Keywords are an extremely important part of website SEO as well as internet marketing. Use the right ones and you reap the benefit; use the wrong ones and you will find your e-commerce business struggling.
But which are the ‘right’ ones? Only the most popular? Not necessarily. Long tail keywords used in sales copy and blog posts provide a lot of advantages.
Choosing Long Tail Keywords
Think of long tail keywords in terms of a bell graph. The graph represents all the keywords and phrases that could be used to find your web pages or blog posts.
In the middle, the highest part of the bell, are those most commonly used. For instance, if you are a graphics artist, the keywords in the middle of that bell graph are probably “graphics artist”. Although this phrase is very popular, it is also very broad. The search results would include millions of pages.
Now let’s say that you specialise in modern design elements. A long tail keyword combo – one that appears in the long, thin tail to the side of the bell on the graph – might be something like “techno grunge graphics artist agency”. Long tail keywords could also include your physical location, your pricing, or any number of factors that better define your niche market. If you sell products, manufacturer names could also be included in less standard keyword combinations.
The best way to select long tail keywords is to use those terms that more accurately define your business. Consider what terms someone might use if they were searching for a particular product or service. Knowing your target market helps you complete this exercise.
If you want a longer list, use any number of online helps, such as Google AdWords, to generate the results. You may find some keywords suggested that you hadn’t previously considered but just may bring a lot of traffic to your site.
How To Use Long Tail Keywords
Armed with your list of long tail keywords, use them to write copy for your site. An important note: don’t forget about the popular keywords in the centre of your bell graph. These should still be the main focus of your home page, meta tags, and descriptions. You don’t want to risk losing traffic by not including them. Long tail keywords just gain additional, more qualified traffic.
Long tail keyword phrases themselves can spark ideas for articles, blogs or sales letters aimed specifically at a portion of your target market. Include them in the headline or post title, near the front of the string. Intersperse them with the shorter, more common keyword phrases within the body of the piece.
Don’t forget about common misspellings or synonyms. Google is actually placing greater weight now on the number of like words or phrases included in copy targeting specific keywords. Try to find a way to use purposely misspelled keywords and synonyms throughout on your site in a way that doesn’t hurt your image but that instead allows you to use the text to give your copy the greatest market reach. (An example would be to write a blog post that corrects the misspelling or to name an image’s alt tag with the misspelling)
Do try to keep your keyword phrases natural; closest to what the ordinary person would put in the search engine. For instance, few people would type in “graphics artist in Sydney”, instead they would probably use “Sydney graphics artist” or “graphics artist Sydney”. If you can refrain from adding punctuation marks or added words, you will get the most benefit from the keywords.
Not only are long tail keywords cheaper to bid on when instituting an AdWords campaign, they are a perfect fit for sales letter and blog post copy.