Have you ever hit a brick wall with blog content or expanding your audience reach? Marketers tend to spend a lot of time on ranking for general keywords, and as time passes by they realize that is what everyone else is doing, including the competition! Placing an emphasis on long tail keywords might be your solution. These keyword phrases are the foundation of what your website is built on and helps search engines understand the purpose of your content.
Quality long tail keywords have less competition, are easier to rank, increase traffic to your site and drive qualified traffic, resulting in higher lead conversion rates. Let’s look at the difference between general and long tail keywords, then jump into specific how-to’s.
1. What’s the difference?
It’s simple – General keywords are short and broad compared to long tail keywords, which are longer and more precise. In the example below you will see both keywords are appealing and have the potential to capture a large audience; however, the long tail example is easier to rank and focuses on a target audience.
- General: Mobile
- Long Tail: Mobile Website Development
If you search for “mobile,” results for carriers, brands, accessories, apps and more come up. Using a long tail keyword such as “mobile website development” delivers results for guidelines, tutorials and best practices in developing a mobile site, reaching a specific targeted audience. Create long tail keywords based on your ideal customer to attract potential buyers.
2. Seeking for Optimization
Now that we know what long tail keywords are, how do you find the most effective phrases that drive traffic? Various programs such as Bing AdCenter and Google Suggest are free tools that let you enter keywords and find related search terms, while offering advertiser competition and telling you how many times per month someone is searching for a phrase.
Although the tools offered in these programs are helpful your business would most likely benefit from software that gives you a “Keyword Competition” score, showing you the level of difficulty it would be to rank for a specific keyword, in addition to the above mentioned resources.
3. Using Long Tail Keywords
To reach your potential and existing customers and drive more traffic, apply long tail keywords into your website content, blog and pay per click (PPC) marketing campaigns.
1. Website – Helps search engines crawl your content to get found online.
2. Blog – Attract and educate consumers beyond your brand at various stages of the buying process.
3. Pay Per Click – Help lower overall expenditures and increase lead conversion.
Implementing long tail keywords throughout your site, blog posts and PPC campaigns will improve your ranking in search results and show you the audience searching for that particular topic.
The more specific your long tail keywords are, the easier they are to rank. They drive a more engaged and qualified audience to your site leading to an increase in conversion. Businesses are quickly discovering the benefits of optimizing content for long tail keywords is the way to go. If you aren’t using this highly effective tool in your SEO marketing strategy, get started with these basic steps today!
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