Five steps to improve search traffic with long tail keywords

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Summary: The popularity of popular search keywords are facing more and more fierce competition. Even if your company has a unique product or service, it is not easy to make your site appear on the first page of the search results. Is there a practical way? Try Long tail keywords. Small changes are simple and feasible, and they are not expensive, but they can greatly increase the traffic flow of the site.

Deborah Busch, founder of the travel website Hello Traveler, has a problem: her website sells travel magazines and scrapbook books, but if she searches with the keyword "travel magazine", her site cannot be displayed on the first page of the search results. It seems that she was shut out of the search engine this valuable website.

Although Busch likes the word "travel magazine" very much, the competition is fierce. There are many travel sites that have a long history of web sites, so there are already rich indexes on search engines. Enter the keyword "travel magazine", and her site cannot be found even on the second page of the search results.

Busch and her marketing team want to see if they can find other appropriate keywords. Their sites are mainly for beach frames, tropical scrapbook catalogs, sea Travel albums and other non popular products. 

However, their online inventory directory is not organized, nor specifically for search engine optimization, but according to the "magazine", "clip album" and "Picture frame" and other rough categories. As a result, they delve into their inventory and categories of products and classify them according to the following conditions:

-Products sold or easily sold

-Less competitive products

-Products that consumers are searching for

Busch and her marketing team list A list of categories, such as "Beach Frame" and "Sea Travel album", and place links to the corresponding product catalog pages on the home page. Three months later, with some keywords to find, their site can be ranked on the first page of the search results or the second page, and the number of visits to the site increased by 20%.

Here are five steps they take:

First step: Careful analysis of inventory classification and site organization structure

Carefully analyze product inventory categories. Is your product categorized according to a more generic category, such as "table" or "cookie"? Can these classifications be subdivided? For example, is there more than four oak coffee tables in your inventory catalog? Are there more than six kinds of low sodium whole wheat biscuits? Subdivide these classifications and write down the subcategories.

Step Two: Research product classification

1. Check search results

Search for a selected keyword in google or Baidu or Yahoo, and see how many search results there are. The more the number of bars, the lower the probability of showing on the first page, which is the same for any search engine. Avoid the use of such keywords, the opportunity to be found will increase.

2. Check the search frequency

You can use some of the FREE keyword search tools. These tools will display the frequency of keywords being searched, as well as the related keywords and how often they are searched.

Keywords that are high enough to search for are worth paying attention to. Don't waste your precious time on a one-month search-three keyword. It is sometimes necessary to make a subjective judgment on the search results based on experience, because not every keyword search tool provides accurate search data. For example, Google only uses a green bar to indicate the search frequency.

Step three: Select and group the best performing keywords

Select keywords or subcategories that are less competitive and are often searched. The products are then adjusted and sorted so that these classifications are successfully searched.

Note: The organizational structure of the site and the main navigation without adjustment, you can add new categories to the site.

Optional Step: Expand Inventory Category

By delving into it, you will find that some of the products that people search for are not what you have, and these products meet the needs of your target market. Or you'll find that if your product line adds one or two new products, you can easily add another product category.

For example, when Busch and her marketing team saw people searching for food and wine travel magazines, they decided to develop it into a real category. They looked around and collected a lot of information about food and wine magazines, as well as other wine ' gift ' materials, and created a new classification. The fourth step: Create a catalog page to create a Web page for each new product category catalog. From the design point of view, these pages are the same as your existing product Classification page.

However, at the top of each product page, you should use at least three sentences containing search engine optimization keywords to describe the product catalog. In addition, each product must have a short text description. In this way, when the page is indexed by a search engine, it ensures that the content is more relevant to the keyword.

For example, the "Children's Travel" section of the "Hello Traveler" site has a text description under the main navigation bar: Children's unique vision is always worth recording. Busch has selected a series of travel magazines, travel games and activity books for children. Sometimes there are one or two travel photo frames or vacation albums designed specifically for young people.

Tip: These subcategories can also be used as a recording page for paid search ads.

Fifth step: Put the link on the home page

Create a link to the category page on the home page. Busch displays more than 30 such links at the bottom of its homepage. Make sure that the text of these links is the key word for the corresponding subcategory directory.

Some links point to a category page that is broader than the product catalog displayed by the keyword. "We also sell children's travel magazines, and clicking the link should go into the ' Children's Travel ' section, not the ' Travel magazine ' page. But not yet, that's where we need to fix it, "Busch admits.

Source: Hui Heng Digital marketing http://www.intematrix.cn (note: To reprint this article please contact with the education and Training Group, please be sure to indicate the source of the article).