After leaving a meeting with a marketing manager today – we once again saw the disconnect between content and SEO. So many times businesses don’t embrace (or understand) the concept of long tail keywords. There may be lots of words on your site – but they aren’t working for you.
Long Tail Keywords Defined
Long tail keywords are niche keyword phrases for your site. Instead of writing about “how to choose a boat” you could write about “the best racing boats for small lakes”. The concept is that you may get less traffic, but it’s more relevant traffic. (Well, in this case, if one of your product lines is racing boats.)
By using keyword research – you can find lots of long tail keywords and use that data to write separate pages (or blog posts, or articles) on your site. Each one of those pieces of content will bring better leads to your site than if you only work on the “short tail” or top level keywords.
Topics vs. Keywords
Long tail keywords also fold nicely into the concept of using topics instead of keywords for your content. When you write about a very specific topic – that one piece of content could be found online for a variety of long tail keywords.
Over 15% of Searches Have NEVER Been Done
Even though Google processes over 2 Trillion searches per year, they recently re-confirmed that over 15% of those search have never been done before – EVER. This is almost hard to believe but just think of all the opportunities.
While you and your business are worrying about where you rank for “it services Dallas” – you are missing out. You could be ranking on Google for all the topics (and long tail keywords) related to the real-world problems of your potential clients.
Think about the long tail. Embrace the concept of topics rather than keywords. If you build your content plans around these ideas – you’ll see more relevant visitors to your website.