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Understanding Long Tail Keywords | LogicClassroom by Boston Logic


In this LogicClassroom we discussed the definition of Keywords and Long Tail Keywords, and what they mean for your Search Engine Optimization. …

In this LogicClassroom we discussed the definition of Keywords and Long Tail Keywords, and what they mean for your Search Engine Optimization.

We also talked about the Google Search Algorithm, and what the recent introduction of Google Instant means for the future of SEO and how searchers use Long Tail Keywords.

If you missed our LogicClassroom, please enjoy the slideshow from our presentation.

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  • 1. T: 617.266.9166
    Long Tail Keywords
    Internet Niche Marketing
    Presented by: Boston Logic
    Ashley Osgood, Marketing Associate
    Angela Davis, Marketing Associate
  • 2. Classroom Overview
    T: 617.266.9166
    T: 617.266.9166
  • 4. What Are Long Tail Keywords?
    Keywords: word or phrase that a user types into a search engine to find information that they are looking for.
    Left: “Head” Keywords
    Higher search volume
    more competitive /difficult to rank for
    Right: “Tail” Keywords
    Low search volume, easier to rank for
    Opportunity for niche ranking
    Long Tail
    T: 617.266.9166
  • 5. Benefits of Long Tail Keywords
    Easier to Rank, Low Keyword Competition
    Diminished Competition = High Rank Quickly
    Highly Relevant Keywords = Highly Relevant Traffic
    Highly Relevant Traffic is More Likely to Convert
    Targeting Long Tail Keywords over time will also get you exposed for Head Keywords as well
    T: 617.266.9166
    T: 617.266.9166
  • 7. The Online Search Process
    Searches happen when user has a NEED
    Example: user needs a new ‘Boston Apartment’
    Generic Searcher
    Starts with ‘Generic’ Head Keywords then modifies to Long Tail to find what they are looking for
    Experienced Searcher
    Goes directly for Long Tail Keywords
    Types Into
    Search Engine
    1st Search Results
    Searches Again
    Types Into
    Search Engine
  • 8. More Experienced Searchers
    FACT: A reported 25% of Google searches every day have never been done before.
    Because we know what we want!
    Searches getting more specific
    Want information online for products, services, etc.
    Want it as precise as possible
    Want it quickly
    The Result: More Long Term Keywords are being used for searches and more often.
    T: 617.266.9166
  • 9. Recent Changes to Long Tail Keywords
    Google Search Algorithm Change in May 2010
    What This Means:
    Google Search Engine Patent now has the ability to index longer phrases rather than guessing at what we are looking for
    Search engines getting better at finding us what we need
    Long Tail Keywords now more relevant than ever
    T: 617.266.9166
  • 10. Recent Changes to Long Tail Keywords
    Google Instant – NEW - Launched Sept. 2010
    What This Means:
    Now search results will appear & change almost instantly as the keyword phrase in the search box is edited.
    No more scrolling through pages of results, people will just refine their search terms and watch search results update.
    Ultimately, users will begin focusing more on Long Tail Keywords to begin their searches.
    Google Instant will lead to more searches for multi-word search phrases than ever before.
    T: 617.266.9166
    T: 617.266.9166
  • 12. Choosing Your Long Tail Keywords
    Develop a list of potential terms you think your target client might use in a search engine query.
    To Begin, you can choose a generic Head Keyword, then make it more precise.
    Example Client Market: an MIT student looking for an apartment near campus
    Potential Long Tail Keywords Might Be:
    MIT student off-campus housing
    Cheap student apartments near Fenway
    MIT student rentals in Boston
    MIT Boston student apartment search
    T: 617.266.9166
  • 13. Use Keyword Tool for More Ideas
    Google’s Keyword Tool will suggest related terms:
    Easily see competition & search trends for each set of terms
    T: 617.266.9166
  • 14. Check Your Competition
    Once you decide your keywords, check your competition
    Type your term into Google with “quotation marks”
    You will see other websites that rank for this term
    Sometimes no one else will rank – perfect SEO opportunity for you!
    T: 617.266.9166
  • 16. Long Tail Keywords in Your Content
    Keywords in Your Content
    Keep Long Tail Keywords in mind when writing your website content
    Include Keywords in blogs
    Design pages around these terms
    Use keywords in the Page Headlines & bold them within the text
    You can’t rank for a term that’s not in your content!
    Make sure keywords are used in content approx. 3 times per page
    • Use Variations of Keywords in Content, Too!
    Places your site for similar terms, a.k.a. “Halo Terms”
    Also avoids over-optimizing and site “punishment”
    Internal Website Links
    Use Keywords as internal links to relevant pages
    T: 617.266.9166
  • 17. Long Tail Keywords Advanced Placement
    Keywords in Page URL
    For Example:
    • Keywords in your Meta Data
    Page Title Tags & Page Descriptions
    Image Meta Data & Alt. Text
    Meta Tags & Blog Categories
  • 18. Your Site is Optimized: Now What?
    Stay Ahead of the Curve!
    You Need To:
    Get More Creative with Long Tail Keywords
    Be Attentive to Your Website
    T: 617.266.9166
  • 19. Long Tail Keyword Strategy
    Tomorrow’s Long Tail Keywords
    Revisit the Keyword Tool often for new ideas
    Brainstorm frequently about new Keywords
    Be willing to revise Keywords to capture the 25% of new searches
    Fresh Content
    Keep your website up-to-date
    Company blogs
    Monitor Keyword Success
    Email 10 friends & ask what 10 phrases they would type into Google to find you
    T: 617.266.9166
  • 20. Monitor Keyword Conversions
    Use your website analytics to monitor success
    Install Analytics & use it to see how users are finding your website
    Revisit often to get new Long Tail Keyword ideas
    T: 617.266.9166
  • 21. @BostonLogic
    For future (and past) webinars by Boston Logic:
    Read SEO Tips on our Real Estate SEO Blog:
    For more information, contact:
    Ashley Osgood,
    Angela Davis,
    Phone: 617.266.9166
    T: 617.266.9166
  • 22. What are Long Tail Keywords?
    Broad Keyword Search Volume
    Too broad
    High traffic for keywords
    Low relevance
    Difficult to rank for, hard to stand out
    Long Tail Keyword Search Volume
    Lower traffic, higher relevance
    Easy to rank for
    T: 617.266.9166