Getting Long Tail Keyword Research Right
We have already explored what long tail SEO keywords are in a previous article. Now we will look at how to conduct long tail keyword research and how to use that information to help generate sales for your business.
The easiest way to research keywords is through your Google Analytics account. If you don’t have an account, get one – it’s free and the information provided is extremely useful and can have an enormous impact on your business if used correctly. Getting a detailed understanding of Analytics will take time but roi.com.au presents a range of helpful articles and informative pages on how to use the interface which can guide you through learning how to use the data effectively.
If you are trying to interpret how a potential customer will search your data without Google Analytics, good luck – unless you know buyer behaviour in your market to intimate detail you will struggle and IF you know your buyer behaviour that well then long tail keyword research is probably irrelevant.
Within your Google Analytics dashboard, click on ‘Traffic Sources’ and underneath, click ‘Keywords’ – this will present you with all the keywords used by searchers to land on your website. Even though you may be only actively targeting a small number of keywords, there are likely to be scores or possibly even hundreds of keywords used by web searchers to find your products or services.
The data presented in the Google Analytics interface will show the last month’s statistics so to get a more accurate idea of what long tail keywords generate the most traffic adjust the date to a longer time period, ideally as long as possible (depending on changes to your product/service range).
Analysing the data for correlations between your web pages and long tail keywords
In your research you should see some sort of correlation between the long tail keywords that generate traffic and the content on your website, your URL’s, product-specific pages etc. If you are getting good traffic from long tail keywords without any obvious correlation between the keyword and your website, then that is an easy win – you may ask ‘Why change it?’ but if you are ranking highly for that term (search that term in Google to find out where you are ranking), it’s a good idea to consolidate your first page ranking position by actively targeting that keyword in your strategy.
Actively targeting long tail keywords that generate decent traffic can push you to top three or even number one for those terms and consistent traffic numbers can improve your site’s authority over time, which will have a knock-on positive effect for other keywords you are targeting.
It is also worthwhile looking at the paid search traffic and considering the long tail keyword variations that can be generated from the most popular paid search terms used to direct searchers to your website.
Conduct Regular Long Tail Research & Adapt Your Site to Suit Specific Searches
Google’s objective is to present searchers with the most relevant search results in the quickest time frame possible, so wherever the opportunity presents itself you should be factoring long tail keyword variations into the structure and composition of your internet marketing strategy – in on-page content, external directory link anchor text, in the URL and throughout your content for the relevant page.
Your web pages title tags and meta descriptions should also reflect keywords whenever possible – this ensures that when searchers input those terms, they are more likely to click on the search result that best reflects the search they have inputted.
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