It has proved instrumental for SEO as well as for pay-per-click advertising, and with it you can research and analyse lists of keywords.
Keyword Planner is an additional service from AdWords, and it’s part of the advertising platform. Really, you need to use Google’s Keyword Planner. Instead, you have to be tactful, commercially-minded, and up-to-date with the latest tools. It has to be done well, though, because the days of shoehorning keywords into the first paragraph of your copy are long gone. They want to learn more.Īs you can imagine, this is where content comes in. On the other hand are longtail searches: specific, targeted queries that demonstrate search intent, giving the impression that the searcher wants to find something out. You’ve got short-tail keywords on the one hand: abrupt, broad searches that serve you with nearby locations or sponsored ads that are relevant to your search. One more thing: the longer-tailed term is representative of how we talk, too. As you can see from the screenshot above (sourced from Neil Patel’s SEO guide), longtail phrases are way more descriptive, and have a higher probability of conversion. Your magnifying-glass zooms in and spots a pain-point or problem area that your audience needs help with. Yes, a longtail term might get a lot less search volume than a shortail term (otherwise known as a ‘root’ term), but what you do get is precision. Think of it like this: you get greater insight into the nature of the search. In the modern SEO world, they’re the saving grace of smaller businesses everywhere. They’re perfect for your business because, while they get less search traffic, they usually have higher conversion value. They’re also far more specific, and often not as commercial. Longtail keywords are, as you might expect, longer than those more commonly searched-for keywords. First, let’s define what ‘longtail’ means and how we optimise for these terms. There are ways and means of optimising for longtail terms, which we’ll go into. If you get this right, you will stand a far greater chance of ranking highly for your key services. If your business is in its infancy, or you’re in a niche industry that rarely garners much search volume, there is something that you can do: ace longtail keyword research. For example, through their reputation alone Starbucks is bound to rank higher than Average Joe’s Coffee Shop. Unfortunately, this also means that the smaller guys just can’t compete for these short-tail keywords. These are the most relevant keywords, with the highest search volumes, so it makes sense to optimise content around those keywords and thereby really give your audience the content they’re looking for.
SEO is super-competitive, which means that those with the biggest budgets and the best-known brands can often claim the first-choice keywords for themselves. It all depends on the size of your business, too. Even in this new age of content marketing, SEO is one of the best vehicles of growth that your content has – because without thorough keyword research, the most well-written content in the world could end up suffering from low visibility and therefore have few people will see it.
Any content marketer worth their salt should have a decent understanding of search engine optimisation.
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