Logic Classroom | Understanding Long Tail Keywords

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Long Tail Keywords
Internet Niche Marketing
Presented by: Boston Logic
Ashley Osgood, Marketing Associate
Angela Davis, Marketing Associate

Classroom Overview
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WHAT ARE LONG TAIL KEYWORDS?
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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
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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
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UNDERSTANDING USER SEARCHES
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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.
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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
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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.
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CHOOSING YOUR LONG TAIL TERMS
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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
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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
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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
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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
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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
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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
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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

Logic Classroom | Understanding Long Tail Keywords

by Boston Logic Technology Partners, Inc. on Sep 14, 2010

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