RSSM Digital NPAworldwide Edition March 2020 | Page 16

MARKETING AND SALES
THE BEST-KEPT SECRET FOR
...LONG-TAIL KEYWORDS
By Staff Writers
Everyone is in a race to get to the top of Google search results but have you ever
thought about if you really want to win the race? What if there is an easier way to
win? Look no further because I have both answers for you.
One of the best ways to get to the top of
Google is though good content that has great
keywords. Keywords help Google find the most
relevant website for the person searching.
Long-tail keywords do not mean they have to
be longer it just means you have to be more
targeted and picking something that might not
have the highest search traffic. The easiest way
to understand long-tail keywords is through an
example. Adams Evens & Ross does collec-
tions only for the staffing and recruiting indus-
tries. When we are strategically coming up with
keywords for AER we focus on keywords that
highlight exactly what we do. We are not going
to go after keywords like “debit collections” or
“past due payments”. We go after keywords like
“past due placement fees”. It is not much lon-
ger than the other examples, but it is aimed at
our target audience.
to get to the top is that you will get the traffic
you really want. With AER, the only traffic we
want is people in the staffing and recruiting
industries. If we were to search for the keyword
“debit collections” and managed to get to the
top, then we would get many calls we are not
interested in. This is because the more people
searching this keyword, the more likely they
are looking for someone to help collect their
personal debit in another industry.
Sometimes less is really more. It is so im-
portant to really understand who your target
market is and what they might be looking for in
you. Creating content with long-tail keywords
is going to save you time getting to the top of
Google and will save you time with the right
people finding you.
When you go after keywords with less traffic
that usually means fewer people will be fighting
for those keywords. One sign of it being easier
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