I do a bit of blogging for iSpionage.com at times, and recently they published an interview with Richard Jacobs called How One Marketer Used Long-Tail Content to Generate 400,000+ Organic Visits in a Single Year. The article is pretty much the bees knees. It’s 7,000+ words, so it’s a bit of a read, but it’s a read that will probably change your online marketing life. Here is a link to the article, but if you’re lazy, I’ve summarized some of the main points.
Before delving in too deep to the main points, however, please keep in mind the definition of a long-tail keyword: longer and more specific keyword phrases that searchers are more likely to enter when they’re are getting closer to making a purchase.
Main Points — How can I boost traffic to my website with long-tail keywords?
- Targeting short-tail keywords in highly competitive industries doesn’t usually pay off.
- Target long-tail keywords instead of short-term.
- Target long-tail keywords by adding content to your site with long-tail keywords in the content.
- Think of targeting keyword themes, and writing content around the them. For example, instead of targeting “DUI test,” think about reasons why someone would fail a DUI test, and tailor content around those questions searchers might have. In other words, write articles with answers to common questions embedded in them, instead of writing an article for each separate topic.
- Again, write articles with common industry questions embedded within them. This is a great way to capture more traffic.
- Traffic can come from a huge number of keywords, so make sure you are writing helpful content, rather than focusing on short-term keywords (remember how Searchlight Content has been advocating this idea for centuries practically).
- Both clicks and conversions often come from long-tail keyword searches (Richard noticed about 80% from his analytics).
- Don’t restrict your PPC campaign to a few narrow keywords. Check out the “other” keyword options.
- Think in terms of creating content for keyword themes, rather than instituting SEO practices for a few generic short-tail keywords. Have different landing pages for different keyword themes. Instead of 1 landing page, for example, you may have 50 landing pages with different and relevant themed content.
- Write as many articles as possible on keyword themes (that are good, of course), and sort them out later…meaning, figure out how to best implement them into your PPC/SEO plan as you fine-tune your campaign.
- You can spend less on hiring a quality and professional freelance writer than on bidding on useless keywords for PPC.
- Optimization is a process, not a one time deal. You learn by answering questions in the form of content, and looking at the analytics. Think of your customers in terms of real searchers who are looking for answers to questions, rather than assigning them a short-term keyword.
- This process is a combined PPC and SEO process. It’s new. It’s fresh. It works.
- One of the best ways to maximize your quality score (which Google wants you to do) is to write RELEVANT CONTENT.
- If you only focus on short-tail content, you’re missing out on 70% to 80% of the market.
- Pull back the first keyword you think of, look at its layers, and then target those keywords, or that keyword theme in your content. This will bring you much more traffic.
- When creating landing pages and content, make sure you offer links out, so that Google is happy, and your visitors can find more information about you/your company.
- Don’t trap customers in one page of content. They may not be ready to buy. They may want to read more, so give them more to read by linking out to other helpful content within your website. It can be another landing page, or another blog post. Help your searchers get as much information as they need before purchasing. You won’t regret it.
- Take care of the visitor by offering options on your articles and landing pages.
- Use content to build out your site, and make it bigger and more relevant.
And, that’s pretty much it. Wow! Loved this interview so much. While I covered the main points, make sure to read the article from iSpionage.com. You’ll love it.