Published on November 3, 2007
Indentify increased organic search traffic opportunities in a drooping tail Dennis R. Mortensen, COO IndexTools, Inc. [email_address] November 2007
in a SEO long tail concept Believing
Zipf's law one has to accept the facts of power-law distributions such as
make up half your organic search traffic make up the other half ..and many search phrases Concluding that a few search phrases
? .. where is the opportunity I knew that
predefined universe search phrases in a Web Analytics platforms report on
(Long Tail) verify a power-law distribution leaving one with no opportunity to
..and even when verified manually most do not know what to look for
? .. so what do I do I understand
View Search Phrases Report 1
Export to Excel 2
Create a basic line chart 3
Convert to double-logarithmic scatter chart 4
Spot if there is a 5 drooping tail tendency
? .. give me an example huh
(perfect distribution) Classic Long Tail
(optimization opportunity) Drooping Tail
? .. show me the money Conclusion
is left on the table When a drooping tail is spotted Money
missing traffic / revenue ..and the opportunity-loss can be calculated in X = missing visits $ = X * value per visit
If ROI analysis warrants its – content should be added to support the long tail
Want to know more? V isual R evenue.com/blog http://visualrevenue.com/blog/2007/03/long-tail-and-how-to-calculate-missing.html
Identify increased organic search traffic opportunities in a drooping tail Dec 07, 2014 Technology dennis-mortensen
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