However, there are a few things that you can do to ensure that your final keyword list is the most
effective and up-to-date list available to you:
Remove all of the unrelated search terms from your list. An unrelated term is a term
that doesn’t apply to your site in any way. You may have words or phrases on your list
for which you have no web-site content at all. You have two choices here: Either create
new content specifically for those words, or just discard the words in favor of better-
targeted and more efficient PPC marketing.
Remove words for which the competition is too high. Unless you have an unlimited budget
for your PPC program, you’ll want to eliminate keywords for which the competition is
The Long Tail of Search
he Long Tail of Search is a concept created by Chris Anderson, an editor at Wired Magazine. It
defines the non-competitive keywords — usually three- to five-word phrases that site visitors use to
find web sites. The idea of non-competitive keywords and phrases relates to the more specific terms
that you can use to describe your products or information. The concept of the Long Tail of Search is that
you begin any search with a very broad term. For example, if you’re searching for Italian dinner recipes,
that term is broad enough to return far too many results to be useful.
Using the Long Tail theory, however, the more precise and less common keywords and phrases are
usually the most effective. These are located at the end of the “tail” and are represented by a very
small tip (as if on the end of a tail).
Normally, a product site gets visitors by several types of keywords and phrases:
Product names and brands
General keywords and phrases
Long-tail keywords and phrases
The magnificence of the Long Tail of Search is that you don’t know how effective it is until you have
optimized your site and have some content on your site to attract it. Sure, there will be some Long
Tail queries in your logs, but it will be only a fraction of what could be there.
To conquer the Long Tail of Search, you need to create a rich foundation of content. The tricky part
is knowing what content to create. If your focus is on providing value to your customers, it’ll be eas-
ier for you.
To capture the Long Tail, you need to create content that not only is relevant to your product or serv-
ice, but is also related to your product or service, even if the relationship is remote. You do this
because you need to target not only people who know about you and your product, or who know
just what they need — that’s pretty simple — but you need to attract people who have the same prob-
lems as your target audience and who are looking for a solution.
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