Oxford Web news and tips.  Enable images to see this header.
News and advice from the Oxford Web team, May 2012
www.oxford-web.co.uk
01865 596 144

Working your way to the top of the search results

Yes, you're at the top for "Smiths Cheese Shop in Aylesbury", but are you at the top for "Northumberland Cheddar" or "Mail order Cheese"?  Being "at the top" doesn't really mean a lot; what matters is how many people are finding you when they are searching for your product.

The new buzzphrase which is a bit more relevant to online search is "the long tail".  Picture this: in 1980, a small bookshop could carry, say, 5,000 titles.  Book shops focussed on best sellers, to raise the odds that customers coming into the shop would find what they wanted and buy it. But what they couldn't do is meet everyone's needs. And if 10,000 customers walked through the doors each wanting different titles, at least 5,000 would be disappointed.  It's a different situation now.  In  the online world you can stock a million titles in your catalogue, and perhaps service those 10,000 difficult people who each wanted a different book.  Which means at least 5,000 more sales.  This - more specifically the long list of book requests - is the long tail:

long tail

The long tail goes on further than I can show... and that's the point: it's long - making up many more book sales than all of the popular books put together.  

The long tail in internet search works in the same way.  Of the 50 people searching for your product today, you can bet that, while 5 people will type into Google the phrase you expect them to type ("Smiths Cheese Shop in Aylesbury"), 45 people will each type something different ("Fine Cheese", "Oxfordshire Cheese", and so on, making, in effect, 46 different searches for Google to match up with relevant web pages).  

Do you have 46 web pages which are relevant to different search phrases?

If not, it's time to give it some thought.  Your next 45 customers could rely on you doing a bit of work on expanding your website!

IF YOU ARE NOT ON OUR REGULAR EMAIL LIST, AND WANT TO STAY INFORMED, SIGN UP HERE!
 
Tech Talk: making sure all of your site is spidered

You've build a great website, and it's now accessible to Google. You've proved it by running some simple searches on some main menu items.  But have you hidden some other areas?  It's tempting to add fancy javascript popups and slide-downs without thinking through the search implications.

Every time you add an anchor tag that does something special like run a popup -

<a href="#" onclick= "ShowInterestingPopUp(); ">

- you should be adding a link to the same content in a normal HTML page, for the benefit of search engines:

<a href="/interesting-content" onclick= "ShowInterestingPopUp(); return(false); ">

This way, the popup will be shown to users, but search engines will follow the link, and still see the content.

FOR MORE TECH TIPS, VISIT OUR TECH BLOG
 
Go punting in Oxford

oxford punting

Our new website for Magdalen Bridge Boathouse is up and running. Click the link for details of location and prices, and to see what they had to say about Oxford Web!

MAGDALEN BRIDGE BOATHOUSE
 

This newsletter is an update for subscribers and customers of the Oxford Web team at Salient KMS Ltd.

Follow us on twitter for the latest news and tips!

To sign up click here.
To unsubscribe click here.
Oxford House, 1600 John Smith Drive, Oxford OX4 2JY, 01865 596 144.