In this text I shall not be speaking about ranking benefits of long tail keywords, this time it is about something else: the relation between long tail keywords and conversion. So this is about sales.
Long tail keyword conversion
It took me quite some time to realize the true value and the meaning of the long tail keyword. This is about customer purchase cycle and where/when you are supposed to offer them your product. In simple terms, a potential customer passes through the following phases:
- research (i),
- decision (ii),
- action (iii).
Imagine that you have a post of the type ‘best keyword research tools’. This will be of interest for your reader that are in the phase (i). The reader is interested in such products, and this is the initial phase. In the decision phase (ii), he or she has decided and want to see more about one particular item in the list, so assume this is your product review about ‘Jaaxy Keyword Tool‘. By the way, this is the research tool that I am using every day. So this is the phase (iii), and your visitor is ready to buy.
Note that the term ‘long tail’ has nothing to do with ‘long tailed’, I have seen some use the phrase ‘long tailed keywords’ which is completely inappropriate. This is not necessarily about the actual physical length (the number of words) in a search phrase. The words ‘Jaaxy’ and ‘Jaaxy Keyword Tool’ are not long, but they are very specific and this is the point. For example the phrase ‘keyword tool’ is shorter than the phrase ‘Jaaxy Keyword Tool’, but the latter is a long tail keyword while the former is not.
But let me go back to what we all know: long tail keyword is the best way to achieve top ranking? Now ask yourself: for what? Just to be first on Google? Of course not, this is about promotion of products and selling. A reader who is searching about keyword tools in general is not yet ready to buy.
You detailed review about one specific product is the place where you will make a sale. In other words, the post with the title ‘best keyword research tools’ is a part of your funnel strategy. Take the post which you are reading right now as yet another example, this is my funnel post used to drive the traffic to the excellent Jaaxy Keyword Tool that I promote.
Long tail keywords traffic
Lists posts of the type ‘best keyword research tools’ may be main generators of your traffic. On the other hand we all know that a long tail keyword usually implies low traffic. But now I ask the following:
- Wouldn’t you rather have a low traffic of dedicated visitors, who are ready to buy what you are offering them, than an undecided crowd that is still searching the Internet?
If your post is with the keyword ‘how to heat a camping tent’ or ‘best tents for extreme cold weather’ you might have far more traffic if you are properly ranked. But those are visitors who will not buy anything. They are not ready yet. They are in phase (i). So, if you understand now that the long tail keyword is your right choice, you are on the right path.
Ranking for many keywords
There is one more point to mention here: your targeted keyword is not the only one which will bring you the traffic. You can read more about this in my post about long tail keywords.
It is good to bear in mind the following facts:
- With every post you publish, you are potentially ranked for many keywords. Some of them come through comments, some of them are picked-up by Google.
- By adding tags to WordPress posts, you will both increase your chances for better ranking and for extra traffic.
- In the end the numbers will add up. The estimated traffic by the targeted keyword, even if it was supposed to be only 5-10 per day, can easily grow to 50-100.
To summarize, conversion benefits of long tail keywords are twofold: with respect to good ranking, and with respect to conversion. These are truly great reasons to use them. You might want also to read my text on how to stay on the top position in Google.
Let me know if you think I was talking nonsense, there is a comment box below. Thank you for reading.