We all know the Long Tail is important to keyword research for search engine marketing. This recent keyword analysis by Hitwise from US data showed that top 1,000 search terms account for just 11% of traffic:
- Top 100 terms: 5.7% of the all search traffic
- Top 500 terms: 8.9% of the all search traffic
- Top 1,000 terms: 10.6% of the all search traffic
- Top 10,000 terms: 18.5% of the all search traffic
We all see similar patterns in our own / client's web analytics, with the majority of individual referrals from tail keyphrases.
But how can we understand the long-tail phrases we need to target and refine our existing approach?
Pattern recognition through stems and qualifiers
I have always believed that successful keyword research and copywriting for SEO is down the analysts "pattern recognition" based on finding the main stem terms and qualifers using this type of structured analysis and format:
<pre-qualifier(s)> + [stem(s)] + <post-qualifier(s)>
+- <cheap> +- [product name] +- <location>
Cheap beach holiday in spain
Cheap beach holiday in tenerife
Cheap beach holiday spain
Cheap beach holiday tenerife
Cheap beach holiday to canary islands
Cheap beach holiday to costa adeja
Cheap beach holiday to spain
Cheap beach holiday to tenerife
Cheap beach holidays canary islands
Cheap beach holidays costa adeja
Cheap beach holidays spain
Concentrate long-tail analysis
How to refine this analysis? Step forward Concentratewhich is a new search tool that is focused on understanding consumer search behaviour, going beyond the listings of keywords related to a search term as available in other tools such as the Google Keyword Tool, Wordtracker or KeywordDiscovery.
The graphic below shows how Concentrate me can readily help identify stems, qualifiers and word sequences to target and how different competing sites are exploiting them.
- ConcentrateMe keyword search patterns and qualifiers
This graphic is from an advanced version of Concentrate and requires other paid data sources like Comscore and Hitwise to be uploaded if you subscribe to them.
For those who don't have access to these data sources, Concentrate also offers the option to plug their existing Google analytics data to understand search behaviour for visitors reaching their site.
Here is another example:
- Concentrate keyword output
If anyone has any experience from the demo or full version, please tell us what you think.