Long Tail SEO: When & How to Target Low-Volume Keywords – Whiteboard Friday

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Long Tail SEO: When & How to Target Low-Volume Keywords – Whiteboard Friday

The long tail of search can be a mysterious place to explore, often lacking the volume data that we usually rely on to guide us. But the keyword phrases you can uncover there are worth their weight in gold, often driving highly valuable traffic to your site. In this edition of Whiteboard Friday, Rand delves into core strategies you can use to make long tail keywords work in your favor, from niche-specific SEO to a bigger content strategy that catches many long tail searches in its net.

2 ways to think about long tail keyword targeting

#1: I think that there’s this small set of hyper-targeted, specific keyword terms and phrases that are very high value to my business. I know they’re not searched for very much, maybe only a couple of times a month, maybe not even that. But when they are, if I can drive the search traffic to my website, it’s hugely valuable to me, and therefore it’s worth pursuing a handful of these. A handful could be half a dozen, or it could be in the small hundreds that you decide these terms are worth going after even though they have a very small number of keyword searches. Remember, if we were to build 50 landing pages targeting terms that only get one or two searches a month, we still might get a hundred or a couple hundred searches every year coming to our site that are super valuable to the business. So these terms in general, when we’re doing this hyper-specific, they need to be…

  • Conversion-likely, meaning that we know we’re going to convert those searchers into buyers if we can get them or searchers into whatever we need them to do.
  • They should be very low competition, because not a lot of people know about these keywords. There’s not a bunch of sites targeting them already. There are no keyword research tools out there that are showing this data.
  • It should be a relatively small number of terms that we’re targeting. Like I said, maybe a few dozen, maybe a couple hundred, generally not more than that.
  • We’re going to try and build specifically optimized pages to turn those searchers into customers or to serve them in whatever way we need.

#2: The second way is to have a large-scale sort of blast approach, where we’re less targeted with our content, but we’re covering a very wide range of keyword targets. This is what a lot of user-generated content sites, large blogs, and large content sites are doing with their work. Maybe they’re doing some specific keyword targeting, but they’re also kind of trying to reach this broad group of long tail keywords that might be in their niche. It tends to be the case that there’s…

  • A ton of content being produced.
  • It’s less conversion-focused in general, because we don’t know the intent of all these searchers, particularly on the long tail terms.
  • We are going to be targeting a large number of terms here.
  • There are no specific keyword targets available. So, in general, we’re focused more on the content itself and less on the specificity of that keyword targeting.

 

Read full news at https://moz.com/blog/long-tail-seo-target-low-volume-keywords-whiteboard-friday