September 21, 2015
It’s no secret that ranking for high volume keywords is ideal, but you can’t dismiss the importance of ranking for longer tail terms. Not only do you have a better chance of success, but the opportunities that this offers you are actually very different than some of the top tier keywords you’ve been focusing on in the past. It’s important to have a well-rounded strategy, and part of making that happen is earning the benefits that both approaches offer—long tail being one of them. The question, then, is simple: What exactly are the benefits of ranking for long tail keywords?
As a recap, long tail keywords are 3 or more words long. They don’t drive as much traffic as shorter terms may, but they do offer several different types of benefits:
This is best understood by thinking about different examples. Let’s say that someone typed in “flower delivery.” It would be great to rank for that phrase, but you could be getting an array of different visitors to your site—people are interested in jobs, interested in the process, interested in their options for another time, etc. If someone was, however, typing in the term “birthday flower delivery in Memphis TN” and you ranked for that phrase, that person is much more likely to be valuable traffic. This helps keep your traffic targeted to people who are very interested in what you have to offer, which brings us to our next point.
Naturally the more targeted your traffic, the more likely someone is to convert. It’s really as simple as that. Taking the example mentioned above, you may get less traffic from people typing in such a long-tail term, but the traffic you do get will be more valuable. After all, isn’t your bottom line to earn conversions anyways?
Just by nature these terms are going to have less competition than your top tier keywords. Because of this, you will have a bigger selection to choose from and you will be able to really succeed in earning those highly targeted eyes and hopefully turn them into conversions by having an optimized landing page, which you can learn more about here.
Going off of the last point, less competition also means it won’t take you as long to accomplish your goal of ranking for certain phrases. This can make your boss happy but also help you to get the ball rolling if you’re a new company or you’ve had a slow quarter.
With long tail keywords you oftentimes want to shoot for positions five thru ten so that you can earn a first page ranking on as many long tail terms as possible. This will help make sure that you’re getting more visibility on pages one and two for several terms as opposed to ranking number one for only one term.
This one may seem like a little bit of a stretch, but you’ll find that if you want a really strong long tail keyword strategy then you’re going to need to have the right landing pages in place. Everything needs to be extremely targeted and relevant, and this sometimes means that your website will have more pages. This will definitely create more work for you, but Google actually likes to see that sites have these types of pages (and a good number of them). It can appear more natural and it gives you more pages to index.
Going along with the last point, not only will the Google bots be pleased to see that you have a healthy amount of pages, but the more targeted and relevant you can get with your content and landing pages the better for your readers. This is an “extra” because it’s up to you to make this happen (the long tail keyword work won’t do it for you), but again, it’s a great way to bring your strategy to the next level.
For more information on actually setting up a long-tail AdWords campaign, I highly recommend this article from Search Engine People. If you have any questions, don’t hesitate to let us know in the comment section below.
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