What Are Keywords?
Keywords, sometimes referred to as key phrases, are the terms entered into search engines to get search results.
Basically, there are short phrases (1-2 words) and long tail phrases (3 or more words). The differences between the two are substantial and important when focusing efforts for SEO.
Short Phrases tend to convert less well than longer phrases, however if you rank well on the short phrases, they tend to bring greater traffic. Short phrases are the majority of web search terms used, as most people will go to Google, Bing or Yahoo! and search for "SEO" or "Search Optimization" or "Keyword". These terms tend to be vaguer and therefore bring fewer conversions on your website, but do bring more traffic because, more often than not, the short phrases are the ones being used most regularly. This type of term will still convert on your site but at a lower rate as they are very dependent on hitting the right customer, with the right pitch, at the right time. If you can rank well on the shorter terms, the increases in traffic combined with lower conversion rate can still bring high sales volumes as the conversion rate is still a ratio.
Long tail phrases tend to be higher converting terms because people are looking for more specific items. Terms like "SEO in Minnesota" or "Search Optimization Services in Minnesota" will generally convert well and are easier to rank for as they are more specific and are less competitive.
Longer phrases can never be left out and should actually be the primary focus of any SEO campaign while a site is being customized to target the shorter keyword phrases and further increasing traffic.
Using a good analytics package eliminates the guesswork that used to go into finding the proper keywords to target and validating efforts that were being made. Analytics allow for educated decisions to make sure you are always focused on which terms will convert well and are worth putting the proper effort into. Click for more information about our Analytics packages.
