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Understanding Long Tail Keywords | LogicClassroom by Boston Logic
 

Understanding Long Tail Keywords | LogicClassroom by Boston Logic

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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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    Understanding Long Tail Keywords | LogicClassroom by Boston Logic Understanding Long Tail Keywords | LogicClassroom by Boston Logic Presentation Transcript

    • T: 617.266.9166
      www.bostonlogic.com
      Long Tail Keywords
      Internet Niche Marketing
      Presented by: Boston Logic
      Ashley Osgood, Marketing Associate
      Angela Davis, Marketing Associate
    • Classroom Overview
      T: 617.266.9166
      www.bostonlogic.com
    • WHAT ARE LONG TAIL KEYWORDS?
      T: 617.266.9166
      www.bostonlogic.com
    • 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
      Head
      Long Tail
      T: 617.266.9166
      www.bostonlogic.com
    • Benefits of Long Tail Keywords
      Ease
      Easier to Rank, Low Keyword Competition
      Speed
      Diminished Competition = High Rank Quickly
      Relevance
      Highly Relevant Keywords = Highly Relevant Traffic
      Conversions
      Highly Relevant Traffic is More Likely to Convert
      Exposure
      Targeting Long Tail Keywords over time will also get you exposed for Head Keywords as well
      T: 617.266.9166
      www.bostonlogic.com
    • UNDERSTANDING USER SEARCHES
      T: 617.266.9166
      www.bostonlogic.com
    • The Online Search Process
      Generic
      Searcher
      NEED
      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
      NEED
      Experienced
      Searcher
    • More Experienced Searchers
      FACT: A reported 25% of Google searches every day have never been done before.
      Why?
      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
      www.bostonlogic.com
    • 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
      www.bostonlogic.com
    • 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
      www.bostonlogic.com
    • CHOOSING YOUR LONG TAIL TERMS
      T: 617.266.9166
      www.bostonlogic.com
    • 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
      www.bostonlogic.com
    • Use Keyword Tool for More Ideas
      Google’s Keyword Tool will suggest related terms:
      https://adwords.google.com/select/KeywordToolExternal
      Easily see competition & search trends for each set of terms
      T: 617.266.9166
      www.bostonlogic.com
    • 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!
    • OPTIMIZING YOUR SITE
      T: 617.266.9166
      www.bostonlogic.com
    • 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
      www.bostonlogic.com
    • Long Tail Keywords Advanced Placement
      Keywords in Page URL
      For Example: www.mywebsitename.com/long-tail-keyword-here
      • Keywords in your Meta Data
      Page Title Tags & Page Descriptions
      Image Meta Data & Alt. Text
      Meta Tags & Blog Categories
    • 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
      www.bostonlogic.com
    • 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
      Exercise:
      Email 10 friends & ask what 10 phrases they would type into Google to find you
      T: 617.266.9166
      www.bostonlogic.com
    • 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
      www.bostonlogic.com
    • @BostonLogic
      Questions?
      For future (and past) webinars by Boston Logic:
      www.bostonlogic.com/blog/category/logicclassroom/
      Read SEO Tips on our Real Estate SEO Blog:
      www.realestateseo1.com
      For more information, contact:
      Ashley Osgood, aosgood@bostonlogic.com
      Angela Davis, adavis@bostonlogic.com
      Phone: 617.266.9166
      T: 617.266.9166
      www.bostonlogic.com
    • 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
      www.bostonlogic.com