What am I talking about, long tail key word marketing??? Cats, Dogs Kangaroo’s or Marketing???
What is “Short Tail” and “Long Tail” marketing when it comes to SEO?
It is all in the graph my friend. In short, no pun intended, it is all about key words.
Short Tail keywords are 1-2 words that are the focused specific words dealing with the web site you are wanting to promote.
Let’s take HoustonJOBS.com for example. The Short Tail keywords would be “Houston, Jobs, Careers, Texas, Employment”. These few specific keywords are used in the content to assure top search engine placement when searching “Houston Jobs”.
Long tail keywords, by definition are combinations of 3-6 words that are specific and relevant to the products you are wanting to market/sell. Any generic keywords containing product features, Model number, SKU #, price, etc. can be taken as a long tail keyword.”
Using HoustonJOBS.com as the test case for Long Tail Keywords, we would use phrases like “Houston Engineering Jobs” or “Legal Assistant Jobs in Houston, Texas”
Coined “Long Tail” by Chris Anderson… he realized the short tail and long tail of keyword search is about equal.
Keyword research is one of the most significant and basic SEO processes. When identifying keywords for a retail search marketing campaign, targeting long tail keyword is one way to increase search traffic and improve conversion rates.
Here is an example of both short tail and long tail keywords using HoustonJOBS.com as the example:
Short Tail Keywords:
- Houston Jobs
- Job Search Houston
- Houston Employment
- Houston Texas Jobs
Long Tail Keywords:
- Houston Para Legal assistant jobs
- Chemical Engineering Project Manager in Houston Ship channel
- Houston area Senior Construction Project Manager
Short Tail keywords vs. Long Tail keywords
A person who is using short tail keywords may be searching for different specific jobs available or might be conducting some research on the current job market. So it is better to make your category pages filled with short keywords.
Ranking well for short keywords is not a bad approach, but at the same time it may not work always. By using long tail keyword such as “Chemical Engineering Project Manager in Houston Ship channel” the searcher has already done some research and may be searching a more specific opportunity and is more likely to respond to a posting with that focus.
Truth about Long Tail Keywords:
- Can easily rank in search engines
- Will not have too much competition
- Will not be present in keyword database because search volume is very low
- Can increase conversion
Basic Steps to find Long tail keywords:
- Brainstorm – Step into online shopper’s shoe and conduct an imaginary search to find long tail keywords if they were to search for products.
- Competitor Analysis – Look at your competitor’s source code on the product page and find what long tail keywords they have used.
- Look into your Web analytics and see what long tail keywords people have used to find your website.
- Collect these keywords and check for keyword relevancy. Ignore all those keywords that are too generic or do not apply.
With this research, you can tweak your meta tags, content pages, and navigational codes.
Here is the simple strategy you can follow…
- Use general keywords in the home page
- Use specific keywords in category pages
- Use brand specific keywords in brand category pages
- Target long tail keywords in the specific product page
So, break out your past Website Analytic reports and go to work. Check this theory out for yourself and you will see how you can increase traffic and hopefully conversion rates on your site.
Be sure the Long Tail Keywords you decide upon are relevant and directly related to your product.
- View your analytics tool/log files to see for how many long tail keywords your webpage ranks in search engine.
- What percentage of conversion these long tail keywords have given?
- What is your bounce rate?
- If most of your long tail keywords just give you traffic with no sales then there could be any or all of the following problems:
- Irrelevant landing page
- Weak product description
- No extensive product features
- No Call to actions
- No proper content presentation
- Poor product image
- Weak Navigation
- Sloppy website design
- No proper placement of shopping cart
- The product price might be higher
- Long checkout page and other factors.
So the idea long tail keywords can increase conversion becoming a more commonly accepted approach to marketing online. Just be sure to do your homework.