Google’s May Core Algorithm Update; What Does This Mean For SEO?

Google’s May Core Algorithm Update; What Does This Mean For SEO?

Up until now, Google hadn’t released a core update since January 2020. However, on May 4th, Google released the May 2020 Core Update. This update will have an effect on search rankings across all languages and countries. 

What Does The Core Update Mean For SEO?

Due to Google’s core algorithm update, sites will begin rising or falling in search rankings. These changes are directly related to content relevancy. This means that if the content is relevant to what users are actively searching for, then the site will rank higher on the Google search results. The opposite of this is true, if the site’s content is not relevant to searches, then it will rank lower on the results. 

Considering that this is Google’s first core update since January, it is highly significant. The algorithm itself will take one to two weeks to fully roll out. 

SEO has always been, and will continue to be, important for digital marketing. However, during the time of core algorithms, SEO services are crucial. Due to the potential increase and decrease of ranks, SEO has the power to help sites remain at the top of Google’s search results page.

Google’s First Core Update Since Coronavirus

Stated previously, this is Google’s first core update since January, before COVID-19 hit. Before we knew the extent of the disease and the impact it would have, ‘Covid-19’ and ‘Coronavirus’ search terms were limited. Now it seems that those terms are all anyone is typing into the search bar. 

In fact, Google tweeted that there have never been so many searches for a single topic as there have been for COVID-19. While the searches themselves range from news, shelter, food drives, testing, etc., this data is incredibly significant, especially for SEO.

How Has COVID-19 Impacted SEO?

The coronavirus has changed the way that users search and what they search for, hence the statistics. 

No one is searching for travel, tourism, places to eat, live entertainment, etc. anymore. 

Whether individuals are searching for news, statistics, coronavirus drive-by testing sites, or places offering food, each search consists of COVID-19. Google is now challenged with the task of catching up to the way that users are searching today. Hopefully with the release of the May 2020 Core Update, Google can help users find what they are searching for quickly and easily.

Currently, we are offering SEO clients a digital marketing discount:

  • No setup fees for SEO and PPC campaigns. 

This discount can help clients with the financials of SEO services and will provide relevant content for their site, helping it rank high on Google’s search results.

If you are interested in learning more about the core algorithm update or the discount we are offering, contact Hyperlinks Media today. 

Google Announces Free Google Shopping Ads

Google Announces Free Google Shopping Ads

With the cornoavirus affecting the economy, businesses that once thrived on sales from their physical location are now relying heavily on digital commerce. Although users are constantly shopping online for essentials, home goods and other products, some businesses lack financial resources to advertise online. Fortunately, Google recently started offering free advertising on the Google Shopping tab. Now businesses can advertise their products online for free.

This change is crucial to retailers and their revenue as it allows businesses to connect with consumers. With thousands of individuals searching for products online, Google’s free advertising helps consumers provide those products to consumers. It’s also beneficial as it connects paid campaigns with free listings. Please note that this offer does not require a business to be running Google ads. 

This resource is not only valuable to merchants, but shoppers as well. It means more products, items and stores that are easily accessible through the web. 

While the paid shopping ads will still appear at the top of the search page, the free Google shopping ads will be located directly below. 
This is the perfect time to get ahead of the game and take advantage of such a significant offer. Google provides prime real estate for retailers and helps businesses gain visibility and sales. Advertisers that already use the Merchant Center and Shopping ads don’t have to take extra steps or apply for the free ads. For users that are new to the Merchant Center, Google’s making the onboarding process as smooth as possible.

Google’s Partnership With PayPal

To help make the transition even smoother, Google is also establishing a new partnership with PayPal that will allow merchants to link their accounts. This will improve the onboarding process and ensure that Google is providing the highest quality of service to their clients. While they are establishing new partnerships, Google is also working diligently with their current partners to help merchants manage products and inventory, such as Shopify and WooCommerce.

While this is a challenging and uncertain time, Google’s services and special offers are helping to make digital commerce accessible for all businesses, no matter the size. To set up your free Google shopping ads or learn more information, contact Hyperlinks Media today.

Digital Marketing Strategies to Utilize During COVID-19

Digital Marketing Strategies to Utilize During COVID-19

The economy has shifted, U.S. stock has fallen, stay-at-home orders are in effect and businesses have been greatly impacted, all due to the coronavirus. 

All nonessential business establishments have been ordered to close their doors causing thousands to, if possible, work remotely. In this time of crisis, businesses seem to be searching for ways to survive COVID-19. Individuals and businesses wonder, will things ever go back to normal? If so, when?

Well the answer is yes. Things such as the economy, stock and businesses will eventually go back to normal. The undetermined answer is when. It’s an outcome that can be altered by several different variables. 

We recommend that businesses implement these digital marketing strategies to remain successful during and after the coronavirus.

Digital Marketing During The Coronavirus

  1. Connect With Your Audience On Social Media

At a time like this, staying connected with your audience is crucial. The best way to do this is through social media. 

However, due to how sensitive this time is, it’s important to provide a human connection with your followers. Don’t be too salesy or pushy, instead offer support and guidance to your audience. Show empathy, share posts that help your users. Whether it be a post on the virus or what your brand is doing to help clients during this time, offer that human connection through social media.

  1. Maintain and Grow Your Brand’s Online Presence

Stated previously, nonessential businesses have been ordered to close their doors which means that for the time being, everything must be online. Now more than ever, brand’s must maintain and grow their online presence. How the brand is represented and portrayed online can lead to new clients or customers. 

Since everything is online, search traffic has increased dramatically just in the past few weeks and it will continue to increase in the next coming weeks. Utilize SEO strategies or PPC campaigns to remain at the top of the Google search page.

Google Ads Can Be Pivotal 

For businesses that need new clients and sales quickly, Google Ads is the answer. Paid search ads allow businesses to appear on the first page of Google. Considering that advertisements on the first page of Google are more likely to be clicked on, this is crucial. 

Since the coronavirus hit, CPCs have decreased significantly and will likely continue to do so. This is a great opportunity for businesses to put more into paid advertising, gain traction and boost online sales. 

For those with active ad accounts, Google has pledged $340 million in ad credits to small and mid-size businesses. This is huge for businesses that are looking to increase their PPC campaign budget but don’t have the money. 

SEO
  1. Strengthen SEO Efforts

While SEO is considered the long-ball game, it’s still important for businesses to update their website and content according to SEO best practices. This is just one way that businesses can remain up-to-date and when the economy does become normal again, they won’t find themselves falling behind competitors. 

What you choose to do today with your SEO strategy, whether it’s increase or decrease the budget, will greatly affect your business in the next three months. By strengthening your SEO efforts, you can improve your business’ organic search in the upcoming months.

  1. Provide Resources To Customers

To help keep the revenue coming in, we recommend offering discounts or promotional services to clients. Analyze your clientele, determine what they may be searching for in the marketplace and provide that service or product at a discounted rate. Since several individuals aren’t making the same income they were just a few weeks ago, they are most likely online searching for discounts and other ways to save money. This is not only an opportunity to provide your company with revenue, but it can also help your clients financially. 

email with discount

Once you have established the promotional, limited time offer, advertise it across PPC channels. It’s a great way to get your product online, to a large audience quickly and efficiently.

Currently, Hyperlinks Media is offering discounted digital marketing services to current and new clients. To learn more about our discounted services, contact us today.

  1. Remain Honest With Clients

Honesty is the best quality. Customers expect the truth from their favorite, most-followed brands. The COVID-19 crisis is a perfect time to provide clients with the honesty that they are looking for. Whether it’s through weekly newsletters, emails or social media posts, it’s important to let your audience know what the coronavirus is doing to your business. How has it affected the structure? If you’re a digital marketing agency, will this put a hold on new projects? Will it delay tasks? What is the company doing to ensure that they are providing the best possible service to its clients during COVID-19?

This is where regular newsletters or email blasts come in handy. Provide your customers with as much information as possible. This creates a relationship and trust between the individual and the business and ultimately creates loyal customers.

  1. Don’t Make Detrimental Changes To Business Structure

The coronavirus will pass and the U.S. will return to a new normal. Do not make detrimental changes to your business for a temporary problem. While the economy has shifted, it will eventually return to normal, as will the marketing industry. Do not cancel existing SEO or PPC campaigns, this will only delay your success once the virus passes. 

  1. Get Caught Up On Tasks

It’s quite possible that you have a little bit of free time now that COVID-19 prohibits you from traveling to work or conferences. Use this downtime as a chance to get caught up on existing tasks that you have fallen behind on. Maybe your website has needed a redesign, new landing pages or updated, SEO friendly content. Now is the perfect time to catch up on those tasks. Review previous or current digital marketing strategies and campaigns. Analyze data, areas of improvement or successful campaigns that can be recreated once the business structure returns to normal.

Right now we are offering discounted rates to help businesses with their digital marketing during COVID-19. Contact Hyperlinks Media and let us help strengthen your online presence. 

Six Costly Digital Marketing Mistakes

Six Costly Digital Marketing Mistakes

In the technology era, digital marketing is essential to reaching and engaging consumers. Consumers want to interact with and connect with their favorite brands online, through email marketing, search pages and social media. Without a presence on digital platforms, brands and companies lose potential customers (or clients) and revenue. This is why it’s extremely important to create and maintain a successful digital marketing strategy and online presence.

Unfortunately, several brands fail in digital marketing due to these digital marketing mistakes.

Digital Marketing Mistakes Your Brand Might Be Making

  1. Not Determining Marketing Goals

One of the first steps to defining a digital marketing strategy is determining the marketing goals. What are you trying to achieve through marketing? Are you wanting to increase awareness? Increase sign-ups? Increase revenue?

Once the brand’s goals have been determined, defining and creating a digital marketing strategy and campaign is much simpler.

digital marketing team working together on strategy
  1. Not Defining Target Audience

Apart from determining marketing goals, determining the target audience is one of the most pivotal aspects of a digital marketing campaign. Without defining and understanding the target audience, businesses waste money marketing to audiences that aren’t interested in them or their services/products.

Knowing who the target audience is will allow brands to create campaigns, posts and content that their consumers will resonate with and connect with. Understanding the target audience ensures that companies are crafting interesting and valuable content for their followers. People are more likely to invest their time and money on things they find valuable. Therefore, defining the target audience and knowing their interests is crucial for companies.

Creating buyer personas helps businesses understand their target audience. Buyer personas will provide insight on not just who the audience is, but their roles, interests, goals and more.

  1. Social Media Posts Without a Defined Outcome

Oftentimes, companies and brands use social media as a promotional platform, rather than a platform for connecting. Due to this mindset, brands post just to post. Hoping that with each post, users will feel compelled to purchase the product.

However, meaningless posts without defined outcomes are no longer cutting it. Social media posts need to be relevant, interesting and engaging.

For business, social media posts should have a clear and defined goal. What is it that the brand is trying to accomplish? Once the outcome has been determined, posts can be created. Whether it be connecting the brand with the followers, or promoting a new product, or introducing a new team member, each post must have a defined goal.

  1. Not Updating SEO Strategy

While marketing campaigns are pivotal, SEO is just as crucial. Without SEO friendly content and a UX friendly website, businesses will never appear on the Google search pages. SEO techniques such as primary keywords, title tags, meta descriptions and image alt tags are important.

Performing a keyword report is beneficial to determining effective content for title tags and meta descriptions.

Google’s search algorithms are constantly changing and updating which means staying on trend is crucial to digital marketing strategies. Businesses that aren’t keeping up with digital trends and algorithms are falling behind in ranks and visibility. 

This is why it’s important to team up with a digital marketing agency, to ensure that your website and brand are optimized and up-to-date. 

digital marketing team reviewing chart on ipad
  1. Under-utilizing Successful Case Studies

Case studies can boost traffic, improve website UX and increase conversions. Why? The answer is simple, stories sell. You can tell a client how you increased revenue by 23% or increased traffic by 18%, but to truly sell them on your brand, you must show them the results. Case studies allow you to do just that.

Not only do they show results, case studies build credibility and trust. As a business, a case study (or several) is quite possibly the most valuable player on your team. Showcasing case studies can tip the scale from a qualified lead to a qualified customer. 

  1. Beginning Without a Digital Marketing Strategy

One of the biggest mistakes that brands make in marketing is beginning their efforts without a clear and defined digital marketing strategy. Companies lose substantial amounts of money on ineffective marketing campaigns. 

A digital marketing strategy is the most pivotal aspect of digital marketing. You will establish marketing goals, the target audience and SEO campaigns (including social media) in a digital marketing strategy. 

man creating a digital marketing strategy

In Conclusion – Partner With a Digital Marketing Agency

To expand your presence online and improve your digital marketing strategy, you need to partner with an award-winning digital marketing agency.  

Contact Hyperlinks Media for a digital marketing strategy that will increase traffic, engagement, ROI and sales for your business.

What is Geofencing? Localized Marketing for 2020

What is Geofencing? Localized Marketing for 2020

Long gone are the days that marketers were unable to narrowly target individual business locations, convention centers, buildings and storefronts, and audiences that weren’t directly interested in their services and products.

With geofencing, companies and brands can market to individuals in precise locations and target mobile users. This provides marketers with more reach, focus and better results.

Although it seems long overdue, geofencing is finally affordable for smaller, local businesses. It’s no longer just for the corporate, big name brands that had the privilege of spending upwards of $20,000/month on advertising. Geofencing is now available to local small – midsize brands working with digital marketing agencies, for as low as $1,000/month.

Not only has it become more affordable, marketers have the ability to use geofencing for hyperlocal marketing purposes.

What is Geofencing? | Hyperlinks Media
Source: Buildfire.com

What is Geofencing?

Geofencing is often referred to as location based advertising. Rather than targeting zip codes or cities, advertisers can target individuals based on their physical location and places they visit, such as buildings, convention centers and even a competitor’s location. This is incredibly beneficial, because advertisers are now marketing to individuals that are already interested in their product or service.

How Does Geofencing Work?

The moment an individual enters the specified geofence, such as a convention center, advertisers can capture the mobile device ID. Once the ID has been captured, marketers can target and serve ads to said individual while they are at the location and for 30 days after they have left the geofence area. 

Individuals don’t even need to be looking at their phone for marketers to target them. The only requirements; both the phone and location tracking services must be turned on. When the individual looks at their phone, they will see an ad displaying a sale or coupon on one of their phone’s apps.

Geofencing Sale Ad Example | Hyperlinks Media
Source: propellantmedia.com

Where Are Geofencing Ads Displayed?

As a society of individuals always on-the-go, geofencing has become a more prominent style of marketing. However, in 2014, the Office for National Statistics reported that of the ‘on-the-go’ internet users, 58% are coming from mobile phones. Today, that number has dramatically increased.

Geofencing ads are displayed in two separate locations. The first place is in the user’s mobile apps. This includes, but is not limited to, apps from both the Apple and Android app stores, such as Starbucks or Amazon. The second place is the internet browser. Multiple websites have advertising space, which marketers then use to display their geofencing ads to target users.

Developing a Geofencing Campaign Strategy

There are several variables that can determine the outcome of a geofencing campaign strategy.

  • Determine KPI’s / Conversion Metrics – Most companies begin geofencing marketing without establishing their KPI’s. Without this, it’s difficult to understand and develop targeted locations, ad copy and website changes. Some KPI’s to consider are:
    • Foot traffic to store front
    • Total impressions (brand awareness) 
    • Total number of clicks 
    • Form submissions
    • Phone calls
    • CTR and engagement rate

Once the core KPI’s have been developed, marketers can focus on targeting the audience

  • Target Audience & Behaviors – Once the KPI’s are established, it’s important to determine the target audience and their behaviors. Determining and understanding the target audience is much more than establishing that the client persona is a stay-at-home-mom of two. 

It’s crucial to determine where the persona spends their time when they’re offline. For instance, a personal injury attorney will most likely have an audience that is visiting either the ER or auto body repair shops. Therefore, it’s best to target those physical locations.   

Another example could be a retail shop in the mall that’s trying to pull in some of the mall traffic. Unfortunately, geofencing the entire mall may be too broad. Instead, the shop should geofence specific locations that sell similar services or products. More often than not, individuals that are visiting the competitors’ stores, are interested in shops that sell similar products.

  • Choose Location Based on Target Audience’s Behaviors – Once it has been determined where the target audience spends their time offline, it is time to establish the target locations / geofences. Some of these locations may include:
    • Competitor locations
    • Nearby locations
    • Places that the target audience frequently visits
  • Creative Ads – One of the most important aspects of geofencing is building and designing creative ads. A business can target whomever they want, but if the ads aren’t creative or eye-catching, they won’t capture anyone’s attention and there definitely won’t be any conversions. 

Advertisements need to give the target audience a reason to visit the store or office, whether that be an additional coupon for visiting the store or website. 

  • Website that Provides What the Target Audience Needs – Ensure that the company’s website falls in line with it’s marketing style. A consumer may show interest in the ad and visit the website for more details. If the website is not visually pleasing and mobile-friendly, the company has just lost a sale.

Benefits of Geofencing

  • Trigger Instant Messages – With geofencing, marketers are able to trigger instant messages to individuals that are in specific locations. Not only are the location-specific ads immediate, they are relevant, interesting and convenient, which is what consumers prefer.
  • Increases Brand Awareness – When users enter the particular physical location, the ad is triggered and brand awareness increases.
  • Less Marketing Costs – Geofencing focuses on local customers who are typically interested in a specific product, which usually results in conversion. This results in a higher ROI. 

It’s quite possible that advertisers can get at least 97% more reach in their budget. By simplifying and narrowing the geofence to just one mile from a particular location, marketers can reach up to 99% more reach in the ad spend costs.

  • Easy to Track – Think of a storefront in the mall. The ads are set to target all individuals that have walked into the designated geofence. An individual sees an ad that states “Buy one, get one 50% off.” The mobile user then leaves the geofence area and enters the conversion zone, which is essentially a smaller geofence that has been virtually set inside the already existing one, i.e the store’s exact location. Since the user has entered the conversion zone, as a direct result of seeing the BOGO ad, it’s considered an offline conversion.

Geofencing also provides real-time analytics and data on the same day that the campaign is launched. This allows marketers to make decisions and changes, based off the analytics.

Geo-Target Mobile Coupons Chart

Who Could Benefit from Geofencing?

Geofencing is perfect for several different areas of business, from attorneys, to store owners, medical practitioners and even trade show marketers.

Geofencing for Lawyers and Attorneys

Let’s think of a personal injury lawyer. Accident victims make up most of their clientele. Where do accident victims go? After an accident, they are typically they’re visiting the hospital, ER, car dealership, auto repair shop, or towing locations. This is how attorneys and lawyers utilize and succeed with geofencing, by targeting the locations that their potential clients visit after an accident.

Compared to other offline advertising techniques, geofencing is more effective for attorneys. Several attorneys utilize geofencing effective. This is because geofencing targets individuals that are already interested in legal services.

Geofencing for Hospitals, ERs and Medical Practices

Typically, medical offices such as dentists, orthodontists or plastic surgeons geofence their competitor’s locations. This is partially because their clientele is individuals in need of those services. However, the medical systems that target specific locations that their clientele may be at before needing said services are the ones that acquire the patients. For instance, if an orthopedic specialist will target sporting facilities where individuals may fall victim to a sports related injuries. Chiropractors might target towing locations because individuals are most likely there due to an accident and may be experiencing neck or back pain.

Geofencing for Trade Shows, Conferences and Festivals

Geofencing is perfect for trade shows, conferences and over seasonal events. Let’s pretend that a business wants to attend a large conference, but unfortunately cannot make it that particular weekend. With geofencing, the business can now geofence the physical location of the conference at the time that it is going on. Now, any individual that attends the conference will see the company’s ads while visiting and for 30 days after. Whether it be a conference, a trade show or even a festival, geofencing helps spread a brand’s message even when the company is not there.

Geofencing for Dealerships

In the automobile industry, it’s all about competition. Geofencing the locations of competitors is the best tactic for targeting audience. People that visit car dealerships are typically there to purchase a vehicle, therefore, by geofencing the exact location, individuals see advertisements of other dealerships around the area.

Other possible geofencing options are car shows and even auto repair centers.

Geofencing for Retailers and Franchises

Restaurants, retailers and franchises can geofence competitor locations, such as nearby boutiques, stores or malls.

Retailers are best positioned to measure foot traffic with the conversion zone tracking. Mall storefronts can measure the amount of individuals in the geofence location that enter the conversion zone as a result of seeing the sales ad.

Industries that benefit from geofencing
Source: propellantmedia.com

Geofencing for Marketing

Geofencing has always been a game-changer for marketing, but its cost limited its effect on advertising. Recently, it has become affordable for local small to midsize businesses to utilize.

As a society of on-the-goers and mobile users, geofencing is becoming more and more of a necessity in digital marketing.

While we don’t recommend that a business throws out their pre-existing marketing plan, we do suggest the implementation of geofencing.

With geofencing, a business can target individuals that enter a specific physical location. The ads become more relevant and interesting. Cost of marketing will decrease and conversion rates will soar. It really is a no-brainer.

If you have any additional questions or would like our marketing agency to set up, customize and manage a geofencing campaign for you, please contact us.

Are you currently using geofencing? If so, tell us about your experience!

Long-Tail Keywords: 2019’s Solution for Smarter Digital Marketing

Long-Tail Keywords: 2019’s Solution for Smarter Digital Marketing

With the digital world constantly changing and expanding, companies are focusing on integrating long-tail keywords into their content. Why? The answer is simple, long-tail keywords increase SEO traffic which increases rank. By using this technique, searches are specific and narrow and content becomes more relevant to long-tail keyword searches. 

The first step to any SEO strategy is content — quality content. Today, many, if not all, businesses have an online digital presence. To maintain this presence, blogs, articles, videos, etc. are posted regularly, making the market more competitive. To stand out from the competition, you need more than quality content. You need SEO strategies that include long-tail keywords. Without them, users will not find your content and a quality article is nothing without a reader. 

What Are Long-Tail Keywords?

Long-tail keywords are phrases that are incredibly specific to your product, i.e what you are selling. As opposed to using generic, single words for searching, implementing three or four-word phrases limits the scope. By limiting the scope, competition decreases and rankings increase. Using this technique is imperative in your SEO strategy as it will directly impact your conversion value. 

Examples: 

Short-Tail KeywordLong-Tail Keyword
1. Auto transport Houston, TX1. Ferrari 458 auto transport companies Houston, TX
2. Nike running shoes2. Red and black Nike mens running  shoe size 10
3. Pet shampoo3. Organic all-natural pet shampoo that limits fleas and ticks
4. Blue light glasses4. Blue light protection glasses for migraines and concussions
5. Tomato plants5. What to spray on tomato plants to keep bugs away 

Creating Content for Long-Tail Keyword Search 

Although SEO is incredibly beneficial, a generic approach won’t exactly make you the most competitive or allow you to rank better on Google. It will yield some traffic but to be truly competitive, content keyword research is everything. 

This means that writing a quality blog doesn’t cut it anymore. To rise above the competition, you must write a blog based on extensive research from long-tail keywords. In essence, your blog should be centered around certain long-tail keywords. 

How can you find your next blog topic? Research. Research. Research. By searching for long-tail keywords, you can create an entire month worth of content. For example, let’s say you are looking to write a blog on SEO. You could write the blog and be done, or you could continue researching and developing more content. When researching for your content, search for more than just “SEO.” Start adding words to your original “SEO” search and soon enough, you’ll find multiple blog topics. 

Some tools to use are SEMrush or the Google Keyword Planner. If you don’t have access to this, no problem. Start typing away in the Google search bar on a specific topic and see what you can find. 

Here are other examples you may find while researching which will result in ideas for more content. 

  1. Search engine optimization companies near me 
  2. Search engine optimization tools for beginners
  3. Search engine optimization tactics to increase social media following
Google keyword planner search of search engine optimization tips and keywords
Ⓒ Copyright Neil Patel 

Once you have found your blog topic based on your long-tail keyword research, you need to include it in the URL, title tag, and body text. To further increase your visibility, implement the focus keyword in alt images and headers. 

Here’s another example of creating content for long-tail keyword search: Let’s say you sell pet products and have created a blog. Chances are, the short-tail keyword term, “pet product(s)” will occur randomly at some point throughout your blog. That term will allow Google, and everyone online, to find you more easily. You will begin to rank higher as more and more people search online for pet-related products. The result inevitably, and without much effort, will be some direct traffic sent to your site. 

But the thing is, not all traffic is sales-worthy traffic, now is it? Using an easy, one-size-fits-all tactic, means you will have to compete with every other “pet product” retailer online, some of whom probably rank in the top ten. Whether they offer what you do or not – if you are in the pet product world, you will need to get in line behind them. Good luck with that approach! Maybe, if you are lucky, you will see 100-1000 site visitors per month. Quite frankly, this strategy won’t have a very transformative effect on sales. In short, it will allow you to have an online presence. Google and a few people will be able to find you, although they probably did a direct search. 

However, refining the search term “pet products”, and narrowing the scope, will! Implementing long-tail keywords creates for a more specific search and a higher conversion value. Although they receive less traffic, long-tail keywords account for roughly 70% of all web searches. Think about it, consumers do not search for generic terms when on the market, they type a few phrases to limit their scope, allowing them to find a product that best suits their needs. 

Google search of SEO trends to prepare for in 2018
Ⓒ Copyright Neil Patel 

In order to rank higher in searches, you need to stay up-to-date on and utilize the trending marketing strategies. Marketing is a race between competitors, if you want to win the race, you need a competitive SEO content strategy that includes long-tail keywords. 

Long-Tail Keywords vs. Short-Tail Keywords

Understanding the importance of long-tail keyword usage within your content marketing is analogous to understanding the difference between going out on 5th avenue to market your business, as opposed to attending a convention of buyers who want what you sell. The latter sales strategy is all about less volume, more targeted advertising. 

Online, it works like this. If someone does a search in Atlanta on “pet stores”, the result is about 5,020,000,000 hits (0.86 seconds). If you narrow that search to a more specific “pet stores that sell organic food near me”, the Google results currently yield about 315,000,000 results (.91 seconds). But… and here’s where it gets interesting, if narrowed down, even more, to “pet stores that sell organic cat food in Buckhead, GA”, the results are whittled down to about 151,000 results (0.62 seconds). 

Google search results of pet stores
Google search results of pet stores that sell organic food near me
Google search results of pet stores that sell organic cat food in Buckhead, GA

Keep in mind, as you use these specific terms in your content, i.e blog, article, video, you are doing so, to move up the page on Google. The buyer is likely going to choose from the first five competitors, maybe the first ten, that rank on the page, so page rank is essential in a competitive marketing strategy.

Comparing short-tail keywords to long-tail keywords
Ⓒ Copyright 2014 MWI

Short-tail keywords are a given. Of course, you must use general keywords in the content as well. But why is there such a rabid focus suddenly, specifically by marketing companies, towards long-tail? Because it works! 

A recent Forbes article titled, The Long Tail and Why Your SEO Key Strategy is Wrong, points to the change in how we search online. Online searchers are getting smarter and smarter, so too is the technology used to do the searches. According to Forbes contributor, Josh Steimle, it’s more important now than ever to understand long-tail keyword SEO strategy as it pertains to your digital marketing plan, especially when users are now able to speak to Google without ever typing a single thing into the search bar. Steimle states that when adding up keyword searches, the long tail searches “can be larger than the searches in the body.”

In an extensive study performed by a SaaS company, results showed that long-tail search terms drastically improved page rank and performed 2.5 times better than their head keyword variations. With statistics like these, why would you not implement long-tail keywords into your SEO strategy?

Conversion rates of long-tail keywords
Ⓒ Copyright 2011 Search Engine Watch

Long-Tail Keywords: Must for Digital Marketing

Delivering quality content is great, but you have to do more. To improve your company’s rank, you must build a marketing strategy that includes not just keywords, but long-tail keywords. 

Start focusing on long-tail keywords. Implement these into every marketing material, whether blog, article or video, use them. By combining great content with long-tail keywords, your SEO traffic will significantly increase. 

Our advice? Research and implement the key search engine phrases, publish the content, and watch sales skyrocket and your company climb in rank.

Tip: One of our favorite tools for tracking and improving rankings is Uber Suggest 6.0, designed by Neil Patel. It allows you to track your website, see backlinks, and keywords, as well as your organic traffic each month. According to fortunelords.com, Ubersuggest is “an awesome free tool which can find 100s of new long tail keywords in a few minutes. It aggregates data from Google Suggest which provides keyword ideas similar and related to your searches on Google. Once long-tail keywords have been implemented into the content, we recommend registering for Ubersuggest 6.0 to track your site.

Do you utilize long-tail keywords in your content? If so, let us know how they have positively affected your traffic.

If you have any other questions or comments, please leave those below. 

For more on long-tail keywords or any information on SEO marketing, contact Hyperlinks Media today.