I’ve noticed over the years how some companies try to rank on Google for the most difficult keywords right from the start, with low or no budget for Search Engine Optimization.
This is quite a task, and getting results could take forever. Instead I would like to show you how you can focus on long-tail keywords while still keeping your main keywords in mind.
In this article I will start by defining short and long tail keywords, show you a case of our magical results with long tail SEO Resulting in 288k impressions, 75k clicks per month and give you 5 advices on how you can start working with this today.
An example for a main keyword could for example be: “cheap cars”. Long-tail keywords in this case could be: “How do I find cheap cars in London?” or “What is the best way to buy a cheap car in Stockholm?” Long-tail keywords are defined as: “Specific, niche search phrases, usually more than 2 words in length, that offer a low competition, low search volume and high searcher intent.”
This means that these phrases might have low traffic (searches) but if we add say, hundreds of these together, the end result could look very different:
Suddenly we realise that these low traffic phrases could actually bring in more traffic and more revenue than our main keywords. It could actually be a lot faster, cheaper and easier as well because these phrases have little to zero competition.
OUR CASE WITH KORKORTSKOLAN.SE
So I’ve written about my client Körkortskolan.se before but again in this case this is the perfect example on how to work with good content to reach rankings for hundreds and hundreds of long-tail keywords.
This is a very nisched website about taking the drivers license test(quiz) online & theory guides online in the small market of Sweden. So we have around 10 “main” keywords we want to rank high on. Which we now are doing :-). But a majority of the traffic and sales are not coming from these keywords, the majority is from our long tail keyword content.
Even if we spend 1000$+ monthly on Google Adwords with a good ROI, a big majority of the traffic is coming from organic search (Google) during the past 3 months:
This means that during the last 30 days we had 65,197 sessions from organic traffic only.
95% of this traffic is long-tail keyword searches:
If you take a closer look at the screenshot above you’ll see that during the last 30 days we’ve had traffic from 5269 different keywords resulting in 288k impressions and 75k clicks, a big majority are long tail keywords like seen in the picture above. The CTR is also very good for long tail… I mean usually it’s more than 50% CTR for these long tail keywords!
Even though the conversion rate is higher for Paid Traffic we are getting more sales coming from organic traffic thanks to our long tail keywords. Remember, this is free traffic. Not paid for:
And the magical part is: This is kind of easy! – if you have the time.
HOW DID WE DO IT?!
Firstly, I’d recommend you to reflect on Google’s “4 New Moments Every Marketer Should Know”
What we have been focusing on with our long tail keywords are the “I-want-to-know-moments” but it wasn’t always like this.
When we first launched the website Korkortskolan.se it was pretty basic, of course we had good content, but not a lot of it. We focused heavily on the “main keywords” which fits under the “I-want-to-buy-moments”. These are of course very good and high converting, but the market in Sweden is small and the competition was quite tough. People didin’t really know that they even could practise for their drivers license for a better price online.
We needed a plan B, a way to faster receive attention and get sales. So we started to build good content, and a lot of it. We launched “Guider” (Guides in all areas, free to read online), “Ordlista” (A dictionary for all tough words within drivers license theory) and “Frågor & Svar” (A FAQ where we created hundreds of questions with answers, these were questions that people look up online).
You’ll find all content here: http://www.korkortskolan.se/korkortsteori
5 TIPS TO START RANKING HIGH TODAY
1) Redefine Your Content Strategy Using Google’s “4 New Moments Every Marketer Should Know”. You’ll be surprised how many “long tail keywords” you will be able to find. Try to cover each of the “moments”: “I-Want-To-Know”, “I-Want-To-Go”, “I-Want-To-Do” and “I-Want-To-Buy”.
Whether you are selling products or services there is always room to create new content that fits all these categories. If you have a sexshop, write sex articles including “How..” and “Why..”. If you are selling shoes write content about what occasions to wear what why.
2) Focus on content that is valuable for your readers because writing content only to rank will make you lose the point. To create value for your readers and make them convert. Because what worth does traffic have if it doesn’t convert to revenue?
3) Don’t worry about building backlinks to your new content – Sure it won’t hurt. But in my experience the backlinks to your startpage is enough to make your fresh content rank well, this is specially true for long tail keywords because they won’t have the same level of competition.
4) Make use of Google Trends – With the help of https://www.google.com/trends/ you can follow trends to better understand get inspiration on what topics you should focus on.
5) Use Google Analytics ‘Queries’ Report – Follow the ‘GA – Acquisition – Search Engine Optimization – Queries’ report in Google Analytics to see what your customers are searching for. If you don’t have any page in your website matching this search, create it! You could easily add a ton of new pages with the same exact long tail headline’s to cover these visitors and make them convert.
By relying more on your content than your “main keywords”, you will be safer. Our traffic & revenue has been growing in a rapid positive curve since launch. If we lose rankings on our main keywords to competitors it won’t hurt us as much anymore.
Finally I recommend you to read the article “Analyzing Personas Using Advanced Segments” from Online-Behavior.com. Good luck!
Update 2016: Below is the organic growth Jan 2015 – November 2015. Still growing steadily even during year 2016… 🙂