Advanced Search Engine Optimization (SEO)
Long Tail Optimization Strategy
"Catfish" @ BusinessOnline
Online Marketing Summit 2009
Advanced Track

Long tail SEO = the huge number of search queries that exist outside of our main terms.

10-20% of all searches that Google gets are unique, haven't been seen before. Big opportunity to target the long tail, get more conversions from long tail keywords than the fat head keywords, the top competitive ones.

The top keywords are more competitive than ever, why the long tail keywords are so key to success.

Also, many Google users are registered, and Google has access to search patterns, tracking where users are going, which greatly affects the results each user gets. The long tail is where the gold is...

Include all the keywords in your long tail in your optimization campaigns for your website. Doing this will not effect your ability to target the bigger/popular "fathead" terms.

The ROI on long tail SEO is higher since they have a bigger chance of ranking on more keyword phrases.

Cost tends to be higher, but results match the expense.

Create systems that allow for the data exchange to implement these campaigns. Your Pay Per Click (PPC) campaign, what are those words? What's working? Be sure to move those over to your SEO tweaks to your website. Month to month optimization of your pages should occur, check your ranking on Google/keyword matches, and then optimize your site to match how people are finding you.

Keyword Research
Use stems, plurals
Use related words (~word < will show you related keywords on Google
Can have many keywords on your pages
Use relevant permutations
Use internal search data and analytics
Google Webmaster Tools

Small changes, adding that word to your site or page, one or two or three times, will make a big difference in your rankings for those long tail keywords.

1. Page Titles
Still carry weight, but 64 chars might not be enough (that's what's auto-shown on a Google result)
Can add more, keep your titles keyword-focused to help other pages for relevance
How relevant are the pages under your home page, mentioning the right keywords on your sub-pages as they relate to your home page, communicate value (free shipping, lower cost, higher quality)
Can also add this information in the META descriptions (doesn't help rankings on Google, but does on Yahoo!)

2. Content Optimization
Write a lot of content, and include the keywords you want within those pages.
Concentrate on the TEXT on/embedded on the page, turn off images, see what Google sees.
Add more text/copy with the keywords inside that Google will grab and rank you on.
Educational content is very powerful in targeting the long tail.

Main page = dog food
Sub-pages = about brands of dog food
Sub-sub-pages = how the food is made/quality
^ Way to structure your content, sprinkling long tail keywords deeper as you go.

3. ALT Tags
7-10 words each, describe the images.
Make them read like intelligent sentences to convey real sense of purpose to the user.
Include long tail keywords in your alt tags.

4. Internal Linking
Creating new links within internal pages should occur on an ongoing basis.
New internal links should be created, based on conversions from Pay Per Click campaigns, organic traffic, current Top 30 rankings.

Google
site:domain.com + keyword phrase
Internal Site Search
^ Check to see which pages in your site have specific keywords on them.
Check for long tail opportunities, tweak monthly, add internal links, and add keywords.

Blogging is a huge tool for SEO, can create content that's not confined to the rules you have for producing content from your website. External links inside blogs allows for more cross-traffic that can be reposted, and bloggers tend to link out to content much more than folks who have traditional websites.

5. Video Optimization

Everyone should be doing video -- 20-25% of Google searches end up at YouTube.

Surrounding text, file name, text links should all have long tail keywords and support your campaigns (SEM).

TubeMogul.com uploads video to multiple sites and allows you to view stats.

Don't miss out on Vimeo, most effective for SEO.

Blip.tv also check it for SEO application.

Title of video is keyword-focused, description as well, make the filename focused as well.

6. Image Optimization
Alt tags, images in top results set now, surrounding text, put on relevant page.
Use Flickr to host images, use their social media tools to help get them passed around.

SQUIDOO
Social content sharing site, users create "lens" or special pages that describe their point of view on a certain topic. Provides additional information that targets specific keywords you want to hit, then link back to your site where appropriate. The links there are "DoFollow" so you make external links that point back to your site/long tail keywords that increase your rankings.

7. PDFs
Make sure your PDFs have embedded links and have keywords to help with your rankings.

8. Social Networks
User generated content on social media sites allows for external links back and interest in your brand/campaigns. Blogs, forums, FaceBook, etc. Posting on forums can help a lot -- setting up a forum on your website or a separate site with lots of links back to your larger website.

One of the biggest takeaways... social media, active, with cross links can be the most powerful tool in turning around return traffic.