Search
engine optimisation (SEO) refers to the techniques online marketing
companies use to improve a website’s ranking in a search engine’s
results pages (SERPs).
However, industry giants like Google don’t exactly reveal what
their SERP algorithm is, so marketers use different techniques that
work for them based on first-hand experience. One of these is keyword
optimisation.
Nevertheless,
keyword efficiency is often based on length and specificity. Most
marketers deduce that long tail keywords, or those that use
comprehensive words instead of general ones (e.g. “recipe for
crispy pizza crust” as opposed to just “pizza crust”) are much
more likely to earn a good SERP ranking.
Larger
Search Volume
While
it’s easy to assume that users can’t be bothered to type in
longer keywords, this isn’t actually the case. According to search
engine experts, searches for short keywords only comprise about 30%
of total search volume. The remaining 70%, on the other hand, is made
up of long tail searches.
Greater
Conversion Rate
When
people type in longer keywords, this usually suggests that they are
farther along in the buying process. Where someone who types in “car”
is probably just browsing for options, a person who searches for
“used Toyota Corolla in Melbourne” is more likely intent on
purchasing the said vehicle. Furthermore, the bottom 20% of long tail
searches generate up to 60% of actual sales.