Frequently I heard the opinion that each page should be optimized for 1 or 2 keywords and that there is no sense in trying to put more keywords on the page. I won’t disagree that commonly there is a limited number of popular terms for each industry. I also agree that the page should be optimized for some of these terms, but at the same time we shouldn’t neglect completely rarely-searched-for keywords.

Spend your time some day and examine the log file(s) of your site. What do you see there? Right, there are some keywords your site was most frequently found, and a long list of term or phrases that were searched for once or twice and lead to your site. This is the very case when quantity turns into quality and the long list of rarely entered keywords generate a good deal of overall traffic.

This effect is called “long tail”. It could be achieved by placing as many related keywords to the page as possible (without making it senseless and hardly readable, of course). You can compile these term lists using some keyword tools, but we recommend using the real data in the log files of your own site.

So next time you’re compiling a keyword targeting list, please don’t neglect “long tail” traffic - because it makes your site more easily found (the competition for rare terms is much lower then for the popular) and typically leads to higher conversion rates.

Try the “long tail” theory. It is working!

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