Long tail Kicking PPC’s Butt – More Reasons to Have a Blog? Comscore says yes!
If you are at all familiar with the concept of the long tail you can quickly see why blogging is such a powerful tool to drive traffic to your websites. People are searching for longer phrases on Google now more than ever and concentrated keywords completely fail when it comes to this. In fact with blogging you can almost throw out the concept of keyword research because the long tail is so much more effective. There is nothing to using the long tail, you just write naturally and be very descriptive rather than concise. It might not seem like an effective approach because after all the majority of people performing a real estate search use the phrase “your town real estate” or “your town homes for sale” But these words are so targeted by real estate websites that its simply impossible to get a blog post to rank well against these established sites. So that’s why not competing at all and going after niche markets is more effective. The same holds true with PPC advertising. So many people pay big bucks to go after the most highly competitive phrases thinking that will get more traffic. Instead you get a larger bill and maybe some additional traffic.
There was a great post here that shows how using the long tail in your PPC advertising is effective especially if you combine this with a well written landing page. Even a well written blog post could make the perfect landing page if you have a link to your website from the post. Catch their click, send them to a well designed blog post and hopefully they will click through to your website. It makes sense after all this is why landing pages are important; the person clicking on the link is expecting the link to follow through to the subject matter of what they clicked on. If these don’t match your bounce rate goes up (people leave).
Either way this once again proves the effectiveness of blogging especially when it comes to SEO. And just think a blog post won’t cost you a penny whereas a single click can cost you dollars!
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