Indentify increased organic search traffic opportunities in a drooping tail Dennis R. Mortensen, COO IndexTools, Inc. [email_address] November 2007

in a SEO long tail concept Believing

Zipf's law one has to accept the facts of power-law distributions such as

make up half your organic search traffic make up the other half ..and many search phrases Concluding that a few search phrases

? .. where is the opportunity I knew that

predefined universe search phrases in a Web Analytics platforms report on

(Long Tail) verify a power-law distribution leaving one with no opportunity to

..and even when verified manually most do not know what to look for

? .. so what do I do I understand

View Search Phrases Report 1

Export to Excel 2

Create a basic line chart 3

Convert to double-logarithmic scatter chart 4

Spot if there is a 5 drooping tail tendency

? .. give me an example huh

(perfect distribution) Classic Long Tail

(optimization opportunity) Drooping Tail

? .. show me the money Conclusion

is left on the table When a drooping tail is spotted Money

missing traffic / revenue ..and the opportunity-loss can be calculated in X = missing visits $ = X * value per visit

If ROI analysis warrants its – content should be added to support the long tail

Want to know more? V isual R evenue.com/blog http://visualrevenue.com/blog/2007/03/long-tail-and-how-to-calculate-missing.html