The Best Keywords for Your Site in 2014
Want to be bang on-trend in search engine land this year? Fresher& Prosper’s very own keyword analysis guru Martyn Talbot guides you through the tricky terrain of SEO, 2014-style
Long-Tail is the New Short-Tail
Website owners and creators were in a spin this January, and it wasn’t the result of too many glasses of port over the Christmas holidays...
They’re trying to get to grips with the ever-changing landscape of the search engine ecosystem. And the main culprit, yet again, is search engine giant Google. So what can you do if you don’t know your Hummingbird from the blackbird in your garden? And do they have short or long tails? If this is all gobbledegook to you, this is the article for you! I’m here to guide you through the new keyword trend that’s landing in a search box near you... any time now.
Silly Bird-Names aside, What Does the Hummingbird Update Really Mean for You and Your Website?
Well, the update means that Google is looking to make their search engine results more accurate. They say that they are striving for an increasingly positive user experience. In short, they want users to find websites that accurately answer their search queries. But this is what keywords have always been about, so what’s new? Well, with the uprising of voice-commanded searches on mobile devices such as tablets and Smart phones, search queries are becoming less formal, more conversational and consequently.... longer.
So, the long and short of it (pardon the pun) is that if you want your website to be found, your keywords need to evolve to encompass Google’s new demands.
A Tall Tale of Long-Tails
Once upon a time, everyone in Google-land was buzzing about short-tailed keywords. Short, snappy and with high numbers of search traffic. But the downside was that these short-tailed keywords were also highly competitive, especially when it came to organic listings. The big companies had a stranglehold on short-tailed keywords, and small or new businesses didn’t stand a chance. Then a little Hummingbird came along and demanded that search results were more niche-focused, descriptive and accurate, and suddenly everyone was out there looking for the lesser-known long-tailed variety of keyword....
What Does this Mean for Small-Medium Businesses Like Yours?
This is hotly debated, with many Google critics seeing it as a cynical move to make small businesses move to Pay-per click services to get search rankings. On the other side of the debate (the morals of Google aside), how about seeing this update as a window of opportunity? As a way of really focusing your keywords on your niche market? Get them right, and you’ll drive traffic to your website that has a high rate of conversion.
So What Are Long-Tailed Keywords?
As their name suggests, long-tailed keywords are longer, descriptive phrases that would target a niche market.
I’m going to use the example ‘chair’ (seeing as though I am currently sitting on one).
Ok, so you type the word ‘chair’ into Google.
Currently, you get 29,000,000 search results.
How on earth are you going to compete there?
I mean, if you’re a chair restorer, you don’t want to compete with chair designers, furniture retailers and the like, do you?
And I’m sure your customers don’t want to filter through lists of cut-price furniture shops selling office chairs before they find you.
Here comes the long-tailed keyword to the rescue!
‘Chair restorer Nottingham’ ‘Expert in furniture restoring’ ‘Bespoke chair conservator, Nottingham,’ ‘Fully qualified furniture conservator, specialising in chair restoration.’
See what I mean?
Your customers get to find you, you get the custom, and Google is happy because their search results were relevant and accurate. Everyone’s a winner!
(By the way, put one of these long-tailed keywords into Google and the search results go right down... give it a try!)
So How Will My Business Benefit from Using Long-Tailed Keywords in 2014?
- Conducting up to date, detailed keyword analysis will help you find the best keywords for your specific niche market
- Happy customers=happy Google=happy you: If customers find exactly what they’ve typed (or spoken) into a search engine, they will get a feeling of satisfaction. Basic human psychology means they’re primed to commit to a purchase more often. Happy bunnies buy more carrots!
- Long-tailed keywords not only target more purchase-happy customers, therefore increasing your website’s conversion rates, but they are also far less competitive in organic listings than their short-tailed cousins
- If you’re thinking of going down the PPC route, long-tailed niche keywords are also less pricey
So, the long and short of it is that we recommend you start using long-tailed keywords in 2014....
Don’t get left behind!
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