As customers get closer to the point of purchase, their search habits tend to change, going from generic keywords that traditional SEO strategies have targeted in the past like “tea” to more detailed and more specific long-tail phrases such as “organic green tea with ginger.” Because the customer is ready to buy, long-tail searches have an improved conversion probability.
After optimising our busiest e-commerce site with this idea in mind, our analytics showed that the bulk of the traffic (75%) was from long-tail searches.
At first, long-tail SEO seemed a bit counter-intuitive. Because each long-tail keyword only gave us one or two hits a month, we had to rely on tens of thousands of long-tail searches to generate the bulk of our traffic.
Creating a list of these phrases would have been virtually impossible, so we changed our focus from creating content that included specific keywords to writing more naturally to engage the reader instead of pleasing the search engines.
What We Optimised
Each page on our site was optimised to our best standards including:
- User Experience
- Content Strategy
- Social Media Marketing
We created an equal and fair distribution of external links to our home, category and product pages, with slightly more links to our homepage. Anchor text was a mixture of branding and targeted keywords. External links were taken from a diverse range of sources including a wide variety of domain authorities within our brand’s industrial niche.
Long tails were for the majority of product searches, and conversion rates for long tail were significantly higher since the user’s search was much more targeted.
Don’t merely optimise for long tail – optimise for your users and consider keyword topics where possible. Optimise every page on your site, get your content noticed with social and outreach to get earned links.
When your product pages are detailed with oozing content that captivates your users, then your site should naturally rank well for long-tail searches.
- Optimise all pages of your site
- Produce a link strategy getting links to all your important pages
- Get active on Social Media Platforms and build your brand.