What is Long Tail Keywords?
Whatever your business is, you need to find the terms and phrases that people use when searching the internet that best indicate that they are a potential customer for your business.
This is what is known as the Long Tail Keyword Theory.
The principle of the long tail keyword theory is that focusing on driving visitors to your website using broad generic terms is going to be a waste of time. Doing so is extremely unlikely to do anything for your sales.
In other words, the search terms that are most popular are rarely those that will generate the most business for a new (or even a well-established) web site.
It has been demonstrated by many studies that most business is generated from the thousands of website visitors driven by search terms outside the top 30 most popular keyword search phrases.
To take this a stage further, if you added up all the traffic driven by keyword terms and phrases outside the top 30, it would amount to far more visitors than those driven by the phrases that are the most popular.
There also is likely to be far less competition for these long tail phrases, which means that you have far more chance of featuring in the top few results on the search engine pages.
Why it is so important to feature near the top of the search engine results pages? This ‘heat map’ produced by one of the best-known companies in the ‘eye tracking’ industry (EyeTools) should answer this question:
This shows that most people look at the top left-hand side of the search engine results page, which is where the top three to five results are featured.
People’s interest then clearly tails off as they move further down the page and over 70% of web searchers never look past the first page of results in any event.
The chances of your site being able to beat 983,000 sites from other webmasters to get into one of the coveted top three places are very slim.
The focus of your keyword research must therefore be on finding long tail keywords with which you have a chance of appearing in the top few results on the first page of Google, Yahoo or Bing.