Believing in the long tail concept – a plethora of opportunities arise, such as the ability to spot a drooping tail.. and taking advantage of this phenomenon to increase organic search traffic.

1. Indentify increased organic search traffic opportunities in a drooping tail Dennis R. Mortensen, COO IndexTools, Inc. [email_address] November 2007

2. in a SEO long tail concept Believing

3. Zipf's law one has to accept the facts of power-law distributions such as

4. make up half your organic search traffic make up the other half ..and many search phrases Concluding that a few search phrases

5. ? .. where is the opportunity I knew that

6. predefined universe search phrases in a Web Analytics platforms report on

7. (Long Tail) verify a power-law distribution leaving one with no opportunity to

8. ..and even when verified manually most do not know what to look for

9. ? .. so what do I do I understand

10. View Search Phrases Report 1

11. Export to Excel 2

12. Create a basic line chart 3

13. Convert to double-logarithmic scatter chart 4

14. Spot if there is a 5 drooping tail tendency

15. ? .. give me an example huh

16. (perfect distribution) Classic Long Tail

17. (optimization opportunity) Drooping Tail

18. ? .. show me the money Conclusion

19. is left on the table When a drooping tail is spotted Money

20. missing traffic / revenue ..and the opportunity-loss can be calculated in X = missing visits $ = X * value per visit

21. If ROI analysis warrants its – content should be added to support the long tail

22. Want to know more? V isual R evenue.com/blog http://visualrevenue.com/blog/2007/03/long-tail-and-how-to-calculate-missing.html