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Long Tail Theory: Why is it easier to rank with long tail keywords?

By • Nov 17th, 2008 • Category: SEO Advice

Long Tail Theory

Have you wondered why experts recommend  the use of developing pages to capture traffic for long tail keywords? First, it should be emphasised that it is a tactic that works! So let’s examine the long tail theory in more detail.

Although Google’s algorithm is in a state of flux, some core elements remain unchanged. Recently we have seen more emphasis on “freshness”. So new pages (or posts) will have a good chance of ranking well on less competitive keyword phrases.

Remember Google’s prime aim is to produce SERPs that are relevant to the query. Most of their effort is focused on competitive phrases as these are terms being searched more frequently and there are more pages offering the relevant information. In such cases the algorithm will consider: domain age, authority, relevant link quality, link diversity, link anchor text, website activity by a user and localisation (for reference let’s call these factors – Factor X).  So in this case, the much touted on page optimisation will have less effect.

Now consider a search query for a long tail keyword phrase and the long tail theory. By its very nature, google will not be able to find so many matching pages. There will be less sites with Factor X characteristics, and so on page optimisation and “freshness” becomes a key factor. Inevitably it will be easier to rank with long tail keywords. As freshness wears off, you often see the page slip in the SERPs.

Effect on short tail keywords

Of course, most of the potential traffic will be coming from 1, 2 or 3 keyword phrases (note: this is not always the most targeted traffic – long tail keyword phrases will be more targeted and can lead to better conversions). Getting good rankings on long tail keywords DOES have an effect on rankings of your short tail keyword phrases over a period of time.

So “buy maclaren twin strollers” may not have much traffic (note: very targeted and has an important BUY signal) but you are building up authority on “maclaren” and “twin strollers”. Concentrating on creating posts with “maclaren” in many long tail phrases will eventually lead to better rankings with maclaren!

Hope you enjoyed our long tail theory!

is Howard Farmer - over 20 years of IT experience with IBM, Lotus, GE and Ameridata.
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One Response »

  1. FredS on February 25th, 2009 at 6:01 pm:

    Here are the numbers from this year, with Feb 2004’s numbers in parentheses:

    1-word searches = 20.29% (19.02%)

    2-word searches = 23.65% (32.58%)

    3-word searches = 21.92% (25.61%)

    4-word searches = 14.89% (12.83%)

    5-word searches = 8.68% (5.64%)

    6-word searches = 4.65% (2.32%)

    7-word searches = 2.49% (0.98%)

    8-word searches = 3.43% (no one did 8-word searches in 2004!)

    As you can see, there’s been a significant drop in the number of people using 2- and 3-word searches, while those using 5-words and above are becoming more common–likely from those of us that cut-and-paste large quantities of text into Google.

    Full article Long tail searches

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