10 steps to target long-tail traffic

Kevin Gibbons, Director of Strategy - twitter.com/kevgibbo

How do you optimise for long-tail when…

How important is long-tail traffic?

Source: Hitwise

What is the value of long-tail traffic?

Source: Elliance.com

Example case study – Audley Travel:• 126% increase in organic search traffic for Year-on-Year figures• 181% increase in number of unique keyword searches delivering traffic YoY

How we increased long-tail traffic by 181%!

But long-tail doesn’t have to be difficult…

1) Find common search trends

2) Answer FAQs within your niche

3) Pick out popular themed keywords

4) Use segments to analyse long-tail terms

5) Use PPC & impression share data

6) Use multiple tools to verify results

7) Estimate average click through rates

8) Use Excel to predict traffic values

9) Filter keywords into themed groups

10) Don’t overthink it & go too long tail!

Bonus tip: you need more than automated content now

Thank you & any questions?

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