Using strategies based on high-precision queries can be an easy and effective way to improve SEO optimization results. In the process of analyzing websites that are successfully optimized and get good organic traffic, you can see how amazing long-tail queries can bring.
Such a promotion strategy is not new. It is known that users quickly adapt their requests for semantic search, which gives them hints.
Why then do optimizers still sharpen their sites for keys like “motorcycle parts” if we know that people can search for “motorcycle parts for Honda Fury 2010”? People search for answers to questions, but not keywords.
The optimizers still look at high and mid-frequency queries as a chance to get more traffic instead of targeting long tails. Yes, once in first place in the issue, you can get a large flow of visitors to your site, but not the fact that they will all be targeted. That is, the quality of traffic on "broad" requests often does not meet expectations. It's time to attract visitors who are ready and willing to buy.
Another approach: microtargeting
Microtargeting is a three-step process. First, you need to study a large number of longtails that stem from common phrases. Secondly - to determine the "gaps" of the capabilities of the site, to understand where there are not enough requests with a long "tail". Third, make small changes to the pages so that they contribute to better long-tail rankings, and create new content.
- Do not replace completely general requests with longtests . Yes, in most cases they give the best conversions. But on the other hand, they bring more traffic, which also helps to attract new customers. Consider that targeting SEO strategies for long-tails is an addition that will help you achieve TOP on HF and MF requests. Focus on it in the first place, and in the second - at optimizing common queries.
- Not all buyers are the same , so you shouldn’t assume that they are filling in identical search queries. Longtails are extremely diverse, but instead of optimizing the pages for each of them, you should pay attention to general trends among a wide range of requests. Look for those long-phrases that really deserve your effort and bring good conversions.
- Use more than one tool to search and learn keywords . A big mistake in micro-targeting among optimizers is that they soon stop digging deeper after starting work. The more key phrases you learn, the more likely you are to find a whole line of longtails that will bring valuable traffic.
One of the methods for obtaining keys is exporting several common phrases, such as "Internet marketing" or "outerwear" from Google's query planner, and loading into tools like "Bulk Keyword Tool" from the site termexplorer . com.
- Find common phrases and expressions to link the keys together into separate categories. Do not forget: you are not going to target all keys. All that can be done is to focus on common expressions and to find connections between the longtails in order to competently link and navigate the site.
After collecting the keys, you can load them into one Excel file and find common expressions that are included in different longtails. 5-10 common phrases can sometimes include about 800 - 1200 narrower keys.
- Analyze existing content . Although creating new content is a good thing, it is also important to analyze existing pages and optimize them using a micro-targeting strategy (see also the article “What to do with old and outdated content”). Everything from meta tags to alt tags in images may not be fully optimized, devoid of keywords. This needs to be fixed. Also, longtails should be defined in thematic categories.
- Create new content for the list of keys . A categorized list can be given to copywriters and content strategists to generate ideas. In addition to improving existing materials, it is necessary to create both new texts and media that will most fully answer the question of the user who enters the longtails when searching.
Thus, micro-targeting is a strategy that brings more conversions than the promotion of common high-frequency keys. However, there is a need to make a lot of efforts aimed at creating a large amount of valuable content for hundreds and even thousands of longtail queries.
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