When creating content for your website, whether it’s landing pages or blog content, you what to pick the keywords that will bring the right people to your site. While that may sound easy, there are some tricks to making sure you are not wasting your time and resources on the wrong things.
What is a long tail keyword?
Long tail keywords use a phrase or at least several words to convey an idea. the longer the phrase, the easier it is to rank for in search engine results pages (SERPs). For example, it’s extremely hard to rank for “best family photographer” but much easier to rank for “best family photographer in Des Moines” or “best outdoor family photographer for casual shoots.”
Choosing the best keywords for your online content is vital to the success of your SEO strategy. Here some of tips for the best way to choose keywords for your website.
- Audience values: What do they care about? Family, money, the environment, the homeless, education. The list is almost endless
- Audience pain points: What can you do for them that will ease the hurdles they face in their life, business, and pursuit of happiness?
- Audience fears and hopes:
- Audience ability to engage with your content:
Here are the best ways to target your keyword to your audience:
1. Name your customer
When you try to reach everyone, you risk reaching no one. Before you can talk to your ideal customer or prospect – and get them to click your big, easy buy button – you need to know who you are speaking to.
2. Keep your keyword focus narrow
Choose a primary keyword and incorporate this into the title and the URL if possible. You will also want to add up to ten (10 – no more) secondary keywords to work into your blog or web page as you write. By keeping the focus narrow within the copy, you stand a better chance of ranking for those keywords. Remember, Google ranks by intention as well as the actual keywords you use.
Resist the urge to broaden your blog post to include sister topics. If you are writing about “how to go gray gracefully” don’t add in keywords around conditioning your hair or styling products, even if they are part of your wheelhouse. Make another post for blowdrying tips for colored hair. Resist the urge to cover more than one base in a post for your best chance to rank.
3. Refine your keyword search
You have in idea of your topic, but where do you go from there? To refine your keyword picks the are a couple of free ways, and some that you need to pay for.
Type your primary keyword into Google to see what comes up. This will give you an idea of what others who are targeting this keyword are searching for. You can also search on Quora and Reddit for topic ideas. You can also cruise to the bottom of the SERP to see “related topics” that Google offers for ideas.
But really, your customers are your best resource. Think about your last 10 phone calls with clients or prospects. What were their question and concerns? How did you answer them? If you are an orthodontist, you can craft your keywords around topics like Invisalign vs standard braces, or “How to prepare for your braces on.” Your keywords? Invisalign vs braces and prepare for braces. Now brainstorm these topics (and Google them for ideas) for additional keywords.
4. Write compelling copy
Once you have your keywords. it’s time to craft the content. Whether you write this yourself, delegate to a staff member, or hire a freelance writer, now is the time to write great copy that offers excellent insights and worth to your audience. This is where you gain an audience who wants to come back for more.
TL:DR Google loves long tail keywords and they are much easier to rank for than a single term or short phrase. the more you can target your audience with specific, useful, compelling information, the more you will keep visitors on your page and the higher you will rank in SERPs. And don’t forget the SEO is a long game. PUt out great content and watch your articles rise in the rankings over time.