Far too many marketers approach SEO by targeting keywords in their industry with the largest monthly search volumes, while neglecting the ‘long-tail’ search terms. Too much focus on these ‘head terms’ is often exacerbated by the executive who “just has to be” at the top of Google for highly competitive search terms.
Yet the savvy search marketer understands that it is often significantly easier to move up the search rankings for multiple keywords whose search volumes—when combined—total that of the one highly desired keyword.
Conductor examined the impact of implementing on-page recommendations to natural search visibility, and analyzed the difference in movement for long-tail vs. head-term search queries.
Rank Movement: Keywords with on-page optimization activities moved, on average, more than one full page in the search results (11 positions), compared to a downward movement of more than 2 positions for keywords without on-page optimization activities.
Head vs. Long-Tail Terms: Long-tail (low volume) keywords with on-page optimization moved, on average, more than one full page in the search results (11.24 positions) compared to half a page (5.28 positions) for head terms (high-volume).
Website Conversion Rate: Conversion rates for long-tail terms were 2.5x higher than for head terms.
It is more beneficial to focus on long-tail search terms. And it will probably be much easier to execute and provide for faster, more satisfying results.
Always work smarter than your competition!