Secrets of successful websites

Long Tail Keywords


So-called because in graphical form (use against time) the line on the graph forms a long tail.

These keywords can be very valuable in that the rate of return can be astronomical but infrequent.  

Take an example from the taxation world.  If the Revenue in the UK think you’ve been a naughty boy and not declared all your income they could launch a formal enquiry into your affairs by virtue of the section 9A of the Taxes Management Act, 1970.  You need specialist advice and you do a Google search using "tax enquiry" as your search term.   So far, so understandable.

If, instead, you consult your accountant he may realise he has little experience in this field and needs specialist help.  Being in a different world he may file this case as a "Section 9A" and he may do a Google search using that search term.  Such a search would be rare but if you have a good landing page is likely to produce better results than something m ore competitive like jeans.

The other advantage to this is that a visitor searching for "Section 9A" is likely to produce no competition and you could end up paying a mere 1p for your click-through.
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