SEO marketing is a long term play, and usually takes six to twelve months to really generate a return for your business. Sound keyword research is absolutely critical, and ensuring that the keywords you are ranking for are relevant to your business, will in turn lead to an increased rate in conversions. However, ranking for the wrong keywords will ensure your business has just donated a portion of their finances to whatever digital agency you were hiring.
The issue with keyword strategy and research today is that there are so many websites ranking for the same keywords, additionally, there is an incredible amount of traffic volume for the more generic terms as well. This is why it is sound strategy to apply the theory of the ‘long tail’ to SEO marketing. If your not sure what the ‘long tail’ is click on the link read my previous post regarding the theory. The basic premise is that good SEO applies keywords that are highly specific and more likely to lead to conversions on your website, these specific keywords and phrases form the ‘long tail’ of searched phrases and keywords on Google.
An example of a good generic keyword and a ‘long tail’ keyword for a nightclub in Melbourne would be as follows; “Melbourne Nightclub” or “Luxury Nightclubs in Melbourne”. Logically, the latter keyword will be less competitive to rank for and much more likely to lead to a conversion. Where is on the other hand, the more generic term “Melbourne Nightclub” will produce a wide variety of results, it also leaves out certain attributes the consumer may be looking for in a nightclub venue. Additionally, the appealing thing about SEO marketing is that the user or lead already has an intent to purchase when they go through the effort of searching Google for relevant information. If you happen to be a luxury nightclub operating in Melbourne, the chances of having the lead convert, and in turn visit your venue is dramatically increased given the context of the ‘long tail’ keyword.
I trust you all enjoyed this article, I certainly found it interesting to apply the theory of the ‘long tail’ to SEO marketing.
Thanks for reading,
Eddie
Interesting post! A good explanation of long tail strategy~ I wonder if there is any situation that such strategy is not as effective or appropriate? Or anything that a marketer should be cautious before choose to apply it? Look forward to your next post~
Yeah true, I’m not to sure, I think its very dependent on what the business is as to wether they will seek a ‘long tail’ SEO strategy or a more conventional keyword ranking
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This is a really good application of the long tail! I wonder if this would be more or less effective depending on how niche a certain product is. For example if you ran a large Melbourne Nightclub on King Street, you’d probably be looking for more generic search terms like ‘Melbourne Nightclub’ perhaps, as opposed to a small, themed, boutique cocktail bar on the outskirts of the city which may want to have far more specific search terms.
Yes true, I guess it depends on the product, I think even large nightclubs still have specific themes that they may want to portray and hence, certain words they would be seeking to rank for on Google. However, I would like to do some more research on the point you have just raised.