In today's highly competitive business environment an online presence is a must. However, it is not a mere online presence that is required but the ability to jostle for the highest online ranking possible because it has a direct impact on revenue.
It is often said that it's the bottom that is crowded. How do you wiggle your way up to the top online rankings so that your business is visible and comes first or at least in the top 5 to top 10 segments during related online searches?
Search engine optimization (SEO) of your business’s online pages is a crucial element to achieve an upward spiral Search Engine Ranking Position (SERP). There exist various schools of thought as to how better higher online rankings and optimal online visibility for a business can be achieved.
In truth, some of the methods that were used a couple of years ago are not achieving this goal today. This is because searching criteria by search engines have changed in recent years to more become advanced, smarter and cover a wider scope of content depth beyond specific "head" keywords.
Although some people are still using specific keywords for searches, more and more people are using full sentences to search for items online. So if your business pages are optimized for "head" keywords, then you might have a decent rating position or not depend on the online competition using the same "head" keywords. This will affect your site as will not have the best possible ranking.
By using “head” keywords, you have inadvertently locked out a huge segment of people who are searching for you but cannot find you because they are using different non "head" keywords in their search. To tap into the current SEO trends, you have to incorporate “long tail” keywords into your online business pages.
This will invariably play a significant role in elevating your online ranking and expanding your visibility because you would be including and enhancing the likely hood of people who are searching for your services online to find you even though they are using a different set of words or a different syntax of verbiage.
So what are long tail keywords?
They are defined as a string of four or more words that make up a phrase. They are also search queries with very low individual search volumes but have an enormous total search demand as a group.
The genesis of the name is from the long tail of the "search demand curve" a graph that plots all keywords by their search volumes. This approach of long tail keywords is used to gain a massive amount of search traffic using longer keyword phrases.
This makes sense only when you understand that 16% to 20% of daily Google searches are for completely new phrases never searched for before. While individual volumes are small, long tail keywords make up around 40% of all search traffic on the Web. The fact that there are lots of possible phrase combinations possibly infinite means that the cumulative volume is high even though individual volume might be low.
With the introduction of the Google Hummingbird in August 2013, the search engine landscape has drastically been transformed and as such, page optimization has had to evolve to take full advantage of Google’s new and more potent search capabilities.
Google is now able to:
- Group keywords into topics
- Understand synonyms
- Synthesize beyond words on the page before determining which content to rank
The advent of the Google Hummingbird marked a transition for topics over keywords. So now Google will rank you higher for the quality of your content over keywords.
Keywords still have a place in search engine optimization. However, coupled with excellent content, long tail keywords and back links can assure you of an improved ranking in the search engine rating position of your business.
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