Understanding Long Tail Keywords | LogicClassroom by Boston Logic

LONG TAIL KEYWORDSInternet Niche Marketing

Presented by: Boston Logic

Ashley Osgood, Marketing Associate

Angela Davis, Marketing Associate

T: 617.266.9166www.bostonlogic.com

CLASSROOM OVERVIEW

What are Long Tail Keywords?

HowUser Searches Work

How to Choose Your Long Tail Terms

How to Optimize Your Site with Long Tail Keywords

Questions


WHAT ARE LONG TAIL KEYWORDS?


WHAT ARE LONG TAIL KEYWORDS? Keywords: word or phrase that a user types into a search

engine to find information that they are looking for.

Left: “Head” Keywords Higher search volume more competitive /difficult to rank for

Right: “Tail” Keywords Low search volume, easier to rank for Opportunity for niche ranking


Head

Long Tail

BENEFITS OF LONG TAIL KEYWORDS

Ease Easier to Rank, Low Keyword Competition

Speed Diminished Competition = High Rank Quickly

Relevance Highly Relevant Keywords = Highly Relevant Traffic

Conversions Highly Relevant Traffic is More Likely to Convert

Exposure Targeting Long Tail Keywords over time will also get you

exposed for Head Keywords as well


UNDERSTANDING USER SEARCHES


Find Site in Search

Site has relevant

search infoHappy User

THE ONLINE SEARCH PROCESS

Searches happen when user has a NEED

Example: user needs a new ‘Boston Apartment’

Generic Searcher Starts with ‘Generic’ Head Keywords then

modifies to Long Tail to find what they are looking for

Experienced Searcher Goes directly for Long Tail Keywords

“Boston Apartments”

Too Broad: Doesn’t find what they are looking

for.

“Luxury Boston Apartments in

Fenway”

Your Website

NEEDTypes Into Search Engine

1st Search Results

Searches Again

ExperiencedSearcher

NEED

Types Into

Search Engine

GenericSearcher

MORE EXPERIENCED SEARCHERS

FACT: A reported 25% of Google searches every day have never been done before.

Why?

Because we know what we want! Searches getting more specific

Want information online for products, services, etc. Want it as precise as possible Want it quickly

The Result: More Long Term Keywords are being used for searches and more often.


RECENT CHANGES TO LONG TAIL KEYWORDS

Google Search Algorithm Change in May 2010

What This Means:

Google Search Engine Patent now has the ability to index longer phrases rather than guessing at what we are looking for

Search engines getting better at finding us what we need

Long Tail Keywords now more relevant than ever


RECENT CHANGES TO LONG TAIL KEYWORDS

Google Instant – NEW - Launched Sept. 2010

What This Means:

Now search results will appear & change almost instantly as the keyword phrase in the search box is edited.

No more scrolling through pages of results, people will just refine their search terms and watch search results update.

Ultimately, users will begin focusing more on Long Tail Keywords to begin their searches.

Google Instant will lead to more searches for multi-word search phrases than ever before.


CHOOSING YOUR LONG TAIL TERMS


CHOOSING YOUR LONG TAIL KEYWORDS

Develop a list of potential terms you think your target client might use in a search engine query.

To Begin, you can choose a generic Head Keyword, then make it more precise.

Example Client Market: an MIT student looking for an apartment near campus

Potential Long Tail Keywords Might Be: MIT student off-campus housing Cheap student apartments near Fenway MIT student rentals in Boston MIT Boston student apartment search


USE KEYWORD TOOL FOR MORE IDEAS

Google’s Keyword Tool will suggest related terms: https://adwords.google.com/select/KeywordToolExternal

Easily see competition & search trends for each set of terms


https://adwords.google.com/select/KeywordToolExternal







CHECK YOUR COMPETITION Once you decide your keywords, check your competition

Type your term into Google with “quotation marks”

You will see other websites that rank for this term

Sometimes no one else will rank – perfect SEO opportunity for you!

OPTIMIZING YOUR SITE


LONG TAIL KEYWORDS IN YOUR CONTENT

Keywords in Your Content Keep Long Tail Keywords in mind when writing your website

content Include Keywords in blogs Design pages around these terms Use keywords in the Page Headlines & bold them within the text You can’t rank for a term that’s not in your content! Make sure keywords are used in content approx. 3 times per page

Use Variations of Keywords in Content, Too! Places your site for similar terms, a.k.a. “Halo Terms” Also avoids over-optimizing and site “punishment”

Internal Website Links Use Keywords as internal links to relevant pages T: 617.266.9166

www.bostonlogic.com

LONG TAIL KEYWORDS ADVANCED PLACEMENT

Keywords in Page URLFor Example: www.mywebsitename.com/long-tail-keyword-here

Keywords in your Meta Data Page Title Tags & Page Descriptions Image Meta Data & Alt. Text Meta Tags & Blog Categories

YOUR SITE IS OPTIMIZED: NOW WHAT?

Stay Ahead of the Curve!

You Need To: Get More Creative with Long Tail Keywords Be Attentive to Your Website


LONG TAIL KEYWORD STRATEGY

Tomorrow’s Long Tail Keywords Revisit the Keyword Tool often for new ideas Brainstorm frequently about new Keywords Be willing to revise Keywords to capture the 25% of new searches

Fresh Content Keep your website up-to-date Company blogs

Monitor Keyword Success

Exercise: Email 10 friends & ask what 10 phrases they would type into Google to find

you


MONITOR KEYWORD CONVERSIONS Use your website analytics to monitor success

Install Analytics & use it to see how users are finding your website

Revisit often to get new Long Tail Keyword ideas


QUESTIONS? For future (and past) webinars by Boston Logic:

www.bostonlogic.com/blog/category/logicclassroom/

Read SEO Tips on our Real Estate SEO Blog: www.realestateseo1.com

For more information, contact: Ashley Osgood, [email protected] Angela Davis, [email protected] Phone: 617.266.9166


@BostonLogic

http://www.bostonlogic.com/blog/category/logicclassroom/

http://www.bostonlogic.com/blog/category/logicclassroom/

http://www.realestateseo1.com/

mailto:[email protected]

mailto:[email protected]

WHAT ARE LONG TAIL KEYWORDS?

Broad Keyword Search Volume Too broad High traffic for keywords Low relevance

Difficult to rank for, hard to stand out

Long Tail Keyword Search Volume Lower traffic, higher relevance Easy to rank for

Keyword Keyword Type

Total Words

Search Volume

Traffic Relevance

Ranking Difficulty

“Boston Apartments”

Head 2 High Low High

“Boston MA Apartments”

Head 3 Normal

Low High

“Luxury Apartments in Boston MA”

Long Tail 5 Low High Low


Understanding Long Tail Keywords | LogicClassroom by Boston Logic

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