E-COMMERCE SEO

Long Tail Strategy in E-commerce:

Why don't 70% of your customers see you and how to fix it with automation?

TL;DR

  • Fight for generic key phrases (known as Fat Head) with giants like Allegro and Amazon is burning through the advertising budget.
  • Phrases from "Long Tail" (Long Tail) generate 70% of web traffic and have a much higher conversion rate, because they go to determined customers.
  • dokuparser allows you to automatically pull detailed product attributes from PDF files from suppliers, creating rich descriptions for SEO without manual work.

Every online store owner has the same dream: they type the name of their main category into Google - for example, "women's shoes" - and see their store in first place. The reality upon waking, however, is brutal. The first page of results is concreted over by giants such as Allegro, Amazon and Zalando.

Trying to fight them on general key phrases (so-called Fat Head) is burning through the budget. E-commerce money doesn't lie where the biggest crowd of viewers is, but where the customer knows exactly what they want.

In this article, I'll show you how to stop chasing the giants and start winning with strategyLong Tail (Long Tail), using data you probably already have.

SEO math: Why do fewer searches mean more money?

There is an ironclad rule in the SEO industry: search volume (Volume) is not the same as sales. Imagine a demand graph:

  • Head (Fat Head): General phrases, such as "bicycle." They are incredibly competitive and not very specific.
  • Long Tail (Long Tail): Phrases composed of 3, 4 or more words, such as "Kross Hexagon mountain bike black L frame".

The statistics are inexorable:long Tail phrases collectively generate about 70% of all Internet traffic. What's more, they have a dramatically higher conversion rate. Why? A user typing in a general keyword is just doing some research. A user typing in a precise phrase is at the end of the shopping funnel - he has already chosen and is only looking for a store that has that particular product.

From the general to the specific - how to build phrases that sell?

To understand purchase intention (Search Intent), let's analyze two scenarios:

Scenario A: The Dream A user types in "television." What does he search for? Prices, rankings, inspiration? The chance that he will buy it from you in that second is minimal. Here you are competing with news sites and marketplaces.

Scenario B: The reality of profit The user types: "Samsung 55-inch OLED 4K Smart TV 2024." That's a customer holding a payment card in his hand. To pull it off, your store must "feed" Google with precise data. Your product card must include in the title: brand, technology, year of manufacture, EAN/SKU code and variants.

The more precise data you provide, the wider you cast the net for the long tail.



How does an automaton (parser) build the long tail for you?

This is where we reach the wall: "I have 5,000 products on offer. I don't have time to manually rewrite the specifications for each of them!". This is true, which is why most stores do a "copy-paste" of poor names from the manufacturer, losing SEO potential.

The solution is content automation using tools such as Dokuparser.

How does this work in practice? You pass PDF catalogs or invoices from suppliers through the Dokuparser. The tool extracts structured data from them.

1. Source document: "M. Linen White XL Shirt Mod. 123"

2. Automatic extraction:

  • Category: Men's clothing
  • Material: 100% Linen
  • Color: White
  • Cut: Stand-up (taken from the description)

Having the product feed prepared this way, your system automatically generates the name:"Men's white linen shirt with stand-up collar size XL". Thanks to this, your store begins to rank for dozens of niche phrases without writing a single word by hand.

Stability in times of change - why is Long Tail an insurance policy?

Google's algorithms are unpredictable, and changes often affect the most popular phrases. A Long Tail strategy gives you stability. When you base your traffic on thousands of niche phrases, a drop in position for one of them doesn't kill your sales - it diversifies your risk.

In addition, precise descriptions protect against the phenomenon of cannibalization of keywords. Google knows exactly which subpage to display to a customer searching for specific product features.

Summary: Data is your secret weapon

In the E-commerce era, the one with better data wins. Fighting over generic phrases is a road to nowhere. Your chance is precision. You don't need to hire an army of copywriters - this information is hidden in "ugly" files from your suppliers. All you have to do is extract them.

Automate your product descriptions and start selling on the long tail.See how Dokuparser can turn your stock documents into a perfectly optimized product feed that Google and your customers will love.