If you are a blogger or in charge of marketing for your business, you are surely interested in the performance of your website and therefore surely use Google Analytics to measure your progress and adapt your web marketing strategy . The evolution of the volume of incoming traffic is undoubtedly one of the most closely watched indicators. It is indeed the basis of “inbound marketing”. This funnel methodology makes it possible to obtain more visitors, therefore more leads, and therefore more customers. Deploying a long-tail strategy can be relevant to make your website emerge on more targeted requests, but which convert more. Let’s see why and how
The long tail goes through keyword optimization
Well known professional SEO services in Pakistan describe, the long tail is a strategy of optimization of keywords . Consisting of 3 or more words, the idea and optimize its positioning on complex requests. Key wordsare the heart of your digital strategy because they are the entry points to your site. Internet users searching for information on Google make a request made up of specific keywords corresponding to thousands or even millions of results ranked in order of relevance. Your marketing objective is therefore to place yourself among the results of a query corresponding to your industry. Some keywords are of course more popular than others and this is where the long tail strategy comes in : instead of targeting short queries and therefore necessarily very competitive, you will have to reach your prospects via words – more precise keys.
What are the benefits of optimizing long tail queries?
As you will discover, the advantages of taking advantage of the long tail in natural referencing are numerous. A better visibility overall site, a better commitment to better performance overall. Let’s see this in detail …
Increased traffic
The so-called “long tail” strategy in English aims to position low competition requests. These are specific requests little formulated by Internet users. These use more than two keywords individually producing low traffic, unlike the more popular generic keywords. All of these additional keywords produce 80% of a site’s traffic, while 20% of the most common requests (short tail) appear in the “top searches”. Depending on your industry, the long tail will have a more or less significant impact on the natural referencing of your site.
Improved conversion rate
In addition to generating more traffic, the long tail also results in a better conversion rate. The traffic being, in fact, more qualified thanks to these targeted queries, visitors browsing your site will find more easily, in the case of an online store, for example, the product they are looking for. These Internet users will therefore feel more involved in the purchasing process. The results of their research being supposed to correspond to what they are looking for, they will take action more easily and this, whatever you expect from them: buy, fill out a form, come see you or call you …
Better visibility in search engines
Thanks to the long tail, the low search volumes for the keywords on which your site is positioned will allow it to be more visible on Google. There is little competition for long tail phrases. This advantage will give authority and legitimacy to your site if it manages to be among the first results. For a paid or English SEO campaign, SEA (Search Engine Advertising), you can just as easily choose to target the long tail in order to get more clicks. Knowing that the first result of Google’s first page alone takes up over 60% of clicks , this should be a goal to achieve for your complex queries.
Voice search and the long tail
Since the arrival of smartphones, voice search has introduced a new way of searching for information and seems to be shaping the future of natural referencing . In 2015, 60% of Americans were already using this feature. Using a natural language, voice search is close to conversational search, since Internet users carry out their research in the form of a question. In this case, they are long and complex sentences that consist of 4 keywords on average per voice search. According to this study, the number of keywords listed tends to increase. It therefore now appears necessary to focus the content of articles around long-tail expressions.
In particular, the questions are more and more frequent in the research of Internet users. It is important to take this into account. You’ve probably noticed that the display of search results has changed since the end of 2017 to also indicate PAAs : People Also Ask (people also ask…).
In conclusion, if you want to significantly increase the visibility of your site in search engine results and thus obtain a better ROI (Return on Investment), you must strive to work on a solid lexical basis by implementing a natural referencing based on the long tail, in particular if you operate in a highly competitive industry.
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