With over 50% penetration of the global population, the Internet is the single most important medium for reaching people today. You can make your brand visible in front of at least half the world’s population online. All you have to do is make your content available to your target audience and watch your business reach the highest level of success.
Had it been so easy to gain online success, you wouldn’t have been here reading this article. Think about it.
So, what’s the catch?
The answer is plain and simple- Watchwords.
Watchwords and specific words and phrases relevant to your products and are strategically placed in the content. These watchwords are what your target audience uses to search for the products and services that you offer. Optimize your content around the right watchwords so that it boosts the ranking of your page, thereby making it easier for your potential customers to find you on search engines.
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What Are The Different types of Watchwords Used in SEO?
Online success and SEO go hand in hand. And watchwords ensure the success of your SEO strategies. You can nail your SEO with the right watchwords and let organic traffic pour in your site. More views indicate higher search engine results, which in turn brings more conversions, thereby increasing your ROI eventually.
You can reach a broader set of audiences and increase your chances of conversions using a variety of watchwords in your content. So, let’s take a look at the four most crucial types of watchwords marketers should include in their pieces of content.
1. Long-Tail keywords
Long-tail keyword searches recorded a click-through rate of almost 5% higher than generic searches. When your searchers use long-tail keywords, they are usually looking for specifics. And your content should reflect this. The users expect more specific and more updated content as their keyword gets longer.
Let’s say you offer academic services online. So, the relevant long-tail keywords for your website would be:
- Assignment help in Australia
- Primary assignment help in Melbourne
- Chemistry assignment help in Texas
- English assignment help for undergraduates
As you can see, the long-tail keywords are at least three to four words long. There are some misconceptions that shorter search queries have higher search volumes. Here are some examples of long-tail keywords that have high monthly search volumes.
When your target audience uses long-tail keywords, they know what they are looking for on the Internet. For instance, let’s say your website deals with only short keywords such as ‘little black dress’ and ‘LBB.’ So, your website won’t come up on the search engine results if your audience searches for ‘little black dress with sleeves’ even if you have the product on your site.
How to integrate long-tail keywords in content?
Define the purpose of your content
Different pieces of content serve different purposes. For example, email content promotes your products and provides value to your clients. Social media content, on the contrary, encourages your followers to share your content. Understand the purpose of your content and integrate the long-tail keyword naturally.
Understand buyer personas
A buyer persona is a representation of your specific audience you would like to attract to your site or blog. Keep these buyer personas in mind while using your long-tail keywords to make sure you don’t create content for the wrong audience.
Research the keywords
Long-tail keywords have lower search volumes. But, they usually have higher conversion rates than generic keywords. Research the keywords to make sure you use only the most relevant ones in your content.
Unlike other keywords, long-tail keywords are easy to rank and implement since they have lower organic competition. The search volume of these keywords is also smaller, thereby increasing your chances of conversion.
2. Short tail keywords
Short tail keywords account for almost 70.87% of total keywords used in content and consist of one or two words only. These are generic and you can integrate these into all types of content. Let’s say a user types ‘noodles’ into a search bar. So, what exactly is the user looking for? Does the user want to know recipes related to noodles? Does he/she want to buy noodles from a nearby eatery?
As you can see, a short-tail keyword isn’t specific and doesn’t really tell you the exact purpose. Your website may land a spot in the search results with these short keywords and yet gain zero conversion rates along with comparatively low revenue. After all, your content may not provide what your searchers are looking for because one short-tail keyword can mean a lot of things.
Here’s what you need to before using short-tail keywords?
The shorter the keyword, the higher its search volume will be. Each short-tail keyword consists of an impressive volume. That means you are most likely to drive a lot of traffic to your website using those keywords.
Conversion Rate= Low
The low conversion rate is the most annoying thing about short-tail keywords. Let’s say you got 10,000 searches and 100 clicks on a short-tail keyword. So, your conversion rate would be nothing more than two customers.
You can’t really target a specific group of people with short-tail keywords. People may search for coffee, but you can’t figure out what do they specifically need.
Using only short-tail keywords has both pros and cons. The pro is that you can drive tons of traffic to your website. However, you may not be able to convert the website visitors into paying customers. So, it is always recommended to use a smart combination of both short-tail and long-tail keywords throughout your website.
3. Mid-tail keywords
By now, you must have understood that both short-tail and long-tail keywords are important for content or a website to rank high in the search engine results. But, how to balance both these keywords for the optimization of your content? That is when we need mid-tail keywords to create a balance between long-tail and short-tail keywords. Let’s say a short-tail keyword is ‘coffee,’ and a long-tail keyword is ‘buy coffee in New York.’ So, the mid-tail keyword would be ‘buy coffee.’
Mid-tail keywords are perfect for users who look for quick information on Google. But, they may not be interested in reading pages after pages of search results, or they may not be ready to convert yet. These keywords are great because they are more specific than the short-tail keywords but have more search volume than long-tail keywords.
What is the importance of mid-tail keywords?
- Mid-tail keywords are basically the perfect sweet spot between long-tail and short-tail keywords. Yes, it takes quite a lot of time to get the pages targeting these keywords to rank well. But, these keywords can make all the difference between users seeing your content or missing it.
- You can learn more about your potential customers while researching mid-tail keywords. Thus, you can generate the right type of content that would interest your target audience.
- Focusing on a mid-tail keyword on one piece of content can let you invest all of your time and effort into that one piece of content, which is considered quite effective. So you don’t have to take a look at multiple pieces targeting different types of keywords.
It is important to understand what your target audience is looking for online. Mid-tail keywords can help you understand the intent of the search. You can customize your content accordingly. Using mid-tail keywords increases your chances of being visible on search engine results for similar queries.
4. Branded & non-branded keywords
Both these keywords are meant for people who are already aware of your brand. So, they type your brand name into the search box and that becomes a branded keyword. They may want to purchase a product or know more about your services. Though your customers already know your product, they can still be hesitant about whether to opt for your services or not. So, you have to work with the branded keywords and push your brand to the top of search engine results.
Let’s say you type ‘Apple’ into the search query on Google. And you are most likely to see the following results:
Google could show different pictures of apples (fruit)as well. But it showed the company. It is because Apple used the right SEO strategies and worked on its branded keyword to reach the top spot and remain there.
Non-branded keywords do not have your brand name, but they do tell your audience about the services that you offer. You can use these keywords to attract customers who aren’t yet aware of your brand but might be interested in the kind of services you offer.
Let’s say you run an academic company. So, the relevant non-branded keywords would be ‘essay writing services’ or ‘assignment help Canberra.’ These keywords tell your audience directly about the services you provide without mentioning your brand.
Optimized SEO is mandatory to make your website more visible to your target audience. And using the right types of watchwords is the key to achieving online success. Focus on the needs of your potential customers while choosing the keywords to integrate into your content. Make sure the keywords are relevant to your products and you will end up with the right customers eventually.
About the Author
Samantha Lewis is a content developer at a reputed firm in the United Kingdom. She also offers assignment help at MyAssignmenthelp.com. Samantha loves to spend time with her daughters whenever she is free.