Using micro-focused keyword strategies can be a simple, impactful approach to improving your SEO results.
When analyzing websites that are already successful from an SEO perspective, it’s always surprising to see how many easy long-tail wins are possible but aren’t being optimized for.
Long-tail keyword targeting is nothing new. We know users are quickly adjusting their queries to more conversational, semantic searches. I mean, there’s a reason that Amazon, Apple and Google are pushing into voice search.
Why then, are we as SEOs and marketers still targeting ‘motorcycle parts’ and ‘refrigerators’ when we know people are searching for ‘vintage Honda motorcycle parts’ and asking questions like ‘Does LG make a counter depth refrigerator?’ People are looking for answers — not keywords.
And yet we’re seeing a trend of SEOs focusing on head terms, rather than optimizing for long-tail. While head terms have huge search volume, they don’t necessarily drive qualified traffic. It’s time SEOs worked to drive users who are ready and willing to buy.
Apply a different approach: micro-targeting
Micro-targeting is a three-step process. First, discover large amounts of long-tail keywords that share common phrases or expressions. Second, identify very specific opportunity gaps on your site where those phrases are lacking. Finally, make small adjustments to individual components of your site or content to better address long-tail keyword groups, not specific keywords, that are easier to rank for.
There are several ways to approach a micro-targeting strategy using different tools, workflows, and processes. Below, you’ll find six points to consider as you execute a long-tail micro-target…
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