Long-tail search engine optimisation (SEO) may be the best strategy for small retailers operating on the web, it has been suggested.
Jan Riley of Practical eCommerce explained that revamping an e-commerce site's SEO strategy can be a long and dull process, but retailers can get around this by adding new content optimised for long-tail searches rather than rewriting existing copy.
Long-tail terms are those that tend to be longer than more generic searches and refer specifically to a particular item.
Ms Riley advised that retailers research long-tail terms relating to their product ranges and publish articles, video descriptions, testimonial pages or reviews on their sites containing these terms.
"This gives your e-commerce store more search food and more relevance to your visitors," she explained.
"Adding good content that is optimised for the long tail is an inexpensive way to attract more traffic and increase sales."
The term 'the long tail' was first used by writer Chris Anderson in an article for Wired in 2004.
In the column, Mr Anderson put forward the idea that the entertainment sector could generate more revenues from niche genres and sectors at the bottom end of the charts than from the few mega-hits that bring in millions at the top of the market.
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