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long tail keywords

The Content Marketer’s Café with Julia McCoy, Episode 3: How to Use Long-Tail Keywords Naturally In Your Content for SEO Success

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The Content Marketer’s Café with Julia McCoy, Episode 3: How to Use Long-Tail Keywords Naturally In Your Content for SEO Success

Keywords = key phrases, focus keywords and secondary keywords, broad keywords, long-tail keywords… These can often pose quite a challenge to writers. It’s not the keywords themselves. Those tend to be pretty straightforward. It’s the often odd combinations of words in ways that are anything but grammatically correct. Add to that a general lack of punctuation, throw in the name of a city and state, and you have what seems like a recipe for the most awkward sentences ever written! So, how do we creatively insert a keyword in our content for best results? Let’s explore. The Content Marketer’s Café with Julia McCoy, Episode 3: How to Use Long-Tail Keywords Naturally In Your Content for SEO Success Competition Comparison: Long-Tail Keywords vs. Broad Keywords I’ve been able to rank content just on my site, expresswriters.com, for over 11,000 phrases. Do you know what the majority of those keyword phrases are? Long-tail phrases. So when you’re looking for keywords to optimize your content with, you can either look up broad or long tail keywords. Broad Keywords 1-2 words long Also known as: “short tail”, “head terms” Long Tail Keywords 3-5 words Long tail keywords are primarily better because of two factors: Lower competition: Easier to rank for. Great opportunities for new, emerging or growing sites. Higher buying intent (ROI): Searchers are usually looking a specific answer to their question and are much more likely to be in the buying stage. Example: “where to buy basketball shoes online” vs. “shoes” – the searcher knows exactly what he wants by searching the long tail keyword, and he/she is much more ready to buy! Broad keywords are tempting because of the amount of traffic searching for them. But remember, you need the right traffic, not a ton of traffic, when it comes to looking at the value of keywords that will bring in real results. Which type of customer would sell today if they walked in your dress shop? Someone who wants a “dress” Someone who wants a black dress, size M, for an evening party next week One of my favorite tools to research keywords with is SEMrush and Mangools KWFinder. In KWfinder, here’s what it looks like to find a low competition long-tail keyword. For example, we looked up a keyword, blogging statistics. We wrote a blog around this as a keyword since it had a “possible rating at 50/100” – that’s since gone up to 52 – and we were able to get our blog in the top 4 results for that keyword. The left side of KWFinder is where you’ll find your gold mines – long tail keyword opportunities that you can write content pieces around. I recommend going long-form and writing one piece of content around one keyword for best results. Don’t dilute and cram too many keywords in one piece. Natural Language in SEO The days of keyword-stuffing your way to the first page of Google are looooong gone, but today with how smart Google is, there’s no reason you can’t do this: [bctt tweet=”Write for search engines without sounding like you’re writing for search engines, says @JuliaEMcCoy. ?” username=”ExpWriters”] When it comes to writing with SEO in mind, this means using natural language – and natural variations of the words that appear in the focus and secondary keywords – instead of inserting the same exact keywords and key phrases into your text over and over again. Let’s Talk About… Focus Keywords + Natural Usage We always ask our clients for one focus keyword per piece. But when it comes to penning the actual copy, if the exact keyword phrase doesn’t flow well, we fall back on just writing naturally. Here’s an example. For instance, this client-supplied keyword phrase: “best ux designer Austin” Clearly won’t work in either the title tag, meta description, or in the content (page, article, blog post, etc.). It may be an important, valuable keyword phrase for the client, but it’s a bit too clunky to use as is. Even if you think you can squeeze that kind of phrase into a sentence – such as “When it comes to finding the best UX designer, Austin has a lot of choices to offer.” Sure, once in a while you’ll be able to get away with that. But far too often, the inclination seems to be to get hung up on that exact keyword phrase. In a title tag or headline, the best approach would be to use the keyword naturally, like so: “How to Find the Best Web and UX Designer in Austin” You would then use variations on this keyword phrase throughout your content. Bottom line: Don’t try to force the keyword into the copy, and don’t then use the exact same keyword or key phrase over and over. Use synonymous keywords. Location-Based Keywords Let’s talk briefly about location-based keywords. Just when you think you’ve got a handle on things, along comes a location-based keyword: “eyedoctor in Burlington Vermont” Remember: To Google, there is absolutely no difference between: “eyedoctor in Burlington VT” and “eye doctor in Burlington, VT” Since we’re humans writing for humans – we should always defer to using proper punctuation, grammar, and style, even in SEO writing. So, use the space between eye and doctor. When you take into account that these keyword lists being supplied to (or, in some cases, created by) us are almost always generated by such tools as Google’s keyword tool and other tools – not actual humans – it’s not surprising the keywords provided to us don’t include punctuation, proper grammar, etc.: because they were generated by algorithms/tools. It’s absolutely essential for websites to use location keywords in the page titles and Meta description tags of their pages.  When it comes to using those same location keywords in the content itself – in the copy, in headings, and in image Alt tags – remember to avoid overuse. Ways to Get Creative with Location-Based Keywords  Let’s say your keyword is “gluten free pasta Phoenix.” You … Read more

How to Write Content for SEO: 7 Steps to Great SEO Writing

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How to Write Content for SEO: 7 Steps to Great SEO Writing

Writing content for SEO (search engine optimization) is a necessary, vital skill for online marketers. Just look at some of these stats around search… 70.6% of ALL web traffic on the entire web now originates from Google, per a Backlinko/Sparktoro study. Publishing valuable SEO content brings in 67% more leads than NOT publishing strategic SEO content, says a HubSpot study. More than 71% of B2B buyers read blogs during their buying pathway (3-5 blogs is the norm). Add in to that the fact that the ROA on an ad funnel is as low as .66x. While the purpose of content is to be helpful and useful for readers, it also needs to appear in search engines — otherwise, you’re losing out on the potential your content could have. Like all types of online writing, however, learning how to write content for SEO is a skill that you must learn. With this in mind, let’s dive into how to write content for SEO, and what proactive steps you can take to make your online content visible, relevant, and interesting. How to Write Content for SEO: 7 Steps  Here’s a sneak peek at the 7 steps we’re going to cover in today’s blog. 1. Outline and ideate the content in your head before you write it. 2. Structure your content for easy readability & long-tail keywords. 3. Format all of your content into short chunks. 4. Make your headings descriptive. 5. Nail the transition. 6. Have other people proofread your posts. 7. Have other people proofread your posts. 8. Make sure your articles are long enough to provide ample main content. [bctt tweet=” 70.6% of ALL web traffic comes from Google — a reason why SEO is critical for every business’s content marketing. No idea what SEO is? Don’t worry. @JuliaEMcCoy guides you through the basics on how you can write for SEO! ” username=”ExpWriters”] What is SEO? SEO stands for Search Engine Optimization. By making online content easy for the crawlers of search engines like Google to understand, good SEO principals help written material rank more efficiently. They can even make it easier for readers to find your written material online! There are two different segments of SEO: technical SEO and on-page SEO. While technical SEO refers to the links, structure, and code of a website, on-page SEO is the keyword inclusion, length, outbound links, images, and style of a post – all of which help Google “read” it and rank it accordingly. Both technical and on-page SEO are methods of optimizing content and getting it to rank in a favorable manner. Common SEO tactics involve keyword research and inclusion, image optimization, link building, and content formatting. Need step-by-step guidance on how to write SEO content? After earning 20,000+ keyword rankings in Google across 8 years, I’m now teaching SEO writing! Download for FREE: The SEO Content Writer’s Cheat Sheet. How to Create Content That Supports Good SEO: 7 Formatting & Structure Tips Today, good SEO and good content go hand-in-hand. If your content is poorly formatted, improperly structured, or carelessly thrown together, it’s going to be difficult to shape it into something that supports effective SEO. With that in mind, here are some tips to help you correctly develop all of your blog posts, starting now: 1. Outline and ideate the content in your head before you write it. While nobody is saying you need to sit down and create a “brain map” of your various ideas, content that supports good SEO is the opposite of an impressionist painting. Instead of being random and sudden, it is methodical and categorical. Because of this, brainstorming content is a powerful way to ensure that you’re including all of your main points and topics, and that you can use the content to input links, keywords, and other important SEO elements. To this end, think about all of your content, with these questions, before you write it: Who are you trying to reach? Which keywords will you include? What’s the overall point of your material? What do you want the content to communicate? By thinking through the course and structure of your content clearly, it’s easier to publish great content that lends itself nicely to SEO. 2. Structure your content for easy readability & long-tail keywords. Great blog posts rely on great structure, and good SEO does, too. With this in mind, consider mapping or outlining your blog posts before you write them. In addition to giving you a structure to abide by, this simple task will also help you lay out your introduction, body, and conclusion, and ensure that your content is easy to read, which, in turn, makes it more reader- and search engine-friendly. Long-tail keywords are your best friends in terms of optimizing for keywords that won’t break the bank (take too long or too much $). Read my guide here for more on how to go after long-tail keywords, including which tools to use. 3. Format all of your content into short chunks. A large brick of text is intimidating to readers, and it will push people away. With this in mind, be sure to divide all of your content into readable chunks of text, with a beginning, middle, and end. As a general rule, paragraphs should be only 3-4 sentences in length, and you should do your best to insert subheaders at intervals of every 300 or so words. This makes your content easier for readers to approach and helps keep it from feeling intimidating on the page. It also has the potential to improve your click-through rate, which can boost your overall SEO scores. Look through some posts here to see examples of readable content: Our own Write Blog Search Engine Journal (well-formatted articles) QuickSprout (readable blogs) 4. Make your headings descriptive. Beyond just using headings, you need to know how to make them descriptive and useful. Headlines are meant to guide readers through your blog post, and headlines that are highly descriptive and include target keywords will do the best … Read more

Why Long-Tail Keywords Are Winners to Focus On In Your SEO Copywriting

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Why Long-Tail Keywords Are Winners to Focus On In Your SEO Copywriting

If your goal is to rank well in the SERPs and draw as many qualified leads as possible through your content, aka online SEO copywriting, long-tail keywords are going to be your best friend. Here’s a simple example to illustrate just what I mean: as it stands right now, Amazon rakes in a whopping 57% of its sales as a result of long-tail keywords! In addition to the fact that long-tail keywords are easier to rank for because they’re generally less competitive, long-tail keywords also help you draw high-quality leads to your content because all the traffic long-tails drive is very, very relevant. I’ve relied on using long-tails myself in the last year to build up a repertoire of well-ranking, well-shared content on my blog. Why YOU Need Long-Tail Keywords in Your SEO Copywriting Arsenal Here’s what you need to know about long-tail keywords and how to incorporate them into your SEO strategy. 101: What are Long-Tail Keywords? Long-tail keywords are search queries made up of three-four word phrases that are very specific to a product, good, or service that’s being sold. Long-tail keywords are the phrases search engine users are generally more likely to type in when they’re closer to purchasing an item. Examples of long-tail keyword phrases: Aztec printed 3×5’ entry rug (not entry rug) juice bar in Austin, TX (not juice bar) size S white dress for homecoming (not white dress) The searcher who typed these phrases are looking for a very specific product and is likely to purchase it when they find it. While long-tail keywords may seem a little clunky and strange at first, they’re a powerful tool for your web-based SEO copywriting. The conversion rate for long-tail keywords is approximately 2.5 times higher than it is for head (shorter) keywords. 3 Major Reasons to Focus on Long-Tail Keywords In the world of SEO and copywriting, long-tail keywords don’t often get as much airtime as their shorter counterparts. Unfortunately, however, marketers who neglect long tail keywords can easily find themselves in a position where they’re missing out on quality traffic and failing to produce all of the conversions that they easily could. Here are three reasons that you should be focusing on long-tail keywords: 1. Less competition When it comes to targeting and ranking for keywords, fewer people are going to be targeting “Salvador Dali vintage-inspired 1980’s duvet cover” than will be targeting “comforter.” Because of this, it’s much, much easier to rank for long-tail keywords than it is general search terms. While general terms may be easier to use, long-tail keywords are amazingly specific and, for the marketer who knows exactly what he or she is trying to sell, they can be a speedway toward ranking success. Additionally, long-tail keywords that present less competition also offer lower cost-per-click prices since few marketers are targeting them. 2. More conversions Because long-tail keywords are so amazingly specific, the people that search for them are highly likely to purchase your products. The longer and more specific the keyword is – the better. As long-tail keywords become more specific, the number of people searching for them narrows considerably. While this may seem like a frightening prospect at first, it’s important to remember that the people who are searching for that wacky Dali-inspired bedspread are highly likely to purchase it. Because of this, marketers who target long-tail keywords effectively can nab more purchases than their competitors. 3. More relevant results Relevance is everything in today’s market and copywriters and SEOs who know how to focus on long-tail keywords will invariably provide more relevant search results for customers. Over time, this simple step can go a long way toward increasing customer loyalty, producing quality word-of-mouth advertising, and helping a brand gain dominance and build authority in a niche. How to use Long-Tail Keywords While long-tail keywords can provide a serious boost for your content, you’ll need to know how to use them correctly – which isn’t always easy. Follow these steps to get started: 1. Decide what your content is trying to do Think of long-tail keywords like the ship and your content like a map. One can’t function well without the other. If you don’t know what the overall goal of your content (information, sales, conversions, etc.) is, then it’s impossible to utilize long tail keywords effectively. Because of this, it’s imperative to understand the overall purpose of your content before you start searching for long-tail keywords to beef it up. To get this process started, sit down and write out the three top goals of your web content. For example, maybe you want it to inform people, drive email subscriptions, and produce sales. Once you’ve defined your top three goals, ensure that everything else in your content is working to support them. This includes your headlines, your social sharing functions, and the value offered by your content. If your content as a whole doesn’t work, is unreadable, or doesn’t provide value, then all of the long-tail keywords in the world won’t be enough to help it. Because of this, evaluating the structure and functionality of your content as a whole helps you lay the foundation for using long-tail keywords effectively down the road. 2. Decide who you’re writing to No matter what kind of web writing you specialize in, marketing personas are important. By defining who, exactly, you’re writing your content to, you can provide more valuable information, tailor your language effectively, and produce more conversions. This is true for everything from introductory “How-to” articles to high-level niche content. In the case of long-tail keywords, however, it’s especially important. Because long-tail keywords are so very specific, it’s absolutely imperative to have a solid idea of who your target audience is before you begin writing. When you visualize your ideal reader in as much detail as possible, you’re better equipped to provide valuable content specifically for them. When it comes to long-tail keywords, this can mean the difference between SEO success and flat-out failure. This is especially true for marketers who intend … Read more

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