What is the main goal of all businesses? The answer can’t be simpler! It’s to generate more profit. Whether you sell $5 ragdolls, luxury 18K solid gold bracelets or any professional service, your ultimate goal is to drive more sales, preferably high-value quality sales. Now, how do you drive more sales in the cyber world? Of course, for starters you will need a website that’s professionally designed to stand out from the crowd and grab customers/clients attention; it should also be masterfully developed to load in as little time as possible and guide your potential customers through the sales funnel as smoothly as possible until they are converted; and then it’s Ka-Ching, right? Well, the answer is a big NO! While here at DigitalBMS we’re proud to be able to offer both aforementioned services (Professional website design and development), it’s far from enough! Read on, I’m going to explain everything for you:
Having a sleek and super-fast website is essential and you cannot and should not cut any corners in that, but it’s not enough. Why? Because a nice website cannot generate money on its own, your website needs traffic, it needs people to click on your links and visit your website and then hopefully some of them will become your customers/clients. You should note that there are millions of other websites similar to yours and you cannot just expect people to accidentally find their way into your website and then convert into life-long customers. To drive traffic to your website you will need to be seen in major search engines (Google, Bing, etc.) and you better be seen on the first page of the search results because statistics show that 93% of people find what they’re looking for on the first page of the search results! But obviously you cannot appear on the first page of Google for every search term, unless you are Google yourself! And that’s where ‘Keywords’ come to play.
Let’s quickly see what keywords are and why are they so important. In digital world, keyword is a term to describe a word or a group of words that internet users use when searching for a specific topic. Needless to say, certain keywords are relevant to certain businesses. If you’re running a law firm for example, ‘litigation’, ‘compensation’ and ‘jurisdiction’ can all be keywords relevant to your business. If you’re a restaurateur on the other hand, ‘book a table’, ‘best culinary experience’ and ‘exotic curry dishes’ might be your relevant keywords. So, you need to appear in the search results page when people search for keywords relevant to your business.
But keywords have a very important characteristic, they can be broad, they can be specific, they can be more specific, and they can be very specific. Let’s have an example; ‘shoes’ is a broad keyword, ‘red shoes’ is a relatively specific keyword, ‘red Nike shoes for men’ is a more specific keyword and ‘red Nike Air shoes with white laces for men size 11 near Scottsdale’ is a very specific keyword. People typing ‘shoes’ in their search bar can have numerous intentions; they may indeed be looking to buy a pair of shoes, or they may be looking for the definition of the word ‘shoes’, or they may even be looking to find some photos of shoes to copy paste into their homework! It’s easy to imagine there are millions of searches per day for the word ‘shoes’ but the number of searches would dramatically drop as keywords get more and more specific. So, if you’re a shoe seller do you think it’s a good strategy to ask your dedicated DigitalBMS engineer to setup your website content and/or online advertisements in a way so that you appear on the first page of Google whenever someone searches for ‘shoes’? While by doing this your website will have a huge number of visitors every day, the answer to the question is no! Simply because the predominant majority of those who search just ‘shoes’ are not going to purchase shoes so you’re just driving useless traffic into your website. However, the one searching for ‘red Nike Air shoes with white laces for men size 11 near Scottsdale’ probably have their credit card in their hand ready to make the purchase.
The other important factor that shouldn’t be overlooked is competition, the less specific the keyword, the higher the competition hence you will need more effort and money to appear in the first page; on the other hand however, the more specific or niche the keyword, competition will be lower and you’re more likely to appear in the first page of the search results spending less resources for the ranking. Let’s have a look at the diagram below:
The diagram explaining long-tail keywords, it speaks for itself. More specific keywords have much less competition and while the number of searches for those specific keywords are much lower than broad keywords, they are often done by people who can become your customers, because they have searched almost exactly for what you have to offer.
Let’s finish this article with a few examples to help you better understand long-tail keywords:
If you’re a lawyer in Houston and your expertise is divorce and DUI; you don’t want to rank in Google search for ‘law’ or ‘lawyer’ as not only it would be very hard and costly to rank on such broad terms, it won’t attract many potential clients too. On the other hand, keywords like ‘best defense lawyer in Texas for DUI’ or ‘family lawyer in Houston’ are much easier to rank for while most of the people searching for these terms can probably be a potential client.
If you’re a mechanic in Albuquerque and you are a gearbox guru, you wouldn’t want to rank for ‘car repair’ or ‘mechanic’. More appropriate keywords would be ‘help with my noisy gearbox when shifting’ or ‘best gearbox mechanic in New Mexico’.
We can go on and on, but hopefully you got the idea. Of course, implementing the long-tail keyword strategy is a lot more detailed and complicated than the examples above and conducting the strategy requires a comprehensive and thorough keyword research. Here at DigitalBMS we have the best world class engineers with a lot of experience and a portfolio of successful campaigns to help you take your business to the next level. We would always conduct a thorough keyword research that’s tailored to your business according to your needs and then find the best approach and course of action to ensure your SEO and/or marketing campaign will have the best return on investment.
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