There was a time when trying to rank well on Google for short, highly searched keywords was of great value. However, as an SEO agency, we can tell you that the world of SEO has changed, and the pot of gold has been moved.
In the past…
Those short keywords are known as ‘primary’ keywords, and they WERE a goldmine. According to Google, around five years ago they accounted for 92.3% of searches — and were an important part of a successful SEO strategy.
Things have changed now though.
Those primary keywords are no longer the way to make money on the Internet. Google’s algorithm is getting smarter and smarter — and this has changed the way that people search.
Two important points:
So, instead of just typing a primary keyword like ‘electrician’, they will type something like “electrician rewire house cost” or “electrician rewire lights” or "switchboard rewiring costs" — which we call long tail search terms.
You can see this in this example from “Google Suggest”, which is based on the volume of ACTUAL long tail search terms as shown in this example.
The change in behaviour is significant for your website SEO strategy.
Now, 89.4% of searches are long tail, and this drives our thinking when planning and implementing an SEO campaign.
A long tail keyword is one that is very descriptive.
They are called ‘long tail’ because they typically use more words (at least three, quite often more), and they are an incredibly powerful way to attract more potential customers to your website.
The reason why targeting long tail keywords can be so profitable is that they are:
As this graph shows, if you put effort and expense into being at the top for a primary phrase such as “bakery”, your chances of being found high on the page are as low as 4%. And even if you are there, your chances of a conversion are as low as 1%.
Follow the graph across to a medium length search such as “Bakery birthday cake”, and you’ll see that things have improved. You will achieve a higher position AND a higher conversion rate of around 9%.
At the far right, where competition is the lowest, a long tail search such as “bakery with hand iced birthday cakes” is going to improve things dramatically — with a 35% chance of a profitable conversion.
You’ll be right in the face of people who WANT what you are selling, and the chances of a conversion are very high indeed.
Especially if you know precisely who it is you're talking to. (For more information about this, see our eBook: "Turning Prospects Into People".)
When developing an SEO campaign, our focus is on adding VALUE to a site, with content that provides answers to questions — and solutions to problems.
For example, let’s say you’re selling pet care products. Our first step is to research to find the REAL search terms that are being used in your sector. If we find that people have specifically searched for “can dogs be washed with human shampoo?”, (the answer is “no” by the way, it will make their fur go funny and their legs fall off), then we’d optimise your site for keywords that spring from that theme, such as…
Naturally while answering the question, we’d write the website content so as at to promote your own fine range of dog shampoos and conditioners.
NOTE: For those readers who love Dad Jokes, there is a line in here somewhere about ‘dogs having long tails’. But let’s move on…
If you are going to have THE website that has THE answers, you had better know what the questions are, right?
You need to keep your ears open when talking to your customers to find out:
Seriously.
Bring this up at your next sales meeting. Get your troops on board. Make sure they understand the importance of poking, prodding and digging when in conversation with prospects — or for that matter, even when talking to existing customers. Ask them WHY they bought from you rather than a competitor in case the question unearths a gem.
And here's another thing...
The correct terminology for the air-conditioners you sell may well be a 'split system'. But if Mrs Fudpucker is at a barbecue talking to her friends, is that what she says?
Or does she say "wall air-conditioner"
Or "little air-conditioner for the nursery".
Bingo!
Those, right there, may well be the long tail search strings that she, and others like her, bunged into Google to find what they are looking for. And if that is the case, then those keywords had better be in your keyword map and be getting the link love they need to show up on the results page — preferably with an appealing, inviting meta description to increase your click-through rate — but that is a story for another day.
I can't BEGIN to tell you the number of times we've found money-making gems for our clients, by listening... reading forums... digging around in Analytics... trying ideas in Google Suggest. And very often, they are a zinger that a competitor hasn't even thought of, which makes it even easier to get the clicks and the conversions.
There is untold value in ranking for a spectrum of long tail keywords.
While the primary keywords such as “lawyer” account for 18.5% of searches and chunky middle keywords like “franchise lawyer” make up 11.5% of searches, long tails, for example “how to franchise a business” (or even better, a niche like “how to franchise a food business”) comprise a staggering 89.4% of searches — and climbing.
And here's the thing...
Because most people don't get this, and are still busy scrapping over a high position for these so-called 'killer keywords', you can sail right in under the radar and get the enquiries that they don't even know about.
And remember, conversion rates for long tail keywords can be up to 35% — even higher when you focus on specific market niches. Go YOU!
We’d love to talk to you about your SEO strategy. Be assured, when we do, we WON’T be talking about…
Instead, we’ll have an intelligent (well, we'll do our best!) conversation about…
This initial discussion is AT NO CHARGE. It’s an opportunity for us to get a picture of your objectives, and for you to get a feel for the way we think and approach Internet marketing.
From there, if you feel comfortable, we’ll talk about rolling up our sleeves and getting to work — always with an eye on improving your ROI from your website so you get more customers, who spend more, more often. It is what we do!
To get your Internet marketing strategy squared away, please call us now on (07) 3891 3800.
