Leveraging the Long Tail Chris Kenney Dan Marques
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Leveraging the Long TailChris KenneyDan Marques
AgendaAbout Us
Why Leverage the Long Tail
Examples
How to do itSEOPaid SearchCSE
Q&A
About UsChris Kenney
Dan Marques
Why??
Example - Amazon Amazon.com makes 57% of sales from keywords
outside of the "popular" terms
37,000,000 results in Google
25% of books sold are outside the top 100,000 best sellers carried by traditional retailers (5M titles)
Amazon Merchant program allows massive inventory with $0 inventory risk
Example - NetflixNetflix has over 100,000 titles on DVD
Mix 30/70 New Releases vs. All Other Titles
Blockbuster retailers generates approximately 90% of its rentals from new releases
Algorithmic ratings and reviews powered by the community facilitates discovery
61% of the Netflix’s 15 million subscribers have rented a movie or TV show streamed over the Internet in the past year
Example - GemvaraOver 1 billion jewelry SKUs
Every piece customizable in 25 gemstones and 8 precious metals
Capitalizing on Trends – Black Diamond Engagement
Tails within Tails
How to Do It - SEOCreate Flat Site Architecture that is Spider Friendly
Rules based content creation and meta data
Over time build relevant, unique content. (Reviews, Discussion Forums, Blogs, etc)
Get powerful in links deep into your site to promote crawling
Reduce the number of low value pages with ‘no index’
How to Do It - PPCBuild tight knit ad groups, bid on all three match types.
Use broad match as your learning ground for keywords you should be adding in exact match and as negatives.
Build a scalable and automated process for keyword build outs and bidding
The additional layer of granularity leads to: More efficient bidding Higher CTR’s Improved Conversion Rates Higher Quality Scores Lower CPCs
How to Do It - CSEAuto-generate product pages and feed
capability
Build large organized feed with as many fields as possible
Submit to multiple CSEs to get maximum exposure (include Google Product Search - it’s free)
Optimize bids over time
How to Do It - CSE
Q&A
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