If you’ve been reading this series of posts on SEO content writing, you’ll know that you need fresh, relevant search engine optimised content to attract people to your website – and to convince them to buy.
The only problem is that your competitors have probably wised up to this too.
There will be some main keywords that are very important to your business and, if you type them into Google, the chances are you’ll find your most SEO-savvy competition on the front page. This is because they’ve done their research and targeted the most valuable keywords in your industry.
An industry’s main keywords are valuable because they generally carry the largest individual volumes of search traffic – thousands, tens of thousands or even hundreds of thousands of searches per month.
Ranking well for these keywords could generate lots of extra sales. But because nearly everyone in the same industry is targeting those keywords with SEO content, it can be hard for newcomers to rank well for them.
To get on the ront page, most new businesses will pay for an advertising campaign through Google Adwords, Yahoo! Search Marketing or Bing Search Advertising. This is expensive, and with competitors vying for the same keywords, you can expect to pay high premiums for the top spot.
Luckily, there is another way – targeting the long tail.
Chasing the long tail
Not everyone uses search engines in the same way, so many people may find your website via less direct routes – using terms or phrases that relate to your main keyword but are slightly different.
For example, while there’s a lot of competition for the keyword ‘copywriting’, there’s rather less for long-tail phrases like ‘copywriting agency’, and much less for very specific terms like ‘copywriting agency in Colchester’.
These ‘long tail’ keywords individually attract less monthly search traffic than the main keyword, but because of this they are easier to target and win a good Search Engine Ranking Position (SERP) for.
A key element of successful SEO content writing is making the best use of all the available (relevant) keywords. As a whole, long tail keywords produce more overall traffic to a website than the main keyword by itself (see this SEOMoz article, “Illustrating the Long Tail“).
Targeting the long tail makes it much simple to write SEO content for your website and maximise potential search traffic. You can write about your chosen subject matter from many more angles while keeping your pages relevant to your business, maintaining the freshness of your content and taking advantage of the more easily obtainable SERPs.
So, while you might not be able to get a good ranking for your main keyword, well written content that’s targeted at the available long tail keywords will actually drive more traffic to your site.
Long tail content = more conversions?
Some SEO experts have suggested that long tail keywords are more valuable in another way.
Because long tail keywords are more specific to your users’ needs or the products and services they are looking for, a long tail searcher is more likely to be further along in the buying cycle and take less persuasion for them to buy.
You can therefore convert these visitors into customers much more easily than the people who use generic search terms – many of these might just be carrying out intial research and be a long way off buying.
Finding the long tail
There are a number of SEO tools out there you can use to find the long tail keyword phrases relevant to your industry. The most obvious is Google’s Keyword Tool, which is free and easy to use. There are other keyword tools available, most of which require some sort of monthly fee.
Keyword research obviously takes time – you need to put together a database of the keywords that are relevant to your business, have reasonable monthly traffic, have the potential to convert into sales, plus a lot more.
That’s where professional SEO content writers like ours can help you. We’ll find the long tail and help you catch it. Then we’ll make the most of it with SEO content that’s written to turn search visitors into paying customers.
So don’t miss out on more traffic and profit for your business – contact us now on 01206 266 799 and find out what we can do for you.