March 16, 2017
Why focussing purely on the popular keywords can be the wrong strategy and how long-tail keywords can finally make search marketing profitable.
I'd like to challenge your thinking on search marketing!
The purpose of this article is to turn your attention to a much less popular but more relevant approach to choosing which keywords to target.
Every marketer & business owner thinks about what keywords they want to be found for within the Google search results. We all do it. However, most make a mistake early on by opting for a direct and focussed approach on generic, high level, popular keywords. I don't blame them - It seems to make sense. However, I hope to challenge this notion. I believe that by adopting a different approach, you can convert the kind of customers that you really want.
I think we'd all agree that the best enquiries are those that are ready to buy. It is less work to convince and/or educate this type of customer. I believe a small thing like the keyword or phrase someone has typed into Google can indicate how ready they are to buy, as well as, how informed they are about what they are buying - See My Article on the Awareness Ladder
Now, it is important for me to say that the more obvious and popular search terms are very valid search terms and worthy of serious consideration. I am not proposing to completely ignore these popular phrases. In fact, I would almost always recommend that you give them some sort of attention. However, it should not be the sole focus - which it is for so many businesses. I believe there is a smarter and more profitable way to think about search marketing - understanding and utilising long-tail keywords.
Long-tail keywords are a combination of single keywords joined together to make a search phrase. They are longer than most popular search terms and in turn searched less often. They are more relevant to what you actually do and in turn, more convertible.
Most people assume, due to a lower search volume that they are less valuable. This is where things get interesting...
If you wish to take advantage and make some money from long tail keywords, then you must embark upon a long-term content strategy focussed on this approach. You will need to identify where the opportunities are within your marketplace and create quality content on your website that will, in time, rank highly for these non-competitive long tail keywords. I must stress that the quality of content is crucial here. I will discuss that in more detail in another article.
If you create a lot of pages with focussed and relevant content, I can say confidently that each page will not get thousands of hits per day but the traffic that does arrive will be looking for exactly what you have written about and be very convertible.
Before you know it, your enquiries will be hotter than before and they will have a clear idea of what they are looking for. The best type of lead.
Fast forward 12 months.... You have created 1 page a week and now have 52 new landing pages on your website, that are working for you bringing in focussed and hot leads.
This might reduce the number of enquiries that you get overall. However, this is not always a bad thing. Less volume but higher quality and higher conversion rate.
Can you think of any long-tail keywords that would work for your business?