The #1 goal of all of your marketing efforts is to get new customers, correct? But before you get a new customer, you've got to get a lead - and there are other factors, like getting traffic to your website, qualifying the lead, quoting, and closing. You know the drill!
When it comes to Internet marketing, the one crucial factor, is getting traffic to your website.
Traffic (visitors) to your website is the catalyst for everything that follows.
The most important factor in getting website traffic is mastering the long tail.
What is the Long Tail?
- The long tail is a search phrase targeting a certain audience segment.
- For example, "commercial cleaning," is a very general term, whereas "Commercial cleaning for industrial offices" is more targeted.
Why Use Long Tail Keywords?
- To build traffic, but also the right traffic pouring into the top of the customer funnel that will get you the return on leads that, in turn, will produce potential new sales vital to your growth.
- Long tail keyword phrases produce higher search ranking. Unless you're a huge corporation like Amazon, you'll want to go after ranking as opposed to quantity of results.
- If you're local, you also can optimize for localized searches as well.
- Long tail keywords have less competition for ranking. From the image below, you can see that "healthcare cleaning service" has lower search volume, but is easier to rank for.
Using long tail keywords in your blog articles will get you found.
- The long tail helps you rank for highly competitive keywords. The highly competitive keyword, "cleaning," is still contained in the above example, but other words are added to it, making a keyword phrase. Google is aware fewer people are searching for broad terms. PLUS Google's algorithms are smart. In the above example, if you write a blog article using the long tail keyword "healthcare cleaning service" and someone searches for "hospital cleaning service" chances the search could pull up your article.
- The long tail is gaining in popularity and accounts for anywhere from 50% to 70% of all searches.
How to Plan a Long Tail Keywords Strategy
If you are using Hubspot's advanced keywords tool, simply click on the tab and sort by "rank."
If you want to use Google Analytics to view your current keywords search data, you must read this article from Kiss Metrics first, because the keywords ranking tool first needs to be unhidden.
But before you pull your hair out trying to figure out who is typing in what to get to your website pages, ask yourself, "who cares?" Let's remember that you're doing Internet marketing for commercial cleaning and nothing else. In other words, your only concern is what happens when someone searches for your keyword term.
Strategic keyword planning is more important than the random traffic you're getting from current keywords.
- So, research good, long tail keywords and pick some.
- Start using them in your blogging and on other pages of your website.
How to Build Upon Your Long Tail Keywords Strategy
- Measure your ranking on keywords. You can do this on Hubspot's software which you'll have to pay for, but is outstanding, or use Google Analytics. If you're going to use Google, you'll have to have Google AdWords connected to your account first.
- As you continue generating content, favor your higher ranking keywords.
- Don't make sudden changes. If a blog page or keyword is not performing to your liking, watch it for a month or two. Don't change your strategy from week to week.
- Watch everything in you metrics tool. Two good metrics to watch in Google Analytics are bounce rate and users' flow. The first metric shows how long a visitor stays on your site before leaving; the second shows which pages (if any) they visit after the first page.
- Mix similar keywords. If you wrote a blog using the keyword, "how to clean kitchen floors," write your next article using, "how to clean bathroom floors." Develop a series of articles. It's fun, but most of all, you'll educate your potential customers (which is why you should be blogging in the first place.)
- Long tail keywords generate traffic to your website.
- Your strategy is to attract visitors, not trick search engines.
- Keep current with best practices by reading current articles. SEO practices change frequently.
- After you give it some time, if something isn't working, it's easy to change it.
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