Easily Creating Long Tail Landing Pages

7 July, 2015
Cheesy Long Tail Graph

Cheesy Long Tail Graph

Most people who actively market their website will have come across the term ‘long tail’ before.

To optimise your website for long tail searches you focus on many low volume keywords that contain many words. This is in instead of focusing on shorter high volume keywords. The theory is that users with long tail searches are further down the funnel. These users know what they want and are more likely to make an enquiry or buy your product.

There are many challenges with long tail marketing, in particular:

  • Identifying the keywords can be difficult. By definition there will not be many searches for your long tail keywords. I’ll leave how to identify appropriate long tail keywords for a later post.
  • There will be a large number of long tail keywords. Creating, maintaining and optimising your long tail landing pages will be a lot of work.

The challenge when trying to tap into long tail keywords is identifying the best performers.

Elsewhere on the web you’ll find blog posts that suggest using online tools to generate keyword lists. You'll then group these lists into themes and then create your landing pages. This approach doesn't consider the assets you have available.

My suggestion is different, it’s simple.

  • Think, what might users search for when looking for my website?
  • Apply your business knowledge
  • Create landing pages from the content you already have available.

This approach has several benefits:

  • It’s immediately actionable
  • You start with a limited number of pages you can track
  • You already have the content available
  • The landing pages most likely already exist within your website

For example let’s take an e-commerce site. Typically you will have a whole host of attributes and information available. A clothing store may have measurements, colours and fabrics available as product attributes.

It would be trivial for your web developers to create relevant and unique landing pages using this information. For example you could combine the product category and size of the product to create targeted landing pages.

Take this example from Very.co.uk for the search term ‘36” leg jeans’:

long-tail-search-example

As you can see the page provides a filtered list of all 36” jeans they offer. It’s incredibly relevant to the user's search and likely converts well. Most users will find something they are looking for on that page.

Very.co.uk have created landing pages for all their size and category combinations. These rank effectively within the search engines. If you approach long tail marketing by applying your business knowledge you will have far greater success.

How can you target the long tail using your existing website?

Written by Ash

Having co-founded Evoluted in 2006, Ash’s passion for the digital world and obsession with client satisfaction has since helped the company grow into one of Yorkshire’s leading digital agencies. An advocate of ROI-focused delivery and a firm believer in the use of bespoke technology, he was nominated for ‘Business Person of the Year’ at the 2017 Sheffield Business Awards.

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