While writing our book ‘Optimizing your WordPress site’ I worked closely together with Joost de Valk to create a section on Search Engine Optimization. The first chapter — after the introduction in SEO — had to be keyword research. ‘Keyword research is the basis of all Search Engine Optimization,’ Joost explained to me, ‘without proper keyword research, all other things are basically useless’.
Back in 2010 Joost, had already written a post called the basis of keyword research in which he states ‘keyword research is the basis of all search marketing’. At the very least my husband is consistent! And more importantly, I think he is absolutely right [Note from Joost: yeeehaw!].
At Yoast.com, however, we did very little to provide guidance to our readers in doing keyword research. That’s a bit weird, it being the most important part of SEO and all. That’s why I would like to dwell on this subject for a number of posts, helping you understand the importance of keyword research and sharing some of our secrets on how to execute a proper keyword research.
In this post, I would like to focus the importance of understanding your own product and the effort you should make to rank for long tail keywords.
What is Your Mission?
If you want to sell something, you should simply have a damn good product! And you should be well aware of what your product or your website offers to your audience – what makes it special. If you know and understand this, it will be much easier to convince your audience like and buy your stuff. That means you should take some time to think about the uniqueness of your product.
Perhaps you sell cruises to Hawaii. You offer great facilities for children, making the cruises especially suitable for young parents or single moms. Offering great cruises to Hawaii for single moms could be the uniqueness of your service. This is your mission, your niche, this is what you have to offer to your audience!
Do make sure you write down your mission in words that are easily understood by your audience.
Competitiveness of the Market
Some markets are highly competitive, with large companies dominating the search results. These companies have a very large budget to spend on marketing in general, and SEO specifically. Ranking in these markets is hard. You will be unable to compete on a small budget in a market like the travel industry using search terms as [Vacation Hawaii].
However, if your mission is clear, you should be able to define what makes your product or website stand out. And you should use YOUR mission in order to start ranking!
Take my example of cruises for single moms to Hawaii, for example. This would mean focusing on the less competitive term [single mom cruises Hawaii]. Again, use words used by your target audience (and avoid difficult terminologies).
Long Tail Keywords
The longer (and more specific) search terms are, the easier it will be to rank on the term. Keywords that are more specific (and often longer) are usually referred to as long tail search terms. Long tail keywords are more specific and less common. They focus more on a niche.
It is much easier to rank for long tail keywords than for more common keywords. Another benefit for focussing on long tail keywords is that, although these keywords are used less in search, the visitor who finds your website using them is more likely to buy your service or product.
The longer and more specific the search terms are, the higher the chances of conversion are. I am currently looking for a cottage in France to spend our next summer vacation. I started my search with the term ‘vacation France’. I quickly discovered I wanted to go to the Dordogne, and preferred a house in the countryside. My search still continues, but now I use terms like [vacation house countryside Dordogne]. A long tail keyword. Using this keyword, I found new sites, which more closely resembled my vacation wishes. The chances for me to book my vacation home have largely increased.
Use Your Mission to Define Long Tail Keywords
The definition of your mission, in which you make crystal clear what the awesomeness of your product, site or blog is, should be central in choosing the long tail keywords you want to rank for. Trying to make your website rank for a specific term can be quite profitable, as long as this specific term closely resembles the product you’re selling.
The terms you have used to describe your mission can be nicely used to focus on in your SEO strategy. These words should be central in the long tail keywords you aim your website to rank for. People using the terms of your mission and finding your website will be relatively small in volume, but these people do have the highest chances to buy your product or to become regular visitors.