Your Small Business SEO Strategy Needs Long-Tail Keywords

Your Small Business SEO Strategy Needs Long-Tail Keywords

Ken Bowden - Tuesday, March 10, 2020

We all know we need to select appropriate keywords to make our SEO strategies effective. There’s nothing new about that. However, you may not be using keywords to their fullest potential and, therefore, your website or blog may be lagging behind as a result. The problem with most keywords is that they tend to be generic and broad. Thousands of other websites will be using these short-tail keywords, and this means greater competition. If you rely only on short-tail keywords, you will be just one of many competitors, all fighting for attention from the same readers and possibly getting lost in the process.

The solution to reducing competition in this arena is to get more specific. This involves using long-tail keywords. Long-tail keywords enable you to tailor search items specific to your business, as opposed to those that would be common across your industry.

For example, say you operate  a heating and air conditioning business in the Greensboro area, and you specialize in heat pump installations. If you use a keyword like “heating services,” you are unlikely to get the specific search engine hits you need. If you extend it to something like “heat pump installer,” you’re being more specific and, in so doing, narrowing your offering. The result is that your website is more likely to come up in search results. If you go even further and create a keyword like “heat pump installer Greensboro,” you have now created a long-tail keyword that is especially likely to bring your website up near the top of the search results.

What this means is that you’ve reduced your search competition by a pretty respectable order of magnitude. If people in your area want your services, they are not likely to type in a generic search phrase that brings up results from elsewhere in the state or possibly from around the country – depending on which of your colleagues in other towns are putting more into their SEO and PPC strategies. Somebody searching for a heating technician in Greensboro is likely to be specific in their search. So, you’ve given yourself a competitive edge.

What this really comes down to is focusing on your unique selling point (USP).  This is an old idea in marketing. The concept of the long-tail keyword takes the USP into the digital realm, enabling you to differentiate yourself from your hordes of competitors. It requires you to think deeper about your business and refine your offerings, an effort that is sure to be rewarded with higher search engine rankings .

Contact New Media Marketing to assist you in creating a winning SEO strategy.

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