Why Keywords are Crucial to Your Online Success

Using “long-tail” keywords in your text, tags, and links can mean the difference between high visibility, traffic, and success . . . or obscurity.

[A keyword is the word or phrase you type into a search engine to perform your search.]

Here is how Jakob Neilsen, Ph.D., the #1 authority on web usability puts it:

"Search is how people discover new web sites . . . unless you're listed on the first search engine results page . . . , you might as well not exist. So, the first duty of writing for the Web is to write to be found . . . when you write, use keywords that match users' search queries."

That's it in a nutshell.

And this is where most sites we see every day are missing in action. They need keyword-centered content and proper structure to perform well in the search engines.

Chances are you already rank pretty well for your brand. If fact, many business owners we talk with proudly point out their #1 position on Google for their business name.

But that misses the point entirely.

What about people that don't already know you, or have simply forgotten your name? How will they find you?

The Long Tail

When a potential customer does a search, there's a good chance they'll use some oddball keyword, one of the hundreds of secondary keywords called the "long tail", NOT your business name. Why? Because if they already know you, they are likely to have a bookmark or just type your name into the browser. But searches are typically entered in the form of a problem or a solution. Something like "broken yamaha crankshaft" or "certified architect denver".

So unless your site is optimized for "certified architect denver", or you buy paid advertising for that keyword, you'll almost certainly be below the radar—invisible to your potential customers.

Also keep in mind that on a whim, even your existing customers might start looking for alternatives, and use a keyword search, not your business name, to find a solution.

[You can hear all about long-tail keywords in our audio archive]

That fact is, if you are not taking advantage of the full spectrum of keywords relevant to your business, you are missing out on a HUGE amount of visibility. It may be costing you thousands of dollars per day.

Subtle keyword differences produce very different search engine results, depending on how well an individual page is optimized for that keyword, and what links point to that page.

Incorporate long-tail keywords in your text, tags, and links to capture your target market.

So while it always makes sense to build your brand recognition and drive people to your brand-named site, how well your business name or brand name ranks in the search engines is only a small part of the overall picture.

Basic Action Plan for Long Tail Keywords

Start with a comprehensive keyword list that really makes sense for your business [Ask us for a quote]
Run a Visibility Report to figure out under which keywords you are "invisible".
Run a Competitor's Report to identify your primary competitors. How high is the bar set?
Integrate those missing keywords into your site
Get inbound links incorporating those keywords

Ultimately, one of the best ways to accomplish your keyword goals is to continuously publish articles or blog posts tightly focused on your theme and keyword set. Then, distribute other content with embedded keyword-links that point back to your site, which is called syndication. And you might consider starting an affiliate program which will leverage your sales pipeline and traffic.

The whole keyword-based process works something like this:

Well-written, keyword-optimized content attracts visitors through the search engines
Some of those visitors buy whatever your offering, tell their friends, and link to your site
More links leads to more search engine visibility, bringing in new visitors and more sales.
You communicate with your growing customer base, leading to a community of interested people around you
Some of those customers become your affiliates, bringing in direct business, links, and buzz.
This community spawns happy repeat customers who also enjoy the continuous pour of content you are providing
Some of those community members help build your content by contributing to blog posts, forums, Frequently Asked Questions, testimonials, etc.
And the cycle repeats itself

Find out more about how keywords can lead to a flow of new traffic and customers