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How Google Killed the Long Tail

How GOOGLE KILLED the LONG TAIL ª LNOG TAIL LONGG TAIL • LAWNG TALE • LONGTAIL CATS • LONG SPELL CORRECTION GOOGLE INSTANT Not only is spelling corrected, but Google actively tries to guide searchers down fewer & more popular keyword paths. Lnog tail search Long Long T Historically, roughly 10% of search que- ries were misspelled Long Term relationships Long Term disability insurance Long Term parking SEO's created pages specifically targeting misspelled queries. However, Google now auto-replaces misspelled queries with what they thought the searcher intended to search for, thus SEARCH MUTATION In some case Google will change the search query to a more common search and/or drop words from the search query. eliminating the efficacy of pages tar- geted for longtail misspellings. Weight Loss Estimator Weight Loss Calculator GOOGLE PLACES & LOCALIZATION This is one of the more outrageous and direct forms of Google actively affecting search behavior. In the example above, Google will literally show the results for “weight loss calculator" even though the searcher typed in "weight loss Insertion of Google Places & local- ization of the search results further splits up traffic. estimator". FULLY INDEXED BRANDED SITE GOOGLE LARGE LISTINGS for LOCAL RESULTS WITH MAYDAY OFFICIAL SITES MAP MARKERS UPDATE The Google FULLY INDEXED BRAND SITE Mayday update required more domain authority SUB PAGES FROM SAME for sites to be SITE SEO-DRIVEN able to rank for LINKS tail keywords. Larger listings for official sites de- values generalist & vertical director BRANDS as well as review sites OTHER GOOGLE VERTICALS PANDA UPDATE & SITES WITH "TOO MANY PAGES" Insertion of other Google verticals in the organic search results (Youtube videos, Google books, etc.) Panda penalizes sites with too many pages relative to the size of their brand footprint, so the risk-adjusted cost of producing a page is far larger than the upfront production cost further eats up much of the longtail search results. You Tube Google VS books BRAND FOOTPRINT # OF PAGES In this case, not only is Google decreasing dis- solving the traffic that a site might get from longtail traffic-they're actually replacing what would have been organic results with their own properties, therefore driving more traffic to Google and less traffic to private websites. These pages were often created to capture long tail search queries. It no longer makes sense to target the longtail because the costs of being penalized outweigh the benefits. furthermore... LARGER AD-WORDS UNITS QUERY DESERVES FRESHNESS & ADDITIONAL WHITE SPACE Larger AdWords units and added white space drive down the organic search results. Google's "Query Deserves Freshness" search algorithm promotes brand new content & impacts 35% of searches. This makes organic results harder to find even if they're more relevant to the actual search query. CONTENT CONTENT WHITE SPACE BRANDS: YES / ADWORDS UNIT CONTENT CONTENT WHITE SPACE FULLY INDEXED BRANDED SITE SMALL SITES & NEWCOMERS: NO X SEO-DRIVEN This recent update (based off of the Caffeine update) rewards sites that constantly generate LINKS new content. This creates a catch 22 for smaller sites who aren't perceived as brands by the search engines, because if they try to create content at the same rate they can get penalized by the Panda update (for having "too many pages"). KEYWORD (NOT PROVIDED) ***** ********* GOOGLE-FUNDED SCRAPERS Google now hides keywords for users who are signed into their Google accounts. If you search while signed in, site owners will not know what search terms you used to find their content. Google funds some auto-generated scrape, answer spam sites, and other sites that pull in 3rd party content. Even if someone went to the trouble of This is NOT true for AdWords, however, which creating pages targeting long tail search queries, Google's willingness (and sometimes active promotion) of scraper sites directs the traffic to sites who've simply copied content. has fueled speculation that Google is favoring paid search. GOOGLE ADVISOR Google offers itself category-wide large custom ad units in lucrative niches like credit cards, mortgages, and CD rates. Search for CREDIT CARDS or MORTGAGES and you will see the custom ad units...these are called "Google Advisor" in the US. GOOGLE ADVISOR ADWORDS UNIT WHY KILL THE LONG TAIL? Approximately $$ 16% of searches are unique Down from approx. The long tail is much The long tail is much harder to POLICE 20% to 25% a few harder to MONETIZE years ago PRODUCED BY: DESIGN BY: SEOBOOK LUMIN İNTERACTIVE (SEOBook.com) (LuminConsulting.com) DOGS CONTENT

How Google Killed the Long Tail

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Making spelling mistakes during a search is common and Google found a way to filter spelling errors in order to generate searches. This infographic explains how Google technology makes searches more effective.

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