The Concept Of The Long Tail Keyword Phrase
The concept of the long tail – finding specific keyword phrases that might have lower volume of searches but a higher conversion rate.
There is less competition on these words, and the intent of the searcher means they might be more likely to make a purchase. But how do you go about choosing the right keywords?
Keyword research is a simple yet crucial part of any SEO strategy. Keywords are the foundation of much of SEO and in some cases, depending on how your website is built, are hard-coded into your pages. SEO is a highly task driven process. While it can initially appear complicated, following the right steps in the correct order will lead to results. Here are five steps to help you get your keyword research right.
1. Think openly about the keywords you want to rank for
Get creative and write down keywords and phrases that describe your products and services. Include the keywords you think your customers search for to find you and your competitors.
Use a thesaurus to look for synonyms. You might want to ask a couple of customers or people who don’t know your business what they would type into Google if they were searching for the products and services you offer. Don’t forget to also add your brand / business names and associated queries, but don’t make the mistake of thinking your business name is the starting point for keyword research; most people won’t type this into a search engine when looking for the products or services that you sell.
2. Add current keyword successes
Add any keywords that currently bring visitors to your website. You can get this information from Google Analytics or other (sometimes free) website analytics software.
3. Research keywords using a free keyword tool
Use the list you’ve established to begin researching what your potential customers really do type to find businesses like yours in search engines. To do this you can use free keyword tools to add some much needed science to the process. They will allow you to:
View keyword data by specific countries and territories
View search volumes and trends
View keyword competition levels
View data by match type (broad, “phrase” and ‘exact’)
You can also use specific pages of your website and have Google analyse the page and suggest relevant keywords for that page.
Tip: Enter your keywords into the tools in brackets like this: [keyword]. The brackets represent ‘exact match’. Using an exact match search ensures you get data for exactly the term you’re considering targeting, and you can compare terms in a meaningful way.
Linkdex’s own integrated keyword research tool uses data from the Google Adwords Keyword Tool. Other keyword tools available include:
Microsoft – Bing (Free)
Wordtracker – Free and Paid
Wordstream – Free and Paid
KeywordDiscovery – Free and Paid
When you’re finished you should end up with a shortlist of keywords with their local monthly search volume.
4. Finalise your list of keyword targets and think about how they apply to your site
You should now have a good list of keywords you want to be found for. Make a note of whether you have a relevant page already on your site, or whether you think you’ll need to build one. If you do, add yourself tasks to complete. If you’re using an SEO tool you will also be prompted to add a page that you think should rank for a keyword. Completing this is not compulsory but is a great discipline.
5. Start tracking your rankings
Keeping an eye on your rankings is important as rankings help direct your strategic and tactical efforts. For example, if you find that you have a selection of relatively low competition keywords ranking in positions three-10, then the chances are that pushing some great content out that links to those pages will give them the boost they need to get to the top.
Keyword Research Checklist
- Which keywords do you want to target?
- What is your site’s current rankings for those keywords?
- Which pages are most relevant on your site for your keywords?
- What are the keywords you want to rank for that don’t have content yet?