The Long Tail of Optimisation

The Long Tail of Optimisation was first coined by Wired Editor Chris Anderson in his 2004 book of the same name. He referred to the iTunes and Amazon phenomenon of being able to supply billions of products whilst shops could only ever stock a few thousand.

The technological ease with which a website could 'stock' everything a customer could ever ask for meant that it already had the edge over its High Street rivals. Combine that with the ease and speed that a website could be updated and it makes sense to go online.

Hundreds or even thousands of phrases could be relevant to your business, so naturally you want to rank highly on Google for as many as possible.

Dubbed Creative can identify these phrases, give you an estimation of their online demand and deliver a strategy to get your website ranking for them.

Even then, some phrases will convert better than others.  You might not get a sale from the keyword 'cars', yet you might from the keyword 'used Honda Civic'.

Dubbed Creative can optimise your website and then keep analysing the effectiveness of these phrases.

Just as Amazon's website comes up for every possible book and CD - and the product detail page at that - so you need to also depply optimise your website for this Long Tail.