BIG keywords and long-tails: The SEO basics you simply can’t neglect

SEO basics it seems are somewhat rarely discussed since the general assumption is that everyone knows them, but as I have discovered that might not the case at all. So today we will discuss some basic SEO lore. Pro Rank Tracker is a SERP tracker with a large user-base, and as such we have an overview of certain usage trends of people who do SEO. At first you would think that just using a rank tracker is an indicator of some SEO experience that is at least intermediate, but then when you start analyzing the patterns it becomes evident that many have advanced lore but surprisingly neglect basics. Since I started researching the subject I noticed 4 main issues. Having said that, this will be a 4-part series of articles about the subject starting with today’s first part – medium and long-tail keywords.

By analyzing the use patterns of more than 40k users we have enough of a sample to naturally assume users of other tools and not just PRT, tend to neglect basics as well, so my hope is this 4-part series of articles will help anyone who needs these SEO tips and not just PRT users.

So a VERY common mistake people make as I mentioned, is tracking only the “big keywords” and neglecting the long-tail keywords associated with their site/s. For this post I’ll use the example of a small e-commerce website that sells footwear. For those of you who don’t know:

Regular keyword = “Adidas Superstar

Long-tail keyword (three words or more) = “Adidas Superstar sale men’s

If we take into account that about 70% of ALL searches are of long-tail keywords, it’s a fairly major mistake to overlook. The beauty of long-tail keywords is they are descriptive, and in almost all cases, they are the real money bringers. In the first example above, the search represents a person who’s looking for an Adidas model, but is probably just browsing (the “I’m just looking, thank you” type of customer), perhaps he just wants to check out photos of the model, and maybe he already has the model and just wants to see if he overpaid for it, in any case, it’s most likely not someone looking to buy, so he is of no interest to our small e-commerce website. In the second example, we have someone who is searching to actually buy this model; his friends must have it, he may have seen it in a commercial and fell in love with it, and by the keyword that he is using he’s willing to pay OUR small footwear business to get that sweet model. He’s much further down the line to a close than someone who just looks around. His wallet is already half open and waiting to give his money to someone who will help him get what he wants. Now the question is, which keyword is better to promote? It’s obvious the answer is the long-tail. The next beautiful thing about long-tails is the narrower and the more specific your term, the less competition you will probably have. Also, most long-tail keywords have a far better conversion rate. Big keywords might have a great search volume on Google, and aspiring to conquer and dominate a niche is welcome and all, but would you prefer 0.01% of 10,000 or 10% of 100?

He knows the importance of having long-tails. Do you?

Another issue that came up during my research is the severe lack of keyword diversity. Some just stick to one very narrow and direct field of terms and don’t think of other possibilities that are just as relevant to their business! For instance, a lawyer who tested all the possible keyword combinations that included the word “lawyer” yet neglected to include terms that include “legal help” or “litigator”.

Anyone who wants to capture the big picture and drive targeted traffic to his website needs to take those two things into consideration. So remember – knowing advanced tricks and using the amazing tools the market has to offer is great, but to develop a very a solid SEO strategy, long-tails and keyword diversity are what you really need. If to draw a comparison, it would be like having a state of the art kitchen at your disposal but not knowing how to make a simple omelette.

Now I realize that capturing all those possible keyword combinations and being diverse is no easy task, but never fear, as we at PRT have a solution for you! We have two unique features which were specifically designed to help you get on top of your SEO game and expand your niche authority.

The Keyword Suggestion Tool will suggest keyword combos you might have neglected, while The Keyword Discovery Tool, will SHOW you keywords that you are not tracking that are ranking for your website. The Discovery Tool is also related to an advance SEO strategy that can get you hidden organic traffic. Take a few minutes to read about the method that might help your organic SEO a lot:
Google is hiding ranks from you, time to get them back!
Reverse-engineer search with ProRankTracker and discover hidden organic traffic
If you’re wondering how much does it cost to use these tools, the answer is… it costs you nothing. Using the tools is actually free, but does require you to get at least a free membership. You can still keep using your parallel tool if you like while checking that out, but many of our new users have upgraded after giving those two tools a spin. But until that happens, use it well, my friends, for with great power comes great responsibility. 😉

Start today!