If you have done any content marketing in the past, you are probably familiar with keywords. These short phrases are used to help match what your business does to the products and services that people are looking for online. For example, if someone wants to buy a car, they might look for the word “car” or even “car dealer.”
Unfortunately, your customers don’t necessarily look up things online in that manner. They also aren’t familiar with keywords and how they work. Google’s new algorithm, Hummingbird, tries to match search results to a more conversational tone. Using long-tail keywords will help you to get qualified prospects to your site.
Long-tail Keywords are More Specific
Using the example of a person who wants to buy a car above, a long-tail keyword phrase might be “new car dealership” or “used car dealer in” and the name of the city where the person lives. This phrase will help people who are looking for new cars find your business. By adding a location, it will specifically target local residents who are in the market for a new vehicle.
The person who lands on your website is looking for exactly what you are offering. They want to buy a new car and they live in your area. If they like what they see, they could call or stop by your showroom or lot to check out your selection personally. You have a chance of adding a new customer to your list.
Strategy for Using Long-tail Keywords
A good strategy for using long-tail keywords is to find out the types of questions that would drive users to your website if they wanted to buy your product or arrange for one of your services. You can use several strategies to gather this information, such as:
- Taking note of common questions prospects have when they call in to your business: Are they asking about pricing, setting up an appointment, or other concerns?
- Ask your salespeople what types of questions they hear most often. For best results, you’ll want them to share the ones they hear throughout each stage of the sales cycle.
This information can help you choose long-tail keywords that will help you drive traffic to your site. The Internet users who find you will be qualified buyers as well.