In this article, you will learn, why long tail keywords bring in better conversions and lower bounce rate. Basically looking at In general, a keyword is nothing but a word, which has got a great significance. right?
But let’s talk from a website owner’s perspective. What does keyword mean? It’s just a phrase, for which you would like to rank number 1 on Google. Yes, everyone wants to rank number 1. That’s why everyone cannot rank Number 1. It’s pretty logical right?
That’s where SEO, i.e., Search Engine Optimization comes into play. This is what we are going to talk about in the article. Actually we have not seen in detail exactly what is a keyword ? Let’s see that from a different perspective now. A keyword doesn’t need to be a single word. For example, when a user searches for ‘WordPress themes’, he may be expecting a search engine to display various results on different WordPress themes.
Such as, What is a WordPress theme?, From where he can download it?, How he can install it or upload it to his website? or How to design WordPress themes? So there are multiple things that are covered in this broad keyword ‘WordPress themes’.
Of course the shorter the keyword, the range will be broader. In other words, shorter keywords are searched 10s or 100 thousand times per month in google.
Let’s move into the next example.
Long tail keyword such as ‘WordPress themes for blog’. This keyword is lengthy has it has 4 words and is considered as a long tail keyword, but too specific or narrow in terms of ‘meaning’. Because, this lengthy keyword tells a search engine that the user needs ‘WordPress themes to use on a blog and not necessary for a “news website” or “portfolio site” or “review site”.
Now let’s move into a very long tail or very specific keywords. ‘Free responsive WordPress themes for blog’. This is really too specific because with 6 words the search becomes very narrow in terms of targeting the audience. Can you understand the concept here? When you search for ‘WordPress themes’, you will get a lot of unrelated results compared to, when you search for ‘free responsive WordPress themes for blog’.
WHAT TO TARGET BROAD KEYWORDS OR LONG TAIL KEYWORDS ?
Now you should have got a question, whether you need to target for broad or long tail keywords on your website. Most SEO experts, recommend targeting long tail keywords only and I am no exception. I also recommend the same strategy. Let’s assume this scenario, a user, who needs ready made WordPress themes for his blog, searches for ‘WordPress themes’ on Google.
On the other hand, you write about ‘how to design WordPress themes’. In such case, if the user searches for just ‘WordPress themes’ and if your website appears in the first search result, then the user may come to your website but he will bounce back immediately. Then he will start to fine tune his search keyword to a long tail keyword. Because he needs free responsive WordPress themes for blog to download and use it on his website.
Whereas you are teaching, how to design such themes ? The information that you are presenting is lengthy but a very useful process. However he needs a ready made and an instant solution. For the keyword ‘WordPress themes’ some ‘ABC website’ may appear on 10th search result. Whereas, when the user searches for ‘free responsive WordPress themes for blog’, that particular ‘ABC website’ may come to the first search result and when that search user enters this ‘ABC” website’, he would get what he wanted.
So, the bounce rate will be low and the time spent by the user on this ‘ABC’ website’ will be high may even look for multiple themes. He may get a lot of choices, so he may look into multiple themes on the site and download the one, which he likes at last. It’s a win-win situation for both the search user and the ‘ABC’ website’s owner.
Which is why that you should target long tail or very specific keywords on your website to get the most converting organic traffic.
Have you ever thought about a method on how a newer website can outrank an established website?
Broad keywords are the keywords, which have mostly 1 or 2 words in them, whereas long tail keywords starts from 3 words and they go up to 7 or even 8, 9 words. Broad keywords brings in high traffic, but it also comes with lots of competition. It is really very difficult to rank with broad keywords as there are many strong domain sites who have already done the SEO work to get the ranking for that those keywords and the competition is very high. Even it’s less likely to get into the front page of Google search result for a broad keyword. Whereas, long tail keywords bring medium to low traffic and at the same time, it comes with medium to low competition too.
So, they are easy to get ranked number one and even in the first week you will directly enter into the first page of Google search. Let’s see an example for a Broad keyword. The keyword ‘Facebook’, is a very popular word and it is one single broad keyword and when you search for Facebook, you obviously get ‘Facebook.com’ as the first search result. There is no way that the first result will not be Facebook.com. I cannot even imagine any other results for this keyword That’s nearly impossible, right? Because the domain authority and the search relevancy for the term ‘Facebook’ with ‘Facebook.com’ is unbeatable by any other website.
But if you have searched for a long tail keyword like ‘how to create an ecommerce WordPress website’, the first search result that Google shows you get is from ‘bluehost.com’. Earlier ‘Shivarweb.com’ used to be the best free tutorial available to ‘create a WordPress ecommerce website’. But now ‘bluehost.com ’, a comparatively newer website targeted this long tail keyword with a better content and achieved the first position in Google search.
In an article like this the keyword relevancy should be very high and the bounce rate should be very low. Before we see, ‘why experts recommend to target long tail keywords’, lets see the basic types that prevail within Broad and long tail keywords.
BASIC TYPES OF KEYWORDS
BROAD KEYWORDS OR LONG TAIL KEYWORDS
A) BROAD KEYWORDS
Broad keywords can be divided into two main types. . Navigational or General broad keywords. Most of the Broad keywords are of navigational type. For example if you want to go to a website such as Facebook or Amazon it’s less likely that you type Facebook.com directly in the address bar of a browser. Most of the users just search for the term ‘Facebook’ on Google and then they click the 1st search result to go into the website, Facebook.com. So the searcher is trying to reach and navigate to Facebook.com by searching with the broad keyword Facebook. That’s why these type of broad keywords have got the name ‘navigational’. Other than navigation, you have got general broad keywords such as ‘Sales’ or ‘best processor’ or ‘top monitors’. These are some other broad keywords.
B) LONG TAIL KEYWORDS
Now let’s enter into the long tail keywords. Long tail keywords are mainly of 3 types. They are Informational, Transaction and General. Now, let’s see an example for informational long tail keyword. ‘How to use a smartphone’. Here you are searching for some information out of a blog or a website you’re going to visit. So basically, you’re just searching for information. That’s why these are called informational long tail keywords.
Now, let’s see an example for transaction long tail keyword. ‘Buy graphic card online’ or ‘buy LED tv online’. Here you are trying to buy something or you are trying to make a transaction and you want the best advice or the best site which has got the product with the lowest price. That is why you are searching with the keyword ‘buy’, right? Since, you are trying to make a transaction, these long tail keywords are categorized as transaction long tail keywords.
The last category of long tail keyword is general long tail keywords. Here comes an example for general long tail keyword, ‘ecommerce WordPress website’. This keyword has got three words. This neither informal nor a transaction long tail keyword. Whereas if you add ‘how to create’ in front of this ‘ecommerce wordpress website’ keyword then it becomes an informational long tail keyword.
Because you’re trying to acquire an information. .‘How to create’. So all long tail keywords, which starts with ‘how to’, can be categorized as informational and if it includes the word ‘buy’, then we can categorize it as a possible transaction search. If you sell products with an e-commerce website or an online store, then you should target transaction long tail keywords to get sales Whereas if you have a content based website or blog then you should target informational long tail keywords.
The higher authority blogs or content sites have the advantage of broad keywords. Let see an example. Here I have searched for the term ‘best processor’ This contains just 2 words and this is a Broad keyword. You can see that the first search result is from tech radar.com and the second search result is from Futuremark.com.
When I analyzed both these websites in Moz open Site Explorer, the domain authority is just above 80 for Futuremark and it’s 90 for tech radar. So, what you can infer from this? For Broad keywords, very high competition is prevailing, as they get very high traffic
So, a newer website or a website with lower domain authority cannot compete for broad keywords. If you’re just starting out or if you don’t have so many higher authority backlinks, then I recommend you to target low competitive long tail keywords, first. That will help you to start getting traffic, which will facilitate and trigger more social shares, then you will get backlinks or inbound links from higher authority websites. With all this momentum online finally the domain authority of your website will rise, then you can compete with the sites that have been around for a while higher domain authority websites for broad keywords. In the next article we will see a very interesting strategy on how to do competitive research the right way .
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Until next Time
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