Too often prospective clients are looking to capture traffic and sales from just a couple of different major keywords.
Often, these keywords are very similar – singular and plural versions of the same term, for example.
The real secret to working with keywords in links to work with as varied a spread of keywords of possible, in order to capture as many different keyword combinations of these as possible.
Although Wordtracker and Overture keyword checkers may show some keywords as having high volumes of searches, you often need to be cynical about these.
After all, in competitive keyword areas, many searches are performed by vendors checking their own positions – instead of actual prospective customers. And this bloats the traffic volumes.
What Wordtracker and Overture keyword lists often don’t illustrate is that there can be an incredible range of related keyword related searches.
Each of these may have an very small volume – perhaps once a month – but once you start to add these together, they can equate to a HUGE volume of potential traffic, that even beats major keywords.
What’s more, you can often find that the more competitive keywords are relatively generic – good for window shoppers – so the conversion ratio isn’t so great.
However, much more precise searches in the Longtail can convert much better, because you’re capturing search traffic that has already made a purchasing decision.
Last year, a new client who is otherwise “sandboxed” for most of his major keywords switched off his PPC and went on holiday for 2 weeks.
When he came back, there was over £8,000 ($15,000) in orders waiting for him. And this is during a slow season.
Almost all of these orders were generated through a large volume link campaign, which specifically aimed to capture lots of different keyword combinations – links that didn’t simply aim for major keywords, but a whole variety of them.
The Longtail remains a very underestimate SEO strategy, but you ignore it at your own cost.