Long tail keywords: a smart SEM strategy

Long tail keywords: a smart SEM strategy

Why should you pay for every search a consumer types as he or she decides between a “red sports car,” a “blue sports car” and “a tan minivan”? When paying for clicks, businesses tend to focus on the perceived top 10-20 search terms in order to bring consumer traffic to their site. However, how often are these consumers ready to buy? The terms that are most popular and most managed by site owners are rarely those that provide the most business. Translation: They’re just browsing.

And it is here that we split keywords into two main groups: short tail keywords and long tail keywords, or general keywords and specific keywords. To continue our car buying scenario, examples of long tail keywords that work well on paid searches include “Red 2009 Ford Mustang Tampa” or “Used Tan 2001 Dodge Caravan Low Miles.” These searchers are much further down the sales funnel, and are ready to buy.

Because there is less competition for long tail keywords, it’s easier to rank on the first page of Google. Sure, long tail keywords bring less traffic, but these visitors convert amazingly well to sales. And that’s the best kind of traffic.

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