Google looks at over 200 ‘signals’ when deciding what page to rank for a given search phrase.
The most important of all are the words on the page itself.
The question therefore must be ‘what words will increase the chances of a page getting a good rank’ and how can you maximise traffic to that page.
Finding the Right Words
‘Standard SEO’ centres on understanding the keywords you want to target (this information being gleaned from the keyword research phrase). The page is then optimised (Titles and Headers etc) and the content written.
It is this content that then needs to be optimised, it being necessary to know all the words that are ‘missing’, at least from Google’s perspective. Once these words are known, it is possible to weave them into the text, the result being a page that looks ‘better’ and is thus far more likely to get a good rank.
Of course, just stuffing the page with these missing words would not help. What you have to do is to use the words as a part of a good sentence, one that is commonly used elsewhere if possible. This makes the inclusion of the words look natural, this being a vital part of the whole process.
Such reports require special software and the experience to understand the results.
But when this data is used by a good copywriter, the results can be quite remarkable.
Maximising traffic using long tail keywords
If we consider that Google ‘feeds’ off words, it is obvious that the more words used on a page, the more likely that page is to be listed for at least one search phrase, especially one using 3 or more words. These bigger search terms are called long tail keyword phrases.
One of the advantages of being found for a long tail phrase is that they are often used by people towards the end of the buying cycle. For example:-
Searching for a HD TV
First Search = ‘HD TV’ = 9,510,000,000 possible pages (a bit too many to check don’t you agree)
The user notices that Curry’s is listed, so checks out the site and finds that they like the look of JVC TV’s, so the search for:-
Second Search = ‘JVC HD TV’ = 56,600,000 possible pages (lower, but still far too many)
That takes them to jvctv.eu where they decide on a Full HD version with a size of 40 – 49 inches
Looking at the TV’s on the page, they decide on a JVC 40 inch HD TV and decide to see where they can get the cheapest deal:
Third Search = “Buy JVC 40 inch HD TV” = 5,930,000 searches
Searching through the sites listed here, one TV takes the searches fancy
“40 JVC LT40C750 Full HD 1080p Digital Freeview Smart LED TV”
The fourth search for this term gives just 27,900 pages, quite a bit different to the 9 billion for the initial search.
In this example it is virtually impossible to rank against the ‘big boys’ like Curry’s and Argos for the initial set of phrases, but as you see the number of pages you are ‘fighting against’ drops dramatically when you start trying to get listed for longer phrases.
We should also mention that in the instance of the fourth search that the searcher is very likely to buy once they find the right deal.
One of the ideas therefore is to target phrases at the end of the buying cycle, once you know them, or where necessary have a good guess…
However, just getting found for a related phrase also works, as in such instances you have the reader on your site and therefore get a chance to ‘sell to them’…
Another Way of Targeting Long Tail Phrases
The system above relies on you knowing what the search phrase is going to be (at least approximately), but there is another way, well two actually…..
Taking the standard approach first.
This method depends on writing very long content, that is 1000 words plus. The content must be written in a manner that will excite, inform or entertain the reader.
It should NOT be written FOR THE SEARCH ENGINES.
When this is done correctly, it will ‘automatically’ contain a whole host of phrases that people are using every day, without you even trying. You can see how this works by looking at the Google Search Console data, this showing the search phrases that Google associates with any given page.
This example shows just some of the phrases associated with a page on a solicitors site about defending personal guarantee claims:-
unenforceable personal guarantee
how long is a personal guarantee valid
challenging personal guarantees
unenforceable personal guarantees
how to get out of a personal guarantee uk
personal guarantee solicitors
personal guarantee case law
personal guarantee validity
personal guarantee law
personal guarantee advice
how to get out of a personal guarantee
personal guarantee uk
personal guarantee help
personal guarantee legal advice
directors personal guarantee
getting out of a personal guarantee
how long is a personal guarantee enforceable
is a personal guarantee enforceable
how to get out of personal guarantee
As you can see these vary quite a bit (around the central theme), demonstrating the power of a well written page and how it can get listed and get traffic, for many different search phrases, all without them being specifically targeted.
And the Other Way of targeting long tail phrases
Whilst just writing long copy can be very effective, if you actually knew what these long tail phrases were, then you could do an even better job at writing the content. This is just what our special software does, it allowing you to understand what long tail terms are being used, before you write a word.
Better still, the software can even tell you what phrases have the least competition, which makes getting listed for them easier.
I do hope you can see why the words on a page matter so much and that getting them right leads to success.
Please contact us for more information !!