Seo Campaigns Usually Start With The Head Terms
Most SEO campaigns start off with a handful of keywords, some competitive and some not so, based on search volume from certain SEO tools. Once the SEO campaign is underway the website will start to get increased traffic and decent rankings, depending on how good the SEO company is
The website will not only start to receive traffic from the handful of keywords that are proposed in the initial planning of the campaign, but also from a plethora of related keywords. Once the site is established and has been building links for a significant amount of time you can expect the ‘longtail’ to be responsible for 70%+ of the overall website traffic. The 10 or so head terms you were originally targeting will be bringing in about 30%.
The Longtail Is More Important
So this really flips around the importance of those head terms onto the long tail terms. The long tail terms are generally more targeted than head terms.Someone searching for ‘Widget’ is considerably less qualified to buy than someone who is searching for ‘Red Widget That Makes Noises’. The person searching for ‘Red Widget That Makes Noises’ is probably searching with one hand, because the other one is holding a credit card.
But… This Doesn’t Mean Ignore The Head Terms
You’re ranking for all these ‘long tail’ terms because they are related longer phrase variations of the head terms. By link building for the parent or seed term, you are indirectly helping the variations rank. So it is a great idea to hook your link building strategy around the head terms (obviously mix your anchor text), with a view to maximize the long tail traffic using a lot of content that contains a lot of related phrases on the targeted pages.
Link Build To The Head Terms, But Use Content To Maximize The Long Tail
You should make sure your targeted pages include long tail phrases and terms. It’s infeasible to link build to every single long tail anchor text, it’s also a bit pointless looking at traffic for each separate long tail phrase (they are so minimal). You should use a mix of common sense and very quick keyword research to decide what terms to include in your content. I usually try and target 10-15 variations on each of my target pages. It may be an idea to create extra pages if you don’t want to clutter your money pages with content.
It is best site practice to make sure every page on your site has great content, including long tail phrases and variatons.
Keyword Modifiers To Qualify Buyers (Secret Sauce Of The Blog Post)
Whatever your product is, it will have some modifiers that qualify buyers in the market. These are the perfect longtail searches! For most ecommerce markets it is the following:
Cheap widgets Order widgets Buy widgets Purchase widgets Online widgets Shop widgets Delivery widgets Deals widgets Offers widgets Review widgets Comparison widgets Vouchers widgets Best widgets
If Nothing Else, Include Keyword Modifiers In Your Content To Catch Some Long-Tail BUYING Traffic.
Do this today, and your website will make more money.
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