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The theory is simple really. You can make just as much money or maybe more out of the less clicked keywords than the more popular keywords for your given product or service.
Although this may have not been feasible some years ago, with the advance in many keyword and analytical software programs, it is now possible.
So lets examine the theory a little more.
The premise is that by knowing many or even all of the keywords and phrases that bring in say 20 to 30 percent of your traffic, you can capitalize on this by meshing or organizing these keywords together which then leads to a snowball effect on the search engines and creates many more rankings.
As you build more and more of these keyword pages or blog postings, your incoming traffic will start to climb and within a given period of time, 50 or 60 percent of your traffic can be supplied through these many additional higher rankings or “long tail” optimized keywords and phrases.
Such a shift away from having to “compete” with many other websites in your business field does and will bring many benefits.
1. The option of removing the use of some advertising completely.
2. The option of minimizing some advertising and campaigns.
3. The option of scaling down search engine optimization campaigns.
4. Due to the expansion of keywords and phrases, the option to add additional and or up-sell products.
5. With more pages, the use or larger use of monetized advertising could be used. i.e. Google Adsense.
This is by far a minimum list of all the benefits that such a “long tail” campaign may bring however the main points being reduction in costs and increase in profits.
Combine this with the current low prices of placing new material online and the minimal fees required to have new content written in economically growing countries, you have a very cost effective marketing plan.
Lastly, one of the main focal points or benefits of such a campaign would be the major search engines themselves.
Constantly scrapping over high targeted keywords, is off course accepted by the search engines, as long as you always stay within their rules and requirements.
What the search engines do actually love… is on topic, keyword rich content pages and lots of them!
Submitting many of these “long tail" keyword pages will then lead to many first page rankings, thus helping your whole website via the downward flow of a higher ranking score. In turn, this helps all pages, even those that have a high level of competition and may have previously required search engine optimization.
At the end of the day, a very well thought out SEO marketing campaign is about utilizing all options available for maximum return. For your business, “long tail” search engine optimization may just be one of those options.
It's also true that little things change on a monthly or weekly basis. These little changes can be almost impossible to keep up with.
So what's a person supposed to do to get great search engine rankings?
Simple. Stop focusing on the little things, like tweaking your keyword density, or changing your meta tags, and focus on the factors that are going to matter long term.
Fortunately, there are some basic principles that you can apply that can help you weather the storm of constantly fluctuating search engine algorithms. These are methods that have worked for years, and will work for the foreseeable future.
1)Write Great Content
Make the focus of your site on having really good content. I know that if you've read some of my previous articles, you'll know that I continually harp on the importance of having great content. Well, the reason is that the search engines want to rank the sites that have the best content the highest. Also, people will naturally link to great content. Give the search engines and people what they want – quality content. Avoid quickly thrown together crap, and if you hire writers, make sure they know the subject matter they're writing about.
2)Update Frequently
Your website should be updated frequently. This means not just going in and tweaking what's already on your site, but having a steady stream of new content flowing into the site. I like to use blogs for this purpose since they're really easy to use and maintain.
3)Get Links
Build up your links. You should always be seeking out quality one way links. Whether you're using article marketing, directories, or press releases, be proactive in getting new links to your website.
Once you start focusing on long term optimization methods, you'll find that your rankings will improve without you having to go in and make little changes every time you read about what the search engines are favoring that month. Your content will rise to the top over time without you needing to constantly mess with it.