Impact of Long-Tail SEO

Low Competition + Low Cost + High Conversion

Generally, B2C companies optimize for driving traffic to the site or page where the call to action is a purchase or a download while B2B companies focus their SEO efforts on generating quality leads that can be fed into a marketing automation system or passed to the sales team.

Seventy percent of searches online contain three or more words in the search query. This makes it increasingly important that a website not only uses “fat-head” (high-volume) and “chunky” (middle-volume) keywords, but that the site is also optimized for long-tail keyword phrases – which usually contain three or more words.

The purpose of using long-tail phrases is easy to see: Someone who is searching for an item or service by a specific phrase is more likely to be deeper in the proverbial buyer funnel and therefore closer to making a purchase decision than one who uses a general keyword. This is something to consider when you look to try an on page seo audit tool to help with your website, or any other tools out there.

Here’s an example to illustrate the above point:

A retail business researching in-store signage might conduct a search with the keyword “signage.” This brings up almost 50 million results.

signage

For a signage company, however, ranking highly for such “fat-head” keywords is more costly due to the higher volume of results returned as well as the increased level of competition.

Now, if this were a digital signage company, they could focus their SEO efforts on ranking higher for those that are searching for “digital signage.” A quick search on Google for “digital signage” returned 15 million results or what is characterized as more “chunky.”

digital-signage1

The key with long-tail SEO though is to unlock the right combination of keywords to target a specific niche or product offering as it is more budget efficient to rank higher on these search results due to less competition. In fact, long-tail SEO terms offer more value and returns per visitor as they provide 2.5 times higher conversion rates than “Fat Head” keywords.

So, if a digital signage company offered unique solutions such as “flexible digital LED signage”, then they would serve well to target website traffic from search engines to those potential customers who have a high-interest in this particular product.

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While there are many fundamentals to be considered for effective SEO strategy such as the overall design and content of a website, link building, and keyword research, it is becoming increasingly important to use targeted long-tail SEO phrases to generate more qualified leads at a lower cost. If you’re looking for effective digital marketing services in San Francisco, check out this san francisco seo agency.

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