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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4cast #341: Heads or
tails</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">July 3rd, 2013</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
alt="heads-tails"
src="cid:part4.01020302.04030308@oplin.org"
height="70" width="140" align="left">People who
use Internet searches to place products in front
of potential buyers pay a lot of attention to how
the rest of us use search engines. These marketers
often refer to two types of searches: Head
searches that are general keyword searches of less
than three words; and long tail searches using a
specific phrase or several words. How website
developers handle head and/or long tail searches
will affect the placement of their websites in
search engine results. While libraries may not be
as interested as marketers are in landing their
websites high in a list of search results, the
whole head-tail discussion of Internet searching
illuminates one way search results can be
manipulated.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://searchenginewatch.com/article/2255280/The-Resurgence-of-Long-Tail-Keywords-in-SEO">The
resurgence of long-tail keywords in SEO</a>
(Search Engine Watch/Jayson DeMers)
"Essentially, long-tail keywords are less
popular keywords because they have less search
volume and less competition to rank for.
Consider the following two examples: 'home
remedies for bed bugs' or 'how to get rid of
depression.' These are each considered long-tail
keywords as compared to trying to rank for the
much more competitive search terms 'bed bugs' or
'depression'."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://blog.mainstreethost.com/long-tail-keywords-the-power-of-small-volume-search-phrases">Long-tail
keywords: The power of small volume search
phrases</a> (Mainstreethost/Kris Dietz)
"Targeting these lesser-searched long-tail
phrases can be a huge advantage. Start targeting
phrases that see a smaller volume of searches.
Low-volume long-tail phrases are far easier to
rank in since the larger websites don't focus
their attention on them. Take the search phrase
'where to get used books' for example. It was
only searched a handful of times, so ranking
high on that phrase is a viable and realistic
strategy."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://smallbiztrends.com/2013/01/long-tail-keywords-seo-infographic.html">The
hidden value of long tail keywords for SEO</a>
(Small Business Trends/David Wallace) "Seeing
that over 70% of all search queries are for
these long tail key phrases, there can be
incredible value in having great visibility for
the phrases that are relevant to your business
model. Targeting long tail keyword phrases in
your SEO strategy can be an incredibly powerful
technique for building up ones organic search
engine traffic. Research suggests that long tail
keywords are easier to rank for, bring in more
combined traffic, and convert more visitors to
customers than the more popular 'generic'
keywords."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://gigaom.com/2013/02/23/google-has-a-problem-with-long-tail-searches-and-it-needs-quora-to-help-fix-it/">Google
has a problem with "long-tail" searches, and
it needs Quora to help fix it</a>
(GigaOM/Narendra Reddy) "Unlike Wikipedia, which
is best at answering head queries, Quora is all
about long tail. So integrating Quora with
search would provide Google's users more
reliable and useful results for long tail
queries. It would also contribute to a virtuous
cycle by allowing users to help produce reliable
content, too, as searches prompt further
contextual content that may need answering. This
will help Google get knowledge from content
sources (such as those who contribute to
Wikipedia) who do not own a website but have
valuable knowledge."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Conversion
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">While
about 1 out of every 10 head searches <a
href="http://www.conductor.com/resource-center/research/long-tail-search">results</a>
in a conversion - the searcher visits the website
and takes some action beyond a casual view - about
1 out of 4 long tail searches results in a
conversion.
</div>
<div style="text-align: left;"> </div>
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