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In traditional search engines, SEO tactics typically pay dividends for ambiguous (shorttail) terms, but in the blgosphere, where everything is disambiguated, blogsites tend tooutperform other blogging platforms and for many reasons. But it’s important to pointout that SEO tactics are not sustainable. If you let up for even a moment or yourcompetitor increases their SEO expenditures, you typically lose rank positioning; indeed,traditional SEO is a classic arms race. This race eventually results in attempts to gamethe search engines through nefarious tactics that are becoming increasingly risky. AsMatt Cutts, senior search strategist at Google relates –
“…he was worried he might be caught, so he was working on a spiffy new scheme which was really *really* undetectable. But only 99% bulletproof. :) As you might be able to guess, I was easily able to find all of the fellow’s “undetectable” doorway pages and all of his clients with a single Google query — I didn’t even have to use any of my internal tools. I still chuckle when I hear the word “undetectable.”
–Undetectable Spam Unlike traditional SEO tactics, findability based on blogging and participation in theread/write web is sustainable. In fact, blogging provides an ever-rising scaffolding of content whose articles are always available and continually reinforcing each other tosustain and grow domain trust, credibility, and discoverability. But blogging createsvisibility in areas of the web where traditional web sites cannot. There are many reasonsfor this including the inherent ability to fabricate information for long tail discovery –youachieve this as a by-product of producing good content.
Why is the long tail important?
There are many reasons –
More pages in the search engines suggests it’s harder to find what you’re lookingfor;
Businesses continually try to differentiate to compete more effectively;
Consumer search behaviors are continually improving and being reshaped by themere existence of more content.However, this idea can be best understood by simply looking at search query logs. Theywill reveal that 93 to 97% of all queries used to find content are unpredictable long tailphrases – queries that you could never use in a PPC system.