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Step 4 - Keyword Research
 Short tail vs. Long tail keywords:
Short tail keywords are broad and more competitive. Long tail keywords (term coined by Chris Anderson) are specific and less competitive; they're also called niche keywords.
An example of a short tail keyword is "candles" whereas a long tail keyword would be something like "palm wax candles."
As we'll discuss later, it's imperative to have a balanced keyword portfolio of long and short tail keywords. Why?
Because it's easier to get high rankings for long tail keywords at the outset and as you continue your SEO campaign, you'll eventually grab top positioning for the more challenging short tail keywords.
Case in Point: In describing the relationship between SEO and Paid Search, we coined the term SEO-Paid Search MutualismTM.
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Now, if you go to Google and search with the keywords "seo mutualism" or "paid search mutualism" you can see that Endo SEO secured a #1 ranking by strategically following the long tail. |
This is a perfect example of strategically earning top rankings with long tail keywords.
 How do you tell if a keyword is more or less competitive?
- See how many pages are indexed, i.e. the number of results for a given keyword
- Look at paid search competition. Are there more PPC ads showing for a particular keyword? More...
 How to Effectively Target Your Keywords:
1. Start simple with a common keyword that's relevant to your business
This common keyword need not be specific - it's easiest to begin with the short tail. Let's use our previous example and say that we're in the business of selling different types of candles online. Naturally, you would start your research with "candles." More...
2. Identify keyword relatives
Your objective at this point is NOT pick out terms that contain your original keyword. Instead, identify the brothers, sisters, and cousins of your initial keyword "candles." Examples would be aromatherapy, home decor, holiday gifts, etc.
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Compile a list of keyword relatives, sort through it, and use your judgment as to which ones you might want to use in your keyword portfolio. More... |
3. Find more long tail keywords
Building on your research from the first two steps, get an appreciable number of niche, long tail keywords so that you'll be able to gain top positioning for them. We've found that long tail keywords yield excellent results.
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Although traffic numbers are lower for these keywords, the conversion rate is much higher. This is very typical of consumer buying behavior in niche markets. More...
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More keyword thoughts, tips, & strategies:
- Why should I even go after short tail keywords?
Sure, it's more difficult to rank for these keywords at first but do not let that deter you. Welcome the challenge and attack these more competitive keywords over time with our proven SEO techniques!
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The benefit of top organic rankings for popular, short tail keywords is that they haul in lots of traffic. More... |
- Add supplemental terms relevant to your business
Back to our candle business, the short tail keywords we eventually want to rank for are candles, scented candles, and unscented candles.
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A very useful strategy is to add supplemental terms to these keywords. More... |
Large businesses that have deep online marketing pockets can afford to effectively brand their made-up names such as amazon.com, google.com, digg.com, and hulu.com. These names are unique, simple, easy to remember, and bolstered by vast advertising budgets.
Such companies are able to permeate their names throughout the Web, and rerun ads (online and offline) that burn their brand names into the minds of their target customers.
But what about niche markets and small businesses
that don’t have the luxury of an exuberant advertising budget?
For small businesses, the customer's contact with your brand will depend on the relevance, impression, and impact of your URL in both organic and paid search. What does this all mean? More...
Let's say that your company offers SAT test prep materials and tutoring. Some keywords with this example would be SAT prep book, SAT exam guide, online SAT course, etc. But what about the percentage of students and even parents out there searching for last-minute SAT prep or an SAT crash course?
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By implementing such urgent keywords, you'll get targeted traffic that'll be in buying mode. More...
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- Attract Relevant Visitors
You'll find that keywords that bring in lots of leads do not necessarily result in conversions and sales. Well, let's say that you're in the construction business and you build expensive custom steel-framed homes.
Would it make much sense to push for supplemental terms like discount, cheap, or low cost? No, because when prospective home owners learn of your actual prices, they might be perturbed at the inconsistency or be upset that they've been misled. More...
 Endo SEO's approach to keyword research:
Keyword research should not be construed as a mere mechanical exercise where you punch in terms and get an output of keywords, where you then rush to optimize your site. It's a thought-provoking process that incorporates the psychology of buying and involves predicting what your target audience wants and needs.
We see it as a melding of data analysis with human intelligence that leads to great results. You'll accomplish much more in keyword research when you care about the tools you're using and when you think carefully about what they inform you about your prospective customers.
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