The key to successful SEO is concentrating on long-tail keywords. Although these keywords get less traffic than more generic terms, they are associated with more qualified traffic and users that are most likely further down their path of intent. The good news is that choosing the right long-tail keywords for your website pages is actually a fairly simple process.
The Importance of Relevance
Relevance is the key factor to consider when choosing the right keywords for SEO. Remember, the more specific you are, the better. For instance, if you own a company that installs swimming pools, which keyword do you think is more likely to attract qualified prospects for your business?
“swimming pools” vs. “fiberglass in-ground pool installation”
Obviously if someone is searching for “fiberglass in-ground pool installation,” his or her brain is in research mode. He is looking for information on installation or someone to perform the installation, and- that could be you! Optimizing for “swimming pools” has its place, but there is no doubt that this keyword will attract a much more generic audience that may not be looking for what you have to offer. Go for the relevant, long-tail keywords instead.
Another factor to consider when optimizing for the right keywords is location-based searches. When looking for contractors and services in their specific area, search engine users will usually include their location in the search. So, “fiberglass in-ground pool installation” becomes “fiberglass in-ground pool installation in Boston, MA.”
If you operate in one geo-location, you may want to consider adding location-based keywords to all of your pages, since traffic from other locations isn't going to be very much help to you. If your business operates in several geo-locations, it is also a wise choice to create a separate web page dedicated to each location so you can make sure your brand is present when people are searching for individual locations.
Tools for Choosing the Right Keywords
Figuring out where to start when it comes to keyword research can seem challenging. Guessing is not a recommended practice for obvious reasons. Instead, there are many ways to research and find long-tail keywords that are right for your business.
Here are 4 awesome tools you can use to quickly and easily identify strong long-tail keywords for your SEO campaign:
1. Web Analytics : Web analytics tools like Google Analytics or HubSpot software will allow you to identify which organic search terms are already driving traffic to your website. These keywords will provide a good baseline of core keywords and provide you with a list of keywords and performance results that you can benchmark your future SEO efforts against.
2. Google AdWords Keyword Tool : Google has a few tools that make it easy to conduct keyword research. The Google AdWords Keyword Tool is a great place to start. You can insert one keyword, multiple keywords, or even your website address, and Google will then return a list of related keywords along with simple metrics to gauge how fierce the competition is around each one and how many searches it gets on both a global and local search level.
3. Google Insights for Search : The Google Insights for Search tool allows you to enter multiple keywords and filter by location, search history, and category. You are then given results that show how much web interest there is around a particular keyword, what caused the interest (e.g. press coverage), where the traffic is coming from, and similar keywords.
4. Keyword Grader : HubSpot also has its very own Keyword Grader tool, which helps you identify the best keywords for optimizing your site and also tracks results from each one. This tracking feature allows you to see which keywords are actually driving traffic and leads, and to continue optimizing your keywords over time based on this information.
Now that you know about all these great tools, get out there and start discovering your best keywords for SEO!
What tools and methods do you use to find long-tail keywords? What do you think is the best approach to creating a keyword strategy?