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Keyword Search Strategy
Using a Long Tail

by Mark Treick on October 1, 2010

Developing a Keyword Search Strategy for your blog or webpage content can become much easier once you understand how keywords work. Our goals as internet marketers is to drive not just traffic to our websites, we want "Warm and Fuzzy" visitors and we want them to learn about and, hopefully accept, our offer. We want to convert our visitors from just looking around our site to now being part of our community. The first thing we have to realize about our keyword search strategy is that we need to know that Keywords are ranked by viewers. The more viewers a particular keyword has, the more competitive the keyword. The more competitive the keyword, the harder it is for our blog post or website to be noticed. Basically if we use very competitive keywords, we run the risk of being lost in a sea of a million faces with one viewer looking out over the crowd. However, inside every crowd there is always a front row, and 99% of the time, the viewer will choose someone in that front row. Now we understand the importance of our content being on the first page at search engines. Our odds of being chosen by the viewer go up considerably if we're on that first page. Our postings still may attract visitors to our sites, but that's simply because of the sheer volume of visitors that are looking for that particular keyword. Let's say your site is getting a lot of visitors. What percentage of those visitors are converting? If they aren't at all converting or the conversion seems very low, then these viewers are what I call the "Looky Loo's." Looky Loo's are not particularly friendly, they are not particular mean. What they are is indifferent, and even though you have a big smile and a beautiful figure, they just don't have the time or opportunity to notice, because there's another site right next to yours that looks pretty much the same. These competitive keywords get traffic, they just don't help you stand out enough in the crowd, lowering your conversion rate.
Very large million person crowd of looky loos

The Competitive Keyword Crowd!

Many internet marketers start getting frustrated, and we start changing our keyword search strategy. As marketers we understand the concept of getting to the first page at search engines, that's a no brainer. We understand that there are millions of people out there for us to go after. And we understand that if we can just get a small percentage of those millions to buy our stuff, we could - potentially - become very rich! What takes its toll on us at this stage is the fact that we still cannot get away from using very competitive keywords as we write content. We try changing things up by using different competitive keywords, but we get similar results. As we go along and get more frustrated with these results, the more confusing the process becomes, and at this stage many internet marketers toss their keyword search strategy out the window and are in danger of giving up. If this is you, read on. There is a better way. Let's interject a concept here for you to consider. Within Internet Marketing Circles, there is a phrase called the "Long Tail" keyword. A "Long Tail Keyword" is a strategy. It's a plan of action put into place by internet marketers to target less-competitive "Niche" market keywords rather than the broad more competitive "Short Tail" Keywords. Here's an example: "Real Estate" - Short Tail KW "New homes for sale in Arizona" - Long Tail KW By using the "Long Tail" Keyword as a keyword search strategy, you will, as a matter of fact, get less traffic to your site. This happens because these less-competitive keywords don't have the same HUGE number of searchers looking for that more competitive keywords term. Your sites volumes may drop considerably using this technique. You may ask, "Why would anyone want to attract less traffic to their site?" The answer is very simple. Less is more! By having less to compete against means you increase your chances of making it to the proverbial front row of the crowd. And that is crucial to your success as internet marketers. To list on the first page at Google for a search term, as an example, is huge! Though visitor numbers are smaller, these searchers usually convert well because they are educated about what they want, and they are usually more specific about what type of "Thing" they want to get. We suddenly become the first ones they see in their search. Using the keyword search strategy of the "Long Tail" gives us a better chance to compete. Next time you want to tweak things on your site study up on "Long Tail" keywords first, and become a "Long Tail" keyword believer! When you do, you'll start seeing your website or blog become more popular and more successful, and you'll see your conversions increase.
Please take me to the homepage when I click keyword search strategy.
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{ 2 comments… read them below or add one }

Holli Rovenger October 2, 2010 at 9:06 am

Helen and Mark,
First of, I just want to say your welcome video is beautiful and I feel as
if I already know you. Enjoy this special time with your young family. My children are 22 and 26 and it feels as if they were babies yesterday.
Thank you for the great content on long tail keywords. I had absolutely zero idea about this and it really opened my eyes. I soon will be ready to start driving traffic to my business and this gives me a starting point on how to think about keywords! For the first time I DO understand why you shouldn’t use a popular search keyword. I totally agree with “less is more” and quality over quantity.
Here’s to your success,
Sincerely,
Holli

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Mark Treick October 6, 2010 at 12:52 pm

Holly, Thanks for the great post. Sorry it took me so long to get back to you, but I couldn’t put it off any more. I really wanted to let you know how much I appreciate you commenting on my writing about long-tail keywords. It is such a cool thing to understand more and more about keywords, and the more you practice the more you learn. And I think the “Less is More” philosophy is really becoming clearer to me every day. Keep the good attitude and go get more traffic, would ya? 🙂

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