Speaking of keyword research, it is indeed the life support system of online marketing. Though it involves some kind spying over your visitor’s search behavior, digging up such terms and phrases (and to target them correctly later on) is the most critical job for achieving higher search ranking. In short, keyword research is the study of your visitor’s search behavior that helps you to make a strategic marketing plan to increase your return on investment.
An accurate keyword research on the specific industry lets you understand and (even) predict the market scenario, including the shift in the demand and change of market trend. It helps you to understand the facts that motivate your visitors to become a buyer. Thus, you can come up with products and services that your visitors’ are actively searching for. This, in turn, will help you to increase your overall sales and market exposure.
However, you need to target the realistic keywords that help in the conversion in your niche market. And this is where the long-tail keywords come in use. For example, you have car repairing business and serve the local market. Will it be of any use to target for keywords like “Car Repairing” or “Car Repairing Service” to rank internationally?
Of course not, what you need is the top ranking in your niche market. This way, you are being specific to the market that you are serving and is also geo-targeting your potential visitors. Thus, “Car Repairing Service in Seattle” will be a better choice of keyword, if you are a Seattle based car repair company.
Another reason why I prefer long-tail keywords is the limitation in time and resource, at least in the initial phrase. They are specific, geo-targeted, and less competitive. In other words, it’s much easier to optimize your site with long-tail keywords that help you to obtain relevant visitors. However, there is no-way I am saying short-tail keywords are not worth investing.
They help you to gain a global exposure if you can manage to gain higher search ranking, but they are time-taking and expensive as well. The trick is to combine the short-tail keyword into your long-tail keywords strategically to pull amazing number of search per month. For example, “Car Repairing Service in Seattle” or “Cheap Car Repairing Service in Seattle” is a keyword that includes that much-searched short-tail keyword, nevertheless being more specific.
Never limit your keyword research only to your competitors’ website. They are important, but also focus on the most searched terms/ keywords in your Google Analytics. In addition, there is the traditional way of finding keywords – the online keyword suggestion tools. Also, communicate with your existing and potential clients through web chat, social media, reviews, and forums to find more such associated words or phrases for your products. All these sources will provide you with some keywords that ensure the maximum possible coverage for your product and services.