Rules for SEO: Long Tail Keyword Optimization

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Rules for SEO: Long Tail Keyword Optimization
February 28, 2015
Categories: Keyword research

Long tail keywords are longer and more precise keyword phrases that a visitor is likely to use in a search. We have previously dealt with free tools for checking the SEO ranking factors of a web page.  Now we will be dealing with the implementation and concepts behind SEO long tail keywords.

SEO: long search terms optimization 

The principles of long tail key phrases

These words operate on the internet in effect as branded queries that find the top position with brand strength and are not subject to much competition.  Such extremely precise searches are very likely to meet customer demand and to convert website visitors into satisfied customers.  For example, if you are planning to ‘purchase a house’, it is likely that you will do research on “house purchase reviews” to understand what other people have to say about it.

Rules for SE optimization

1. Do keyword research

What are the words that your potential customers use for their searches when they are interested in purchasing your product? Some obvious ones are:

  • (Product or company name) reviews
  • (Product or company name) discounts
  • (Product or company name) alternatives
  • (Product or company name) competitors

You can get this information just by using the data you get from the Google suggestions that appear when you type your product name into the search bar.

The only setback here is that Google restricts you to a few keywords. However, there are other tools that give you longer lists of suggestions, such as http://keywordtool.io/https://adwords.google.com/KeywordPlanner, and http://ubersuggest.org/.

After you have got a full list of all the variations that people may use to search for your product, you then need to sort them out according to relevancy.

2. Create Your Map

Mapping of correlations between long tail keywords and pages is important in avoiding duplication of themes. It also assists in viewing entire segments of your site and its architecture.

Mapping of keywords can be done basically so:

          A. Getting the full list of key phrases

  • Put the keyword list in a spreadsheet and group the top converting long-tail keywords, the ones that send the most traffic, and the ones with the lowest difficulty;
  • Target them according to three factors: theme, target audience, and competition level; and
  • Then map the relationships between these words and relevant content.  If you have a page for “House purchase” does it actually contain purchases of houses?  Is it a full or subcategory page?  Is it a single item or brand page?

          B. Targeting the user intent

  • Do not just think about the relevance of long tail keywords to a page, but also consider what a user might need when he or she is on this page.  For me to search for “House purchase agreement form for real estate and sale realtors”, it means I probably need some information about a house purchase agreement, how to buy a house, where it is better to buy a house, sale realtors, real estate, and so on.
  • Think about conversion goals.  After you can satisfy visitors with the information they might need, then you can think about getting something back from them.  Your goal, for instance, might be for them to click on a certain button, or you want them to sign up, purchase a house through you, and so on.
  • Decide if your long tail keyword has a singular or multiple page focus.  In your long-tail phrase, “House purchase agreement form for real estate and sale realtors”, you might be using ‘House purchase agreement’ to suggest a page that has information about ‘House purchase agreement’, and ‘sale realtors’ to suggest another, and so on.

Thus, we need to provide a lot of different information because someone searching with a long phrase plans to do a lot of research and discover whether he needs some information about a house purchase agreement, how to buy a house, where it is better to buy a house, sale realtors, real estate, and so on.

All this information, however, should be targeted on different pages and mapped from page A to B to C, so we do not lose out on any visitor’s conversion.

3. Optimize your page

You might have an army of writers that create a piece of content for every imaginable keyword.  However, it is not an easy task to create content for every phrase that you want to rank for, which makes an effective long tail keyword grouping strategy the best option (include the various phrases in your keyword bucket throughout the page).

  • Assorted Header and Title Tag: Doing this for SEO purposes, you should make sure that you do not over optimize the pages and only include target SEO long tail keywords that are relevant.  Make sure that you are not redundantly featuring the same keyword more than once or twice.
  • Assortments and Modifiers are important: Carry out research for word variations that you will use in your content.  That way you know what to avoid and which modifiers you can strategically use in the content of your page. A typical long-tail keyword example would be having the phrase “House purchase agreement form for real estate and sale realtors” that drives a lot of traffic, but it would not sound natural in your content. You can use  phrases such as “Are you a realtor and can you do house purchase agreements?”.  Notice that none of the ranking pages utilize the exact phrase “House purchase agreement form for real estate and sale realtors”:
  • All your on-page elements are important: Ensure you optimize the headline of your page, meta tag attributes “title” and “description”, alt tag, etc. You should avoid over optimizing your page by mixing up the phrases used in these elements.

Have you tried the SEMrush services? We welcome both SEO gurus and digital marketing beginners to test it for keyword research.