Small business owners who invested on a company website are definitely on the right path when it comes to promoting their brand. Without having to spend too much, their website can serve as a tool for sales, advertising, customer service, and brand building. Now, just because you already launched a website after having it developed from scratch does not mean that the work stops there. You still need to build up your audience, generate traffic, and have as many return visitors as possible so that you can produce conversions or sales out of those web clicks. The key to achieving these is SEO or search engine optimization, an essential ingredient of which is keyword strategy.
What is a Long Tail Keyword?
If you’re new to SEO, it refers to the process of getting traffic from organic, free, editorial or natural results on search engines. The higher your website’s SEO ranking is, the more traffic will be generated to your site. There used to be a time when the most essential ingredient in optimizing a site for the search engines is keyword, but the trend is already changing with long tail keywords.
When SEO techniques were relatively new, the focus was all about a keyword’s relevance, search volume, and competitiveness. Today, a shift is happening in favor of long tail keywords. Let’s say that you are selling handmade jewelry in San Francisco.
If you will use the old keyword technique for SEO, you might use “handmade jewelry” as a keyword, or “handmade jewelry in San Francisco” for a more location-targeted results page. With long tail keywords, you can actually use a variety of keywords or keyword phrases relating to your nature of business, and scatter them around the body of your web content. As Google’s techniques in ranking websites become increasingly sophisticated, its robots can put all websites in the same category without having to specifically crawl for keywords. Instead, relevant and organic content is needed for you rankings to increase.
Can I Use Long Tail Keyword in Optimizing My Business’ Site for the Search Engines?
What’s good about relying on long tail keywords in optimizing your site for the search engines is that the numbers are in your favor:
– 10% to 15% of all searches use one, two or three keywords
– 15% to 20% of searches come from mid-length keywords
– Roughly 70% of all searches are the direct result of long tail keywords
Using the previous example, instead of just using handmade jewelry in San Francisco as a keyword, a long tail keyword which an online user voice searching on Google could say something like this “Where can I find cheap custom handmade jewelry in San Francisco?”
If you’re a small business owner, you can definitely use long tail keywords in optimizing your site for the search engines without having to spend too much. The same thing holds true for marketers who are running paid search marketing campaigns. If you’re using AdWords for your website, you can earn higher rankings on your ads at not-so-premium prices.
More about Using the Long Tail Keyword Strategy
So how can you search for long tail keywords if you are in the process of optimizing your small business’ website? Take a look at the following list:
• Use free keyword generator tools to figure out long tail keywords.
WordStream and Google have free keyword generator tools which you can use. WordStream in particular returns a practically endless number of keywords which you can use in your SEO strategy or paid search campaigns.
• Remember that search engines look for meaning, instead of specific keywords.
Rather than using bots that crawl through the content of your site looking for specific keywords, Google now scans the web pages for keyword phrases which are paired with user queries. Instead of you telling Google what your site is all about, the search engine does it for you as it forms its own conclusion based on the actual content of your site.
• Long tail keyword strategy should be combined with other factors to maximize the positive results of your SEO campaign.
Semantic search is another term that you need to be familiar with if you are using the long tail keyword strategy. This was released in 2013 and is meant to help online users find answers to specific questions, similar to how iPhone users use voice search instead of typing keywords on a browser.
Of course, you still need to combine long tail keywords with the overall navigation of your site, whether it’s easy to browse through or not, the layout of the pages, the site speed, and security. Combine all these with the appropriate long tail keywords and as a small business owner, you can maximize the earning and branding potential of your website.