Every business competes in one vertical or another to gain high search engine ranking with their own website based on a limited set of keywords. The more competitive a keyword is in the search engines, directly relates to how visible your business is to that keyword when someone searches for in on Google or Yahoo! or Bing.
What most businesses fail to realize is that, according to SEOmoz, 70% of search engine traffic is long tail search. Long tail search is the use of a search phrase consisting of 3 or more search terms compared to a standard search term. An example of a short tail term would be “painter”. This generic term would include everyone who paints regardless of application. A long tail search phrase for “painter” would be “exterior home painter in Raleigh”, narrowing the competition to that specific vertical and geographic area. Many search engine users use long tail daily, yet businesses often do not gear their SEO content to match the long tail search phrases that are being targeted.
HOW DO BUSINESSES INCORPORATE LONG TAIL SEARCH INTO THEIR SEO CONTENT?
Most of a business’ marketing content should be SEO driven. Every piece on content produced for marketing should be keyword laden in an attempt to create importance of a business’ material. If a particular business is a painter, incorporating the long tail search phrase we used earlier, “exterior home painter in Raleigh”, on all of their marketing content would narrow the vertical they were advertising to, increasing the chances of being seen.
HOW DOES A BUSINESS FIND WHAT LONG TAIL SEARCH PHRASES ARE RELEVANT?
Using tools such as Google’s Keyword Tool is a good start. Looking for “painter” keyword ideas in the toolset, it will recommend long tail variations of that particular search term along with the monthly searches for that term. If you are not using Google’s toolset, going to Google.com and searching for the head term will give Google an opportunity to suggest possible long tail variations as well.
Focusing your company’s SEO strategy and marketing content on long tail search will increase your company’s visibility and allow mastery of difficult search keywords that are highly competitive. How does your company incorporate long tail search? Tweet us @jasegroup and let us know.
image credit: FindYourSearch on flickr