Indentify increased organic search traffic opportunities in a drooping tail

Dennis R. Mortensen, COO IndexTools, Inc.dennis.mortensen@indextools.com

November 2007

in a SEO long tail conceptBelieving

Zipf's law

one has to accept the facts ofpower-law distributions such as

make up half your organic search traffic

make up the other half..and many search phrases

Concluding that a few search phrases

?.. where is the opportunityI knew that

predefined universesearch phrases in a

Web Analytics platforms report on

(Long Tail)verify a power-law distribution

leaving one with no opportunity to

..and even when verified manuallymost do not know what to look for

?.. so what do I do

I understand

View Search Phrases Report1

Export to Excel2

Create a basic line chart3

Convert to double-logarithmic scatter chart4

Spot if there is a5 drooping tail tendency

?.. give me an examplehuh

(perfect distribution)Classic Long Tail

(optimization opportunity)Drooping Tail

?.. show me the moneyConclusion

is left on the table

When a drooping tail is spotted

Money

missing traffic / revenue..and the opportunity-loss can be calculated in

X = missing visits$ = X * value per visit

If ROI analysis warrants its –

content should be addedto support the long tail

Want to know more?VisualRevenue.com/blog

http://visualrevenue.com/blog/2007/03/long-tail-and-how-to-calculate-missing.html