How to use Informational Long-Tail Keywords To Drive Web Traffic
Updated SEO tactics that target and marking up possible long-tail keyword phrases will help your website gain better visibility in search results where you want it most. Use them for a better way to connect with potential buyers.
Search marketers are asking themselves if long tail keywords have taken on greater or lesser importance in organic search, especially with the ever-burgeoning percentage of mobile users. Whether seeking to offer your site visitors more needed information or optimizing a PPC ad campaign, the benefits of long-tail keywords starts with better-targeted action for your digital marketing and sales funnels. Being well-informed is the start of a consumer’s journey to solving issues and making an e-Commerce purchase. Content quality still includes the fundamental aspects of how you organize your topical concepts and keywords to help users find the answers they are seeking. While search intent is much easier to gather with new advances in machine learning, it is still heavily dependent on language and the words users choose to conduct searches.
While search intent is much easier to gather with new advances in machine learning, it is still heavily dependent on language and the words users choose to conduct searches.
Search engine optimization today does a better job of taking the words used on our pages and turning our heavy-keyword focus into using them to more effectively create impactful stories. Here the content journey begins by facilitating a buyer’s decision-making process with needed information.
Example: in years past the consumer pattern when buying a car typically involved going to a dealer and seeing what they offer on the lot. Today, the average buyer starts the same purchase decision on a mobile device with the mission of finding information online. That is what empowers their decision once they are ready to buy. Many businesses are struggling with how to provide that same introductory information but in a digital format – before any personal contact is made.
Marketers are Pressed to Adopt new Keyword Strategies
Given the progression of voice search adoption, it is changing how local businesses are found. ComScore even estimates that by 2020, a full 50 percent of all searches will be by voice. While it won’t likely replace our traditional searches, voice search is a factor that businesses need to understand. It’s more conversational. It’s more like our everyday natural language. Faster than typing, these queries tend to be longer and ask a lot of questions. It is becoming more and more complex for a business to optimize its profile and find a presence among all the various sources of information.
Many articles are written rich with tips on how to find and use all the related words and phrases that fit your primary phrase, and favorite keyword research tools. This article honors those great pieces and seeks rather to talk about how digital marketers are evolving their content’s semantic language for mobile marketing and information-hungry buyers. In this article, we will answer why long-tails are your trusted sources of targeted traffic, how to optimize your pages for statistics, facts and figures; start to improve the number of informational buyer queries for a specific product so that find and favor your website.
What is an informational long-tail keyword?
Long-tail Keywords typically provide the best fit for specific search phrases regardless of low search volume and clearly answer a certain searcher’s intent. Because of their specificity, long-tails are generally made up of three or more words. They usually provide rich informational answers to a clear, unambiguous, specific semantic search query.
The internet is an explosive place rich with information on just about any topic. People look for solutions to problems, answers to questions, product details, business reviews, and facts to drive better purchasing decisions. The queries typed in a search box or spoken are called informational long tail keywords.
This type of long-tail keyword consists of search term phrases that are made up of 3-5 words. They have lower search volume than base keywords, but have will reach a targeted topic and give you the advantage of having less competition.
Long Tail Terms Comprise Most of the Search Volume
The number of new search terms that thousands of searcher use every day are relatively uncommon. Competition is stiff for popular top “broad” search queries and buying ads for popular long tail keywords may quickly consume marketing budgets.
Over 70% of everyday searches qualify for what is called “long tail” searches. Moz states that this sphere of long tail “contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world’s search volume”.
Informational searches are often top-of-funnel
Once you have created a list of buckets from the purchasing funnel that keywords fall into, sort your keywords based on informational and transactional search terms. This will help your website offer a balance of different types of web content that can best match their corresponding type of user intent.
Informational or top-of-funnel queries often contain common questions people have about a product or service. These informational phrases won’t likely result in masses of direct revenue but may introduce new clientele to your brand and help increase web traffic. Sources such as Ubersuggest and Quora are ideal ways to discover keywords for informational searches because the topics and there are completely user-driven. You can boost user engagement and site performance by providing rich content on the topics they are interested in.
How to Make a Lengthy Read Easy
Make your lengthier content easier to read by breaking it up with images, bullet points, Q and A lists, icons and other graphic elements that user’s favor. Visitors to your website who can find information quickly are most likely to come back. That is the core intent of what SEO is – an effective website. Creating longer articles means devoting sufficient attention to high-quality content as well as technical SEO that translates eventually into sales. Gathering information is typically at the start of a buyer’s journey.
Orbit Media reveals some key statistics on long-form web content. In his October 25, 2017, Blogging Statistics and Trends: The 2017 Survey of 1000+ Bloggers article , Andy Crestodina writes that:
- In 2017, bloggers spent 39% more time on a typical blog post than in 2014.
- Only 55% of bloggers update old posts. Those who do so find that they are 74% more likely to get strong results.
- Almost half of bloggers who spend 6 hours and over to prepare an article or blog post report “strong results” making the added time worth it.
Making your older posts more relevant to today’s searchers is an ideal way to build content of length that is in high demand. If you have been watching user metrics on each post over the years, you can be leaps ahead of someone who is writing on the topic for the first time. Use your data to know how to improve your content; it is not that hard to add the missing components that can make it more valuable and serve solutions that match viewer’s needs.
10 TIPS ON HOW TO USE LONG TAIL KEYWORDS TO MATCH INFORMATIONAL SEARCH QUERIES
1. Analyze Consumer Questions as part of Early Keyword Research
The key to converting online connections into customers is providing answers in a timely manner that supports the consumer’s purchasing process. This could be to an introductory landing page, a FAQ page, or a product description page. To ensure your messages to users are targeted to where they are at, whether in the research phase or ready to buy phase, you should prepare content that can match a detailed search query that helps both the consumer and you to meet end goals.
Your scripts should not be copy and paste keywords, carrying the same message to every connection –’canned’ pitches won’t reach relevant searches. Your first conversation should be welcoming, non-salesy, and compelling.
For building relational trust with consumers, you need multiple touchpoints before the person is comfortable enough to actually call or save an item in your shopping cart. You can use the best keywords to help you keep your web page content aligned with your goal for that page.
Being thoughtful with how you build that consumer relationship from the first time they visit your business online will set you apart from your competition. Know which pieces of content fit the building awareness and trust stage, and which search queries provide the specific details needed to complete a sale.
2. Correct Your Un-optimized Structure for Informational Long Tail Queries
The emergence of semantic search and machine learning technology does not mean that keyword research can be skipped when modeling an internal content marketing campaign. All website content is best when thematically linked by subject groups and keywords to your overall business goals. Web pages that randomly cover topics and not informational long-tail keyword phrases can miss what your audience wants and who you are writing for. Healh-related site face an even greater challenge to meet E-A-T standards.
And aside from signaling to search engines the main focus of each unique page’s content, they also function as an important aspect of your site architecture.
The sooner your content marketing strategy includes becoming a long tail pro with an intelligent list of keyword phrases the better your chances are of getting this structure right. An Oracle study reveals that “per dollar spent, smart content marketing generates more ROI than paid search.” Being a smart marketer isn’t just about links, pro writing skills, or leveraging a keyword research tool. It’s about knowing how to prioritize what users want and the best words to reach them. Your ability to transform a piece of published content and get it to thousands of relevant readers, within a quantified time frame, can lead to your success. Your readers will find your content if you have effective long-tail search practices that work. This applies to both paid and organic means of reaching them.
In the March 20, 2017, article titled What we learned about Long Tail by analyzing 1.4 Billion keywords by Tim Soulo, we learn that “keywords with 5+ words were insanely popular”. He also discovered that “around 40% of all searches are coming from billions of long-tail keywords that have less than 50 searches per month”. One cannot miss seeing the great opportunity that exists here.
3. Understand your Content Silo
If your site has silo content that is tightly grouped into sections that focus on one very-specific subtopic, you can be hyper-relevant to a single subtopic and most likely rank faster than a site whose site hierarchy is confusing.
Think of each silo as a pyramid or bucket. Your head key terms are typically shorter. Information-rich long search terms might be comprised of your tertiary keywords. They are the foundational layer of your content pyramid which is typically comprised of supporting content for the silo and focuses on informational, long-tail keywords within the silo topic. A tertiary keyword falls third in the line of significance and is used to support secondary keywords in keyword meta tags.
4. Let Context Be Your Marketer’s Game When Selecting Keywords
Different results in visually rich-featured snippets are happening for some retail type searches that are pretty cool.
There is a drastic difference in conducting a search using only the word “china”. How does anyone know that I am thinking of fine bone china? Search engines have a tougher time deciphering my search intent. They may provide the searcher with information about the country of China, when they were actually shopping to “buy English fine bone china tableware”.
Connecting your messages to mobile-specific content is a game-changer. Location, time, and app targeting are key SEO tactics to employ to reach mobile users by incorporating them in your long tails. Context is more important to users today than it has ever been. And consumers expect marketers to deliver highly relevant web content. Use user signals to help come up with the best keyword-driven content.
If you are bidding on a certain search query through the AdWords platform, understanding the complex ecosystem of which search terms users prefer equals more conversions. Cross-device attribution should be set up to help you implement long tails for smart bidding. Today’s consumers are beginning their research earlier on. AdWords using machine learning to assess which keywords drive sales; this pushes digital marketers to get savvier on how to use the right wording.
Now by having relevant and sufficiently detailed keyword content on your web page that sells English fine bone china tableware, you can show up at the top of SERPs to match that buyer intent. Ranking and getting found for the right keywords can make or break your website.
How to use Contextual Signals to Come up with the Best Keywords
There are lots of contextual signals, like time and location that make it easier for brands to personalize the web content they generate with messages that resonate with people. To break through the online clutter requires businesses to take full advantage of those buyer signals. Digital marketing teams can approach this by leveraging long-tail keyword-rich content that provides the best answers to a consumer’s question.
To really connect with mobile buyers, it’s essential to take full advantage of their context. Today, individuals expect digital experiences to be tailor-made just for them, instant, and provide the exact answer to their questions. At Hill Web Marketing, we manage the media strategy for many client digital advertising campaigns. And that means we’re apt to research and fine-tune your mobile marketing strategy to decipher which long tail LSI Keywords to select and how to use them.
It is not an instant process. Getting data-based signals as to what your buyers what to inform creative is challenging and takes time. With proven success, it is easier to experiment, learn from your social networks what people are talking about, and serve up better content that uses contextual signals to successfully communicate.
5. Use Informational Long Tails as Doorways to Real Conversations
It is less about getting a click on a specific keyword and more about what happens after the click.
It is more about having a conversation with your reader that they can understand and find valuable. Former benchmarks of trying to rank for a specific keyword are transforming into matching search query intent and providing the best answer.
Today’s search engines are much more apt at deciphering the intent behind what the searcher wants. If they click through to your web page from a link displayed in SERPs, now you have the opportunity to hold a conversation. Well beyond providing a single answer, you want to build a positive and functional relationship.
6. Distinguish Between Informational versus Transactional Long Tail Search Terms
If you are pondering how to developing content with informational search terms, remember that Google has semantic search know-how in its algorithm, so the more ardently you work at providing a rich content page around these types of phrases. Using secondary long tail SEO phrases to improve your chances of ranking high in search results.
On the other hand, transactional long tail Keywords should be used for product-specific pages, which are integral for a buyer’s transactional journey to purchase. These fit the intent of searchers who are generally ready to purchase a product related to search query versus pages that define informational details.
7. Leverage Long Tail Informational Articles to Rank Well on Tighter Budgets
Google Keyword SEO Search can help you define phrases that you may not otherwise consider. It can help your web pages get into Google News or answer key user questions. Search marketing involves searching the web to determine search volume of a keyword and find phrase matches for long tails. “Informational long tail keywords” produced for me 5 results in 0.47 seconds and “long tail keywords yielded 1,070,000 results in 0.76 seconds. So you see that if your topic is very specific, you both reduce your search volume but will have very targeted results.
Ahrefs’ Keywords Explorer shows how many visitors per month on average that a phrase brings to a web page and suggests how many backlinks you will need to rank in the top 10 for it. And this traffic is generated by nearly 600 keywords that it ranks for in organic search results.
This demonstrated the beauty of long-tail traffic. Once you have a reasonable number of quality links to the page, you can rank for all sorts of additional informational long tail keywords, even during a time when highly competitive commercial keywords are still out of your budget. To isolate real blog post ideas for content that can drive constant and converting traffic in every month, you can find out which laser-targeted long-tail keywords are competitive and what it will take to nap relevant web traffic from them.
8. Use Influence Keywords Early on and Long Tails for Converting
Take the time to study which keywords influence prospective buyers when they first land on one of your web pages based on your attribution model. When implementing new attribution models, observe the use of introductory keyword phrases. It opens up the path to make on-page improvements and gain better user engagement, by understanding the buyer journey.
Begin with key items in your product line and re-evaluate early influence keywords gleaned from your account. As you seek ways of attributing conversions in AdWords for better optimization, it is time to test or re-test for early influence keywords. Our trail tests indicate that broad keywords can be very good at starting a conversation with a prospective buyer, but by the time they are ready to make a purchase, their search queries tend to be longer and more specific.
By knowing your route to success better, using the right keywords at the right point in the customer journey provides you with a better chance at winning the sale. While the performance of those keywords may remain the same, how you define and measure success will open up your understanding of what copy converts. You will have a better grasp of the true value of each keyword phrase.
Review, organizational, and product structured data snippets are one thing that Google uses to label and organize information on trusted websites. When Google can strongly correlate your content to search intent, you know that your marketing strategy is effective. Effective placement of your long tail words is core to this scheme of things.
9. Select Informational Long Tails based on People’s Interests and Routines
The sites people visit and how they navigate on your site from their phones tell us a lot about them. In addition to using that behavior to identify potential consumers, it can also be used to hyper-customize your content with meaningful messages that consist of the right “speak” and information.
Studying more traditional desktop searches provide a limited view of somebody’s daily search activity. But phones are our constant companion while out and about. We turn to voice or mobile search to help us get things done, make on-the-go decisions, and purchases needed in short order. And if you are knowledgeable about your customers’ habits, you can better deliver compelling messaging that is built with the best keyword phrases that provide the information needed.
Information-packed long-tail search phrases with low-volume, low-competition search terms can be hard to grasp. Before investing time on those keywords, know if hardly anyone is searching for them, know your business goals, and how your ideal customer shops. Then, there are probably endless long-tails you can select from. And finally, in our world of semantic search, markup your keyword-rich content so search engines can use it to match relevant search queries.
10. Keep an Open Mind so you can Discover the Best Fit
Moz’s research concluded that long-tail keywords tend to convert better, as they are used more by shoppers later in the purchase cycle. A person searching for “hats” is likely in the browsing stage and conducting a bit of informational research. On the other hand, someone asking Siri for the “best price on a small, flat-topped Rachel Trevor-Morgan hat” practically has their credit card out!
Or consider the example that if you are selling a 2017 Porsche 911, somewhere you need to offer specific informational long-tail search phrases that set up your final product purchase page. Otherwise, you may come up in board searches for “sports car” but not for the buyer who is ready to pull the trigger on a purchase for this specific vehicle. “Sports cars” may be ideal to catch buyers at the beginning of the journey to purchase and useful on a page that introduces all the sports vehicles that your company offers, but it will lack the necessary full details for someone closer to making a selection.
For many digital marketers, we are already familiar with the need to be flexible in our way of thinking – moving past the traps of tunnel vision on the most sought-after searched terms in our industries. There are multiple keyword strategies one can assume. Testing and monitoring keyword rankings consume a significant portion of time when actively targeting multi-front long-tail terms. You are likely to find that you gain more traction in the search results faster if you know when your informational long tail SEO terms fit, when to employ transactional speech, and when a focus on head terms leads to more visitors and conversions.
“Conversion rates for long-tail terms were 2.5x higher for long-tail queries than for head terms”, reports Nathan Safran of Conductor. Many still quote finding in the December 12, 2011, report in [STUDY] The Long Tail of Search: Why The Fastest Path to More Traffic Might Not Be Where You Are Looking.
How to Find Informational Long-tail Keywords that Drive Organic Traffic
Finding long tail involves research and knowing how to look deeper into collected data to discover user preferences. You can easily find long-tail keywords in any niche. From there, look at popularity, search volume, competitiveness, and related searches.
Where to find long tail keywords to increase organic traffic:
- Google “Searches Related to…”
- Google Search Console Queries Report
- Answer The Public
- Online Forums and Boards rich with QandA
- Soovle.com sources Wikipedia, Google Search, Bing, Amazon, etc
- Google Correlate
- Conversations on Quora, eHow, Buffer, and Reddit
- SEO tools: SEMRUSH, Toolfeast, SECockpit, Ahrefs
- People Also Ask (PAA)
- Google Trends
Considerations after Identifying a Highly Competitive and Specific Search Phrase:
• How tough are these search terms to rank for? If the long keyword phrase is commonly searched for and already has a competitor(s) with huge wins on it, then it will be more difficult for you to rank well, but the more traffic you’d gain from being successful. If your business is already regarded as a trusted source in the field, then it’s potentially worthwhile.
• What volume of web traffic might you expect from these keywords if ranked in the top 1-5? If your keyword research indicated it is a ton or a sufficient amount, then it’s worth pursuing. Then, organized your keyword taxonomy into tight groupings of similar keywords; look both at user language and at the competitive landscape with a per-keyword grouping strategy. Know when prospective buyers need full informational content.
• Historically, is there a reasonable conversion rate from searches using these keywords? First, consider what the BENEFIT of ranking for a certain keyword is. Is there revenue along with it? Is it an information page or one that buyers are looking for? Pick your keywords with the knowledge of how they will help support your business goals. For product pages, determine what combination of words will best match a searcher that is displaying purchase intent. If the conversion rate is high enough that you can anticipate more traffic at a higher spend, then it is more likely worthwhile in terms of ROI.
• Do you have a positive review that you can reference? Prospective buyers tend to trust the opinion of your current and past purchasers. They see this as an unbiased perspective. Make it easy for them to find your reviews by using JSON aggregated review markup when possible.
• What SEO tactics and strategies are you open to engaging? To ever truly complete for a highly competitive long tail web page, an SEO audit of your existing content and a partial rework of your site may be needed. Both your budgets and what you are willing to explore directly impact the decision of what content to create. Adding internal links from previously existing relevant pages will be necessary, as well as gaining strong external links to your new page that answers a specific search phrase.
• What level of time and budget commitment is involved? Very importantly, how reflective of your desires is it to tackle it? No one quickly naps top spots for competitive keywords without a sufficient budget, a lot of user-wanted, rich content, and several other key influences. It requires a skilled balancing act. Just because a keyword competition checker identifies a topic that isn’t competitive doesn’t mean you want it. While seeking non-competitive spaces is one factor, you want a feasible chance to reach the searchers who are behind that query and know a sufficient number of them exists. With a large volume behind it and a savvy approach, you too can run with the big dogs.
• Does it fit “consumer language” and make sense in natural conversations? In his September 7th, 2017 post titled Addition Of “Greeklish” Is A Big Thing For Search David Amerland says, “Language is nothing more than a form of representational code. It allows us to create a shared framework of concepts, ontologies, and hierarchies and talk about them and the entities that make them up in a manner that makes total sense”.
High volume Long Tails with Low Competitive Density and CPC
Choosing which relevant high-volume keywords also have low competitive density to use, while additionally having a low CPC may be cumbersome, but very doable. It’s worthwhile to find the right keywords for the right message that match your marketing budget. For example, if your business is promoting the best exterior paint to use in Minnesota in its online store that sells, we will use “exterior paint” as one seed keyword for our research. To increase your chances of reaching the right users who are likely to complete a purchase, you could also use words like “exterior paint for northern climates”, “best exterior paint for cold weather”, “find quality exterior paint”, “top Excelsior MN exterior paint professional” etc., in your information content.
Why Information Rich long-tail keywords offer a massive SEO opportunity?
1. Long-tails are worth the challenge in a narrow niche because they make up a major share of most businesses ‘ search traffic.
Knowing that long-tail keywords make up around 70% of all search traffic on the world wide web, look at the search queries that your website ranks for in your Search Console and move down the list of terms. Most webmasters find that the majority are long-tail phrases that are begging for you to optimize content for. Consider the number of clicks your business gains through these more specific keyword phrases and you can increase the number of visits you receive for your high-value generic, high-competition terms.
When you know what the searcher is looking for, an ideal long-tail for a future blog post can be useful to support a cornerstone web page. One or two-word phrases often aren’t specific enough. “Help to hire an SEO” isn’t a long-tail since we can’t be sure about the searcher’s specific intent. Also, the options that a search engine has are vast when providing SERP options. While GoogleBot can draw upon an individual’s search history, why not make your content more valuable by using a long tail such as “how to hire a Minneapolis Google certified SEO expert”.
2. They can provide your business website easy wins.
Quite often, long-tail search phrases are in low demand and are low-competition terms. Once you know if a few of your competitors target them, it’s low-hanging fruit to create new content around the best keywords. Top opportunities to reach the right people online frequently are gained from unthought-of terms that your marketing efforts are missing.
Saroj Kumar tweeted to Google’s John Muller on Sep 6, 2017, and asked, “What’s the main important factor for rank a website in top search results on a particular phrase?”. He has a one-word poignant answer: “Awesomeness!”.
That means that guessing what content to write about and how to choose your wording must end be being awe-inspiring and offer the best solution. It should be thorough but not wordy. It should cover the topic well, be memorable and compelling. That takes work. Many businesses spend thousands of dollars to generate one piece of content, even up to $50,000 in big-dollar, competitive markets. Don’t tackle the most challenging keyword phrases that will demand such resources and miss your easier long-tail wins.
3. Because long-tails are more effective to specifically match a query and tell a story that later converts.
When your content tells a story that readers can identify with, and your micro-conversion leverages smart long-tail keyword research, the better your chances are of coming up with the right terms that will help achieve that goal. Convert short-tails into long-tails comprised of purchase intent keywords for your single product pages. The same theory is effective for increasing the number of informational queries your informational content reaches if, for example, you want to gain new blog subscribers. Adapt your content to a long-tail term that best fits along with your conversion strategy.
When preparing your content, you’ll learn that not every single result will qualify as a long-tail keyword. However, historically, the lion’s share will be. Now chart out which pages you already have or new posts waiting to be created fit in the informational category. Likewise, images should leverage schema markup to match and expound on your long-tail topic.
4. It’s an ideal opportunity to demonstrate your expertise.
If you state that “I’m the best painter in the Twin Cities”, someone may ask how you back that up. By publishing information and DIY guides on incredibly specific topics that don’t get a lot of coverage, like “how to paint your home to protect it for years”, the same business can demonstrate their claim’s legitimacy and show off their expertise in the field. Instead of focusing on social shares or even making such a boast, by publishing in-depth resources that answer “how paint quality and painting skills make a paint project last”, you can claim that the presence of that knowledgeable leader.
While it might not sound that compelling to you right now if you’re trying to figure out why your last paint job didn’t last but a month, it’s suddenly going to sound very engaging. That’s going to help brand awareness and win those highly specific search queries. Simultaneously, anyone who is a new site visitor casually perusing your site is going to get the feeling that the person who owns it knows what they’re talking about. In this instance “anyone” most certainly includes Google as well. It often regards long form, high-quality content as a necessity, finding that this type of informational content is valued by its readership.
5. Long Tail Informational Posts Gain Links with Less Effort
One of the perks of ranking well for any such keyword phrase with an informational intent is that your pages should win links naturally. A sales-focused page or product purchase page isn’t the same. Even curiosity posts – posts that are interesting on their own merit but don’t solve an actual problem, like the history of classic cars – generally come by backlinks more naturally than self-serving content.
Google has long indicated that they want to support sites that produce quality content, which is one reason worthwhile to strive to do so. Seek out a topic that there are few outlined and detailed pages on, and provide what is missing for people who look for it. Chances are, it will fill a real need and pay off. Then, submit your web pages to be indexed by Google and other major search engines and seek to increase your website’s crawl budget.
Dedicate your time to producing the best informational content available for your target audience, and then promote it to the right people. We frequently repurpose our content, so that readers will continue to gain value from it. If you update a few pages on your site with high-value informational details, you’ll find that your readers can skim or skip to the content that applies to their query and will stay longer to read more.
The purpose of this work is to provide a valuable service and help those who need it to recognize your expertise. While this form of web traffic may not convert well in sales, there are multiple stages in the buying cycle, and information gathering is one of the most important. Don’t leave your information gathers without a chance to find you — or turning to one of your competitors’ websites for answers. Work it for the right reasons and let it build your domain trust.
Last Minute Tips and Encouragements to help you Establish your Long-tail Keyword Strategies
Dive in without being too intimidated by the hard work ahead and the time required to target long-tail keywords effectively. First, research the right places: your search console, pay-per-click stats found in Google Analytics, social media reports, YouTube videos stats specific to your niche, and your Google My Business Listing insights. Long-tails don’t hide. You can find them everywhere in your stored data to learn how effectively they can improve your site’s traffic for relevant searches.
Don’t back off too quickly from writing about your core services when it involves a challenging and highly competitive phrase. It is better to know where you stand. Your upfront extra time on researching the best content will pay off in the long run – even if only helping you have realistic expectations. To integrate an informational word structure for a piece of content, write a single piece and use each related informational long tail phrase in a subtitle and bullet points. Understand which search intent your content can match. The intent behind any particular informational query is much more important than the keywords used themselves. Long-tail information-rich keywords that answer the need of the searcher’s question or solve a definite problem stand a much higher chance of ranking well on Google, compared to similar head keywords.
Answer Questions with Informational Long Tail Keywords
No one can afford to skip a structured approach to long-tailed keyworded content. When the content piece is largely informational, craft an offer that can continue your relationship with this searcher. Even if they are not of commercial intent, providing unique and useful content can lead to revenue later on in the buyer journey. Backlinks can be powerful at moving these pages up in search rankings. This will likely help your web pages rank for more related content which in turn can boost your web traffic, which results in your site being granted more domain authority.
Reviewing the questions potential buyers ask can provide new insights that are rich with content build-out suggestions and keyword ideas. For example, when we search for ‘do keywords still matter’ we find over 5,370,000 results in 0.90 seconds. By adding a question mark and putting our query in quotes, we get 1,860 results in 0.71 seconds. That is a clear indication that this topic is one that many SEO professionals are asking. Use informational long-tail keyword phrases for pages that answer questions that begin with how, what, when, where and why.
If you consistently create in-depth content around long tail keywords that users prefer using, you’ll win an increase in search traffic, attract paying patrons and grow your business. But you are going to have to answer their questions. Then use your leading informational keyword content when optimizing your Google Business Listing.
Optimizing keyword phrases to improve SEO traffic typically starts with searching Google for ideas and search volume. In order to win your share of site visitors and to compete online, you are smart to be researching and updating your content regularly. No one wins in the digital market space if relying on old SEO data.
“When you use a keyword strategy, don’t be perturbed by Google’s algorithm changes. Focus on what really matters and you’re golden. Customers who type descriptive key phrases (long-tail) are generally more qualified than those who type head keywords or short tail phrases. As a result, the conversion rates are higher for long-tail keywords, as compared to head keywords. – Neil Patel*
“You may have heard that content is king, but the truth is that informational content is king. It’s estimated that approximately 50-80% of search queries are informational in nature (pdf). Most websites have very little informational content on them, preferring instead to focus on driving a conversion. These websites are missing an excellent opportunity to capture search market share.” – Search Engine Land **
“We take a look at the SERP and see some established sites with lots of domain authority and some older links, so we decided we’d be better off targeting some different types of queries, namely informational queries.” Wordstream ***
Summing it up:
Consider our four main points:
* Choose an informational topic with that shows high search volume potential.
* Refrain for targeting too many high-volume keywords on one page.
* Use long form content to cover your topic sufficiently.
* Know what it takes and work hard to gain the needed backlink profile.
* Understand how the information provided fits in the buyer’s journey.
Here is a start on how Hill Web Marketing can help your business manage your keyword strategy:
• How informational keyword search performance changes from week-to-week and month-to-month.
• Which search impressions are spiking for targeted informational search terms.
• If CTRs are increasing or plummeting with changes in search term strategies.
• Analyze each page and query combination for its performance.
• Discover valuable informational keyword outliers that are hiding in your data.
• Find where you can improve your business revenue by adding supporting links and material to boost your core keyword concepts.
We look forward to working with you to grow your business and reach new clients. How you add rich content, the wording your marketing opts for, and how it is structured creates a trail of behavioral and psychographic information. This impactful data will reveal long tail details that show the drivers behind your pages, which search queries are most effective, and items a visitors clicks, as well as what motivates their final purchase. We welcome the opportunity to partner and help make your search marketing more effective.
Now that you grasp the high significance of optimizing your web content for long-tail keywords and how to identify those phrases, your business can gain new keyword rich revenue streams. We can help you decipher your short tails longer counterparts. The benefit of fresh high-quality content that’s more likely to rank well in the search results is just ahead.
Call Jeannie Hill at 651-206-2410 to enlist our Site Audit to Improve Keyword Usage