A couple of weeks ago my Dental Design blog entry detailed the on-going love affair you should be having with your keywords. The blog concludes that in order to contribute to the return on investment from your site, you need to develop and maintain the relationship you have with your keywords.
Putting aside the analogues; this blog continues on that vain looking in detail at Long-tail keywords and how they can be prioritised and targeted to become effective drivers of traffic for both organic SEO and Pay-Per-Click Campaigns.
What is a long-tail keyword?
Long tail keywords are the longer, more specific keywords that are less common, individual but add up to account for the majority of search-driven traffic. Google reports 15% of searches they see every day they've not seen before. The long-tail keyword is the opposite of the ‘head’ terms seen at the end of the bell curve graph.
An example of a Fat head keyword would be ‘Dentist London’, the chunky middle perhaps ‘ Dental Implants in London’ and a long-tail keyword could be something like ‘What are Dental Implants cost in greater London’.
Why target the long-tail keyword?
How do you identify your Long-tail keywords?
It’s easier to find and/or guess head terms. Using tools like Google’s Adwords Keyword Tool helps identify hundreds of keywords from one term. It’s best to utilise common sense here and not willingly add all of the keywords. In organic search remember your keywords should always be focused.
There are tools out there to help you identify your long-tails. WordStream have a Keyword Tool, Google Trends lets you see popular searches at present time giving insight into search behaviour. Additionally if the site has Google Analytics then seeing search queries in Webmaster Tools will provide an insight into what searches are bringing up the site.
Optimise for Long-tail Keywords.
To identify the long-tail keyword, think of your patients and the kinds of questions they ask in consultation about a particular treatment. Ensuring content is optimised for this will answer these questions and get you ranking for them. There are many ways you content can reflect this;
1) Create a FAQ page
2) Head the question on the treatment page and answer it below with unique content
3) Create an ‘ask the dentist page’, where you can answer questions patients have actually asked via a contact form, then update if you get more queries.
4) Add a blog to your site with regular updates about various dental specific subjects
Ultimately write content with your patients in mind. They are the ones doing the searching and they are the ones looking for answers. For more information about optimising your site for Long-tail keywords and keyword strategy call Dental Design on 01202 677277