Keyword research is a science in itself. You cannot be involved in internet marketing without a basic knowledge of keyword research. Because the keywords you use in your campaigns, articles, and ads will make or break your internet marketing business.
Very often marketers ignore “long-tail” keywords. These are keywords that are 3-4 words long and are more specific than general keywords.
For example, a “short-tail” keyword is “weight loss”. This is a very general keyword that will generate a lot of traffic. However, it is an extremely competitive keyword not only for pay-per-click but for search engine optimization
However, a good long-tail keyword is “how to lose weight with p90x”. p90x is a specific weight loss program that is popular right now. This keyword would get very little searches, but the traffic the keyword would get is very targeted.
You would probably think that since the long-tail keyword doesn’t get a lot of traffic, that you shouldn’t focus on these keywords. However, you would be mistaken as these long-tail keywords would convert higher than the short-tail version.
For example, someone just searching for weight loss could be researching weight loss programs or trying to find some articles about weight loss. We do not really know the psychology of the person coming to our site through that keyword…whether or not they are ready to buy or are just “tire-kickers” who are just looking for free information.
However, with the long-tail keyword, “How to lose weight with p90x”, it is a more specific query. They already have a weight loss program in mind and, matched with a landing page that offers p90x-related products, conversions would be higher.
Further, this keyword is easier to optimize for in the search engines. Competiition isn’t as keen as it is for “weight loss”. So you have the added benefit of getting indexed for that keyword and getting traffic as a result.
So don’t ignore long-tail keywords in your marketing just because they do not get a lot of traffic. Since the search term is more specific, you will get higher conversions. And if you use enough long-tail keywords it will more than make up for not being about to rank for a high-traffic/high-competitive keyword such as “weight loss”.