The Superiority of Long Tail Keywords Over Paid Search Marketing for Website Traffic

Understanding Paid Search Marketing

Paid search marketing, often seen as a rapid solution for attracting visitors, operates on a pay-per-click model. Advertisers bid on keywords, and the highest bids typically secure the most prominent ad placements. This method bypasses the need for search engine optimization (SEO) and link building, as traffic is bought directly. However, the cost of maintaining top ad positions can quickly surpass the revenue generated, raising questions about the viability of this approach.

The Power of Organic Search and Long Tail Keywords

Organic search results, driven by SEO, attract 250% more traffic than their paid counterparts. Eye-tracking studies, such as those conducted by EyeTools.com, reveal that users predominantly focus on organic listings, forming a "Golden Triangle" of attention on the search results page. This indicates that even lower-ranked organic results can garner as many clicks as top paid search listings, often with a higher conversion rate.

Why Long Tail Keywords Reign Supreme

Long tail keywords, which are longer and more specific phrases, may have lower search volumes individually, but collectively they can drive substantial, high-converting traffic. Users searching with long tail keywords are typically closer to making a purchase, as their queries indicate a clear intent. For instance, someone searching for "Sony Vaio laptop under $1000" is more likely to buy than someone simply searching for "laptop."

The Ease of Ranking for Long Tail Keywords

Ranking for long tail keywords is generally easier than for broad, generic terms. Websites with lower PageRank can still achieve high positions in search results for specific long tail phrases. This is particularly true on search engines like MSN, which also consider page popularity when assigning ranks.

Conversion Rates: Organic vs. Paid Search

Visitors from organic search results convert nearly 30% more often than those from paid search. This higher conversion rate, combined with the larger volume of traffic from organic search, can lead to a significant increase in revenue. Moreover, unlike paid search, this traffic is free, saving marketers from the costs associated with pay-per-click campaigns.

The Verdict on Long Tail Keywords vs. Paid Search Marketing

In summary, long tail keywords offer several advantages over paid search marketing:

1. They account for a significant portion of website traffic, especially for newer sites.
2. They lead to higher revenue due to their prevalence in search traffic.
3. They boast a higher conversion ratio, making them more profitable.
4. They require less effort to rank well in organic search results.
5. They yield more income from visitors due to better conversion rates.
6. They save money that would otherwise be spent on PPC campaigns.

While paid search marketing shouldn't be abandoned entirely, it's not the most suitable option for new sites focused on profitability. To truly understand the potential of your website, it's advisable to first target long tail keywords in organic search results.

Sources:

1. ConvertLinks.com. Video 1. Available at: ConvertLinks
2. EyeTools.com. "Eyetools, Enquiro, and Did-it uncover Search's Golden Triangle". Available at: EyeTools Research