Small business has a huge hurdle in driving traffic to their website – the obstacle being those competitors who have been online for years with optimized and trusted websites and many websites linking to their domain (an important factor for Google search engine results).
So can one achieve good rankings? The best place to start is with good continually maintained content.
When a user visits a search engine, they are either looking for something specific or are just surfing the web in general. Those who have a need for certain information will type in a phrase that is a detailed description of that something. This is called a long-tail keyword.
When implementing long-tail SEO for a website, the idea is to examine specific areas of the business niche. What makes it unique, what specific services are offered, what do the clients come to the business for? Instead of utilising general, broad keywords and focusing on optimizing a web page based on these, descriptive phrases should also be considered and implemented.
Through the implementation of long-tail SEO, traffic to a site will gradually increase due to the improved visibility on search engines. Not only will site viewers increase, these viewers are potential buyers because they know what they want and therefore they may be more likely to convert after viewing an optimized website that caters to their exact needs.
Let’s look at Real Estate. A small real estate business would not rank in a general search query such as “real estate Brisbane”. However, it is often the case that buyers tend to be look for exactly what they are actually going to buy. A search may therefore be, “three bedroom affordable waterfront property Kangaroo Point Brisbane”. The aim then, for a smaller business is to optimize the pages of their website to cater to buyers specific wants and needs in order to feature on these long-tail keyword searches.
As a small business, if you have specific products to offer or you simply want results from your website, pay the extra to optimize your page for long-tail keywords. You may not rank on the short tail searches, but those that do visit your site will be ready to act.
- Don’t “just guess” when optimizing your webpage for long-tail keywords – research and determine which keywords are worth utlising
- Aim to optimize your website for both short and long-tail keywords
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