May 17, 2018
The SEO landscape is changing drastically. RankBrain, Latent Semantic Indexing and voice searches has created a heavy emphasis on friendly persuasion on SEO industry thus, resulting in a shift towards solution led content. For a long time, short tail and transactional keywords were the primary focus of SEO campaign. Short tailed keywords are still tend to dominate the communication between agencies and clients but that does not take away the long tailed keywords.
Google search algorithm has a stronger impact of the intent behind a search rather than looking at keyword strings that make up search term. This creates a direct effect on how content is planned and attract targeted audience. But this does not really mean that keyword research is dead!In the increasing competitive and complex world of search, research is more important than ever.
Now, the bigger question is how do we adapt to keyword research in relation to long tailed keywords
Let us discuss:
Focus on searcher intent
Consultant from SEO company usa suggest that research, creation and distribution should be included in order to find how content help in reaching the goal. Here we list tools below which are helpful in speeding up the process and give idea but you cannot rely on them to produce an outstanding long tailed keyword strategy. It is important to take to understand targeted market, the length of sale cycle or what factors influence their purchasing conversion decision.
This will help in understanding the type of search term that can be targeted to provide maximum value to users. This way you can understand the intent behind every relevant searches and provides solutions.
Google’s keyword planner
The keyword planner may have less specific data as compared to former keyword tool but it does have some useful addition to help you identify valuable long tailed keywords. Consultant from top seo company in atlanta suggest that keyword idea and ad group idea function provides related search terms which helps in saving time thinking about all different variation. In case you don’t find the perfect match for your strategy you should able to acquire new idea which further leads fruitful long-tail keywords.
Use Google’s Suggestion
We should underestimate the usefulness of Google own suggestion within SERPs. They may not be the central pillar of your strategy but certainly they can contribute a lot to your search of long tailed keywords. While searching for long tailed keywords, google suggest related search terms as part of what you input in search bar. Once you entered search term, Google displays related searches to help you find right information.
Buzzsumo, answer the public, keywordtool.io & others
In 2018, we have enormous amount of tools available to draw insight in to what is the most effective strategy.
We have progressed from simply looking at monthly search volume to utilizing Buzzsumo to understand which type of content is mostly shared from your business topic. In buzzsumo, you can also utilize answer the public to instantly displayed the variety of long tail search terms in a visual of who, what,why and how format.
You can use keywordtool.io to get access to Google suggest and autocomplete helping in accessing more than hundreds of keywords at a time rather than traditional method.
Identify the value
Identifying value of the keywords is the most crucial aspect of keywords research. The tool which are mentioned above will help you in finding highest performing content strategy. Like in other keyword research, the data and suggestion are great way for starting. But there are many variables which can be used to dictate with search term you target and the content to be produced. Some of the example are:
Relevance with product or service
In house expertise to create content on specific subject.
It would be a big mistake not to check the SERP before signing off for a keyword content strategy. SERPs give important insight into what Google understand as user intent behind any search but they also show competitive search term.
It is important to remember before investing time and money into targeting longer tail search term, you will have to make that you are targeting the one with high ROI. This does not mean that highest search volume it means the one delivered the greatest result in relation to amount of work.High search volume are great if you target them properly.
Using Keyword research you will have to shift through the understanding of SERPs to see result and make improvement. Whatever is the reason, spotting opportunity and using SERP to influence content strategy is critical in a truly efficient campaign.