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Most of the time, you?ll want to look for keywords that are popular enough to make investing in targeted text content, links with tailored anchors, and other keyword specific SEO worthwhile. The general rule is that it?s no good ranking well for search keywords that don?t get a lot of traffic. Why put in all that work if you?re not going to get a strong traffic stream out of it?
A big percentage of all search traffic is made up from a fairly small pool of popular keywords. Let?s say you?re running a website selling surfboards and surf gear, and you take a look at the 100 most common search terms. A strong term like ?surfboards? might get half a million Google searches per month, and ?surfboards for sale? and ?used surfboards? a few tens of thousands each. The vast bulk of the list will be made up of less common keywords that only get a few hundred searches- or even just a couple of dozen- per month. These less frequently used terms are what?s called the ?long tail? of the search distribution.
It?s usually fairly easy to pick up a good share of the traffic from a long tail keyword because they aren?t competitive. Most surf gear sites target ?surfboards? and ignore less popular keywords like ?buy surfboards los angeles? and ?second hand mini mals? because they are too specific. Pick up one long-tail keyword you won?t get much from it. However, picking 20 of them might bring in a worthwhile number of visitors, and if you?ve chosen keywords that are relevant to what your site offers they?ll be interested in what they find.
Ranking well for 20 or even 100 low-competition long-tail keywords may be easier than getting the top spot for something really strong. With the right research, a long-tail strategy can actually pay off pretty well.
Some sites specialize in picking up rankings for long-tail keywords but it can be worthwhile for more generalist websites too. If you are struggling to rank well for high-traffic, highly competitive keywords, the long tail might be a useful place to look for new opportunities. Choose a dozen keywords with low competition and a trickle of monthly traffic and experiment. Don?t spend too much time or effort on each keyword. Figure out what it takes to make your site rank well for one and balance that against the expected sales. Each long-tail keyword might not generate much revenue, but if you can rank on the first page for plenty of them, they can make a good stream of income.
This guest post was written and submitted by Jess Spate
Jess Spate is an SEO and green business consultant. She represents a number of clients in the travel and leisure industry including Timeshare Partners, a leading resource for those looking to buy Wyndham timeshare units.
Source: http://netlz1.wordpress.com/2011/05/19/use-long-tail-keywords-to-market-your-website/
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