Long-tail seems to be on everyone’s mind these days – and with good reason…It works!
There is a natural cycle that people follow when conducting research online. Their search terms will typically start out very broad and target specific keywords and as they get closer to finding exactly what they are looking for searches will become more targeted phrases.
Take for example someone looking to purchase a new Digital SLR Camera. Initial searches maybe look something like:
- Digital Camera
- Camera Reviews
And as they gain more and more information terms evolve into
- Digital Camera Stores
- Canon Digital Cameras
- Nikon Digital Cameras
And eventually they’ll be more like this
- Best Digital SLR under $1000
- Where to buy Nikon d3000 in MA
- Online stores that sell Canon 50D
Maybe not the best example…but the idea is: as consumers become closer to converting their research into a purchase – their searches become more and more direct. By understanding how people may be using long-tail search to find your products or services and targeting the long-tail phrase (rather than individual keywords) you’re essentially targeting a specialized audience that is more likely to result in a conversion.
So while you may receive less overall traffic – that traffic your website receives – should yield higher conversion rates.
Of course…you still need to have a well developed website that is capable of establishing your visitors trust and converting the sale!
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