When it comes to optimizing content for search engine success, most marketers and businesses focus on popular keywords as the key to driving more traffic and leads. While popular keywords can certainly be an important part of improving visibility, they’re not the only option marketers should be considering. In fact, the best keywords for SEO (Search Engine Optimization) are often not the most popular ones.
The problem with popular keywords is that they come with a lot of competition. Since these terms are so popular, a lot of people are competing for them, driving up the cost of using them and often making them too hard to rank for. Additionally, popular terms often contain multiple aspects that can be hard to pin down or target, resulting in a lack of strategy and often wasted budget.
Instead of focusing on popular keywords, marketers should consider what are called “long tail keywords.” These are keywords and phrases that are less popular but still frequently searched for within their industry. For example, someone in the travel industry might target the keyword “London hotels” instead of simply “hotels.” As opposed to the general keyword of “hotels,” a more specific keyword like “London hotels” provides more detail, enabling marketers to better target their content and focus their optimization efforts exactly where they’re needed.
Long tail keywords can be also beneficial as part of a broader strategy. Focusing on smaller-scale searches can often lead to more organic, organic visits to a website, and they’re also typically more affordable than popular keywords, allowing marketers to stretch their budget and make the most of their efforts. Additionally, long tail keywords often provide better data, allowing marketers to better measure the results of their campaigns and refine their targeting for even better results.
Overall, it’s important to remember that the keyword you choose for your content should depend on the purpose of your campaign, not necessarily just popularity. While popular keywords still have their place, long tail keywords are often the smarter choice when it comes to SEO success. By tapping into the power of long tail keywords and leveraging the data you’ll get from them, marketers can optimize their content for maximum results — without spending a fortune.