I never paid much attention to Google Street View until recently when I went out for lunch with a friend to a part of town I rarely go. I wanted to find the building I was supposed to go to – I wanted to know what it looked like (without having to search for the street number while I was driving). I found it online and that helped me find it in person.

Google Street View gives local guidance

Here’s an example below of Johns Hopkins University Hospital in Maryland.

You see the map.

But do you also see the little orange human-shaped figure in the navigation section of the map? If you go to Google Maps and drag-and-drop him onto the map, you get Google Street View.

I viewed Johns Hopkins University Hospital through Google Street View and here is what I got:

Cool!

Now imagine the possibilities for your business. Link to or embed the map on your website. Encourage people to view the street view of your business. Create an online video using Google Street View to show people where to park, where to enter, etc.

And, if Google hasn’t been by your neighborhood to film your street, why not give your business a quick facelift so that you’re ready when they are.

Defining “Long Tail Keywords“

In order to understand “long tail keywords”, you need to first understand the “long tail” concept.

The “long tail” is a concept introduced by Chris Anderson in 2004 in which he talked about a phenomenon in business where there is an initial large amount of purchases of a product or clicks on a website (called “the short head”) but those began to trail off (the “long tail”)… however, the amount of the combined trail was equal to or greater than the short head.

In other words, a movie might make $50 million at the box office during its initial theatrical run. But it might make another $50 million or more in “cheap seat” cinemas, DVD sales, and international sales.

Read more about the long tail at Wikipedia.

This “long tail” concept has been broadened to the search engine marketing world.

Common keywords, like “marketing” or “restaurants” are the short head. Millions of people type these into searches every day. Not surprisingly, large companies invest millions of dollars each year to appear at the top of Google searches for these terms.

The local business may have a very challenging time appearing at the top of those “short head” searches. But, for local businesses, the long tail provides some serious possibilities!

Short head keywords might be “marketing” or “restaurants”. Long tail keywords are very specific. On their own they might be searched as much as the short head keywords, but the cumulative amount of search for long tail keywords is dramatic.

So, a local Maryland-based marketing company might forgo the short head keyword “marketing” in favor of several “long tail” keywords like “Maryland marketing”, “Maryland advertising”, “Maryland marketing company”. A Boston-based restaurant might not have  a prayer of achieving a top Google ranking for “restaurant” but they have a much better chance of getting to the top of Google for a long tail keyword like “Boston restaurant”.