box adds knowledge to a long-tail keyword strategy.
- 4. Search Engine Referral Traffic
Secondary referral traffic to your website offers another compendium of long-term keyword data. Indices of organic search referral traffic identify which keywords were searched immediately prior to y arrival at a website. Although some of this traffic will be categorized as “Unknown Keywords – SSL”, the benefit to secondary search engine data is that it serves as a simple random sample of a global population of potential consumers.
Much like a snowball sample designed to capture objective response from a large general population of unknown users, search engine referral traffic data offers a natural solution to this concept, generating data about long-tail keyword searches. Tools like HubSpot’s Sources Tool and SEOMoz report on secondary search engine referral traffic, including long-tail keyword search phrases. Analysis of volume of searches redirected to your site increases the chance that the long-tail keywords selected for an online advertising campaign will optimize marketing return on investment.
- 5. Cloud Content
Third party virtualization services can also be used to gather information about search engine content from a website. Cloud aggregation of website traffic data is continuous. Advertisers can source details about website performance at anytime from storage. Cloud-based visualization capabilities optimize long-tail keyword search data in graphical illustration. Reporting of visitor frequencies, as well as trend analyses of long-tail keyword searches from website traffic data found on a cloud, can be used by marketing specialists in creation of an online advertising campaign.