Sep 14 2016 | by ROBIN PAINTER
Being number one on Google for a particular keyword is often the be-all-and-end-all for a brand. But, are they missing a trick when they’re investing time, effort and a lot of money in appearing high-up for a keyword that is, frankly, far too difficult to rank for?
Too many brands are (excuse the use of another cliché) putting all their eggs in one basket when it comes to keywords, and not recognising there’s another basket that’s far better...
Imagine you’re a Financial Services company, selling home insurance. Naturally you think “I want to be number one for the keyword phrase ‘home insurance’”. But, the reality is, the average (or even biggish...) company has no chance of achieving this. You might get to page 2 or 3 if you’re really good, but page one? No chance. I’m sorry to crush your dreams, but some keywords are just too competitive and aren’t worth fighting for.
No, don’t waste your time.
But that doesn’t mean that SEO shouldn’t be your priority. You just need to come at it from a different angle.
And the good news is, you have other options. In fact, you have better options - and they’re called long tail-keywords.
So, you sell home insurance. More than that, you’re home insurance experts, and you have a killer content creation team that work hard to demonstrate your expertise online. If this is the case, then you’re probably already seeing the benefits of long-tail keywords.
When you’re creating really good, solid content that’s focussed around particular topics within your field, you will almost always receive more traffic from long-tail keywords - keywords that you didn’t try to rank for. Also, most of the time, it will be a better quality of traffic too - because people are finding you from a less generic search query, therefore their intent and interest is far more aligned with what your business can offer.
So, rather than getting 10,000 visits each month from the keyword phrase ‘home insurance’, you instead get:
4,000 visits from ‘high value home insurance’
4,000 from ‘home insurance specialists’
2,000 from ‘how to calculate the value of your home contents’
3,000 from ‘insuring a thatched house’
and so on...
When you add all of your long-tail volumes up, you get thousands of more visits, with a greater focus on intent.
When people are reaching your website because your content is aligned with their needs, then they’re far more likely to interact with your brand. And if you’re providing a great user experience, they will turn from a visitor into a lead, or a customer!
So, if you’re looking for a higher quality visitors and more conversions off the back of your keyword strategy, then get in touch and we’d be happy to help you make the most of SEO.