Oh Long Tail Keywords

Using Keywords
– how to make them relevant when writing your website content

We all want traffic to our websites, and we want that traffic to be specific, targeted, and relevant. From an SEO perspective, it is always wise to be up to date and fresh so that it continues to rank well in Google searches. Within that content, it is the “keywords” that are most important in making the text, rank and help to drive traffic to your site. Keywords are easier to incorporate in text than you may think, and they will bring results. 

Keywords, simply put, are words that describe the content on your website. If you sell tools, then hammers and chisels will be some of your keywords. In the world of SEO (Search Engine Optimisation) there are a few types of keywords. In-depth, Broad and Long Tail keywords.

Broad Keywords

Broad keywords are an all-encompassing phrase used to describe any word that is searched for by people. Most people searching for an item, or a professional service use broad keywords. “Teeth cleaning” or “Lego sets”, and Google will happily offer a variety of search results, hopefully for their geographic area (but that is another story). As you incorporate broad keywords you consider what people are searching for and the intent behind the search. To a great extent, we use Broad Keywords without thinking about it, as they are relevant to the overall website topic. If you sell boats, you will likely use the most commonly used words for boats. Broad keywords usage will allow the content writer to capitalise on the popularity of relevant searches and that will increase  traffic from search results.

In-depth Keywords

An in-depth keyword is a bit more specific then the broad keyword. They contain a bit more information. So, “Best value TV under €700” is typical of an in-depth keyword. This type of keyword generally offers more information. For example: “all pizzas half price before 7pm on Tuesday” and “exclusive spa packages”. When writing in-depth keywords, it is good to consider which product or service you want to promote and what you want the searcher to know.

Long Tailed Keywords

Long tail keywords are highly intent-full, being more specific and detailed. The long-tailed keyword is more powerful, even if they are not searched as often as short tailed or broad, the results attract searchers with a more specific intent. Long tailed keywords examples could be “vegan restaurants near me” and “PHP neutral car wash products”. The obvious benefits of using more specific keywords alongside other SEO strategies can increase organic traffic and assist in conversion rates. The detail in the keyword phrases may also improve the ranking for specific products or topics. Long-tail keywords are very useful as they rank easily because they have less competition and because they more clearly relate to the specific intent of the user.

Choosing Your Keyword

There are a number of things to consider before you make a list of the long tail, broad or in-depth keywords that you wish to use on your website. Choose relevant keywords and derivatives of those.   For example, a website about boats, it would be worthwhile to also choose cabin cruisers, river boats, boats for hire, holiday on a boat etc.

The more search volume a keyword has, the more likely it is to be searched and ultimately will bring traffic to your website. Try not to use complicated keyword tails or those with confusing spelling. Keep it simple. Ask yourself what the searcher is likely to ask the search engine for. If you are offering Gong Baths, your keywords will be just that, and include variations like “sound therapy”, “sound baths”, “healing gong baths”, ” healing with sound”, “vibrational meditation” etc.  Deciding which keywords are best for your website can be done by brainstorming with staff and family, researching online and simply by listing all the things the searching public might ask a search engine for.

Putting Those Keywords to Use

Once you have your list of magical keywords, you know you need to weave them into content on your website. This can be done in blogs. It can be done in the general content and in the categories of products. Do not undersell yourself!  If you have the very best collection of high-quality branded tractor products, then this is what you write.

When writing the descriptions of products or categories on your website, link your name, or the name of your company with the product. Use adjectives and descriptions of the product. “Here at McDoodles, we stock quality Metal Galvanised Gates”. Quite simply, using the right keywords in this way, will help you be found in search results.

For further information on SEO, keywords and how to rank organically with Google, give us a call at Dmac Media and our staff will be happy to talk you through our successful digital marketing strategies.