If you hear anyone tell you that keywords no longer matter, you can safely bet that they also believe in leprechauns and werewolves.
This is one of the biggest myths of search engine optimization. Yet one thing can be said about keywords that is very real: how we successfully use them today is very different from how we used them several years ago.
Today it is all about variation and content. Google’s algorithm has a machine learning and AI component that helps it understand human intention.
100 different people can enter a search query featuring a keyword, but based on how they search, the results may vary.
Learning how to optimize content for as many buyer personas as possible will maximize your organic visibility and increase your sales. How you use keywords will determine your reach, and impact your ability to hit those high-revenue targets.
When aiming high, you would be wise to notice what the top agencies are doing for their client’s content.
Whether your head of marketing enrolls in a marketing workshop offered by a top digital agency, or hires their SEO arm to enable greater growth, getting creative with keywords and their context will widen the door for opportunities.
Long Tail Keyword Forms
Long tail keywords are search phrases that are highly relevant to your niche, service industry, products and relevant topics.
Although their search volume is generally low, so too is their competition. The value in using long tail keywords in your content is that they tend to drive high-conversion traffic.
When it comes to keyword research focal points, you want to pay attention to relevancy and competition.
It is significantly easier to target long tail keywords as opposed to head keywords. In some cases, search engine optimizers can rank web pages with properly selected long tail keywords to rank on page one of Google without a backlinks.
So long as your search phrases are point-on in relevance with specific niches that reflect user intent, you can out-rank competitors going after generic phrases, as Google now favours content that is precise to the search query.
Here is an example:
Let’s say the generic keyword is “hat” (has 260,000,000 related pages indexed by Google). Not only is the competition very high for this keyword, but it isn’t specific to what the searcher is looking for.
Is it a hat for men or women? Is it a hat for a formal, black tie event or a ball-cap? It could be a beanie.
In opposition, long tail keywords like “sun protection hats women” is ideal because it has a monthly search volume of 1000 and 11.2 million results.
If you sell specific sizes, colors, brands or designs you can create keywords from these details to enrich your content.
Although the more specific your keywords are will result in less traffic, you will be targeting specific audiences more likely to convert.
Context, Structure and Strategy
As we mentioned, long tail keywords that target a niche group of buyer’s bring in fewer visitors, but they convert better.
By using context, the right structure and an aggressive strategy, you can attract large volumes of searchers and then divert them to the right landing page where they find the product they are looking for and have the option to make a purchase or fill out a form.
Your long tail keywords should be included in a strategy that shows how all your products and services are related.
It is also helpful to structure your blog in a cluster model using a pilar page to help Google and searchers better understand your content’s objectives and allow for easy navigation (and its great for SEO).
Finally, know who your buyer personas are and create clusters of content, using long tail keywords, that speak specifically to them while showing relevance across all pages.