When searching for products and services on Google or Bing people tend to use keywords in a different way. B2B customer looking for a software product can type “Software” which is very generic or “Software for project management” which is more specific. Your SEO strategy should target customer at the right time during the buying cycle.
When it comes to SEO keywords, contrary to popular belief, during this time, size does matter!
When God said, ‘Let there be light!’, the earth was illuminated. In the same way, when a businessman proclaims, ‘Let the keywords be longtailed’, his website pops up on the consumer’s screen.
When a customer uses a super ambiguous and vast term like, ‘books’. Results of all types or irrelevant results will pop up. He will find a page to purchase books, to some articles on new books and what not. He will have to sift through the whole mess flung at him by Google and look for a needle in a haystack.
A customer looking to buy books, uses a more focused search. When it is a longer search phrase like ‘order books online’, he will get focused search results and won’t have to hunt through the online jungle.
Just to highlight our point and give you something else to look at, we have a tyrannosaurus (the cute type), to help us.
More is less
Here we challenge another popular belief, more is not always merrier’. Too many results can lead to distortion of the purpose of a customer’s search. Using specific keywords will lead to a restriction in the number of search results. This may prompt the customer to do even the unthinkable – go to the second page of search results! This may even be the page where your website link resides.
When a customer uses long phrases, he wants a specific type of service / product. If you have such longtailed keywords, your website can be on his results page.
Suppose a person wants to go for a boat ride, he types ‘boat ride’. If your website is SEO’d with these keywords, you may succeed. However, you’re probably being seen by people who want to take boat rides all around the world, where you may or may not be present.
If a person types in specifically ‘Niagara Falls boat ride’, search results change altogether. If your website is focusing on these keywords, you have a hit.
If the service you provide is somewhat unique or hard to find, you may want to purchase that specific set of keywords which people use.
While organisations may flock to buy popular and less ambiguous keywords, there is less demand for the longtailed ones. Thus in case a person knows what they are looking for, Google will give them your address.
For example: searching for ‘books’, gives you close to 3 billion results. While increasing the keywords <by x words>brings it down to around 500 million.
Cost of each keyword depends upon its relevance and reach. Longtailed keywords are cheaper than their simpler counterparts. Thus, buying these keywords will increase your site traffic at a lower cost. Less competition will lead to a lesser price.
For example, cost of a high competition keyword like books will be higher than ‘ordering books online’
Impact on advanced stage of buying cycle
If your product appears in earlier stages, you will have your customer’s curiosity. But at the purchase stage, you will have his attention. Thrust your product right under their nose while they are clicking on ‘BUY’ and there are chances they will think about your product at least once.
Using such longtailed keywords is a non-intuitive process. It entails considerable research to determine the exact words to be purchased. Analyzing buying and search patterns will enable you to make a comprehensive long tail keyword strategy which you can execute with content marketing.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.