As a small business owner it’s tough already managing your team, finding new clients, and also trying to understand how to get more online. The last thing you want to do is have a battle with your competition (who is ranking better than you on Google).
To get more customers from Google, without fighting your competition, you’d want to create content around long phrase keywords that have little competition. A keyword like “chiropractor near me” will have way more competition than “how to fix my lower back pain from working out”.
Sounds confusing? That’s why we’re here. At KB Studio, we’ve managed our clients entire website content strategy, from keyword research, to publishing and promoting content to gain new business.
Did you know that nearly 15% of Google searches these days are brand new? Meaning Google doesn’t even have exact content to serve the person searching for an answer. Google will do it’s best and serve up some relevant-ish content, but no exact answer.
This is where your business can come in, scooping up these low hanging fruit search terms, by finding new keywords that haven’t be written on, and publishing good content around them.
Without getting to technical about how to find the keyword, let me explain the concept around it, and how it’s helped us scoop up lots of traffic for our clients (and new business).
Target long-tail keywords to build up your equity
Quick lesson, long-tail just means fairly long keywords.
A short keyword is something like “Boston chiropractor”.
A long-tail keyword is something like “chiropractor near me for lower back pain”.
The first has tremendous competition from the dozens of chiropractors fighting to rank high and get new business, while the latter has very low competition and is underserved.
The goal with these long tail keyword is to create content, usually as a blog post, to answer customer questions, build rapport and trust towards your brand, and have the end goal of converting that website visitor into a potential customer.
Let’s face it, most small businesses, maybe yours, don’t have any online marketing strategy.
Spend a few dollars here and there to shake up things and hopefully get some business out of it.
That might work, but you’re a business owner, and you know that anytime you put business revenue towards a marketing effort, the goal is to ideally get predictably more money back from it.
Whenever we start a new content strategy for a client, we’ll do a deep dive to understand the company, it’s customers, and review the competition.
After that, we’ll have the proper “vision” to research some good long-tail keywords to build content around, that are underserved to the audience, and ripe for the picking.
While short term keywords might get searched 500+ times a month, long tail keywords might vary from 20-30 or more.
It’s a lot less traffic, and usually a lot less competition too.
When we create a long list of long-tail keywords on a Google Sheet file and add up the potential traffic, it can add up to the thousands.
Talk about revenue potential! What’s next?
Have something to offer your new visitor
Now that we found some long-tail keywords, and have really good content written around it, what’s next?
Well, the goal is always to move them along the stage, into a consideration or purchase phase.
When they’re in consideration, they know the problem they have, and they know that you can fix it. They might just need time to make the move.
- Your goal here could be to offer something for free that’s relevant to your business. Chiropractors can offer a free exam, and pest control companies can offer a free quote.
- We’ve worked with companies that sell something for $100,000+, which requires time to evaluate and buy, and for this potential customer we’d offer a free downloadable to evaluate the offer and remember the client.
With the purchase phase, very common in the e-commerce world, your goal is to get that new website visitor to buy.
- Your goal here is to close on business that same day.
- You can offer an immediate coupon to help that customer checkout. It’s usually better to offer a 10% discount, and grow with higher volume of business.
- You can test out different ways to offer incentives, like asking for their email in order for a coupon. This way you can have a way to contact potential customers even if they don’t use the coupon and purchase right away.
The goal of this post was to share how valuable it is to have a strategy to target those longer term questions that your potential customers are asking on Google.
Times change, and new questions come up, which means there’s always an opportunity for your business to grab traffic, showcase your brand, and gain new customers.
If you need help with the technical part of how to research these long-tail keywords, please use the contact form below to get in touch. We can show you how it’s done, and also help you find your first 10 long-tail keywords.
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