HOW TO MANAGE LONG-TAIL KEYWORD WITH CONTENT CURATION?
The webmasters can hard row to hoe while trying to rank for popular keywords. Long-Tail keywords can rescue them out with this situation but it’s tricky to implement as the desired results are hard to obtain. But, content curation can solve this issue very well by managing the display and organization of content in the desired area of interest.
I have found it really hard to compete with popular keywords with low domain authority and high bounce rate while working as content manager at Zoutons.com, a deal discovery and coupon aggregation portal. Strategic application of Content Curation reduced our effort and we started ranking for the keywords which are less competitive but highly productive.
WHAT ARE LONG-TAIL KEYWORDS?
Long-Tail keywords are the set of words which have less relevance if searched alone but in a group they contribute high number of search driven traffic. Ex. “Vouchers”, if searched alone may not lead you the desired result but X Store Vouchers for Christmas, create more relevant set of results.Long-Tail keywords are less competitive to rank and can get better click rates. It is generally seen that the traffic coming through long tail keywords spend more time on the website than through head keywords like X Store Coupons etc.
WHAT IS CONTENT CURATION?
Content Curation has very broad definition but in terms of internet marketing it can be defined as a strategy to align the online content with visitor needs and preferences to get accomplish specific objectives.
The following points should be kept in mind before implementing the technique:-
- Technologically enable the relevant content to be available for visitors and make it most valuable
- Track the content interacting with visitors, segregate it with others and measure the interaction for planning ahead
- Keep watching the analytics and webmaster report and ensure the swift change if anything turns out to be wrong i.e. decreasing ranking or high bounce rate etc.
- Combine the formulation of digital strategy with available technology as it can reduce the effort with increased efficiency
HOW WE COMBINE LONG-TAIL KEYWORDS WITH CONTENT CURATION?
As Zoutons.com is built on WordPress platform, our maneuverability is high due to large number odd open source plugins available on web for managing content. We have adopted two way strategy:
- Providing a generic content on every page related to the store
- Managing a blog passing link juice to the relevant pages
Being a couponing site we do not have the band width to alter the content of a web page as it needs to be highly optimized for better conversion, but we managed it by providing an extra relevant article including information on trends of coupons, vouchers and discounts which can add value for the users willing to know more.
Blogs at Zoutons have key stake in establishing the relation between content curation and Long-Tail. For ex. If “Store X vouchers” is an important keywords then we write a blog having title “Best Store X Vouchers to Grab at the Year End Sale 2013”
We can’t say that it always works but it has helped us in retaining our position in the highly competitive couponing space.