The phrase The Long Tail was invented by Chris Anderson in an Wired magazine article to describe the niche strategy of businesses, such as Amazon or Netflix, that sell a large number of unique items in relatively small quantities. As an example, Amazon makes 57% of sales from keywords outside of the popular terms. This article lead to a book named “The Long Tail” which was released in a new version this week, with a new cover and a lower price.
The Long Tail is the phenomenon that the sum of less frequent searches is greater than the sum of the top searches. The tail are the niche products, individually unimportant, but collectively significant.
Lois Kelly has written a new book called Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. In her book she focus more on the fact that companies need to focus more on making meaning with their customers than in generating buzz.
Word of Mouth is an organic way of spreading and invite to conversation, done with no financial effort. Word of Mouth Markting is not anymore a free tool but rather a new aproach which usually involves a large quantity of funds. Lois Kelly is the founder of Foghound, a strategic communications consulting firm specializing in branding, whose clients have included Sun Microsystems, FedEx, and others. Based on her previous experience I found interesting to read some of the real world cases, for example IBM vs CA approach to Workd of Mouth Marketing. (more…)
By now, you’ve learned a lot about how keywords can help to increase your search engine ranking. This is only part of the puzzle that is search engine optimization. Another big piece of this is the topic of links. Incoming links play an integral role in search engine rankings and thus should be taken into consideration by web masters. (more…)
Keywords, keywords, keywords. If you’re beginning the process of making your web site search engine optimized, then you’ve probably heard a lot about keywords and how important they are to the SEO process. You might even think that keywords are overrated and not as essential to SEO as many make them out to be. That’s not the case, though. Keywords ARE (more…)
Search Engine Optimization. If you’re a web master, you’ve probably heard this phrase mentioned often. If you’re someone who has been doing web master work for years, you might not be very familiar with what search engine optimization (SEO) is.
That’s OK, as it’s not something that many (more…)
