Every marketer knows that the name of the game is visibility. The problem is that the rules to the game keep changing. What worked last year, won’t work this year . . . in fact at times what worked last month won’t work this month. That’s one part of the marketer’s dilemma; the other part is oversaturation of content. The good news is quality content still rules, and creating valuable content that is keyword rich is essential.
But, we go back to the oversaturation problem. How can you rank high enough in the search engines when there are thousands, if not millions of other marketers out there vying for those internet searching customers. Well, that’s where long tail keywords come into play.
Long Tail Keywords
To make your keyword rich content as effective as possible look for what’s called long tail keywords. These are words that will move you away from the general querying crowd—and the heavy competition.
For example: We have an allergy products site in which we sell vacuum cleaners, vacuum cleaner bags, and vacuum cleaner filters. Imagine the number of customers searching the generic term vacuums, or vacuum cleaners. So, what do you do? Simple, you narrow your focus; instead of vacuum cleaners, you make your keyword HEPA vacuum cleaners, or HEPA vacuum filters. Or, you can use a specific brand name.
To tighten it up a bit more—to get more specific and narrow your target audience—you might use a keyword search tool to find long tail keywords that customers are searching for, but not in overwhelming numbers. You need to focus in on the particular service or product you want to sell. Instead of aiming at the outer rim of a bull’s eye, go dead center.
And, once you get your keywords, be sure to put it in your title and in anchor text throughout your article or post. Don’t overdo the keywords and be sure they are not forced; clarity is essential.
Content, Content, and More Content
Content was always King; well let’s be more specific: Valuable content was always King. But, since Google has initiated its “new web indexing system called Caffeine,” valuable, fresh, and updated content is needed to keep your head above water.
Now Google indexes web pages on an enormous scale. “In fact, every second Caffeine processes hundreds of thousands of pages in parallel. If this were a pile of paper it would grow three miles taller every second.” That’s right from Google’s blog. Kind of mind boggling isn’t it?
What Caffeine means to you the marketer is that content is sweep away in real time. The marketer with the most fresh, newsworthy, and valuable content will be picked up in the sweep. The more often you blog, the better; this means blogging on a daily basis.
Make Your Content Pertinent and Concise
If you talk to any marketer, he’ll tell you that somehow, somewhere over the years, 24 hours has shrunk; there is not enough hours in the day to accomplish what needs to be done. And, it’s not just marketers that feel this way, its consumers also. Consumers want immediate results. They want information that is pertinent to their search, that is easy to understand, and that is concise.
Provide this type of information often, utilizing long tail keywords, and your road to SEO success should be smooth sailing.