Long tail search data

Despite the sentiments expressed by Google’s CEO about long tail search (see previous post), Bill Tancer of Hitwise presents an intriguing alternative view. Tancer shows that despite brand-centric search saturation in the head, the long tail presents a panoply of opportunities to online marketers willing to invest the strategic and tactical resources necessary to leverage such.

Top 100 Search Terms by Percentage of All Search Traffic

And, according to the New York Times real estate blogs offer consumers some of the best information available about real estate.

For brokers, blogs are, of course, a handy marketing tool: they’re economical, practical and easy to update. But for prospective buyers, a sophisticated blog — one with more than an agent’s plea, “check out my new listing” — can help potential buyers forge a connection to a faraway community, learn the landscape of an area and, ultimately, make informed purchasing decisions.

Since blogs are long tail feed machines, real estate professionals ought to embrace blogging as a viable online marketing channel.

Long-tail in a multi-channel strategy

McKinsey & Company Consulting interview of Google CEO discussing long-tail search viability.

This is a great video interview of Google’s CEO by McKinsey & Company Consulting. Read this definition of Zipf’s Law first, however, if you don’t know what Zipf’s law is. What’s especially intriguing is the interview segment that discusses the long-tail versus the head. Schmidt does not dismiss the long-tail as a search marketing strategy, but he does implicitly decry its value. My take-away from his comments, however, is that no single strategy is the marketing silver bullet; rather it’s a blending of marketing strategies that makes sense. Abandon the long-tail as a strategy? No. Augment your firm’s short-tail and primary brand promotion strategy with a concerted long-tail marketing strategy powered by blogs? Absolutely. This study leads credence to this augment, where it states that blogs have just as much reach as mainstream media.

Planning longtail media campaigns with Google AdPlanner

Google’s AdPlanner (need to register for the beta) has the potential to unleash the power of traditional demographic marketing analysis to long-tail search strategies. This is a great tool because it allows media planners to target niche sites in a highly effective manner while focusing on distinct consumer segments. For example, let’s say that I’m targeting cycling enthusiasts and want to know which niche sites appeal to a male demographic with a HHI between $100,000 and $125,000. By using Google AdPlanner I have good idea where to start: roadbikereview.com and cyclingnews.com (see screenshot below).

GoogleAdPlanner