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