How to use long tails
I prefer to give another practical example. The keywords “car sales” certainly get a high search volume on the Internet. However, those who own an e-commerce that deals with the sale and rental of cars may prefer to be better positioned for, for example, "ford focus sale", "fiat punto rental" and other more specific keywords.
Services
La advantage It is mainly constituted by the fact that those who write in the search engine » car sales » are still unsure and may just want to take a look, while those who type “rent a fiat punto” are probably more inclined and willing to buy.
Therefore, one of the advantages of long tails is, without a doubt, that, by focusing on more specific keywords, you refine site traffic and, consequently, increase the probability of attracting customers who really intend to buy.
But it is not the only one, since the competition for long-tail keywords will, in fact, always be less than that for generic terms.
Anyone selling or offering services in a well-defined geographic area should include location in their keywords. For example, someone who has a shop in Naples might aim to rank well for “I'm looking for an auto mechanic in Naples,” by ensuring that SEO efforts are focused on users who need that particular service.
How to choose the right long keywords?
Choosing the right keywords requires commitment, perseverance, research and monitoring, but all of this may not be enough if you do not offer quality content and useful information. We at our Indianwebs SEO Agency really spend a lot of time on this activity, because it is essential for the client's business.
That being said, keywords play a crucial role in SEO positioning. My advice is not to leave aside any of the aspects that I mention in the article and always be open to new developments.
With long queues you can take on the web giants on a small scale
I am often asked about this topic. Can a small business on a tight budget compete on popular search terms like “fashion,” “shoes,” and “jewelry”?
Actually yes, if we can focus on transactional keywords close to the sale, we can do it. They are keywords that are very often abandoned by the giants but are actually very close to conversion.
Help yourself a lot with tools like Search Console, Google Trends, Ubersuggest and Answerthepublic.
Okay, but why is it so difficult to rank for highly competitive keywords?
Imagine that the sites in the organic search results are brick-and-mortar stores. If these stores are located in premium locations, such as via del corso in Rome or piazza San Babila in Milan, the volume and quality of buyers would be high. Sales would also be high, presumably. However, the price of real estate in via del Corso or Piazza San Babila is prohibitive for most small businesses.
Likewise, organic search results for competitive terms consist primarily of large companies that can afford the level of PR needed to rank.
How to position yourself on Google to sell in competitive sectors?
Therefore, conventional wisdom for smaller brands by professional search optimizers is to focus on ranking for less popular keywords that, in aggregate, can produce similar levels of traffic to popular terms. It's the equivalent of renting space in many affordable shopping centers instead of a single location on Madison Avenue.
Sometimes, however, conventional wisdom is wrong.
Unserved markets
Instead of identifying keywords, focus on the people searching: their unmet needs and frustrations.
In many industries, there are large groups of frustrated consumers who are ignored by established suppliers.
Fashion Nova is a Californian retailer that primarily sells women's clothing. It opened its first store in 2006. The e-commerce site FashionNova.com was launched in 2013 and competes with big brands. But it ranks very well for many competitive single-word terms, such as "fashion," often ahead of larger companies.
For the author's research on "fashion", Fashion Nova takes first place.
For the "fashion" author's research, Fashion Nova takes first place.
In my search for "jeans," Fashion Nova came in third, ahead of many big brands, including Nordstrom, Lucky Brand, American Eagle Outfitters, and Hollister.
Fashion Nova is number 3 for jeans, ahead of many larger brands.
Fashion Nova is outperforming competitors with big marketing budgets and stronger backlink profiles. Backlinks are often considered the most critical factor for search engine optimization. This is a good example of links not being the main driver of success.
Backlink vs. Demand
The success of Google search depends mainly on the user satisfaction : the researchers. Google does not unilaterally decide which sites are the best. It depends on humans to evaluate the effectiveness of classification algorithms. Classification algorithms are a means to an end. As a last resort, researchers must be satisfied with the results .
Therefore, linking websites is not the only reliable way to measure relevance. In my observation, Google could also search in the brand search app itself.
Searches for » Fashion Nova» They are growing rapidly. Searches for “American Eagle” will soon pass. At the current growth rate, searches for “Fashion Nova” will eventually capture “Nordstrom.”
Where to focus to get traffic on long keywords?
You can start focusing on underrepresented demographics: minorities and plus sizes.
Steps to implement
Narrow your offer to focus on a forgotten part of the population. Make sure you deeply understand this audience. Consider a new site or brand.
Customize your products, messaging, and pricing for this demographic.
Identify the most relevant social channels. If you sell to other companies, for example, LinkedIn might be a good option, rather than Instagram .
Identify influencers your target audience trusts. Collaborate with them on demonstrations and use your products and post reviews for their followers.
This strategy is not a replacement for tactics to get more sales from existing rankings. But it will help generate solid growth.
