The goal of SEO is to get a page to the top of the search results, but all searches are guided by keywords and phrases. Certain keywords are more competitive than others. “Jeans” is going to return more search results than “women’s size 8 flare jeans.” The first is a short-tail keyword; the second is a long-tail keyword. Choosing the keywords and phrases to target is an art. Google AdWords Keyword Planner is a valuable research tool for keyword targeting, and the following tips should help guide your keyword targeting as well.
Short-tail vs. Long-tail Keywords – Which is Best?
Short-tail keywords tend to be more competitive. You’ll have to do more work to rank your site on shorter keywords, and, depending on the exact nature of your site, you may be competing with top industry names that have already established their credibility and niche.
So what’s the advantage of trying to rank for them? Short-tail keywords tend to be used more often as search terms, which means that when you do finally make it to the front page, your site will appear in the results of a higher number of searches.
Long-tail keywords are usually more specific than their shorter counterparts, which could significantly help your customer acquisition rate in most cases. While searches for them are less common, it’s more likely that your site is relevant to searchers when it is on the front page of results. You might see lower traffic than if you target a short keyword, but that traffic is more likely to be interested in what your site has to offer.
There’s no reason you have to choose just short or just long keywords, however. In fact, there’s no reason not to use both for natural SEO efforts. For advertising purposes, long-tail keywords tend to be cheaper to target, and could very well be part of integrated Pay-Per-Click and SEO campaigns and strategies.
Geographic Keywords and Local SEO is Easily Forgotten
Local SEO is an alternative approach that uses a geographic location as part of the targeted keyword, “jeans in Richmond, Virginia” for example. This is a helpful strategy if you have a physical location that relevant to your online business, such as a storefront or warehouse, or can offer reduced shipping times to that area. The more practical the information is, the more likely you are to convert your visitors into customers. It’s also useful if you have particular insight into that area that’s relevant for any of the services you offer, or if there’s a reason readers from that area might have a particular interest in your content.
There are a few additional things to be aware of when using a geographic keyword:
NAP information. NAP stands for Name, Address, and Phone number. This information is vital to your online identity and it should be identical everywhere it appears for consistency across search engines. If you abbreviate Avenue to Ave in the address you have listed on your website, it should be abbreviated that way everywhere. You may have to contact review sites or update maps listings to improve consistency.
Facebook, Google+, Yelp listings. These all feature prominently in search results that include a geographic area. If you’re focusing on local SEO, review these sites regularly, respond to reviews, and make sure they accurately reflect your business or other undertaking.
Myth Busted: Yes, Keyword Density & Placement Matters!
Keyword stuffing — including your keyword so many times that the page is unreadable or reads unnaturally — is one of the factors that can negatively impact your site’s SEO ranking. Including your keywords and phrases enough times to indicate to search engines that they’re the topic of your site is important, however. Striking the correct balance of keywords is one the difficult aspects of SEO campaigns.
Deliberate placement of keywords is a good way to balance out keyword density. Your targeted words and phrases won’t bog down the readability of your pages, but placing them in these prominent places will alert readers and search engines that they’re the subject of your page:
- Page title
- Headers
- URL
- Image tags
- Link anchor text
Keywords should also appear a few times in the body of your page’s content. Generally, earlier positioning is better. Save synonyms or secondary keywords for later in your content. You may have to experiment with keyword placement and density to find the most effective combination for your keywords. It is vital for your success to keep track your of search engine rankings, as you will need to learn what works and what does not, and always be aware if your website suffers from a penalty or errors on your page, so that you can react quickly and negate the harm that has been done to your rankings.Many Tools can help you track your Google rankings positions and can help you determine what’s working and what isn’t in a quite simple and automated way, so you won’t have to check it manually yourself.
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