Search Engine Optimization and the Long Tail

Rob W  

April 23, 2008

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Search Engine Optimization (SEO) is one the most daunting tasks for a Credit Union to undertake. How does even a large Credit Union with a devoted SEO budget compete (with big financial institutions like Wells Fargo, Bank of America or Fidelity) for search traffic on keyword phrases like “mortgages, auto loans, IRAs, etc”?

Answer: They don’t.

Financial terms rank #2 as the most popular search category with over 100 million searches taking place each month in the US. While popular keyword phrases like “mortgages” are searched millions of times per month the aggregate sum of less popular words can draw significant traffic to a Credit Union site and usually tend to have a higher conversion rates since the visitor is presented with content more specific to their query.

For example, as illustrated in the graph below, a Credit Union in California might SEO their website for terms like, “California Credit Unions”, “California Car Loans” or “Credit Union Student Loans” which (as an aggregate) have over a thousand searches month.

Chris Anderson from coined this type of traffic as the “long tail” and Extractable works closely with all our clients to identify keyword search phrases they can draw organic search traffic on.

search engine optimization (SEO) long tail