When researching keywords it’s quite easy to fall into the trap of finding high traffic keywords. For a new website this isn’t always feasible and is unlikely to give you the result you are after quickly.
When researching keywords for a particular niche long-tail keywords (keywords of 4 of more words in total) generally have a lower search volume and can easily be skipped when collating your list of potential terms, particularly by those less familiar with the ins and outs of SEO.
Although these long-tail keywords do offer little traffic they are often much more targeted and specific and can result in a higher conversion rate and you should really consider incorporating some of these into your campaign. Providing you select keyword terms that relate closely to the product or service being offered the potential client will see that you offer exactly what they are searching for and is more likely to convert that potential client into an actual client, as opposed to a general surfer.
As an example, a printing company may wish to target ‘printers’. Due to how competitive this term is there’s little chance of getting a top position without a mountain of cash to put into SEO and a few years to kill. A much better option, particularly for a new website, would be ‘full colour letterhead printers’ and potentially a region to get localised traffic.
Due to competition you are much more likely to get a position under ‘full colour letterhead printers’ than ‘printers’ and anyone searching for that term will see that you offer exactly what they searched for and is likely to stick around a little to check out your services.
Then it’s up to your website and sales copy to do the rest.
