Keyword research is the foundational step for a solid SEO strategy. Sadly, a lot of people get this first step wrong and end up ruining their SEO efforts before they even had a chance to get off the ground.
Targeting the wrong keywords is akin to advertising to the wrong market. You might receive a lot of traffic, but none of it will be relevant to your business! A lot of business owners focus on the largest keyword markets, not realizing that not only are these markets the most competitive, but they also don’t convert as high as the long-tail keywords we highlight below.
In this post we cover what exactly a long-tail keyword is, the importance of targeting the long-tail, and the benefits you’ll likely realize in your business.
The concept of the long tail was put forth in a book called The Long Tail by Chris Anderson. The central concept of this book focuses on the smaller emerging markets that have a lower demand, but also a smaller number of competitors.
This book lays out the central idea that there’s a demand for virtually every niche. Especially, with the increased prevalence of the internet. Even though the long-tail markets and keywords are much smaller than larger markets, there will still be demand for these services or products.
Plus, if you offer a very specific solution, then there’a chance you can charge a higher price than someone offering a more generic service.
Your brand is what makes your product or service awesome for an ideal group of customers. It can be very profitable to have your website rank for a very specific long-tail keyword that is in alignment with your business.
By aligning the mission and brand of your company with certain long-tail keywords it’ll be much easier to incorporate these words into your existing web copy and overall content strategy. By doing keyword research first you’re truly setting your business up for success.
The more specific search terms you focus on ranking for, the easier it’ll be for your business to rank for the term. These more niched-down terms are referred to as long-tail keywords. Long-tail keywords are also longer by nature and are easier to rank for as a result.
Even though the search traffic for these terms will be much lower, there’s a greater chance of converting this traffic into subscribers or customers. For instance, the term “email marketing for beginners Jacksonville Florida” will be much easier to rank for than “email marketing”. Plus, the traffic we’ll receive from ranking for the first term will be much more geared towards our actual business, than the second term.
A solid SEO strategy will implement long-tail keywords to send targeted traffic back towards your website. When you can truly narrow down your market segment, you end up creating a niche for you business to thrive in. If you’re interested in a full-fledged SEO strategy that actually sends relevant traffic to your website, then get in touch with our Jacksonville digital marketing team today.