What Is Short-Tail Keyword

What is Short-Tail Keyword -- Online Marketing Outsourcing

One of the most important part of search engine optimization is knowing what keywords to use and how to use them. All internet marketing outsourcing companies know about this and have done comprehensive research on the relevant keywords they have to use for every online marketing technique they implement – be it in content, ads, blogs or other marketing media. As most SEO experts will attest, keywords are critical in getting high ranking with major search engines.

For every SEO campaign, efforts will start with an extensive keyword research and analysis in order to identify the relevant keywords that will play a major role in achieving search engine rankings, increased site traffic, etc. During such research, search engine optimization professionals are bound to encounter two keyword terms – short-tail keywords and long-tail keywords. These two words need to be understood clearly and what impact they have in SEO campaigns.

Short-tail keywords are more generic – with a much broader scope. A short-tail keyword is 1 to 2 word phrase. Such short phrase may refer to a very broad subject or topic. In SEO terms, short-tail keywords will generally be difficult to rank in search engines due to lack of specificity.  They are widely used in the many websites running across the internet, and search engines are having difficulty deciphering which pages should rank for such widely used keywords.

To better illustrate and understand, finding a short-tail keyword for a law firm specializing in divorce, based in Chicago that is trying to attract customers within a 100 mile radius of its Chicago location, will lead to “attorney”, “Chicago attorney”, among others. If you key in the keyword “attorney” in Google search box, it will return with about 374 million global results. Doing the same for “Chicago attorney” will yield about 212 million global results. While these results could mean great traffic, the problem lies in making the keyword on your website rank with Google’s first SERP.

Short-Tail Keyword -- Internet Marketing Outsourcing

Internet users and consumers usually start their search for a product using short-tail keyword. When one doesn’t find the specific product being searched, more specific words will be used to help get the page wanted and needed up in the search engines results page. When you become more specific with your search, your keywords become longer and more targeted.

It will be more difficult and costly to survive the competitive market by using short-tail keywords. With many sites using the same, it will be difficult to guarantee fast ranking with search engines without investing so much time and money in building such keywords for your site or brand. Your site will definitely be included in the SERPs, but the question is which page will your site be?

Like search engine rankings, the conversions on short-tail keywords are not as high compared to more specific or long-tail keywords. This is because a searcher using a generic keyword to search for something will not likely stop with the search until they find the specific result. And to achieve that, the searcher will likely end up adding words to the broad keywords that will indicate specific qualities or characteristics of the item being searched for.

As such, search engine optimization specialist from online marketing firms would rather exert their effort using long-tail keyword as their primary keyword to easily rank websites, and then use short-tail keyword as secondary keyword to somehow help in increasing site traffic, site ranking and the much wanted conversions.


What is Google Authorship and How Does it Affect Ranking?

 

Authorship

Google authorship or agent rank refers to that method developed by Google, wherein web content producers could verify their identities with Googles’ Author Verification and connect their content anywhere on the web with their Google Plus profile. Its aim was to weed out content scrapers who take an original content of another author and post it on their (scrapers) site as their own. In many cases, the original author is outranked by the content scrapers in search results.

Many internet marketing experts considered the move an excellent way to build their online presence and reputation as authors who verify their identities with Google could get a snippet enhanced search result with their author profile photo and a link to their Google Plus profile, number of Google Plus circles they’re in and a link to more of their related content. This means that the content is bearing some sort of an author’s signature indicating authorship of such content.

There are certain instances that when a specific author’s article was clicked by a user and the user stayed in the author’s page or read through the end of the article, once the user click the back button, other reading materials written by the same author will be shown on the search result. Those articles do not belong to just one website, it showcases different articles from different websites which the author has made a contribution to. This just shows that once an author have substantial materials, Internet users shows engagement, find the article informative and trust is created.

Google found a way to reward verified content authors by inserting additional images and links into search engine results for their work. Such enhanced results generate a higher click-through rate as against traditional results mainly due to three factors – Visibility, Placement and Trustworthiness. Internet marketing experts will no longer have to worry about their content being stolen by other sites. Their content or contents bear their authorship.

 

Agent Rank -- Outsource Internet Marketing

 

But how does Google Authorship affect the site’s ranking? To date, the use of Google Authorship in search has not really made a significant mark yet. In essence, Google allowed verified authors to publish their contents with their photo and profile and a link to their Google Plus page. What this has done to some authors is it helped increase their CTR and showcased other works from different websites.

However, some experts consider Google Authorship as not one of the prime signals that determine search rankings. In other words, Google Authorship is not one of the 200+ direct ranking factors just yet. Agent rank though is included in the social signals and social signals happen to be one of the 200+ prime factors in search engine ranking. This means that while Author rank is not an algorithmic factor, it is a strong factor in their social signals, which are used by Google and other search engines to weigh search results. Google has not attained yet such signals that would identify high quality authors. In short, Google Authorship still has its effect in search engine results ranking, even if indirectly.

In conclusion, Google Authorship or agent rank can affect search rankings through the social signals factor. Authorship becomes an important social signal because it allows Google to attach those signals to an individual, not just a web site. The effects are rather minimal compared to the effects of direct factors such as backlinks. Under this scenario, web authors should strengthen and enhance their contents for social media in order for Google to recognize their social signals as an indicator of high quality author.

But how does Google plan to use author ranking in the near future? Nobody knows the answer to that question as of yet, so online marketing experts across the globe should start building up author rank.


Internet Marketing Outsourcing for More Customers & Increase Profit

 

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What is Long-Tail Keyword

 

What is Long-Tail Keyword -- Online Marketing Outsourcing

 

Every SEO or webmaster knows of what role keywords play in optimization. When writing relevant and compelling content for a site, it has to use relevant keywords so that search engines will be able to rank the site accordingly. Online marketing outsourcing companies place similar importance to keywords when they create their ads or other online marketing materials. And that’s because search engines locate sites according to relevant keywords used by the internet searchers.

But what are long tail keywords? How do these keywords impact optimization of a site? Long tail keywords are a type of keyword phrase that has at least three to as many as six words in the phrase. This type of keywords is used when the website wants to refine search terms to the web page. In other words, these are the keywords used by the searcher when looking for highly specific information.

Like regular keywords, long tail keywords are used to define the contents of a web page and what the website owner wants to be found by the search engine crawlers. These keywords like the regular and normal keywords aim to get the website on the SERPs. But unlike the regular keywords, long tail keywords are highly specific and tend to draw less traffic for the website. What long tail keywords tend to draw is more quality or targeted traffic that will in all likelihood lead to more conversions than the normal keywords.

When used in PPC bidding, long tail keywords are more cost-effective as there are not as many people attempting to place bids on such keywords for PPC ads on SERPs. And this is important for small or startup internet marketing outsourcing companies. If the target is more specific, the chances of achieving the desired conversion run high at a lesser cost.

When visitors use long tail keywords, they are being specific and accurate about what they are looking for. When a visitor wants information on ‘blue suede shoes’, it is more logical to put the entire phrase instead of just using ‘suede shoes’ or ‘blue shoes’. Long tail keywords in effect filter out the search to be confined to the specifics dictated by the search. It is therefore, important that internet marketing outsourcing specialists have a good knowledge on long tail keywords that they should use in their internet marketing campaigns.

 

Long-tail keyword -- Internet Marketing Outsourcing

 

The main reasons why a business should focus on using long tail keywords are:

  • They can easily rank in search engines
  • There is less competition
  • They will not be present in keyword database because search volume is very minimal and therefore not many website owners or publishers will use them
  • They can boost targeted traffic
  • They can boost conversion

To be successful in using long tail keywords, internet marketing outsourcing companies should know which long tail keywords are actually searched for on the major search engines. And to be able to get that information, they need to do some research to find which long tail keywords that will likely produce quality traffic to your site. Some steps that can be done to find long tail keywords are:

  • Through brainstorming. Step into a user’s shoe and conduct an imaginary search or ask friends and relatives to suggest long tail keywords if they were to search for specific products.
  • Competitor Analysis. Check competitor’s product page and find what long tail keywords they have used.
  • Check your log files for long tail keywords. Your log files should show what long tail keywords people have used to find your website.
  • Use Google Adwords. Since Google is a major search engine, you might want to look at a monthly search volume of the long-tail keyword you have in mind to ensure that there are searches being done by internet users.

Long-tail keyword is specific, targeted, less competitive, and converts better than general or short-tail keywords. If you have a newly established website and wants to make good branding and impression, then, using long-tail keyword in search engine optimization effort is your best choice to rapidly appear in organic search. The same route can be taken by businesses who have old websites to boost ranking.


The Importance of Keyword Cannibalization

For any search engine optimization company, the issue on keyword cannibalization should be met with the same importance as what you give to other SEO related concerns like keyword stuffing, broken links, use of the same anchor text multiple times, etc. Without fully understanding the threat posed by keyword cannibalization, one will never realize the detrimental effects it has on the site’s ranking.

Keyword cannibalization occurs when the pages within your site battle against each other for specific keywords. Having multiple pages targeting exact same keywords is like eating the chance of other pages to achieve rankings. In most cases, this is done by SEO company unintentionally and without realizing that keyword cannibalization is already killing the other pages within the site, thus affecting the overall ranking of the site.

Search engine crawlers, when faced with a situation where multiple pages appear for a single keyword entry, will not crawl on all pages (no matter how many they are), but will only choose one (out of say ten pages) with the best relevant content. The remaining 9 pages will be totally scrapped. When this happens, the search engine optimization efforts you have painstakingly integrated into those pages will be lost including potential clients, unique visitors and returning visitors.

To best appreciate the impact of keyword cannibalization on SEO efforts, the following lists down the rank-boosting features lost with keyword cannibalization as explained by Rand Fishkin in an SEOmoz article:

  • The value of internal anchor text on one target is diminished by spreading out to multiple different pages with the same subject.
  • The value of content quality will be compromised. Instead of having a single page with the best content to attract links and referrals, you end up having multiple pages of lesser content value.
  • The value of the external link is not consolidated into one page but rather spread out in many pages within the site.
  • A single page with good conversion rates performance is always better than multiple versions with low conversion rate performance targeting the same traffic.

 

Importance of Keyword Cannibalization -- Online Marketing Outsourcing

 

Having understood the impact of keyword cannibalization, one can focus on implementing ways to prevent or avoid keyword cannibalization. Instead of targeting the specific keyword on every page, the pages are geared on unique and relevant variations of keywords (i.e. women’s sunglasses, men’s sunglasses, kid’s sunglasses) with all of them linking back to the original or main page for the specific keyword targeted (sunglasses). This makes it easy for search engine spiders to determine, detect and identify the most relevant page for every query. Not only will this be valuable to search engines but it will also give a better user experience and a more organized information structure.

In case keyword cannibalization is already existent on your site, the best way to counter it is to implement a 301 on every ‘cannibalized’ page to a single version. This will ensure that your site visitors will get to the right page. Additionally, the link equity and relevance built and established over the years will direct search engine spiders to the most relevant and highest-ranking page for the query.

You can ask your search engine optimization team or your SEO service provider to check on your website’s keyword cannibalization status and make necessary changes if there’s any. The immediate repair of website pages targeting the same keyword will avoid search engine robot confusion in crawling your pages and will rank your website accordingly. Also, Internet users will find ease in navigating your website that could increase website traffic.

After correcting keyword cannibalization mistakes, your SEO efforts will be more effective and efficient because you have elicited one major factor that greatly contributes to any drop in website ranking.


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