Why Targeting Long Tail Keywords Can Increase Organic Traffic
Keyword research is the backbone of SEO and targeting long tail keywords can increase organic traffic that is laser targeted and converts at an extremely high rate. Targeting keywords that are super competitive can prevent you from attracting any traffic and targeting keywords that are too generic can lead to a lot of traffic that isn’t qualified, therefore doesn’t convert. Basically, your keyword strategy will make or break your SEO effort.
Many businesses as well as search engine optimization agencies will focus solely on link building and not focus on attracting long tail keyword traffic. Sure, the search volume is typically low on long tail terms, but the quality of the traffic is prime.
Imagine if your company sold widgets. The term “widgets” would typically have a high search volume but every search isn’t going to be consumers that are looking to purchase a widget. Not only will the term require a large budget to rank for, but once you do rank organically for it the traffic you receive will be very generic. There will be more information seeks than buyers.
Now, what do you think about long tail keywords such as “widget dealer in Miami” or “buy widget model X100 online” and the quality of traffic those search terms would bring? Someone searching for those terms is a buyer. Targeting those terms is going to be easier than the more generic term and ranking organically for them is going to bring in sales and revenue.
What Are Your SEO Goals?
You could have the best service or product on the planet, but if the right people aren’t seeing it how will they even know you exist? Many businesses will simply select an SEO agency to work with based on the price. Zero strategy. Zero plans to get from point A (no traffic) to point B (revenue).
When it comes to SEO you need to crawl before you walk. Most businesses have limited SEO budgets so it is in the best interest of the business to target long tail keywords to start brining in some revenue. This allows them to scale up the SEO effort as the revenue increases. Going right after the most competitive search terms without the budget and time to spare can lead to a complete disaster.
Evaluate Your Industries Competitiveness
Some industries are extremely competitive with large corporations dominating the search results. Without a massive budget it is going to be hard to compete with these companies, so you need to identify search terms that are going to enable you to rank for them while still attracting potential buyers. This is where creative keyword research comes into play, because the more specific the keyword is, the less competition there will be. If you are interested in finding out how competitive your industry is in terms of SEO feel free to contact us for a free consultation and audit.
Long Tail Keywords Defined
The longer the search term, the less competition and the easier it will be to rank. More specific keywords are referred to as long tail keywords. Let’s take the keyword “travel deals” as an example. This is an ultra competitive keyword that is dominated by the large discount travel websites. While that term would require an astronomical budget to even begin to gain any traction, a search term like “discounted airfare from Miami to Los Angeles” is going to have less competition. While the search volume is lower, the overall quality of the traffic is higher. In this example the person searching for that long tail keyword is more than likely looking to book a flight.
Conversion rates are always going to be higher for long tail keywords. So, knowing this, wouldn’t it make more sense to target several long tail keywords and focus on brining in high quality traffic that is going to convert rather than just focusing on search volume and hoping that some of that traffic converts?
Imagine if you were ranking #1 for a generic term that had 2,000 searches a month as well as a long tail keyword that has 200 searches a month. Let’s assume that your organic results pulled in 50% of the traffic. The generic keyword would deliver 1,000 visitors that month but because it is so generic only 5 of those visitors might actually make a purchase. Now, they long tail keyword is a buyer keyword and out of the 100 visitors you attracted 30 of them make a purchase. What one would you rather rank for?