Free Articles  >>  SEOptimization >>  Page 82  >> 

The Long Tail and Analytics

The Long Tail and Analytics :: Why Analytics Need to Get Better

There is a theory called “The Long Tail” that noted that a relative handful of blogs have many links going into them but “the long tail” of millions of blogs have only a handful of links going into them. It is very similar to the bowtie theory.

This same Long Tail theory has been applied to search in that a handful of queries drive a lot of clicks to a site but in reality there are sometimes tens of thousands of other terms which actually convert at a higher rate.

In this article I explore the Long Tail of search and how analytics impact it.

There was a great article by Danny Sullivan on Search Engine Watch relating to The Long Tail and Search and how the top 50% of searches generated 80% of the search volume.

However there is also the argument that the bottom 20% of searches also generate 60% of the sales. In other words, those terms which are more focused and specific are more likely to convert. For example, a search for a generic term like “lawyer” is less likely to convert that “New Jersey divorce lawyer.”

Therefore, as a search engine marketer we need to not only focus on those high traffic more generic words, but also put some effort towards lower traffic, but more than likely higher converting keywords.

This is a common tactic in todays SEM. In fact it’s the norm for PPC marketers – to have exposure on high traffic (and high cost terms) even if they don’t get clicks. This helps build brand awareness. Then the budget is more focused on focused terms that generally cost less but convert at a higher rate.

Or organic search marketers we see this every day. My large clients get tons of clicks from more generic phrases but the conversions happen on the more specific terms.

And my biggest problem with this right now is that I have no easy way to measure those thousands (And sometimes tens of thousands) of individual conversions effectively.

I feel today’s analytics packages need to be more flexible and automatically group referrals into keyword baskets, much like today’s modern PPC programs.

This way you could easily determine if a Geographic referral (for example) is “worth” more than a product specific referral.

Through grouping of keywords much better analysis of traffic, both paid and organic, could be completed to determine where tactics and strategy could better be applied.

For example, using the above situation, if my site is positioned well organically for both geographic and product specific terms, yet I am seeing more geographic referrals which lead to conversions, then I will want to develop a strategy to enhance this. I would want to emphasize my organic geographic placement and try to further increase my rankings here.

But without the grouped analytics I’ve mentioned this is difficult to do at this time.

For example, one of my clients is a high profile legal site which gets millions of search referrals from hundreds of thousands of visitors every month. Of the hundred thousand or so Google referrals, I know that about 75% are more generic terms, but what I really want to know is whether the other 25% - the better converting terms – are primarily geographic terms (like New Jersey Lawyer) or searches for specific types of lawyers (like divorce lawyer).

However, because there are so many terms in the Long Tail I can’t easily determine this.

Therefore I am calling on Analytics vendors to address this situation. I NEED to know what terms are better for my clients. Sure I can guess that geographic terms are likely better in this case, but I need proof and I can’t easily get it.

Analytics should be more like search engines in a sense. Rather than showing me all the referrals, show my the organic referrals from Google which may contain a location. And don’t make my have to type in the location (although make it an option), the analytics should be smart enough to group keywords, with some guidance.

Why can’t Hitbox, Urchin and Webtrends understand that bankruptcy terms and financial terms may be related, or that Paris and Europe terms are related.

There needs to be more intuition programmed into the analytics to help the average user be able to determine where to focus.

That being said, if there was such functionality in an Analytics package I would think it would become one of the most used features. Because if I could slice and dice the data umpteen different ways to find out if New York is more popular than New Jersey (in terms of search) then i would be able to better target both my paid and organic campaigns.

That’s because I could see that if I’m paying higher PPC costs for New York terms, but find that New Jersey actually converts better then I will shift budget to New Jersey terms.

Conversely, if I find New Jersey terms convert better and I’m doing paid campaigns for both NY and NJ even though I’m ranking highly for both, why wouldn’t I try moving some budget to other areas which could do better?

Also, having such intuitive analytics could help find those organic terms which have lower PPC costs because others haven’t considered them yet conversions are good.

As you can see, there could be many different ways to use an analytics package that was able to more effectively allow you to use the data.

Because if you can increase the occurrence of higher converting keywords in both your organic and paid campaigns you will increase your sales. Even if your total search volume drops because less emphasis is placed on generic terms, as long as there’s a positive ROI in the end, does it matter?

Consider it another way: My experience has shown me that more specific terms have higher conversion rates than more general terms. Even if the general terms gets more traffic, there are a greater earnings from the specific term.

The point I’m trying to make is that even though a term has high referrals, it isn’t likely as highly converting as other terms. Therefore one needs to be able to see the whole picture and with today’s analytics this is extremely difficult without lots of manual intervention (exporting to a spreadsheet or database and performing complex analysis).
About Author Rob Sullivan :

Rob Sullivan is a SEO Consultant and Writer for Publication of this article should contain an active link to <a href="" target="_blank"></a>

Article Source:
Article Url:

Article Added on Monday, January 9, 2006
Other Articles by Rob Sullivan

The Importance of Web Analytics Using Your Analytics Properly
Analytics are very important to your web marketing campaign. If you do not use analytics properly you may not understand how effective your search engine marketing is. In this article I look at some practical examples of when to use analytics and some things you need to identify in order to get the most out of your analytics. I came across a situation today that I thought I’d share. It has to do with a client’s analytics. Many times, as a search engine marketer, it is up to us to tell...

Marketing online Time to think Christmas
For many retailers now is the time to think Christmas. This is because at least in terms of search engines now is the time to make changes so that they have registered in the organic index. But what does one have to do in order to prepare for their Christmas time online marketing campaign? In this article, I give some pointers on how to prepare your organic optimization strategy. It seems that every year I have to remind my e-tail clients to prepare for the upcoming season because while...

How to beat the Google Sandbox AND make money at the same time
I stumbled across this quite by accident. I knew it was there because I’d seen it before but I forgot about it until today. So I did some checking to see if it still does work and based on my limited test it appears that it does. What I’m about to explain to you may not only help get sandboxed sites indexed and ranking quicker, it can even make the site owner a little money. I’ve been blogging for a few years now. I started it as a hobby and the blog I had was actually a blog...

Reverse Engineering Googles Business Strategies
What’s in a name? That’s a good question. Some feel that the name that you are given at birth provides and accurate description of who you will turn out to be. So I began to wonder, does a domain name say as much about a future site as your name says about you? I decided to take a look at some of the domain names registered by Google to see if I could get an idea of what the company may be up to in the future and came up with some interesting ideas which I will share with you here....

SEO Questions Why do I see different Google results than my clients
Having been in this industry for as long as I have, I often forget some of the basics. Well, it’s not that I forget, it’s just that I assume that everyone else in the industry has the same knowledge level as I do. So when I get a “newbie” asking a question like “Why are my Google results different than my clients” I have to take a step back and realize that we aren’t all equal. Therefore in this article I’m going to answer this one seemingly simple question. While it may be simple to...

Why Content is Still King Effective SEO Tactics
It was a year ago that I attended my first search engine strategies conference. It was also at this conference that I became a speaker. Search Engine Strategies and PubCon are undoubtedly the two largest SEO/SEM conferences out there today so of course there’s huge attendance and lots of big industry names attending. There’s also a guy there who you may have heard of. His name is Barry Schwartz and he’s from Search Engine Round Table. I bring his name up because he’s found one of the...

Using subdomains to bypass Googles sandbox
There was apparently some talk at SES Chicago on getting a site indexed in regular results a lot quicker. This involved the use of an existing established similar domain (either one you own or one you bought) and use it to help you get a site out of the “sandbox.” The full forum post can be found here. The technique is in the gray-to-black range. I wanted to mention that first, however if your site has been boxed for a while, this may be an alternative for you. It also requires some coding,...

Choosing a CMS Content Management System
Content Management Systems (or CMS) have been in use on the web for some time now, however up until recently very few systems were considered search engine friendly. The foundation of most CMS systems is simple: First one creates a template which will be used to display your pages. In general, one template is all that is needed for an entire site. From there one uses the provided software to add content to the site. This usually means entering the content in some form of dashboard. When...

Customer Segmentation Big for 2006
As web users become more savvy e-tailers are going to have to learn how to adapt their sites to suite many different users. In this article I look at why segmentation is going to be so important in the new year. As our industry grows up we begin to apply more and more traditional marketing tactics to SEM. In 2006 I think this trend will continue and the biggest tactic that will need to be applied will be profiling and segmentation of the market. I am already steering some of my own...

Publishers / Webmasters
Article ID: 35144
DELINK URL from Authors Bio
REMOVE Article
Tell A Friend
Leave A Comment!
Download this article in PDF
Report Article!
Search through all the articles:

249 Users Online!!
Related Articles:
Latest Articles:
SEOptimization >> Top 50 Articles on SEOptimization
Category - >
Advertising Advice Affiliate Programs Automobiles
Be Your Own Mentor Careers Communication Consumers
CopyWriting Crime Domain Names DoT com Entrepreneur Corner
Ebooks Ecommerce Education Email
Entertainment Environment Family Finance And Business
Food & Drink Gardening Health & Fitness Hobbies
Home Business Home Improvement Humour House Holds
Internet And Computers Kiddos and Teens Legal Matters Mail Order
Management Marketing Marriage MetaPhysical
Motivational MultiMedia Multi Level Marketing NewsLetters
Pets Psychology Religion Parenting
Politics Sales Science Search Engine Optimization
Site Promotion Sports Technology Travel
Web Development Web Hosting WeightLoss Women's Corner
Writing Miscellaneous Articles Real Estate Arts And Crafts

Disclaimer: The information presented and opinions expressed in the articles are those of the authors
and do not necessarily represent the views of and/or its owners.

Copyright © AwareINDIA. All rights reserved || Privacy Policy || Terms Of Use || Author Guidelines || Free Articles
FAQs Link To Us || Submit An Article || Free Downloads|| Contact Us || Site Map  || Advertise with Us ||
Click here for Special webhosting packages for visitors of this website only!
Vastu Shastra

Cheap Linux Web Hosting Provided By AwareIndia

Company IDS