Due to regular updates to Google’s Search Algorithm, search engine optimisation (SEO) is constantly changing, and it’s getting harder to keep ahead of your competition.
Because of this, content marketing is becoming more and more important in order to rank well in search engines.
Gone are the days of mass link building, keyword SPAMMING, and writing blog posts just for the sake of ranking.
“Don’t fill your site with low-quality content, instead, work on making sure that your website is the absolute best of it’s kind” — John Mueller, Google Webmaster Trends Analyst.
Google is clever, very clever.
Googles’ mission is very simple — To serve its visitors the very best, most relevant content, as fast as possible.
This is where content marketing comes into play.
Stop writing spammy, keyword rich content, stop writing content for the sake of it, stop targeting short-tail search terms.
Think about what you’re trying to achieve from your internet marketing strategy.
Surely, you don’t just want people to visit your website and then leave, you probably want them to make a purchase of some sort, a product or service, whether that’s B2B or B2C.
93% of online consumers research products and services online before committing to buy.
If you can provide those visitors with quality, informative content that helps with their decision making process, they are more likely to buy from you!
Keywords & Search Terms.
Now, when we say keywords, we’re not talking about the now defunct meta keywords tag
<meta name="keywords" content="some, spammy, keyword, stuffing, stuff" />.
We’re talking about words and phrases that are relevant to the content you are writing.
If you are writing high-quality content, then you really shouldn’t need to think about this, it will naturally occur.
Long tail vs Short tail Search.
Let’s take a look at a simple example. Let’s assume you’re a car dealer and that a consumer performs a short tail search for “cars”.
This search term returns 1,330,000,000 results. Some serious competition!
Now, let’s assume the same consumer is more specific with their search, let’s assume they use a long tail search for “gunmetal grey porsche 911 GT3 for sale”.
Now, this returns a much more modest 974,000 results. Much less competition.
Now, you’re probably thinking, using these long tail search terms as part of your internet marketing & content strategy is cutting down your target market considerably, and you’re right, they are.
But, look at it from a consumers point-of-view, the person who uses a short tail search is more than likely just browsing, whereas the person using a long tail search is more likely to be closer to making a purchase.
So, there you have it, content marketing.
High-quality content is, always has been, and probably always will be, king.
And long tail searches are often overlooked, when in reality, they are easier to optimise and yield a greater chance of conversion.