Moz has estimated that 70% of searches on the web are unique. This means that each day users are searching for words and phrases that were not searched for the day before.
According to Quirk’s eMarketing text, if we look a little closer we will see a small number of high-volume searches, and then a large number of lower volume searches stretching out to those unique searches. This is referred to as the long tail of search.
Figuring out those low-volume, niche search terms can do wonders for a search engine marketing strategy. Let’s use the textbook example below and begin with “coffee” as a keyword. When you search “coffee”, Google currently displays 1,020,000,000 results. If you are in the business of selling coffee beans that are medium roast and vacuum packed, how will you ever be able to compete?
IMAGE SOURCE: Quirk e-Marketing Text
To get from a generic keyword to a long-tail key phrase, the first thing to do is get acquainted with Google’s AdWords Keyword Planner. Using this tool, you can search for keyword ideas, get statistics and create a new keyword list by multiplying several lists of keywords together. (And its free with a Google AdWords account!)
Once you get a good list, use Google to do more research. The search engine tries to predict queries as they are being typed which will show you other key phrases that are popular. For example, when conducting a search for “coffee beans” on Google, the search engine provides related searches that include long-tail keywords, such as “coffee beans to water ratio” comes up. (This is where content marketing comes in!)
Another angle is to try to find key phrases that provide the best opportunity for conversion. For example, someone that searches “medium roast coffee beans free shipping” will typically be more likely to make a purchase than someone who searches “coffee beans.”
If search advertising is part of your search engine marketing strategy, then the good news is the long-tail key phrases are often much more affordable. However, finding the right words will require time and research. Happy searching!
Are you interested in what keyword research might uncover for your brand? Contact the team at Stellar Blue to get started!