Even though Internet marketing has evolved and undergone major changes during the past five years, one thing remains constant: Google is, by far, the most popular search engine in the world. It’s to your definite advantage to have your business website appear among the top ten results for searches that relate to your products or services.
According to Search Engine Journal, Google has captured more than 86% of the market share for search engine use. Considering its market share in 2016 was 72.48%, there’s little question that its dominance is here to stay!
FYI: The other leading search engines, in order of popularity, are as follows:
- Microsoft Bing
Google as a Business Tool
The fact that most people frequently use the word “Google” as a verb is one of many signs that this huge corporate entity influences many aspects of our culture, as well as the way we communicate, think, live, and do business.
While paid advertising on Google can potentially yield a profitable return, it can also quickly deplete your marketing budget (if it’s not carefully managed). However, nothing beats the free website traffic that can be produced from a high ranking in Google’s organic search results. Professional SEO help may be needed to achieve that outcome, but once all the pieces come together, it can lift your business to the next level.
Although high visibility in Google search results is almost like “money in the bank”, it can be elusive if you’re up against a lot of competition. In many cases, you’re not only competing with local businesses for top Google rankings, but you also may be competing with brand name companies and multinational corporations. Tough nut to crack!
How do you level the playing field — or, at least, give yourself a fighting chance for being found near the top of Google search results? Search engine optimization (SEO) techniques provide solutions for that, including the use of “long-tail” keywords. There are several advantages to narrowing the focus of your web pages to specific topics, services, and products — all of which can benefit your sales revenue and marketing success.
What Exactly Are Long-Tail Keywords?
In the realm of Internet marketing and search engine optimization, a keyword is a single word or phrase that people type into a website’s search field to find specific information, products, or services. From the perspective of a small business seeking to reach qualified customers online, the big challenge is to demonstrate relevance. Clearing that hurdle helps to rise above the competition.
One of several ways to achieve that is to write web pages that are clearly geared to the specific needs and wants of niche customers. Focusing on a string of keywords — usually three or more — is often a more effective strategy for generating targeted, qualified traffic. In other words, instead of writing web pages to attract customers wanting to buy a camera, you’ll generally have more success using keywords like “best point and shoot camera for travel” or “easy to use digital camera for seniors.”
Among the reasons Google has dominated the search engine field for so many years is the fact that they’re always looking for ways to give users the most relevant results and a positive user experience. You can take the first step toward satisfying that requirement by infusing your Web pages with relevant “long-tail” keywords and making sure the content of those web pages matches up with what people are looking for. Not always an easy task, but doable!
As you may have noticed, when you conduct a Google search, a list of related keyword phrases automatically drops down from the search field. If you type in your own products or services, it will display some long-tail suggestions that may be worth using on your website.
For example, if you typed in the keyword phrase “increase website traffic,” some of the suggestions that would drop down may include “increase website traffic through social media,” ”how to increase website traffic organically,” and “how to increase website traffic through Google.” If you’re having trouble getting your website to rank in Google’s top ten search results, then using longer, more specific keyword phrases may help.
There are several reasons why long-tail keywords may be beneficial to your online business success.
1. You’ll generate targeted traffic. According to Internet marketing expert Neil Patel, long-tail keywords are “the foundation of an effective SEO strategy” and account for 70% of all web searches. He says, “Long-tail keywords are how you generate organic search traffic to your website,” and are “the holy grail of SEO.” Tim Soulo, Chief Marketing Officer of “Ahrefs,” an online resource for SEO professionals, also believes in the immense value of long-tail keywords. In his words, “They can drive a TON of high-converting traffic to your website and dramatically increase revenue for your business.”
2. You’ll create more visibility for your website in search engine results. A strategy of blending relevant, long-tail keywords into the content of your web pages will increase the probability that your website will be listed more prominently in Google’s search results.
3. You’ll achieve a higher sales conversion rate. First of all, high website traffic does not necessarily translate to more inquiries, online orders, appointments, subscriptions, or product sales. Casting “too wide of a net” in your marketing can result in a high percentage of visitors who are not specifically looking for what you are offering. The beauty of focusing on long-tail keyword phrases is that you’re making it crystal clear exactly what you’re offering, and — as a result — you’ll attract prospects who are prequalified and specifically interested in the information, services, or products featured on that page.
4. Your website will be perceived as a useful, credible resource. When your web pages zero in on specific topics, solutions, products, and themes, your stature as an authoritative, relevant website will grow, both among Internet users and search engines. Websites that deliver value, worthwhile content, and relevant information tend to grow organically through positive online reviews, mentions on social media, higher positioning in search engine rankings, and repeat business.
If you’re looking for ways to increase your website traffic and convert more visitors into customers (or clients), don’t hesitate to give us a call at Jordan Marketing Consultants. You can also inquire using our online service request form. We’d be happy to design a customized website marketing strategy for you, using relevant long-tail keywords and other traffic-generating techniques. As you’ll discover, our focus is creating targeted strategies that grow local businesses through audience engagement, brand reach and custom design. In addition to search engine optimization, we also offer clients social media management, local SEO marketing campaigns, and strategic website design services.
Probably the number one marketing mistake many small businesses make is trying to be “all things to all people.” That approach flies in the face of sales psychology, and it certainly doesn’t work in the world of Internet marketing. Search engine users are typically looking for something very specific, and Google is geared to delivering just that. One of the most effective ways to work in concert with both human psychology and search engine algorithms is to use long-tail keyword phrases in your content. That way, you’re speaking Google’s “language,” and you’re also helping Internet users find the specific results they’re searching for.
Wendell Jordan Jr. is a passionate and dedicated professional in web designing and the digital marketing sector. He has 10 years of experience in sales and marketing. Currently, he is the owner of Jordan Marking Consultants, a digital agency focused on high ROI marketing solutions. Jordan and his expert team promote businesses with compelling digital marketing strategies and deliver measurable outcomes in real-time.