THE NEW LONG TAIL OF SEARCH MARKETING STRATEGY By: Zach Kasperski, Search Marketing Strategist at Elasticity Foreword By: Jason Falls, SVP, Digital Strategy at Elasticity and Author of No Bullshit Social Media

Learn how to generate more leads through your company website using the long tail of search marketing, ultimately making consumers more aware and knowledgeable of the products and services you offer. CONTENT

05 Why We Wrote The New Long Tail of Search Marketing Strategy

PART 1: 06 WHAT IS LONG-TAIL SEARCH MARKETING? PART 2: 09 THE IMPORTANCE OF LONG-TAIL SEARCH MARKETING PART 3: 11 THE NEW WAY OF SEARCH PART 4: 15 IDENTIFYING USER-INTENT PART 5: 18 APPLYING THE LONG TAIL TO YOUR SEARCH MARKETING EFFORTS Banking Services Banks & Institutions FOREWORD Regional North America United BY JASON FALLS States Kentucky Republic Bank. That was a long tail of categories to get to what we were looking for. You have to give Google credit. When the search engine launched in Search engines made the process 1999, the way most people found things of finding what we were looking for online was by navigating through online easier, especially if we knew what we directories. You started with a big topic, were looking for. We could just type in like Sports, and drilled down to baseball, “Republic Bank” and come up with the then Major League Baseball, then your result we wanted. But if we had just team of choice and even your player of moved to Louisville and were looking for choice. If you wanted something else, a place to do our banking, we’d type in you navigated back to the top of the a longer tail search query – something directory, then drilled down again. like, “banks in Louisville” or “savings and loan bank in Louisville, Kentucky.” For you youngsters reading this, yes: In comparison, the Internet used to suck. The more popular Google became over the years, the more long tail the What Google did was teach consumers search queries became. That’s because a new, easier, faster way to find what it was no longer just tech nerds typing they were looking for. Type your specific in Boolean queries using the platform. topic in the little box and voila! Results! Normal people (apologies, geeks) And then Google started prioritizing started using the search engine, too. results with its now famous secret sauce And they don’t type in queries in the algorithm with the general indication technical sense. They type in questions that the top result was the most relevant and phrases like, “What’s the best piece of content on the Internet based bank in Louisville, Kentucky?” on your search term or query. Hence, long-tail search marketing. But if you think hard about how we We’ve got to get to those search users – used to find what we were looking for the normal people – if we want to really – by drilling down multiple levels in a turn over value for our search directory – you can easily understand marketing efforts. what long-tail searches are. We didn’t search for “Banks.” We navigated to But why spend time on search at all? Business Financial Services Doesn’t the infinite possibility of search queries make it imposing or And that means something else: even impossible to efficiently drive customers? Well, yes. And here’s why: If you don’t use search engine marketing as a business, it’s like shutting The search audience is the only down your ice cream shop from May one that is raising its hand saying, through September. And you know “I could be talked into buying that!” what that makes you? A fool. Searchers are pre-qualifying themselves as ready to buy. They Dive into The New Long Tail of Search are in active shopping mode. They are Marketing Strategy. It will help you looking for a solution to a problem… understand not just how to use search, an answer to a question. And if your but a more granular way of getting to results answer the call, you have a very the hand raisers who want to buy, but good chance at converting a random just don’t yet know you’re the right searcher in to a customer. person to buy from. And when you’re done reading, reach out to us. We’d I am generally known as a social media love to answer your questions or guy, even though my expertise lies in perhaps even help you start converting the more broad pool of digital marketing some of those long-tail searchers into and communications. But I do love social long-time customers. media marketing a lot. Still, however, I always start with clients by explaining that search is still your No. 1 priority. The reason is the above – these people are ready to buy. To illustrate the point, I tell them this:

Using social media is like selling ---- Jason Falls, SVP of Digital Strategy, ice cream in the wintertime. You Elasticity; Author – No Bullshit Social Media might sell some here and there, but the environment isn’t right to sell at an optimal clip. Using search marketing is like selling ice cream in the summer time. The environment is right and ripe for the taking. dot-coms. Fast-forward 15ish years WHY WE WROTE and the Internet still proves effective THE NEW LONG TAIL OF in how companies are marketing their products and services. SEARCH MARKETING STRATEGY The topic of online lead generation At its core, lead generation has been around since the beginning makes consumers more aware of the Internet. Many of you might know and knowledgeable of the products of this time as the “dot-com” boom, or and services you offer, in hopes of the founding of companies that were making them consider and select commonly referred to as you over the competition.

AWARENESS KNOWLEDGE CONSIDERATION SELECTION/TRIAL SATISFACTION ADVOCACY REPURCHASE

LEAD GENERATION

Most lead generation guides advocate includes valuable insight from paid digital marketing efforts like pay- digital marketing professionals that per-click, display, and social media have been generating and nurturing leads advertisements. Though these can be for SMBs (small/mid-sized businesses) to effective in the right circumstance, Fortune 500 companies - since the early there is still a large part of the pie that days of the Internet. We urge you to take is underutilized - organic search. the valuable information in this guide and Our goal is to provide marketing share it with your colleagues and apply directors, sales managers, and business it to your own search marketing strategy. owners with everything they need to know to tackle the new age of search marketing, specifically the use of long-tail keywords. The New Long Tail of Search Marketing

5 PART 1 WHAT IS LONG-TAIL SEARCH MARKETING?

THE STATISTICS DEFINITION OF THE LONG TAIL HEAD SEARCH QUERY The long tail is the portion of best restaurants JFK keyword distribution that has a large number of occurrences far from the head or middle part of the demand curve. For instance, a head search LONG-TAIL QUERY query might be something like “best restaurants JFK,” whereas a long-tail where to eat lunch at query might be something like “where JFK airport in Terminal 1 to eat lunch at JFK airport in Terminal 1”.

Source: Alpheus Bingham and Dwayne Spradlin (2011). The Long Tail of Expertise. Pearson Education. p. 5.

number of pages and targeting THE SEARCH variations of user intent based on DEMAND CURVE search query.

The long tail of search has been around The search demand curve tells us since the beginning of search engines, that there is a massive amount of and search marketers have been trying opportunity in search phrases that to target long-tail queries with tactics make up - according to research - like setting up a website with a large almost 85 percent of search traffic.

THE TOP 10,000 SEARCH TERMS In 2008, Experian’s Hitwise division published an article that examined a TOP 100 TERMS: 5.7% of all the search traffic study of the top 10,000 search terms by percentage of all search traffic. This TOP 500 TERMS: 8.9% of all the search traffic included topics covering MySpace, TOP 1,000 TERMS: 10.6% of all the search traffic Britney Spears and the iPhone 3G. The study found the following: TOP 10,000 TERMS: 18.5% of all the search traffic

6 For example, if your company owned the search landscape of the top 1,000 search terms across all search engines, you’d be missing out on nearly 90 percent of all search traffic.

100%

80%

60%

40%

20% PERCENTAGE OF ALL SEARCH TRAFFIC OF ALL SEARCH PERCENTAGE 0% TOP 100 KWs TOP 500 KWs TOP 1,000 KWs TOP 10,000 KWs THE LONG TAIL

A couple things to note: The Hitwise sample contains 10 million U.S. Internet users and a complete data set would uncover much larger portions of the long tail.

Source: Experian, Hitwise (2008). Source: SEOmoz (2009). Illustrating the Long Tail. The Moz Blog.

POPULAR KEYWORDS VS. LONG TAIL SEARCH TRAFFIC The below chart illustrates a simplified version of what was found in Hitwise’s 2008 study. These metrics are make up of the above four bullets.

0.40%

0.30%

0.20%

0.10% TOP 10,000 SEARCH TERMS BY TERMS BY TOP 10,000 SEARCH

PERCENTAGE OF ALL SEARCH TRAFFIC OF ALL SEARCH PERCENTAGE 0.00% occ myspace iphone 3g e-bay.com myuhc.com windermere bankatlantic clon azepam body central popcap games britney spears direct tv internet quest diagnostics medical questions 7 8

# OF MONTHLY SEARCHES 90 percent ofsearch queries - engines. The model targets roughly that isbuiltfor today’s modernsearch sophisticated modelofleadgeneration Long-tail search marketing isa LONG-TAIL SEARCH MARKETING? SUMMARY: WHAT IS THOUSANDS HUNDREDS MILLIONS 100Ks TENS 10Ks <5 18.5% FAT HEAD OF SEARCHTRAFFIC Finally, thebelow chartillustrates thefat head,chunky middle Source: SEOmoz (2009).Illustrating theLong Tail. The Moz Blog.

11.5% CHUNKY MIDDLE and longtailofkeyword demand. THE DEMANDCURVE ILLUSTRATED OF SEARCHTRAFFIC Source: Experian,Hitwise(2008). TOP 10K KEYWORDS TOP 10KKEYWORDS TOP 1KKEYWORDS TOP 500KEYWORDS TOP 100KEYWORDS # OFKEYWORDS 2015 andbeyond. found inthesearch marketing of brand capitalize onthefullopportunity head queries.The modelcanhelpyour search queries that are far from shorter, 70% LONG TAIL OF SEARCHTRAFFIC

PART 2 THE IMPORTANCE OF LONG-TAIL SEARCH MARKETING

AWARENESS SEARCH MARKETERS OFTEN DISREGARD THE LONG TAIL Search marketing can help boost the awareness of your brand. Eighty- The traditional retail environment is a nine percent of consumers use Internet great example of why search marketers may search engines to make purchasing typically disregard the long tail. Logically, decisions, the highest percentage of a retail store will only stock its shelves eight other information sources in the with products that have a proven track study, including review sites, brand or record of selling. This is mostly due to the product sites, news sites and social fact that shelf space is expensive, and it’s media platforms. The keyword demand much more of a risk to bet on products curve suggests that the long tail makes that address niche wants and needs. up over 70 percent of the keywords used when finding this information. In contrast, online retailers (like Source: Fleishman-Hillard and Harris Interactive (2012). Amazon and Walmart) can stock virtually Understanding the Role of the Internet in the Lives of Consumers. Digital Influence Index Annual Global Study. p. 11. everything, from the head products like Levi jeans to the “longer tail” crazy straws that you put in your drink.

KNOWLEDGE In early September of 2013, Google quietly made a change with the ultimate Your prospect just landed on your goal of encrypting all search activity. This website via a click from a search change brought a dramatic increase to engine result. Does your landing the percentage of keywords (77 percent page content help them learn about in September 2013 and 87 percent in July the products and services you offer? 2014) that have “not provided” data in Sixty percent of consumers gather Google Analytics. Ultimately, it’s hard for product and service information search marketers to measure and track the from brand or product websites, effectiveness of longer tail queries. Even ultimately influencing whether or not Google’s Keyword Planner tool does not they’ll consider purchasing from your include traffic data for these longer queries. company. The content on these landing Source: ClickConsult (2014). Not Provided pages may consist of guides, white Count. NotProvidedCount.com papers, webinars, videos, infographics or other valuable information that’s The days of content production that tangential to your product or service. exclusively targets the fat head are slowly Source: Fleishman-Hillard and Harris Interactive (2012). going away. Organic search marketing is Understanding the Role of the Internet in the Lives of moving toward a more long tail approach Consumers. Digital Influence Index Annual Global Study. p. 11. using quality content as the driver.

9 USER INTENT: HIGHER RELEVANCY, MORE CONVERSIONS

Perhaps one of the most important concepts of the long tail involves user intent. Users are usually searching to accommodate a navigational, informational, commercial or transactional need. As queries progress from informational to transactional, they often become more relevant and less competitive, which ultimately leads to higher conversions for your product.

RELEVANCE: LOW HIGH

COMPETITION: HIGH LOW FAT HEAD CHUNKY MIDDLE LONG TAIL

When a user is searching for (the head keyword) “Nike shoes,” we have very little idea what the user needs. Are they looking for information on the shoe’s history? Or are they looking for how the shoe is made? They might be looking to shop for Nike shoes.

Now, if a user is searching for (the long tail) “buy Nike Hyperdunk Low 2014 iD’s,” the user intent is much more clear. We know that there’s a much higher chance of being able to sell a pair of shoes.

Long tail keywords reveal a clearer intent. You don’t have to run A/B tests or take a guess at what to serve the user; you can almost always be more certain in what they’re looking for. This has a direct impact on the effectiveness of your search marketing strategy.

search marketing is often disregarded SUMMARY: THE IMPORTANCE OF because it’s hard to track and measure LONG-TAIL SEARCH MARKETING using traditional analytics techniques. Long-tail search marketing requires an Long-tail search marketing makes your advanced model of search marketing, marketing funnel wider. It boosts the from strategy to measurement. Long- awareness of your brand in search tail search marketing allows marketers engine results and teaches your to cast a wider net of opportunity customers more about the products because of hyper-relevance and and services you offer. This form of low competition.

10 PART 3 THE NEW WAY OF SEARCH

when searching. The goal is to serve INTRODUCING GOOGLE up the most relevant results for the HUMMINGBIRD query. The algorithm governs the more than 200 elements that make On the eve of their 15th birthday, up Google search as we know it. Google a new search algorithm called “Hummingbird” that was designed to In the past several years, Google has handle more complex queries. Details announced several updates - Caffeine, of the update were largely made up of Panda and Penguin - aimed to improve “off-the-record” statements made by the experience of fat head and chunky Google’s senior vice-president of middle keywords. Although these are all search, Amit Singhal. still necessary for an effective Google experience, they don’t accommodate for Well-known members of the search the fast adoption of mobile search and marketing industry distilled Amit’s more conversational long tail queries. statements: Hummingbird’s objective Amit Singhal even touched on these is to better understand users’ intent long tail queries, calling them “verbose.”

GOOGLE SEARCH TIMELINE

11 Think about what words or phrases GOOGLE HUMMINGBIRD: prospective customers use when HOW IT WORKS & WHY IT MATTERS searching for the products or services you offer. If they search for “Italian Throughout the years, Google designer pants” and all Google returns has integrated more components is post about designer pants, then (synonyms, autocomplete, universal content that is similar – and possibly search, Google instant and the useful for the searcher – may be left knowledge graph) into the algorithm out. As such, Google has always had that generates the results for queries. some consideration for synonyms. Now the emphasis is on generating Thus a search for pants would also semantic search results that are heavily include content that is relevant guided by synonyms, content and to “slacks,” “jeans,” “khakis,” co-occurrence. Semantic search “trousers” and more. is the argument for long tail keyword targeting.

SYNONYMS CONTEXT Google has been working with Hummingbird considers the context in synonyms for well over a decade now. which synonyms are used. After all, words Thinking back to user intent, it’s clear are verbal representations of things. An that synonyms are crucial in how they object may have a relationship with others broaden the query and rewrite it to offer that may change depending on the context the best results to users. Synonyms are of which they are used together. Google important but aren’t a perfect solution for knew that they must learn to understand the future of search. Enter Hummingbird. the potential meanings of a word and refine the retrieval based on a “probability score.”

12 CO-OCCURANCE For example, an article discusses a new Nike shoe in one sentence and running trails We know that synonyms and context in the next sentence. Google understands play a huge role in the new Hummingbird that these two concepts – a shoe and algorithm, but there’s one more concept running trails – go together. Thus that’s worth talking about: co-occurrence. determining said shoe must be a Co-occurrence is an indicator of semantic running shoe. proximity or an idiomatic expression, or how close a certain keyword is to relevant concepts in a given sentence, paragraph or article. It allows for the assumption of how two words or concepts depend on each other.

WHY IT MATTERS • Significantly improve the search experience. A better understanding By integrating synonyms, context and of the query allows Google to serve co-occurrence, Google is now able to: results that have a higher probability of satisfying the needs of the user. • Simplify how it delivers information. If a group of longer tail queries essentially • Serve more relevant ads for long tail mean the same thing, then Google queries. In the past, it was unlikely for doesn’t need to serve a different result Google to serve ads for verbose queries. for each. Instead, one result will satisfy Now they can decipher what people are the entire group. looking to browse, shop or buy in longer queries.

13 They let searchers get factual THE KNOWLEDGE BASE information to certain questions AND ANSWER CARDS posed in search queries. For example, searchers can ask Google about “my Launched in May 2012, the Google dinner reservations,” “how old is Barack Knowledge Graph understands facts Obama?” and “how tall is the Empire about people, places and things State Building?” and how entities are connected. Hummingbird is turning longer tail The Knowledge Graph is not directly queries into those at the head of the tied to Hummingbird, but they share demand curve. In the case of the the same philosophy from moving latter, these queries are sometimes string queries to an understanding served with Answer Cards in the of semantics. The Knowledge Graph Knowledge Graph. specifically served Hummingbird with information that involves Answer Cards appear as large boxes personalization. in the top position in search results.

ANSWER CARDS

St. Louis Weather NL Central standings

Population of Chicago

How tall was Abraham Lincoln

14 PART 4 IDENTIFYING USER-INTENT

THE VISITOR This is best explained using the INTENTION MODEL Visitor Intention Model. This model of search behavior is As search marketers, it’s our job to help heavily based on the correlation search engines tie user intent to our between the phrases that people type products and services. We briefly talked into the search box and the likelihood about the types of queries that usually that they’ll purchase a product. The fall under user intent, but let’s dive below diagram illustrates the general deeper into how user intent impacts query demand for three commercial purchase intent. search types.

Before you start keyword research or FAT LONG QUERY TYPE: HEAD TAIL any other foundational search marketing BROWSE SHOP BUY efforts, you should understand the mechanisms behind how people search.

THE “I’M JUST LOOKING” CONSUMER THE “I’M GOING SHOPPING” CONSUMER Marketers call them “browsers” Shoppers have an identified need and are because these people are in information- in the consideration phase of the customer gathering mode. Their searches are closer lifecycle. They’re using a search engine to the head and not very specific. They to compare product or services. These typically click on several results to get the prospects are the ultimate tire kickers. They information they’re seeking, working their might buy a product now or later, but their way from the top of the search results to immediate need to is assess all options further down on the page. The difference and narrow down their choices. Search between informational and browse-based marketers tend to initially think of these keywords is that these consumers might words as in the chunky middle area of the make a purchase. demand curve. Also, marketers can often increase their chances of a sale by offering EXAMPLES INCLUDE: coupons, shoes, the most valuable, relevant information cell phones, hotels. based on a product or service offering.

EXAMPLES INCLUDE: att smartphone options, hdtv reviews, new york airfare, best flower delivery.

15 THE “I NEED TO BUY THIS” CONSUMER Buyers are looking for specific products or a product that seems to fit their needs. They are spending more time on specific websites and less time in the search engine results pages. Since they’ve already done a lot of their research, an emotional or promotional play could push them even further to purchase.

EXAMPLES INCLUDE: Samsung 46 inch LCD 1080p tv, cheap airfare to Las Vegas for [next week’s date],

THE BRAND LADDER

The Visitor Intention Model works well OCCASION

for most non-branded search marketing PROBLEM activities, but if you’re focused on

improving the performance of your PRODUCT

branded keywords, you should OWNER ”

consider the brand ladder. .

C . A - ” N E S “ VI S I P ” The brand ladder allows you to RO S D IE YE G improve the performance of your “E ER LL A AL branded keywords by branching out ON ” AS ES “SE EY to higher traffic keywords that relate Y CH directly to a brand offering. “IT

16 OWNER PROBLEM The owned category consists of Next are problem keywords that have a keywords that closely align to a product high volume of traffic but lower relevance from a particular brand. An example from than those of their product counterparts. the investment-trading category might be It’s best to target these keywords with “Scottrade.” Prospects that are searching landing pages and content that eases for these keywords are usually looking for the pain of the prospect. a specific product or service from a brand. It’s harder for competitors to rank it top OCCASION positions for these terms, making them Finally, occasion keywords represent highly relevant and valuable. life-events or things that are happening in that particular moment in time. This is PRODUCT a powerful, brief moment when search A level up from owned keywords are marketers can make an impression that product keywords. These are categories in will last in the prospect’s mind. Not every which branded phrases fit. This is a crucial brand can target occasion keywords, as moment for marketers because consumers these mostly consist of CPG products in are close to making a purchasing decision. healthcare, chemical and lifestyle industries. Generally, these keywords represent the Occasion keywords can often be looked largest amount of relevant traffic that through the lens of urgency. For example, directly relate to needs that can “need energy” can have an application of be accommodated by brands. urgency by adding “fast” or “now” to the end of the query.

The Visitor Intention Model mostly SUMMARY: caters to non-branded queries, so what’s IDENTIFYING USER-INTENT a brand advertiser to do? The Brand Ladder teaches us how to expand on By identifying user-intent, search “occasion” and “problem” keywords that marketers can target more relevant are relevant to your brand’s product. keywords based on what consumers actually want. Not only can you improve Both non-brand and brand advertisers the relevance of the keywords you can use the Visitor Intention Model and target, but you can also get a sense Brand Ladder and apply it to long-tail of what keywords generate the most search marketing. revenue, in each of the “browse,” “shop” and “buy” categories.

17 PART 5 APPLYING THE LONG TAIL TO YOUR SEARCH MARKETING EFFORTS

categorize your keywords based on KEYWORD RESEARCH the service you offer or section of the website that best accommodates Keyword research is at the base of all the query. Then, take a group of your search-marketing efforts. But first, what categorized keywords and plug them is a keyword? into Google’s Keyword Planner (GKP). This will allow you to expand out your A keyword is a word or phrase that initial list while gathering popularity consumers use to find the products and competition data. We’ll further and services you sell. You want your explain how to use the GKP in the Key company website to rank in top Takeaways’ section under Tools. positions of search results when consumers are searching for what you Although the GKP is a valuable tool in sell. By ranking higher in search results, the keyword research process, keyword there’s a better chance that consumers popularity data will only be provided will visit your website and buy from for head terms. You can get long-tail you over your competitors. data by running a paid search-marketing pilot on Google AdWords, allowing you The keyword research process will to identify your most valued long tail help you attain more relevant visibility keywords. Additionally, you can use the and can help you learn more about Google AdWords Search Terms report your prospects as a whole. The process to see what exact word or set of words will help you establish the popularity, a customer enters when searching competition and relevance of certain on Google.com. keywords, as well as predict shifts in demand and changing You might also find value in market conditions. categorizing your final keyword list in the following ways: Start by putting yourself in the position of your prospects. What keywords would you search for to find your products and services? SE 2 ROW ON PR B SI OB What information would they find 1 CA L C EM

upon landing on your site? What O 2 1 is the value of a conversion VISITORS THE INTENTION MODEL P from this keyword? O BRAND LADDER H 3 S O T W C Once you’ve completed the BU NE DU Y D RO brainstorming exercise above, 3 4 P

18 will come back to index that content. ON-SITE Your blog is another great way to write CONTENT OPTIMIZATION long-form articles that will indirectly cater to the long tail. The core of Google’s algorithm is to supply the user the most relevant, What do we mean by “indirectly?” authoritative information for what’s in the search box. When thinking of Let’s go back to the synonyms, context content to create for you website, it’s and co-occurance components of important to keep several things in mind, Google Hummingbird for a moment… like quality, keywords, engagement, Ah, yes. Google is investing in sematic ads, and freshness. All of these things search. Therefore, when you write leverage the long tail keyword. website copy or other content naturally, you’re appealing to semantic search. Google’s panda update cracked down It’s like you’re appealing to the long on head terms. Panda said that you’ll tail without even trying! be penalized if you website is thin or fluffy and only focuses on head terms. And if you think about well performing THE NEW CONTENT CREATION websites, they all benefit from rich content, like articles consisting of over AND LINK BUILDING IMPERATIVE 1,000 words. In short, you should be creating rich, detailed content that Let’s get one thing straight: link brings enormous value to building is NOT dead. Link building is your consumers. all about how and where you get your backlinks. Continually, this is becoming Measuring engagement with more of a media relations and influencer analytics is also a crucial element outreach play, which may mean more when creating quality content. Are link building campaigns with a content your visitors sticking around on one marketing focus. page versus another? How is the message communicated on those Content marketing is the new pages? What longer tail phrases are link building imperative. It works by used to convey that message? developing valuable, interesting content for a set of influencers and marketing There’s also something to be said about that content through relationships and the freshness of your content. The more storytelling. This is a double-edge sword. you post to your blog, the more Google

19 By developing guides, infographics, or overarching message will incorporate white papers, case studies and other long tail keywords - all indirectly. related content, you get another opportunity to indirectly integrate long The new search marketing combines tail keywords into your pieces. Then, technical wizardry, storytelling and when the media goes to write about content production. whatever you produced, their editorial

THE SEARCH MARKETING PROCESS

Keyword analysis Competitor analysis Content & link building strategy RESEARCH & STRATEGY

Technical site audit TECHNICAL Content optimization OPTIMIZATION Local directory listings

CONTENT & LINK Content development BUILDING Link building outreach

MEASURE Monthly search reports and insight

20 ELASTICITY 1008 LOCUST AVE., SUITE 300 ST. LOUIS, MO 63101 314.561.8253 [email protected] goelastic.com