Three blog posts continually catch my eye for the level of ongoing traffic they pull into this blog via search engines.
This post was published on April 28, 2011. The graph above shows daily page views since publication.
At the time of writing 7% of all-time page views happened within a week of publication, 25% of all-time page views within the first month.
Already the majority of page views received by this post are “long tail” page views. And the search engine source of these views shows no sign of drying up.
The search terms generating these long tail views are variations on a very specific theme. They all come from search terms containing both “Spongebob” and “imagination”.
The episode referenced in my post is clearly of interest to plenty of others.
(If only they were interested in modern ideas too. I doubt it somehow. The vast majority will have been lured under false pretences in terms of the verbal content. But hopefully they found what they were looking for given that I found and embedded a copy of the the full “Imagination” episode.)
This post was published on January 7, 2011.
It garnered 6% of all page views to date on its first day. 7.5% of page views to date within a week of publication. And, at the time of writing, 12% of all-time page views within the first month.
Again the search traffic shows no sign of abating.
But this time there are no variations on a theme when it comes to the search term generating the traffic. Every single long tail page view has been driven by exactly the same search term. Namely “circle of trust”.
I assume that most, if not all, of these searchers had in mind the same film reference as me. Alas I also assume that, unlike me, they were not also wanting to use the term as an analogy for the intimacy of social interaction afforded by RSS and blog commenting.
Hopefully they were at least partially satisfied with a (borrowed) picture of Robert de Niro.
A somewhat different pattern for this post, although the long tail principle remains the same.
This post was published on January 24, 2011. And it generated 25% of its page views to date on its first day. 38% of all-time page views at the time of writing were generated within a week of publication.
The post features an interview with Richard Bloch, the client behind the off-the-wall Betfair Poker Twitter account. The nature of the content (about Twitter) seeded on Twitter meant that it generated a lot of interest in the period immediately following publication.
44% of all page views at the time of writing happened within a month of publication. Which means that, even with a relatively turbo-charged launch, this post has had the majority of its views after its first month in existence.
The search terms driving this traffic all contain the words “Betfair” and “Twitter”. Most of them also contain the word “poker”.
And this time I’d say that the vast majority of visitors to the blog got exactly what they were looking for – some background detail on the thinking and the strategy behind the singular persona projected through the Betfair Poker Twitter profile.
I hardly need to spell out the obvious lessons here.
Very specific content and reference material is a good recipe for long tail search traffic generation.
Nirvana is matching this specific content/reference material to the likely needs of a relevant audience. I only managed this in one out of the three examples cited here.
That’s the obvious stuff.
But it’s obvious stuff that is missed or ignored by brands that put an increasing number, if not all, of their eggs in the Facebook basket.
No matter how engaging your Facebook content is at the time, it just does not give you the added benefit of this long tail effect.