Despite efforts that can provide marketers and SEO experts targeting a highly competitive keyword, it may be months or years before they find a significant improvement on the results pages of search engines. The landscape of online research constantly evolving and a growing number of users who use long-tail keywords, it is not surprising that marketers and SEO experts focus on the optimization of related research. If you have not yet integrated the strategy of your keywords, or if you doubt whether carriers for your site, we propose here a little primer.
A long-tail keyword is a very targeted search phrase of three words or more. It usually includes one or two short-tail keywords rather generic. For example :
Short-tail keyword: shoes
Long-tail keywords: children’s shoes, cheap shoes, summer shoes
Why target long-tail keywords
- For a higher quality traffic and higher conversion rates. The long-tail keywords are more specific, which means that a visitor landing on your site through a more specific search is more qualified. Content targeting children shoes generate a more relevant traffic than simply targeting shoes. And as it better meets user expectations, a larger percentage of traffic it generates is likely to buy these shoes for their children.
- For a less competitive research environment. Anyone searching for children’s shoes made by the same time a search for shoes in general; however, the reverse does not hold. In other words, the more the market you are targeting is set, the less it will be competitive.
- Development of entrepreneurial flexibility. If you’re one of the lucky few to be referenced for a short-tail keyword but your ranking decreases for it on the results pages of search engines, you seriously obstruct the business performance and risk having it extremely difficult to put right. By expanding your scope and by including long-tail keywords, SEO points you lose to some expressions will not disrupt the performance of your business, and you can also win back quite easily.
For a better ranking of technical terms. When you include short-tail keywords in your long tail keywords, you improve the SEO terms of technical research. You can also boost performance pages targeting competitive terms by adding links to these at your best referenced pages that target the “long-tail” variations that include the same short-tail keyword.
- It is the search mode the most fashionable of the moment. According to The Beginner’s Guide to SEO Moz, the long-tail keywords searches account for 70% of search traffic. Because they have mastered better and better the workings of Google, users are no longer forced to make generic claims and review all the results in search of one that interests them because they now know how to get it by setting out more specific requests.
How to target long-tail keywords
- Through analysis of advanced keyword tools like Keyword Grader from HubSpot, which allow you to analyze in detail the efforts you in research of long-tail keywords. Or by logging into your Google Analytics account to identify terms that generate the most traffic to your site. If you know the keywords that attract the attention of customers, you can focus on you to ensure potentially higher monetization.
- At this stage of operations, you can consider using variations over “long-tail” of these keywords through, for example, the ‘Suggest Keywords’ the Keyword Grader from HubSpot or the Keyword Tool from Google. The terms listed below are examples of changes in the terms shoes it would be useful to target.
- If you’re having trouble finding good long-tail keywords with the tool you have, you can type your short-tail keywords in Google and let the search engine offer their own variations.
- Identify terms around which it would be wise to create content, such as how to tie his shoes. This uncompetitive terms of combination generates an overall volume of 320 searches per month, and the adverb ‘how’ portends informative content and practices that are ideal for a blog. You should include your URL and add them to your home page, your H1 tags, as well as throughout your content.
To convert the visitors you get in this way, provide them with videos, photos, offers or additional contextual content. By helping the visitors to advance along the funnel, you will find that this highly qualified traffic generates more conversions, so you can more effectively monetize your search efforts.
How to analyze and improve your long-tail keywords strategy
- Assess the amount of traffic that now generate your long-tail keywords. By establishing this fact from the outset, you can measure the impact of these keywords month after month.
Analyze the performance of your “long-tail” traffic. If you find yourself on the first page of search engines for a specific long-tail keyword but you do not pull any traffic, there not spend more time than you have already done. If you get traffic but your conversion rates are low, remember to test your Calls to Action and your landing pages. If there is no improvement after performing an A / B test, then focus your efforts on more profitable keywords.
- Define the most profitable keywords. Before a customer, a visitor is primarily an Internet searching that is converted to lead, then lead. So remember to keep track of long-tail keywords that convert more visitors into customers. Over time, you can even take into account additional indicators related to the acquisition cost and the value of long-term customers.
- Measure the success of your content optimized with long-tail keywords. The indicators to be taken into account here are: rejection rate, time spent on the page, social significance and inbound links. If, for example, visitors to a website do not spend more than 4 seconds on an article explaining how to tie his shoes, the contents certainly lack relevance.
- Ride the wave of success by targeting similar terms. Once you have identified the long-tail keywords generating traffic, conversion and other positive indicators on your site, try replacing them with synonyms. For example, if children shoes terms meet with some success, there is a safe bet that it will be the same for shoes for children.
- Identify gaps and opportunities of your content. When visitors land on your website through relevant search terms that you had not considered, grab this opportunity and optimize your site for this user group. For example, a shoe retailer could capitalize on the terms tips to protect your feet while hiking. Although there is actually no mention of shoes, these words remain relevant to its readers.
Do you take advantage of the potential long-tail SEO keywords long-tail keywords in your content marketing?