Categorized | Marketing

Harvesting the short tail of keywords

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Search engine optimisers have in recent years been primarily focused on the long tail. The opportunity to grab those short tail high volume keywords is often ripe to harvest, or at the least revisit with some new research.

Keywords that drive lower volumes of traffic per query, but as a whole, often exceed volumes of traffic from the short tail make up the long tail. Primary motivations for SEO’s to target the long tail include increasing the conversion per visit and the lower competitiveness. A short tail query would be, “Things” or “Thingies” as opposed to the long-tail of “Things in the UK” or “Find a Thingy that accepts Visa.”

Targeting the short tail means you’ll have to understand competitive research in SEO and decide whether you can gain first page rankings for the term. Using your sites home page or a hub page, (Usually the top levels of your sites taxonomy) may be the prime candidate for that keyword.

Using off-page SEO and having sites change their link to you with variations of that keyword, (Singular, plural, two word variations and three word variations with the keyword anchoring the first or second word) will increase the likely-hood of ranking. If you already have a high authority domain, chances are it’s a simple change to a few on-page factors.

Search engines are reporting that users are increasing the amount of keywords entered per query; even more motivation for SEO’s to target an elongated tail.

The short tail is still a huge traffic driver and given strong calls to action, (Which should start with your meta title and description) and decent site usability there’s no reason why you can’t also gain high conversions.

In later posts I’m going to deep dive into:
• Keyword research tools
• Competitive analysis in SEO
• Domain authority and site equity, (How much, “Juice” do you have) – Formerly known as Page Rank
• Inbound links as votes, (Good, bad and indifferent)

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