Długi ogon – sposób na większe zarobki w e-sklepie
Odpowiedni dobór słów kluczowych zwiększa liczbę odwiedzin w serwisie i przychody ze sprzedaży – twierdzi agencja Praktycy.com.

Teoria długiego ogona, przedstawiona przez Chrisa Andersona, szefa amerykańskiego magazynu IT Wired, odnosi się do pozycjonowania serwisów internetowych. Otóż z jego obserwacji wynika, że zdecydowaną większość przychodów w e-sklepach generują produkty niszowe, które nie cieszą się dużą popularnością. Mają one również największy udział w zyskach. Dlatego mniej popularne słowa kluczowe (jest ich 90 proc.) mogą odpowiadać nawet za 80 proc. ruchu w serwisie. Umożliwiając klientom wyszukiwanie według określonych sekwencji słów można więc zwiększyć oglądalność strony oraz przychody ze sprzedaży.
– Weźmy na przykład portal z ogłoszeniami motoryzacyjnymi. Właścicielowi takiej strony nie powinno zależeć na tym, aby być pierwszym na słowo „Audi”. Mało kto szuka w ten sposób. Z reguły zapytania dotyczą konkretnych modeli, o określonych jasno parametrach. Osoba szukająca nowego samochodu wpisze raczej „Audi A5 benzyna 200 KM” lub „Audi A4 rok produkcji 2000”. Wynika z tego jasno, że ilość kombinacji słów kluczowych, związanych z jednym głównym, może być praktycznie nieograniczona. Tak właśnie wyglądają zapytania z długiego ogona – tłumaczy Sławomir Worobiec, prezes Top Solutions. Każde słowo z osobna nie ma dużego wpływu na ruch w serwisie, dopiero zsumowanie ruchu ze wszystkich nabiera znaczenia.
Według Praktycy.com żeby poprawić pozycjonowanie sklepu internetowego, warto zoptymalizować wyszukiwanie w serwisie uwzględniając popularne słowa kluczowe w kombinacjach 'długiego ogona’.
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180 mln zł długów firm z branży IT
Zadłużenie przedsiębiorców z branży spadło w minionym roku, jednak problemem mogą okazać się rosnące należności od klientów.
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Wartość faktur do windykacji wzrosła o 1/3
Przedsiębiorcy tracą cierpliwość do dłużników. Średni okres przeterminowania faktur skrócił się, ale wynosi nadal aż 180 dni.
Rosną długi e-sklepów
Najbardziej zadłużone są firmy z Mazowsza, Małopolski i Śląska.