Finding better traffic through long tail targeting

March 26, 2014 - Digital State Marketing

Rightly or wrongly, there are still companies out there who focus their attention on keywords and how those keywords rank in the search engine results. They may have 2 or 3 dominant keywords, along with 6 or 7 not so important keywords and every month they’ll run checks to see where these keywords rank in the SERPS. If improvements have not been made or worse still, they see a huge drop, you can bet your bottom dollar they won’t be happy with their search marketing company. However, there is so much more to take into account and long tail targeting is just one aspect which needs to be taken into account when considering marketing strategies overall.

So what is long tail targeting? Simply put, they are 3-4 word plus queries that will understandably have a lower search volume. Freaked out by the ‘lower search volume’? Don’t be.

Going back to the ‘keywords’, there will be thousands of other websites targeting the same market as you and you may all be competing for the same keywords. Google quotes that around 15% of the searches they see every day are searches they’ve never seen before. Therefore, whether your website shows because of a search query depends on more than just standard keywords.

You know yourself, you’re not likely to search for ‘running shoes’, you’re more likely to search for ‘adidas road running shoes red’. The inclusion of these extra words means as a user, you know the results are going to be more specific and worthwhile to you. Thus, this also means that those that do search for those queries are more likely to become potential customers. It’s this ‘long tail targeting’ that companies have to delve into as the rewards and ROI can be much greater. The more long tail keywords you have in your marketing campaign, the higher the chance of your website being seen/ranked.

Deciding on which long tail keywords to use can be tricky. If you’re already running an AdWords campaign, you’ll get a good idea of how people are finding your ads through the keywords/search terms facility. Alternatively, the AdWords keyword planner can give you some indication of what long tail keywords may or may not work.

Another method is simply create a list in your mind, and search on Google. See which of your competitors appear, see how their PPC ads are worded. With Google nowadays automatically trying to finish your search queries for you, see what those phrases are.

Don’t forget to check your analytics too. You can get some good tips by merely checking your own data.

Of course, choosing the long tail keywords to add to your marketing campaign is just the first step. You then need to create the content to suit. Ensure when people search and find you via a long tail keyword that they can then find what they are looking for on your website straight away.

For further information on how to approach keyword targeting, contact us here at Digital State Marketing today.

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