Before the instructions for a successful keyword search are dealt with, the distinction between good and bad keywords is made. An online retailer who sells gifts for men choose the keyword “gifts for men”, which is theoretically perfectly correct, but in practice less well received by the searcher. The question is whether the target group is actually looking for “gifts for men”. The answer is rather no.
The keyword “gifts for men” is a Head Tail Keyword, which is not commercial. Even if it could achieve a high search volume, the number of connections would be extremely low because this keyword is too inaccurate. The keywords “valentine gifts for men” or “birthday gifts for men” do not represent a suitable alternative either, because they do not indicate which target the searchers are aiming for, because they are not a commercial keyword. If the individuals want to make a purchase, they will rather enter the keywords “buy gifts for men” (commercial keyword).
Online merchants who only rank their shop for the term “gifts” by no means address their desired target group directly. The keyword research thus aims at a precise formulation and exact alignment of the keywords.
In general, the principle applies: “The more general a keyword is, the greater the number of suitable pages Google will find”. At the same time, this leads to enormous competition. As a result, the online retailer’s chance of getting to the first page, who only ranked his shop after the keyword “gifts”, drops considerably unless they list with a business directory. Therefore a keyword, which describes the respective offer of the side as exactly as possible, should be the main goal. However, it should be a commercial keyword. In this way, entrepreneurs reach their target group with significantly less effort.
In order to find suitable keywords, the knowledge of the correct keyword type is absolutely necessary. At times, long tail keywords dominated search engine optimization. This is partly due to the small number of competitors. That is why an SEO Agency can quickly move up to the top rank of search queries. However, the problem with long tail keywords lies in their search volume. A search volume of 100 is not enough to be successful with a website. For this reason, an optimization of similar long tail keywords and related texts takes place using different keywords. Therefore it is not recommended that a page presents five individual web pages with the same topic but optimized with different long tail keywords. This increases the search volume.
However, as any company providing SEO Services will tell you, this strategy has had its day. Google is now extremely clever and recognizes these tricks. This strategy came to an end at the latest with the so-called Panda Update. For this reason, website operators rank only as a single long tail keyword, which however reduces the search volume.
The following overview summarizes the disadvantages of long tail keywords.
- Latest updates prevent Google ranking of different pages on the same topic.
- The search volume is extremely small.
- Contributions of inferior quality have a negative impact on the authority of the website.