Everyday you compete with hundreds, if not thousands, of other companies to draw people to your site in an attempt to convert them into customers. Once in a while, it helps to step back and ask yourself: Am I competing as efficiently as I could? Most people think that in order to control their industry, they have to dominate Google, Yahoo! and Bing results for the most competitive keywords related to their business. But the truth is that if you are ignoring a long-tail keyword strategy, you are missing out on a great opportunity to “play smart.” These longer keywords give you many advantages that you simply don’t get from the more generic, competitive keywords and a long-tail strategy will bring you more, stable success in the long run. Let us explain…
Why Long-Tail Keywords are SEO’s Hidden Gem
They Give You a Backdoor for Keyword Domination– Vying for a short-tail keyword like “migraines” is the equivalent of diving into a battle that will be near impossible to win There are simply too many competitors, so unless you are already a huge company with a regionally recognizable name, your best bet is to leave those short-tail words alone. If you instead focus on being first for “simple migraine treatments,” you will face much less adversity and will be able to “win” and totally dominate for that search term. Repeat that process for multiple other specific keywords and with the same reasonable amount of effort, you can begin to truly maximize your strategy. Being a higher rank (ideally, number one!) for many different long-tail keywords will give you more views than ranking on the 2nd or 3rd page of Google for a really competitive search term. It’s not that we have anything against shorter keywords. It’s all about efficiency, really.
They Synchronize with the User Experience– SEO is all about getting into the user’s mind and ultimate, knowing what they will type into that little, magical search box. Many people use Google to solve their specific problems and so their searches will reflect their issues. Often, their searches will be worded in the same why they would casually ask a friend a question. Searchers are not going to search for just general information about a topic as often as they will be looking for specific details and answers. And that is exactly what long-tail keywords specialize in – identifying specific issues/needs/wants. They match up more often with the searcher’s thoughts and therefore are more valuable in terms of your ability to really connect with your potential customers.
They Provide You With More Targeted Leads- We know this might come as a shock, but consider the following statement: The goal of SEO was never to get as many people to your site as possible. While high levels of traffic are great, what you really want is the right people coming to your site – targeted leads. What do we mean by that? Well, let’s say that you run a surfboard repair shop. It’s not monetarily profitable to you to have searchers looking to buy new surfboards arriving on your site by the hundreds IF you don’t actually sell new boards. It can’t hurt to have them on your site (who knows?…maybe they crack their board a couple of months down the road and remember your site and return to do business with you then!), but it’s not the kind of lead you’re really looking for. When you focus on longer keywords, you increase your ability to specify/target the kind of potential customers that you really want to cater to. You’ll be drawing people who are already specifically interested in what your site is all about. Now that just makes sense, doesn’t it?
Breaking News: The goal of SEO was never to get as many people to your site as possible.
Long-tail keywords are helpful tools for many reasons. But, to put it simple, you really just end up getting more bang for your buck (or at least more results for your effort) when you use them. If you have questions about how to develop a comprehensive keyword strategy, let Farotech help. Schedule a free assessment call with one of our SEO specialists!