Optimize Big, Focus Small

Hello. I hope your week is going well.

I had some extra time this evening and thought I’d catch up on some blog reading.

Seth Godin’s blog is one of my all time favorites, as well as one of my all time favorite authors. (Read what I learned from his latest two books).

In one of his recent posts he introduces the opening to his new book, “Small is the New Big” (I can’t wait).

Search Tail Optimization

His post reminded me of another article I read about focusing your marketing and search engine optimization efforts on the “search tail“. The search tail is where more specific searches are performed.

A recent customer of ours is in the payday cash advance business. Have you seen the competition? It’s incredible. We had to figure out what other phrases users would type in besides the typical cash payday keywords.

I think optimizing is more beneficial this way – finding the needle in the haystack. Once you figure it out, you’re golden. When optimizing for the real specific keywords your users are typing in, you get less looky loos to your website and more people who know exactly what they want, thus more willing to buy or make contact with you.

Research Your Website Statistics

The easiest way to optimize your site in the “search tail” is to research your website statistics. Find out how people are getting to your site currently. What keywords are they using? You’d be surprised at what you find. There might be a few hidden gems in there.

We optimized another customer’s website recently strictly based off of her website statistics. Now she’s making at least one sale on her website every day. Not bad.

Look for and research the hidden words, the specific words that are really associated with your business and USP (Unique Selling Proposition). Look for the needle in the haystack.

Your business has a point of difference. Use it to your advantage and in your search engine optimization efforts. No other company does what you do. Prove it.