How’s Your Long Tail?
The notion is that you’re selecting keywords that produce 20 percent of the traffic, rather than 80 percent. When you graph response (i.e., traffic) in this Hendrix guitar example by keyword, the high volume of traffic (80 percent) happens with the keyword “guitar.” The smaller volume, or long tail, comes as the response curve or graph moves to the right.
One more consideration: When it comes to obscure SKUs or very specific key phrases, the transaction needs to be automated in order for it to work. With low purchase volumes, your normal customer service costs can’t be justified. This is why you see Google selling ad words online, automated. Or why catalogers can justify stocking and selling an item they may only sell once or twice a year, if they sell it online.
Think about the benefits of being in the long tail. Read about it. It just might be your future.
Click on the “Post a comment” icon below or e-mail me at TerryJ@AbilityCommerce.com and/or post your comment on this site.
Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at