<object type="application/x-shockwave-flash" width="400" height="300" data="http://www.vimeo.com/moogaloop.swf?clip_id=827402&server=www.vimeo.com&fullscreen=1&show_title=1&show_byline=1&show_portrait=0&color="> <param name="quality" value="best" /> <param name="allowfullscreen" value="true" /> <param name="scale" value="showAll" /> <param name="movie" value="http://www.vimeo.com/moogaloop.swf?clip_id=827402&server=www.vimeo.com&fullscreen=1&show_title=1&show_byline=1&show_portrait=0&color=" /></object><br /><a href="http://www.vimeo.com/827402/l:embed_827402">How To Do SEO, part 2 Farming vs. Hunting</a> from <a href="http://www.vimeo.com/user292067/l:embed_827402">Eric Holter</a> on <a href="http://vimeo.com/l:embed_827402">Vimeo</a>.
Last month I had the opportunity to present the benefits of a content rich website to a group of advertising agency principals at the ReCourses annual New Business summit. As part of the presentation I printed out all the content of our website to demonstrate the impact of the long tail of search. While the top level of our website, the pages linked off our main navigation, consists of about twenty pages or so, the supporting content, our years of newsletters, blog posts and our book, add well over a thousand pages.
When you look at search engine results to see where search traffic goes, you'll notice that the majority of search hits are distributed across all these many pages, not just the home page. This list, printed from our Google Analytics reports, shows the exact search phrases where used to bring visitors to our site over a six month period. These are all the actual words typed into Google in which one of our pages showed up in the results and the searcher clicked to our site.
As you can see, this is a very long list. Very long.
Now as long as this list is, I only printed ten percent of it. The full list contains over 74,000 unique user sessions resulting from over 31,000 unique phrases. And if you examine the whole list you'd would see that the rarest phrases, those toward the end of the list that were used just once or twice, when added together, out contribute all the more popular search phrases at the top of the list. This is the power of search and the power of content.