Keyword phrases come in two “sizes” – short tail and long tail, verticalresponse.com explains to adword buyers. Short tails consist of one or two words and, because people are likely to search those terms more often, they bring in more online traffic. Long tails typically consist of 3-5 words, targeting more specific searches. The big advantage of long-tail keywords is that your ad is likely to be a lot more relevant to what people are actually searching for. Focusing on qualified buyers (who are “higher up on the sales funnel”) should boost conversion rates, verticalresponse advises.
- When researching keywords, Hittail.com explains, search engine optimizers consider three qualities:1. Search volume – the average number of times people have searched for a given keyword during a specified period
2. Competition – how easy/hard it is to outrank competitors with a given keyword
3. Relevance – how relevant the term is to your specific product, service, or website topic
Due to the increasing financial power wielded by large corporate advertisers, combined with the increasing efficiency of search engine algorithms, long tail keywords now comprise up to 70% of all search traffic, a survey by hittail revealed. That means it is far easier today to rank well for a multi-word keyword phrase, which is highly specific to your niche, than for a generic one or two word phrase. If you are fairly new to the marketplace, hittail advises, you need to outline the most relevant niche keywords and target them on your website by publishing blog posts, articles and landing pages.
No matter what else is “right” or “wrong” with your blog marketing efforts, Neil Patel says, (you will be ranked by site speed, mobile friendliness, engagement, etc.), “you’ve got to remember that on-page keyword phrase usage boosts the search volume performance of your content marketing efforts, by up to 15.04%”.
Patel is quick to remind readers that bottom line sales are not the only goal of blog marketing. “Remember that your content marketing goal must align with your organizational goal,” Patel says. In addition to customer acquisition, goals might include
- brand awareness
- lead generation
- customer retention and loyalty
- building trust and rapport
- exploring prospect pain
- thought leadership
Achieving any or all of the above, as we teach as Say It For You, depends on getting found and getting read. On the positive side, as I assure business owners and practitioners just starting to do blog marketing, “The only people who are going to be reading your blog posts are those who are searching for precisely the kinds of information, products, and services that relate to what you do, what you have for sale, and what you know how to do.” The big advantage of incorporating long-tail keywords in the title and the body of your blog post is that is that those searchers are more likely to find you!