Google “Mayday”: Long Tail SEO and Website Conversion

Named for the time frame in which it came into fruition, “Mayday” refers to the permanent algorithmic change that will affect the way in which web pages are ranked by Google to match ‘long tail’ searches. A ‘long tail search’ refers to a keyword phrase that is three or more words in length. An example of a ‘long tail’ phrase is “antique window glass for a restoration project” versus the ‘short tail’ search phrase ‘antique window glass.’

Although short tail phrases typically have a higher search volume, it has been demonstrated that the more specific long tail search phrases have a higher conversion rate. This means that the more targeted the search the better chance you have of persuading the person to take the action that equals conversion at your site, such as submit an online form or place an online order.

Google typically makes about 400 or so algorithmic adjustments throughout the year for the express purpose of improving the quality of search results. This latest adjustment is a “rankings change, not crawling or indexing” designed to determine the best sites that match up to long tail queries. In order to rank well for long tail phrases, Google’s Matt Cutts suggests that first you ask yourself the following questions:

• Do I have the highest quality site?
• Am I showing up now for the most relevant searches?
• What can I do to add great [new] content so people consider me an authority?

Cutts then suggests you remove anything off-topic [i.e. relevant content only].

The latest algorithmic change is permanent and primarily affects ‘long tail searches;’ however, if you follow Cutt’s straightforward advice and answer those all-important three questions honestly you’ll get a pretty good idea of what you have to do next to ensure you rank well for the ‘long tail’ phrases important to your business.

Look for more on this topic in my future blog post about “Ranking in Google.”