identify increased organic search traffic opportunities in a drooping tail
DESCRIPTION
Believing in the long tail concept – a plethora of opportunities arise, such as the ability to spot a drooping tail.. and taking advantage of this phenomenon to increase organic search traffic.TRANSCRIPT
Indentify increased organic search traffic opportunities in a drooping tail
Dennis R. Mortensen, COO IndexTools, [email protected]
November 2007
in a SEO long tail conceptBelieving
Zipf's law
one has to accept the facts ofpower-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 opportunityI knew that
predefined universesearch 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 manuallymost do not know what to look for
?.. so what do I do
I understand
View Search Phrases Report1
Export to Excel2
Create a basic line chart3
Convert to double-logarithmic scatter chart4
Spot if there is a5 drooping tail tendency
?.. give me an examplehuh
(perfect distribution)Classic Long Tail
(optimization opportunity)Drooping Tail
?.. show me the moneyConclusion
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 addedto support the long tail
Want to know more?VisualRevenue.com/blog
http://visualrevenue.com/blog/2007/03/long-tail-and-how-to-calculate-missing.html