1.
WordStream, Inc.
Keyword Management Solutions for PPC & SEO
Leveraging The Long Tail of Search for PPC and SEO
Presenter: Larry Kim, Founder, VP of Products
WordStream, Inc.

2.
Agenda
• The Long Tail of Search
– History and Definition
– What is it, why should you care?
• How to Leverage the Long Tail for SEO & PPC
– Practical tips and strategies
– Common Long Tail Pitfalls and how to avoid them
• Q&A
WordStream, Inc.

3.
The History of the Long Tail
• Popularized by Chris Anderson in a 2004 “Wired”
magazine article that has led to a series of books
• Long Tail Theory: “Long tail products that are in low
demand (low sales volume) collectively make up a
market share that exceeds the bestsellers.”
WordStream, Inc.

4.
The Long Tail and Search
• Real phenomenon that permeates many aspects of
search marketing
• Popular Examples of the Long Tail:
– Keyword (Search Query) Reports
– Popular Content Reports
• Why should you care about the long tail?
– “20-25% of all Google search queries are unique” (Google)
– “56% of buyers who search use queries of three or more words,
while only 7 percent use one word or an acronym” (Google)
– “Searchers are using longer queries” (Hitwise)
• Has many implications for managing both SEO and PPC
WordStream, Inc.

5.
The Long Tail & PPC in Theory
• Broader (more general) search queries are
indicative of early in the buying cycle
• They’re also relatively more expensive due to
increased advertiser competition
• More specific the query, the closer the searcher
is to a decision (conversion)
• Also relatively cheaper due to decreased
advertiser competition
WordStream, Inc.

6.
Consider these Google queries:
1. “Running Shoes”
• +10 pages of sponsored results
vs. vs. vs. vs.
Searcher Intent =
2. “Nike Air Terra”
• ~2 sponsored listings
Searcher Intent =
WordStream, Inc.

7.
So in Theory, Long Tail for PPC:
More
Less
Searcher
Better
Competition
Intent
(Lower CPC)
ROI!
(Higher
Better Ad Conversion
Positioning Rates)
WordStream, Inc.

8.
Dude, Where’s My Long Tail!
• In Google AdWords, the long tail often doesn’t exist!
– “300 keywords generate +90% of my clicks”
– Therefore “the long tail is dead!”
• Yet Web analytics keyword reports show 10’s of
thousands of unique search queries!
• What’s happening here?!
WordStream, Inc.

9.
Search Queries vs. Keywords
• Search Queries: What the user actually typed into the
search box that triggered your ads.
• Keywords: The words in your Google AdWords account
that Google attributes an impression/click/conversion to.
• Use of aggressive keyword match types kills your long
tail in Google AdWords
– Can fundamentally distort cause and effect
– Operating PPC in “Low Resolution”
WordStream, Inc.

10.
Keyword Match Types & Search Queries
Keyword Match Type Keyword Possible Valid Search Query
Broad Match Adidas Shoes Nike Slippers
“Adidas Shoes” Adidas Shoes for basketball
Phrase Match
Exact Match [Adidas Shoes] Adidas Shoes
WordStream, Inc.

11.
PPC Strategy for Long Tail
• Need greater visibility into the search queries that are actually
driving traffic & conversions and leverage that information to correct
for Google’s built-in tendency to distort reality
– Continuous Long Tail Keyword Discovery & Expansion: Self
Explanatory
– Bidding: By bidding lower on “Head” terms versus mid and long-tail
terms.
– Negative Keywords: Restrict ads from showing if you have more
specific ads that you’d rather show.
– Match Types: Application of more or less restrictive match types
• No prescriptive way to manage the long tail, rather, you need :
– Better resolution into the actual search query data and outcomes in order to
understand and react to it
– Effective keyword organization strategy
WordStream, Inc.

12.
PPC Long Tail Implementation Strategies
Wow. This is a lot of theory and
sounds pretty hard. How do you
actually implement this??
WordStream, Inc.

13.
Long Tail in PPC: What’s the Point?
• Long Tail awareness for PPC & strong campaign organization to
better understand and react to how people are really interacting with
your PPC campaigns
• To make your Long Tail of Keywords (in AdWords) look more like your
Long Tail of Search Queries in Web Analytics
• Why?
– It means your more precisely matching keyword searches with their
intended ads and landing pages
– Will (on average) yield Quality Scores, better exposure, lower CPC’s,
higher conversion rates.
• More work, but …
– Meaningful advantage in paid search if executed well
– Excellent foundation for Search Engine Optimization work
WordStream, Inc.

14.
Long Tail Theory in SEO
• Most of the traffic and conversions on your site come from
long tail search queries
• “56% of buyers who search use queries of three or more words,
while only 7 percent use one word or an acronym” (Google)
• “Head” Terms (Less Specific) are
– Incredibly difficult to rank on due to extreme competition
– Are less intentional and more informational in nature
• True “Long Tail” Terms are difficult to identify
– “20-25% of all Google search queries are unique” (Google)
• So the strategy is to target Mid-Tail Terms!
– Less competitive, easier to target
– Higher intent, Conversion friendly = Money!
WordStream, Inc.

15.
Consider these Google queries:
1. “Running Shoes”
• 18,000,000 organic results
vs. vs. vs. vs.
Searcher Intent =
2. “Nike Air Terra”
• 131,000 organic results
Searcher Intent =
WordStream, Inc.

16.
So in Theory, Long Tail for SEO:
More
Less
Searcher
Better
Competition
Intent
ROI!
(Higher
Better SERP Conversion
Positioning Rates)
WordStream, Inc.

17.
Long Tail Strategy for On-Page SEO
• Publish unique, relevant,
and specific content:
– Themed Content:
Target content around
specific mid-tail
keywords.
– Relevant Linking:
Aggressive, relevant,
in-paragraph linking like
wikipedia.
• Prioritize work
– Start with the traffic and
action producing mid-
tail keyword
segmentations first
• Repeat!
WordStream, Inc.

18.
SEO Long Tail Implementation Strategies
How do you actually implement
this?? (Easy if you’re already
targeting the Long Tail in PPC!)
WordStream, Inc.

19.
Long Tail in SEO: What’s the Point?
• To develop a portfolio of content that will rank on a portfolio of mid and
long tail keywords because that’s where the majority of clicks and
conversions are
• By leveraging valuable search query data from PPC you can very
effectively target mid and long tail terms!
WordStream, Inc.

20.
Common Long Tail Keyword
Mistakes:
– Ignoring/Denying the Long Tail of Search
– Mistaking Quantity and Quality
• Fake keyword generators (permutations or combinations of lists of
keywords)
• Over-trusting keyword suggestion tools
• Negative Keywords
– Avoid Keyword Injection: Need {Keyword}?
• Shortcuts hurt performance
• Write targeted ads and landing pages
– Simplistic bidding rules can torpedo the Long Tail in PPC
– Trying to do everything at once
• Take an iterative approach
WordStream, Inc.

21.
Ways to Effectively Manage
Long Tail Keywords
1. Tight Keyword Grouping & Organization
• Properly organize your long tail keywords for the best results
2. Use negatives
• Negative keywords improve your relevance without requiring you to comb
through the list individually
3. Prioritize tasks
• Once you have gathered long tail keywords, continue to optimize the
campaigns as you do with other keyword groups
4. Act on insights
• Turn insight into action! Dedicate time and effort towards crafting relevant ad
groups and content pages
5. Distribute the work
• Break up work into smaller tasks, enlist the support of a team
6. Use Software
• Leverage keyword management software
WordStream, Inc.

22.
WordStream in a Nutshell
• Your own private keyword database
• Real keywords from real data
• Easy keyword organization and management
• Continuous long tail growth
• Powerful keyword research and analytics
• Negative Keyword Tools
• Workflow prioritization
• Act on Long Tail for PPC and SEO!
WordStream, Inc.

23.
Your Questions
Thank you for attending our webinar on the Long Tail of Search!
Learn more about long tail SEO and PPC strategies and tactics:
www.wordstream.com/blog
Implement Long tail strategies by signing up for a Free WordStream Trial:
www.wordstream.com/try
Or contact us at:
Larry: lkim@wordstream.com
Company: info@wordstream.com
WordStream, Inc.