Keywords: the term is appropriate, as these words can indeed “unlock” unrealised potential in your company’s SEO efforts. You might have assumed, then, that short and sweet keywords surely catch a lot of traffic and so could act as a “master key” for your SEO marketing campaign.
However, upon closer scrutiny, that analogy doesn’t quite hold true after all. Often, it’s lengthier, more conversational keywords – called “long-tail” keywords – that can take your SEO the furthest.
Why should you consider using long-tail over standard keywords?
Picture this: you run a Croydon-based construction company that designs and builds house extensions. Your company’s site could too easily get crowded out by competitors on Google’s search pages when someone searches for “house extensions”, as this is a very broad search query.
However, if you optimise for a much more specific term, like “kitchen extensions in Croydon”, your site stands a better chance of ranking highly for that term. Better still, people who search using that term and see your site’s listing could be especially inclined to click on it.
That’s because they will know that your company offers the specific service they require – not just house extensions more generally. Therefore, though long-term keywords like these will attract less traffic to your site, it will be traffic you are in a better position to convert into custom.
Long-tail keywords can work especially well with a PPC campaign
PPC here means “pay per click”, and entails the advertiser bidding on keywords their ads can use. The fiercer the competition for a particular keyword, the pricier its “cost per click”. However, that cost is lower for long-tailed keywords due to the relatively little competition for them.
We can spearhead a PPC advertising campaign for you, in the process integrating long-tail keywords relevant to your business and healthy for its ROI.