One common misconception I frequently come across when I meet new clients, is the belief that SEO (search engine optimization) is restricted solely to traffic generation. Many people actually define SEO as being a collection of techniques and/or strategies which are designed to increase traffic to your blog. To a great extent they are correct in saying this, but this sort of belief can also have a negative impact on your level of success. Here’s why:
Once you’ve been in the game for as long as I have, getting traffic to a blog actually becomes a relatively easy task. It might be time consuming, but it is not quite as challenging as what many people believe. Of course, this is assuming you’re only interested in getting plenty of traffic.
My argument is that SEO should do more for me considering the amount of effort I put into it. In my books, SEO must produce more conversions as well. I am far more interested in sales than I am in getting thousands and thousands of visitors to my site.
So, there you have it. SEO should generate traffic, but it should also increase sales as well, and this is where long tail SEO really shines. The reason for this being that it tends to drive quality traffic to your site. These are people who want to spend their cash.
Keywords vs. Long Tail Keywords
Keywords are single words which people type into the search box of whichever search engine they are using. Long tail keywords on the other hand are phrases rather than single words. Now think about this:
The search engines are primarily used for doing research. You might be searching for news on the latest developments in the Middle East; you might be seeking information relating to SEO, or you might be searching for a particular product which you intend buying.
Research has shown that most online shoppers do at least some research on the product they intend buying before they actually buy. I can guarantee you that 99% of them will use long tail keyword phrases.
Before they spend their money, shoppers need to feel comfortable and they need some reassurance. They get all this and more by searching for things like reviews, alternative options and etc. Long tail SEO is all about using this to your advantage. It’s about optimizing your site for long tail search phrases.
Finding the Best Long Tail Keywords
One of the easiest ways to find long tail keywords which are relevant to your product or service would be for you to type the name of your product or your company in Google’s search box. A list of various related search terms should then show up. These are the keyword phrases that are used the most by people doing relevant searches.
Unfortunately, Google only shows you a handful of search phrases, but there will almost certainly be countless more. If you want to see a complete list of the search phrases people are using, then I would recommend using a tool called Suggester.
Planning Your SEO Strategy
Here are a few of the most frequently used search phrases:
- most effective [PRODUCT NAME] reviews
- reasonably priced [PRODUCT NAME] alternatives
- popular [PRODUCT NAME] competitors
Okay, so now you have your long list of keyword phrases, and you know that there are people out there typing these phrases in search boxes every day. Your next job will be for you to link your product or company name to all those long tail keyword phrases.
Obviously, if people are searching for reviews of your product, then you want them to find what they are looking for. To make this happen, you can either incorporate reviews on your own site, or you can use third party sites. There are some dedicated review sites which you can use, or alternatively, you can approach other site owners and ask them to host a review on their sites.
Reviews can be a very powerful tool if your product or service is getting good reviews, but keep in mind that negative reviews can destroy your business entirely.
In the above few paragraphs, I’ve explained how to link to the “most effective [PRODUCT NAME] reviews” search phrase. The same sort of strategy will need to be applied to all your other long tail search phrases as well. It is a time consuming process, and you might even need to set up one or more additional sites to facilitate it, but it can pay big dividends if you do it right.
If you don’t have the necessary experience or the time to take this on yourself, then I would seriously recommend using a professional SEO agency. In the meantime, you can learn more about the various SEO services that we offer by clicking here.
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