{"id":33105,"date":"2015-10-08T12:30:00","date_gmt":"2015-10-08T12:30:00","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2015\/10\/08\/how-long-tail-keywords-can-drive-traffic-in-organic-search\/"},"modified":"2019-08-01T18:26:15","modified_gmt":"2019-08-01T18:26:15","slug":"how-long-tail-keywords-can-drive-traffic-in-organic-search","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2015\/10\/08\/how-long-tail-keywords-can-drive-traffic-in-organic-search\/","title":{"rendered":"How long tail keywords can drive traffic in organic search"},"content":{"rendered":"<p><strong>There&#8217;s an old advertising slogan which says, &#8220;If you wish to capture someone&#8217;s attention, whisper.&#8221;<\/strong><\/p>\n<p>It seems counterintuitive, but think about how others respond when someone whispers. They lean in to ensure that they can hear clearly.<\/p>\n<p>The data-driven nature of the marketing cloud environment pushes the limits of customer privacy. But <a href=\"https:\/\/searchenginewatch.com\/sew\/opinion\/2428640\/7-ways-you-might-be-losing-out-on-search-rankings\">organic search<\/a> is inherently non-intrusive. It reminds me of whispering, while other marketing techniques can get in the customer&#8217;s face and scream their name.<\/p>\n<p>Clearly, a supportive approach is needed where marketing methods are naturally hand-offs in order for this organic &#8216;whisper&#8217; to transform into an engaging conversation and a positive customer experience in a cross-channel environment.<\/p>\n<p>A study from BrightEdge shows that organic search drives 51% of visitor <a href=\"https:\/\/searchenginewatch.com\/2018\/12\/21\/guide-google-analytics-confusing-terms\/\">traffic<\/a> for both B2C and B2B enterprises. This results in more conversions and a higher average ROI than any other lead-generation inbound marketing effort.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"center\" style=\"display: block;\" title=\"brightedge-stats\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/sites\/25\/cnt-import\/sew\/IMG\/775\/329775\/brightedge-stats.jpg\" alt=\"brightedge-stats\" width=\"668\" height=\"342\" border=\"0\" \/><\/p>\n<p>Why do consumers respond in such great numbers to organic search marketing? There are several reasons:<\/p>\n<ul>\n<li>Organic search is a customer-initiated event. It is never intrusive in its pure form. The logic is simple: organic search was launched because the searcher needed an answer to a question. If you did your SEO right, the answer will pop up in the search query results on page one, position one. Potential customers are happy after a positive customer experience is achieved. Your brand is the winner, and all you did was whisper in the customer&#8217;s ear.<\/li>\n<li>Additionally, organic search is convenient. Consumers can explore at their leisure. It&#8217;s not a marketing push event where we shove things in front of them to force their attention on the brand. Rather, it&#8217;s a marketing pull event where people can engage with what they want and ignore what doesn&#8217;t interest them. If your SEO is on point, interesting, and relevant &#8211; you win. You didn&#8217;t put spam in their email folder, or interrupt their favorite show or their social media conversations.<\/li>\n<li>When combined with paid search, organic search is an amalgam of content-driven and media-driven marketing messages with clear KPIs and ROI for both channels.<\/li>\n<\/ul>\n<p>While I&#8217;ve compared organic search to whispering, this doesn&#8217;t mean it&#8217;s effortless. In fact, it can take a good deal of vocal control to speak softly, yet carry a big stick.<\/p>\n<p>To help gain some perspective on the influential power of organic search, we can analyze the role long tail <a href=\"https:\/\/searchenginewatch.com\/2018\/12\/06\/what-people-search-tools-trends\/\">keywords<\/a> play in this form of marketing.<\/p>\n<h3>Long tail keywords: what and why<\/h3>\n<p><a href=\"https:\/\/searchenginewatch.com\/sew\/how-to\/2384399\/4-steps-to-modern-keyword-research-in-2015\">Keyword research<\/a> is the lifeblood of organic search. Long tail<a href=\"https:\/\/searchenginewatch.com\/2018\/12\/11\/related-keywords-tools-discover-optimize\/\"> keywords<\/a> are three and four keyword phrases that specifically apply to whatever you are selling.<\/p>\n<p>Whenever a customer uses an extremely precise search phrase, it probably reflects exactly what they intend to buy. Therefore, <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/15\/keyword-research-tools-free\/\">keyword<\/a> research must be done in consonance with your product team so that your company&#8217;s product can be discovered in an organic search rather than the product of a competitor, simply by optimal selection of long tail <a href=\"https:\/\/searchenginewatch.com\/2018\/08\/07\/seo-101-11-tips-you-need-to-know-when-you-optimize-your-site\/\">keywords<\/a>.<\/p>\n<p>Uniqueness is a significant quality to consider when selecting long tail <a href=\"https:\/\/searchenginewatch.com\/optimize-instagram-account-search-engines\">keywords<\/a> that support brand campaigns. How do you discriminate your product from those of your competitors?<\/p>\n<p>There are a lot of marketing clouds out there. Do you have a unique and catchy elevator pitch that describes your product, or perhaps some other form of media that differentiates it from the competition? Most importantly, does the brands&#8217; message align with your long tail <a href=\"https:\/\/searchenginewatch.com\/2019\/06\/03\/podcast-seo-tips-101\/\">keywords<\/a>?<\/p>\n<h3>The relevance of long tail keywords to the marketing engine<\/h3>\n<p>Every tool in the marketing toolbox has a message to deliver. Websites are created. Content is prepared. Audiences are segmented. Personalized messages are developed. Consistency and continuity of the marketing message in the cross-channel environment will make or break your campaign.<\/p>\n<p>We call it by a hundred different names as it passes through creative design, to website content, to blogs posted promoting the product.<\/p>\n<p>However it all comes down to saying the same thing: the agreed upon and relevant key phrases.\u00a0Long tail keyword phrases provide the continuity and consistency that is required to yield campaign success.<\/p>\n<h3>In conclusion<\/h3>\n<p>Long tail keywords drive organic search, and organic search marketing is valuable because this is where we begin the courting of the customer &#8211; gently whispering in their ear and encouraging them to lean in and hear the rest of the message.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Instead of screaming their messages at customers, marketers can benefit from the more subtle, understated organic search, which is driven by long tail keywords.<\/p>\n","protected":false},"author":1092,"featured_media":33106,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[115,1635,18301,100,723,17649,20,11939,26522,1336,102,22],"content_type":[27095],"class_list":["post-33105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-b2b","tag-b2c","tag-data-driven","tag-keywords","tag-kpis","tag-long-tail-traffic","tag-organic-search","tag-organic-search-engine","tag-organic-search-traffic","tag-organic-seo","tag-roi","tag-seo","content_type-news"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2018\/10\/ring-tailed-lemur-370x229-120x90.jpeg","category":"SEO","timeago":"10y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/33105","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=33105"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/33105\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/33106"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=33105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=33105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=33105"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=33105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}