Less search traffic = more sales.
Sounds paradoxical to you? Well that’s the value of long-tail keyword traffic. And, once you learn how to convert this goldmine of phrases, it can be like turning on a faucet that spits out dollars for years. So, just how do you do it? How do you convert this valuable traffic? The following are four key considerations.
4 Keys to Converting Long-Tail Keyword Traffic
1. Are Your Keywords the Right Length?
One thing to keep in mind about keyword length is what we refer to as “mobile friendliness.” In 2015, mobile search queries surpassed those conducted on laptops in 10 countries, including the US and Japan. Because of this, character length, in addition to word count, is an important part of the keyword conversion equation.
Even though a keyword phrase may be highly relevant, if it’s too long, it simply doesn’t pay the dividends that a shorter, seemingly less relevant phrase will.
Accepted internet marketing wisdom seems to be that a long-tail keyword phrase should be around four to five words in the 30 to 40 character range.
2. Are You Using “Action Keywords” Instead of “Information-Gathering” Keywords?
What’s the difference? To understand this concept, think about how you surf the web. If you’re just doing some research on a product or service you’re thinking about purchasing, the keywords you type in will likely be different from those you’d use when you’re actually ready to buy.
For example, if you’re in the market for a new, flat-screen TV. If you’re researching what kind will best suit your needs and budget, you might type in “what type of flat screen TV is best” or “best brand of flat screen TV,” or “TV buying guide 2016.”
When you’re ready to buy, you might use the following keyword phrases: “sales on 50 inch flat screen TV” or “buy flat screen TV for cheap” or “flat screen TV deals target.”
See the difference in the keywords? The information gathering ones have phrases indicating that the surfer is gathering information, whereas the action keywords go to intent, eg, buy, deals, sales – all hinting that the surfer is looking to take action now.
Following are some popular keywords that move surfers to take action:
3. Have You Created Authority Content Around Your Long-Tail Keywords?
You’ve done all the work. You spent hours combing through lists and lists of keywords. You parsed, segmented and killed words and phrases until you came up with a “money list” that works. Now it’s time to craft content around them.
The way to do this is to write a post for each long-tail keyword phrase, making sure to use it your subtitles and bullet points (and your title, if it can be written naturally).
Writing Tip: Integrate your keywords naturally into your copy. If they appear forced, you run the risk of your content being considered low-quality and/or spam by search engines, and your search rankings will suffer.
4. Did You Use Short-Tail Keywords?
Sometimes, you may get so focused on the long-tail game that you forget about the short tail.
Short-tail keywords cover a topic from a broad angle, while long-tail keywords focus on a niche within that topic. Both are necessary to help search engines correctly categorize what a piece of content is all about. So don’t forget to use short-tail keywords in your copy as well.
Remember: SEO Is a Long-Term Game
Long-tail keywords help web surfers make informed purchasing decisions. They are inherently valuable because they answer the exact question(s) potential customers have. Filling your site with this type of valuable information will, over time, bring traffic — traffic that converts. And that’s why it pays to have the patience to invest in it.