More and more, business owners are talking about long tail searches and what they mean for the future of Internet marketing. This is largely because they’ve noticed search engine optimization is changing into something completely new, with Google pointing out one out of every ten searches is completely new and original.
Amidst all this interest and change, however, there is a lot of confusion about what the trend towards long tail queries really means for small and medium-sized businesses. Today, we want to help clear up some of the confusion by sharing three SEO details every business owner or executive should keep in mind:
#1 Long Tail Searches Are Becoming More and More Important
The long tail is getting fatter every month. That is, more and more searches are going away from conventional broad phrases in terms, and moving towards a very specific queries. Searchers are using longer, more detailed questions to find what they’re looking for on Google and the other engines.
This is partly driven by the rise of voice-assisted search, but it also has to do with a crowded Internet. With millions of new webpages going online every day, it makes sense for searchers to get very specific about what they’re looking for. There are lots of results, so they can afford to be picky.
#2 Long Tail Phrases Are Usually Better Conversion Targets
Focusing your SEO efforts on long tail phrases can be good for the bottom line. That’s partially because there is less competition for more specific search strings. But, it also points at a certain level of buyer knowledge and intent.
The more words someone enters into Google’s search box, the more they are telling you about who they are and what they want. By taking advantage of that information, you can target your search engine optimization efforts towards those buyers who are a perfect fit for what you have to offer… and do it without having to worry about your competitors getting in the way.
#3 It’s Important to Think About Searcher Intent
There is a caveat to the point we made a moment ago. Although long tail searches are generally more efficient, that’s not always the case. In some cases, the additional information being requested actually disqualifies a person from being a serious buyer.
For example, someone who searches “baseball” might be looking for Cubs tickets. Someone who searches “where can I join a local over 40 baseball league?” Is much less likely to purchase seats, at least for the moment. The moral of the story is that long tail strings aren’t all created equal, see you have to choose your SEO targets carefully.
If your business isn’t taking advantage of long tail search engine optimization – or at the very least, watching to see which new search trends affect your ability to attract buyers – it’s time to start looking ahead. Changes to SEO driven by long tail trends are going to impact marketers at every level over the next few years. If your company isn’t ready, it’s going to be left behind.