Search Engine Optimization and the Long Tail
This article discusses how it is beneficial to target long-tail keywords, which are more specific Google keywords that get less traffic than broader searches but may be more beneficial for smaller companies. The benefit of using long-tail keywords, the article explains, is that there is naturally going to be less competition over them, which means you will rank higher on the page. The article then goes on to explain the different ways in which to use long-tail keywords, specifically instances that will be the most effective to increase SEO. The first piece of advice the author has is to target long-tail keywords that are location specific. The author argues that targeting these words are beneficial in two regards. First, if you choose keywords that are geared toward you city, your competition will decrease. Secondly, local searches will likely be more qualified than someone who is searching using broader terms. The second piece of advice the author has is to focus on intent keywords, such as “best,” “cheapest,” and “discount” because they people searching using these terms can be worth much more than a larger audience. The last piece of advice the author has is to use conversational language in choosing long-tail keywords, because voice searches have become so common these days that these long-tail type of keywords can be very effective.
This article is very relevant to our class because in chapter 18, we learned about the theory of the long-tail. In class, we talked more specifically about the long tail in media, and how there are a few tv shows and books that are popular amongst everyone, and then a very large amount of more niche, less-volume books. This article takes what we learned in class about the importance of the long tail, and how significant these long-tail items are, and applies it to another industry: the search industry. Just as companies benefit from carrying niche books, as we learned in class, companies also benefit from targeting niche keywords, as this article explains.