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10 steps to target long-tail traffic<br />Kevin Gibbons, Director of Strategy - twitter.com/kevgibbo<br />
How do you optimise for long-tail when…<br />
How important is long-tail traffic?<br />Source: Hitwise<br />
What is the value of long-tail traffic?<br />Source: Elliance.com<br />
How we increased long-tail traffic by 181%!<br />Example case study – Audley Travel:<br /><ul><li>126% increase in organic...
181% increase in number of unique keyword searches delivering traffic YoY</li></li></ul><li>But long-tail doesn’t have to ...
1) Find common search trends<br />
2) Answer FAQs within your niche<br />
3) Pick out popular themed keywords<br />
4) Use segments to analyse long-tail terms<br />
5) Use PPC & impression share data<br />
6) Use multiple tools to verify results <br />
7) Estimate average click through rates<br />
8) Use Excel to predict traffic values<br />
9) Filter keywords into themed groups<br />
10) Don’t overthink it & go too long tail!<br />
Bonus tip: you need more than automated content now<br />
Thank you & any questions?<br />Please subscribe to: www.seoptimise.com/blog<br />And follow me on Twitter: @kevgibbo<br />
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Long Tail Keyword Research - SMX Advanced London 2011

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Long-tail keyword research presentation from Kevin Gibbons at SMX Advanced London 2011

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Transcript of "Long Tail Keyword Research - SMX Advanced London 2011"

  1. 1. 10 steps to target long-tail traffic<br />Kevin Gibbons, Director of Strategy - twitter.com/kevgibbo<br />
  2. 2. How do you optimise for long-tail when…<br />
  3. 3. How important is long-tail traffic?<br />Source: Hitwise<br />
  4. 4. What is the value of long-tail traffic?<br />Source: Elliance.com<br />
  5. 5. How we increased long-tail traffic by 181%!<br />Example case study – Audley Travel:<br /><ul><li>126% increase in organic search traffic for Year-on-Year figures
  6. 6. 181% increase in number of unique keyword searches delivering traffic YoY</li></li></ul><li>But long-tail doesn’t have to be difficult…<br />
  7. 7. 1) Find common search trends<br />
  8. 8. 2) Answer FAQs within your niche<br />
  9. 9. 3) Pick out popular themed keywords<br />
  10. 10. 4) Use segments to analyse long-tail terms<br />
  11. 11. 5) Use PPC & impression share data<br />
  12. 12. 6) Use multiple tools to verify results <br />
  13. 13. 7) Estimate average click through rates<br />
  14. 14. 8) Use Excel to predict traffic values<br />
  15. 15. 9) Filter keywords into themed groups<br />
  16. 16. 10) Don’t overthink it & go too long tail!<br />
  17. 17. Bonus tip: you need more than automated content now<br />
  18. 18. Thank you & any questions?<br />Please subscribe to: www.seoptimise.com/blog<br />And follow me on Twitter: @kevgibbo<br />
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