The times of effective positioning of websites for a few selected keywords are long gone. In search results the competition is growing and stronger, which is due to many years of commitment to strengthening the desired image.  

What is a long tail

Long Tails are key phrases consisting of several words, e.g. "women's redbutton for running price".   Compared to standard 1-2 word queries, long tail keywords are searched much less frequently, making them less competitive. This makes achieving a position in the TOP10 not only easier, but also faster than before. Another advantage of the "long tail" is a more accurate representation of the search engine user's intentions. Why is it so important?

In a situation when a user uses a single word inquiry, e.g. "shoes", it is impossible to guess what motivation motivates him/her (desire to buy? See any product? sports-related interests?). This problem does not occur in the case of keyword phrases. For example, the question "women's redbutts for running the price" leads to several, certainly accurate, conclusions:

  • the user is looking for shoes in red
  • the shoes are for running,
  • the user is in fact a woman.

The "price" at the end of the inquiry clearly indicates the consumer's purchase intentions; she knows what she wants but is not yet sure where she will find it

Visibility of the website in Google

Visibility of a website in Google is nothing more than the number of keywords leading to the website. You can check it by using the tools to analyze the visibility of the page: SENUTO and SEMSTORM. Visibility of the page is divided into 3 groups:

  • TOP 50
  • TOP 10
  • TOP 3

With the help of the above mentioned tools you can check, among others, the following

  • under which specific keyword your website is displayed most often
  • address of the subpage to which the separated phrase is directed,
  • monthly number of searches for the website by means of a separate phrase
  • approximate position of the website in the search engine.

Using the above data it is possible to improve the filtering of valuable keywords from the range of TOP 11 - 20 (found on the second page of search results). They have the greatest potential to take a position in TOP10, and thus generate traffic on the site.


Broad positioning and concentration on the "long tail" generates numerous benefits. The most important thing is:

  • low competitiveness in search results
  • faster effects
  • low cost of positioning
  • high conversion factor

Measuring effects

Measuring performance is an individual matter. In online shops the effect can be understood as e.g. the level of traffic or generated income. It gives great comfort to both the specialist dealing with website positioning and the client. Positioning of selected keywords does not guarantee the achievement of the assumed effects; tools analyzing the number of monthly searches can be wrong. It happens especially when we talk about keywords from a long tail, which is relatively rarely searched. Changing a keyword that is already in high positions is a huge waste of time and money.   This risk eliminates complex actions throughout the entire website. The agency is accountable for the acquired traffic and its value measured by the involvement on the website and the degree to which business objectives are achieved, including e.g. sales, registration, visits to the contact page, subscriptions to the list of subscribers).

Comprehensiveness as a synonym for professionalism

Positioning only selected keywords on the basis of settlement for the effect of the TOP10 position no longer works for large websites. Currently, in the SEO industry, the emphasis is on the complexity of activities and care for the entire website. Search results are personalized. Everyone can see different results in TOP10. Today, the actual results are much more important (conversion, target realization, traffic, revenue).

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