When Google released the Panda and Hummingbird algorithm updates, the search giant reaffirmed its commitment to surfacing only the most relevant, high-quality webpages to users. Despite these changes though, all search engines—be it Google, Yahoo! Or Bing—“crawl” a page’s text to decipher what it’s all about. As of yet, none of the big three have developed a technology that allows them to parse a website based solely on its graphics or videos.
So even with today’s ever more sophisticated search engines, text-based SEO techniques like keyword insertion are as important as ever. Choosing the best keyword, however, is a ball game unto itself. This article from The Huffington Post reminds people to eschew basic search terms and target what are called long tail keywords instead for best results:
“Short tail keyword: pizza
The problem with short tail keywords is that if you go to Google and search “pizza”, you get 217 million results. This means that it is highly likely your post will never be seen…
Mid tail keyword: pizza crust
This time, if you hop over to Google and type in “pizza crust,” you get 20 million results. Yes, the results yielded are much smaller, but you still haven’t become specific enough.
But, the real way to dominate the world of SEO is through long tail keywords.
Long tail keyword: recipe for crispy pizza crust
A search using this long tail keyword yields 1.38 million results.”
As Perth SEO company West Point Media puts it, choosing the perfect keyword is a lot like the Goldilocks equation: not too broad, but not too specific. Aside from increased visibility, what are the other benefits of targeting long tail keywords?
Larger Search Volume
While it’s easy to assume that users can’t be bothered to type in longer keywords, this isn’t actually the case. According to the search engine experts at Moz.com, searches for short keywords only comprise about 30% of total search volume. The remaining 70%, on the other hand, is made up of long tail searches.
Greater Conversion Rate
When people type in longer keywords, this usually denotes that they are farther along in the buying process. Whereas someone who types in “car” is probably just browsing for options, a person who searches for “used Toyota corolla in Melbourne” is already intent on purchasing the said vehicle. Furthermore, Search Engine Journal says that the bottom 20% of searches (i.e. long tail searches) generate up to 60% of actual sales.
As you can see, longer keywords should be embraced in SEO campaigns. If you need SEO in Perth, be sure to hire a company that understands their power and potential.
(Source: Dominate SEO With Long Tail Keywords, The Huffington Post, March 17, 2014)