Why “Long tail” Should Be Part Of Your Content Marketing Lexicon

Long TailImagine you just sold your huge country house and moved into a city condo.  You’ve got a cat that’s spent most of his time outside and now he’s relegated to the role of housecat.  Problem is, he’s used to scratching on every tree on your property and now all he has is your furniture.

What do you do?

Welcome to the world of long tail Internet search — the use of highly detailed keyword phrases in human speak to help you find exactly the source you’re looking for.  In this case, a nearby veterinarian who provides declawing services.

Now, your customers might not be such unfortunate new city dwellers but chances are they do have specific needs your products can fill.  Your answer to their problems can be found in the content marketing treasures of long tail keyword phrases.

Take this press release for example, and think of all the travelers booking trips for the London Olympics next month.  We’re betting a good portion is made up of those who love resorts and hotel spas.

Obviously, Spahub.com does, too.  Check out their use of the specific long tail keyword phrase, resort and hotel spas:

Spahub.com Lists Best Resort and Hotel Spas for 2012 London Olympics

The 2012 Olympic summer games are less than 100 days away and thanks to SpaHub.com, many travelers will be staying in style at the best resort and hotel spas London has to offer.

When it comes to finding the best resort and hotel spas in the world, SpaHub.com is the one-stop source for travelers who like to stay in luxury. Beginning July 27, the games of the XXX Olympiad will bring people from all over the world to London, and many of them have taken Spahub’s expert advice when choosing the perfect retreat for mind, body and soul.

London tourism officials expect about 900,000 Olympics-related visitors on top of the 1.5 million tourists London typically sees every August. But according to Spahub, travelers don’t need to sacrifice nice accommodations in order to join the masses to watch the historic summer games. In fact, if the tension of the games and the crowds get to be too much, Resort and Hotel Spas offer a variety of spa services for ultimate relaxation and rejuvenation.”

In addition to the long tail phrase resort and hotel spas in the headline, subhead and 1st and 2nd paragraphs, the release goes on to incorporate the phrase two more times.

Such specifics of search call for fine-tuning content marketing keyword glossaries.  Yet while many small business marketers do incorporate singular keywords into their online content, they are often missing the opportunity to capture customers who are ready to buy immediately.

These shoppers signal that intent with their highly specific search phrases.  It makes obvious sense to make it easier to for them to find your business.

To help you take advantage of long tail keywords in your press release writing, follow these 5 tips:

  1. Revamp your keyword glossary to provide more long tail variations of the general search keywords you are using now.  Google Adwords is a great resource for enhancing your keyword collection.
  2. Incorporate long tail keywords into your headlines, subheads, lead paragraphs and 2 other times in the body of your content.
  3. Avoid illogical keyword stuffing.  Remember consumers are not the only ones eyeing your content, Google is, too.  Overuses of keywords are red flags of blackhat SEO.
  4. Include location keywords in your long tail phrases (such as Spahub does with its references to 2012 London Olympics).
  5. Take Inc. Magazine writer Mike Mothner’s advice and use your long tail phrases to answer the question, “what products or services do you sell?”  You should also think in terms of how people actually talk — people don’t just look for veterinarians, they search for cat friendly, local veterinarians.

According to PEW Research, 78% of adults use the Internet.  Your ability to connect with the specific consumers interested in your products and services is dependent upon how you help them find you.  Use long tail keywords as part of your content marketing strategy and you’re more likely to see a spike in both visits to your website and sales conversions.

For more ways to use content marketing to boost your brand, check out our blog post, 5 Steps To Creating A Social Media Monitoring Strategy.