For years, the prevailing school of thought in search engine optimization has been the shorter the better, whether talking about the creation of content or the targeting of keywords.
However, if you’re still only targeting shorter search queries, take it from us as an NJ SEO experts, you’re missing out.
These days, people are searching with longer, conversational queries, due in large part to the emergence of mobile and voice search, which means you need to start targeting long-tail searches in your search marketing efforts.
The Basics About Long-Tail Search
Long tail search phrases are, obviously, more specific. Searchers using these kinds of queries are either looking for very specific information or to purchase a specific product or service. Basically, they know what they’re looking for.
That’s what makes these types of phrases less competitive and more relevant to a very specific audience. That leads to more conversions, as long as your content solves the searcher’s specific needs.
For more information on the basics of long-tail search, check out our recent post, SEO Trend Watch: The Benefit of Targeting Longer, Conversational Keywords.
What You Need to Do
First off, once you know which long-tail phrases are worth targeting, you could write a blog post about or related to each of them.
From there, you need to weave them into your PPC ads and into all other arms of your content marketing strategy, and they need to be inserted within the right places in that content, meaning H1 and H2 tags.
Also, no matter what industry you’re in, there are a lot of different possible long-tail combinations, which means you may need to create more web pages, sometimes a lot more, to effectively target them
The good news? We’ve been in SEO in NJ and NY long enough to know that the more pages of relevant content the better. That’ll just lend your site more credibility and authority.
It’s all about user intent.
The bottom line is that marketers and SEO specialists need to focus on user intent and on creating high-quality content that satisfies that intention, no matter what kinds of queries they’re targeting.
As far as finding relevant long-tail phrases, there are some great online tools available such as SEMRush.com, but you can also get an idea of what interests your audience through interacting with them in person, via email, through social media marketing, etc.
Just keep in mind that targeting long-tail searches will result in less traffic than if you’d targeted more general keywords. So, if you put all your focus into targeting long-tail queries, you’ll get the right kind of traffic, just not much of it.
That’s why you should still target shorter, more general and commonly used search queries to ensure you have a good amount of overall traffic coming to your website and, as always, keep track of your performance. If certain phrases aren’t getting the results you’d hoped for, stop targeting them.
About Climb The Search: A leading SEO agency in NJ and NY, CTS offers the complete package of search marketing services, including search engine advertising, inbound marketing, and social media marketing. At CTS, we make it our business to help other businesses grow, every day.