In this article you will learn why long tail keywords bring in better conversions and lower bounce rate. In general perspective a keyword is nothing but a word which has got a great significance. Right?
In one of our previous article regarding definition of long tail keyword and How long should long tail keywords be? To see the article please click here
But let’s talk from a website owner’s perspective. What does keyword mean?
It’s just a phrase for which you would like to rank in number on Google.
Yes everyone wants to rank number. That’s why everyone cannot rank in google.It’s pretty logical right?
That’s where SEO i.e. Search Engine Optimization comes into play.
Actually we haven’t seen much about What is a keyword?
Let’s see that from a different perspective now. A keyword doesn’t need to be a single word.
For example when a user searches for ‘WordPress themes’ he may be expecting a search engine
to display various perspectives of “WordPress themes”.
Such as “What is a WordPress theme”? From where he can download it? How he can install it or upload it to his website? Or How to design WordPress themes?
So there are multiple things that are covered in this broad keyword ‘WordPress themes’.
The shorter the keyword the range will be broader. In other words shorter keywords are searched for thousand times per month in Google.
Let’s move into the next example. ‘WordPress themes for blog’. This is somewhat lengthy or long tail keyword but too specific or narrow in terms of ‘meaning’.
Because this lengthy keyword tells a search engine that the user needs ‘WordPress themes for blog’ and ‘not for a ‘portfolio site’ or not for some ‘news website’ or ‘review website’ not anything like that.
Now let’s move into a very long tail or very specific keywords. ‘Free responsive WordPress themes for blog’.
This is too specific or very narrow in terms of targeting the audience. Can you understand the concept here?
When you search for ‘WordPress themes’ you will get a lot of unrelated results compared to when you search for ‘free responsive WordPress themes for blog’.
Now you should have got a question whether you need to target for broad or long tail keywords on your website. Most SEO experts recommend targeting long tail keywords only and I am no exception.
I do recommend the same. Let’s assume this scenario a user who needs readymade “WordPress themes for his blog searches for ‘WordPress themes’ on Google.
On the other hand you write about ‘how to design WordPress themes’. In such case if the user searches for just ‘WordPress themes’ and if your website appears in the first search result then the user may come to your website but he will bounce back immediately.
Then he will start to fine tune his search keyword to a long tail keyword. Because he needs free responsive WordPress themes for blog to download and use it on his website.
Whereas you are teaching how to design such themes. What you’re providing on your website is
a long but useful process. But he needs a readymade and an instant solution. For the term ‘WordPress themes’ some ‘XYZ website’ may appear on the search result. Whereas when the user searches for ‘free
responsive WordPress themes for blog’ that particular ‘XYZ website’ may come to the first search result and when that search user enters this ‘XYZ website’ he would get what he wanted.
So the bounce rate will be low and the time spent by the user on this ‘XYZ website’ will be high.
He may even look for multiple themes. He may get a lot of choices so he may look into multiple themes on the site and download the one which he likes at last. It’s a win-win situation for both the search user and the XYZ website’s owner. That is the reason why you should target long tail or very specific keywords on your website to get the most converting organic traffic.
Have you ever wondered how can a newer website outrank an established website?
In this article, you’ll learn, how can a newer website outrank an established website by using the right keywords.
Broad keywords are the keywords, which have mostly or words in them, whereas long tail keywords starts from words and they go up to or even words.
Broad keywords brings in high traffic, but it also comes with lots of competition. So it’s highly difficult to rank number one for the broad keywords.
Even it’s less likely to get into the front page of Google search result for a broad keyword.
Whereas, long tail keywords bring medium to low traffic and at the same time, it comes with medium to low competition too. So, they are easy to get ranked number one and even in the first week you will directly enter into the first page of Google search. Let’s see an example for Broad keyword.
‘Facebook’, this is a single word Broad keyword and when you search for Facebook, you obviously get ‘facebook.com’ as the first search result. Can you imagine that any other website comes as a first search result for the term Facebook?
That’s nearly impossible, right? Because the domain authority and the search relevancy for the term ‘Facebook’ with ‘facebook.com’ is unbeatable by any other website.
But if you have searched for ‘how to create an ecommerce WordPress website’, which is a long tail keyword, then the first search result you get is from ‘nyctechclub.com’. Earlier ‘Shivarweb.com’ used to be the best free tutorial available to ‘create a WordPress ecommerce website’. But now ‘nyc tech club’, a comparatively newer website targeted this long tail keyword with a better content and achieved the first position in Google search. In an article like this the keyword relevancy should be very high and the bounce rate should be very low. Before we see, ‘why experts recommend to target long tail keywords’, lets see the basic types that prevail within Broad and long tail keywords.
Broad keywords can be divided into two main types.i.e. Navigational and then General Most of the Broad keywords are of navigational type. For example if you want to go to a website such as Facebook or Amazon it’s less likely that you type facebook.com directly in the address bar of a browser.
Most of the users just search for the term ‘Facebook’ on Google and then they click the search result to go into the website, Facebook.com.
So, they are navigating to facebook.com through the broad keyword Facebook. That’s why these type of broad keywords have got the name ‘navigational’. Other than navigation, you have got general broad keywords such as ‘Sales’ or ‘best processor’ or ‘top monitors’.
These are some other broad keywords. Now let’s enter into the long tail keywords. Long tail keywords are mainly of types. They are Informational, Transactional and again comes General .
Now, let’s see an example for informational long tail keyword. ‘How to use a smartphone’.Here you are searching for some information out of a blog or a website you’re going to visit.
So basically, you’re just searching for information. That’s why these are called informational long tail keywords. Now, let’s see an example for transactional long tail keyword.
‘Buy graphic card online’ or ‘buy LED tv online’. Here you are trying to buy something or you are trying to make a transaction and you want the best advice or the best site which has got the product with the lowest price.
That is why you are searching with the keyword ‘buy’, right? Since, you are trying to make a transaction,
these long tail keywords are categorized as transactional long tail keywords.
The last category of long tail keyword is general long tail keywords. Here comes an example for general long tail keyword, ‘ecommerce WordPress website’. This keyword has got three words.
This neither informal nor a transactional long tail keyword. Whereas if you add ‘how to create’ in
front of this ‘ecommerce wordpress website’ keyword then it becomes an informational long
Because you’re trying to acquire an information. i.e.‘How to create’. So all long tail keywords, which starts with ‘how to’, can be categorized as informational and if it has the word ‘buy’, then it can be categorized as transactional.
If you have an e-commerce website or an online store, that is selling products, then you should target transactional long tail keywords. Whereas if you have a content based website or blog then you should target informational long tail keywords.
Broad keywords are best suited only for higher authority blogs or content websites. Let me justify my statement with an example. Here I have searched for the term ‘best processor’. This contains just words and this is a Broad keyword.
You can see that the first search result is from techradar.com and the second search result is from Futuremark.com. When I analyzed both these website in Moz open Site Explorer, the domain authority is just above for Futuremark and it’s for techradar.
So, what you can infer from this? For Broad keywords, very high competition is prevailing, as they get very high traffic.
So, a newer website or a website with lower domain authority cannot compete for broad keywords.
If you’re just starting out or if you don’t have so many higher authority backlinks, then I recommend you to target low competitive long tail keywords, first. Get the initial traffic, which will trigger more social shares, then you will get backlinks or inbound links from higher authority websites.
Eventually the domain authority of your website will rise, then you can compete with these higher domain authority websites for broad keywords.Do you know, how to do the competitor research in the right way?