long tail, short tail keywords

Long Tail or Short Tail Keywords? Which Is More Effective for Your Business?

What is the first thing that usually strikes your mind when you hear SEO? It’s KEYWORDS. Also, they are the texts that aid search engines provide relevant results for people looking for content or products.

With the tools available on Google and other search engines, keyword research is helping to understand the keywords used by users and give them the best results possible.

So, for any business to be popular and get more traffic, keywords selection, and proper utilization help a lot. At the same time, businesses should move forward with a smart and broader outlook while choosing keywords.

Factors like business goals and needs, current market trends, target groups and the popularity of keywords must be considered in the process.

But this is where people businesses often find themselves in a state of confusion. At this point, it is vital to have some basic information like what long tail keywords and short tail keywords are? What are their functions? And which one suits your business?

How short tail keywords and long tail keywords differ from each other?

As their names suggest, the former are short and the later are comparatively long. But broadly, each of them has a definition and has varied importance in terms of how they affect businesses.

Short Tail Keywords

  • Short tail keywords are usually less than three words. They are most often searched when compared to Long tail keywords. They are also called as short heads.
    They are the words that strike your mind when you want to search for something on the internet. But short tail keywords are not specific and include broad search results. There is no doubt that these keywords draw a lot of traffic to your website.
    Due to their less specificity, there are greater chances of driving wrong traffic to your website. In most of the cases, conversion rate seemed to be low even if there is a great traffic.
    Talking about the competition, it is intense for these keywords. There is greater bidding and more people using them. It affects new businesses in the market.
    It is not surprising that short tail keywords demand greater investments because of the demand from competitors form the industry. Because it is the conversion rate that matters to a business at the end of day, short tail keywords are less effective considering the above factors.

Long Tail Keywords

  • Long tail keywords on the other hand are characterized by more words. They are not widely used by businesses and involve less competition in terms of bidding. They prove to have more advantages than short tail keywords.
  • They do not bring huge traffics because of the fact that they are specific in nature. They provide search results that may be comparatively accurate and with less fuss.
  • For example keyword like “SEO services in Hyderabad” is more specific than “SEO services” and the user gets relevant results that could cater to their requirement.
  • The traffic that your site gets through long tail keywords shows greater chances of conversions. Since they know the purpose of their search, they soon can become buyers of your products.
  • Because of the length and less competition, the page ranking and ad ranking of businesses will always be high.
  • Though they prove to be favorable for digital marketers, it is important to understand the markets and find long tail keywords. With keywords still being the major contributors of success in social media marketing, you can always outsource this work to a social media agency or a digital marketing services company.

Hence, if you are new in the industry and not ready to invest huge amounts, Long tail keywords are the best. But balancing is always better than too much or too less. Businesses should balance the use of short tail keywords and long tail keywords to ensure a safe position in the market.

SEO strategy for business

Here Are Some Common SEO Mistakes That Affect your Business

What is that one important factor in digital marketing you wouldn’t want to miss? The answer would be SEO. In fact, marketers consider it as a vital aspect that contributes a lot to the exposure and branding of their businesses online.

A properly executed SEO strategy for your business lends good results and ensures a high return on your investment and time. Not only a value for your money and efforts but also a clear insight into customers and targeting using tools based on new technologies.

But the SEO journey for many businesses does not go as expected. Considering the time SEO demands to show expected results, marketers often look for shortcuts and tend to ignore some important aspects. It’s never too late

Often, these little things become bigger mistakes and have a bad effect on your business popularity and search results.

Here is a list of some common and SEO mistakes to be avoided to reap good results with your SEO strategies.

Neglecting older Content

You must have developed some beautiful content for your website in the past. Often when new content is added, the older ones are ignored or given less importance.

But keep in mind that whatever has been posted earlier still matters and accounts search engine rankings.

Make sure that you review older blogs or other content and update them. Search for new popular keywords and make necessary changes. It also allows you to boost the best performing content and remove the least popular ones.

Wrong Keywords

While it is important to do a keyword search and select popular keywords, it is equally necessary to see their relevance to the business and the audience.

A common mistake people commit while choosing keywords is they incline more towards sort tail keywords and totally ignore long tail keywords.

You need to have people and their needs in mind while choosing keywords. When people are willing to buy or consume a particular product, they use long tail keywords, i.e., they specify the details.

So, smart keyword selection is the pillar for easy search results. So be careful and do not waste your valuable time and money on optimizing wrong and irrelevant keywords.

Ignoring title Tags

Your job does not end with finding the right keywords and using them in your blogs and other content forms. Most businesses forget about the importance of titles and Meta tags. Optimizing these two accounts for a good result with search engine crawling.

Google uses these tags to understand what your page is about. So, your company’s name is not just enough for SEO. For example, instead of “Hockystick Media” write “SEO services in Hyderabad– Hockystick Media”.

So make sure you do not leave any non-optimized page. It costs you your time and efforts. It also makes it easy for Google to index your page appropriately.

Not Updating Information

No business can forget about the local SEO. In fact, people look for products that are easily available for a time that is locally available. When someone searches for a specific product, the local SEO gives the search results based on the contact information or address available.

If you fail to make the demographic information and update your contacts from time to time, there are enough reasons for search engines to ignore your page. Also, Google looks for reliability and credibility of the contact details and address of your business. So, it is always better to maintain consistency across platforms.

Apart from which avoiding keyword stuffing usage of duplicate keywords, ignoring external and internal links are some of the common mistakes which can show a negative impact even if other strategies are on point.  

But, it’s never too late. You can always correct these common mistakes and come up with robust SEO strategies for your business.

digital marketing company

How to Engage Your Audience Without Spamming Them?

“Identify the target group, keep them engaged and get conversions”. This is what digital marketing is all about. Well, it is easier said than done. Engaging your audience is the crucial part of your business.

Though you have all the resources and good content, there are certain problems that can change the game. You may not get the results that you are looking for. In many cases, you may lose the interest of your audience or end up being a spammer.

With an increasing number of spammers and fraudsters, even the good companies can end up in the spammer’s list. With growing competition, factors like these can affect your business badly.

So, using email-marketing as your marketing tool is not really easy. Getting a negative opinion takes minutes. But a mindful strategy provided by a digital marketing company can put you out of the danger of losing the interest of the audience.  

So what can be done to keep your audience engaged without losing them?

Here’s a list of things that you can do to avoid losing your audience:

1. Keep an Eye on the Popularity

There are a number of tools available to determine your scores and website popularity on the internet. If your website has bad scores and reports, your content cannot make it to the audience inbox.

Best way to maintain popularity is to be active on social media. With entertaining and innovative ideas you can get to your customers and keep them engaged. Even if you are a new business, you can get the best social media services from a top social media agency.

2. Play Safe

It is also important to make sure that you send the emails to those users who agree to receive emails. So, to not annoy the users is the key. Get their permission, comply with the rules and cater the best email content you can.

In this aspect, PPC ads are a perfect idea. Get PPC management services from a top digital marketing agency. These are the most popular advertising tools with many advanced features that can put your ads on the right channels and avoid the risk of personal inbox spamming. Also, a digital marketing company follows the privacy policies and comply with the internet’s rules and regulations.

3. Personalized Experience

Personal experience matters a lot when it comes to gaining the interest of the audience. Make them feel that the content is made for them. At the same time, avoid lengthy content. This can be as dangerous as spamming. All that they look for is an understanding of your business. Sometimes, they only look for what they want.

4. Get It Done by the Best

If your goal is the keep your audience engaged, take the expert help. Best digital marketing company aids you in following the right marketing techniques and getting the desired results. They help you maintain consistency and give personalized experience to your audience. They also take the feedback and use data analytics to determine your rank and performance. Moreover, the personalized experience that was discussed earlier can be possible with experts.

Get exactly what your business needs to retain the audience. Hire a digital marketing services company that aims at providing the right strategy and services for your business.

Some Black Hat Techniques (for SEO) Needn’t Be So ‘Black’!

In July this year, Gary Illyes, Webmaster Analyst at Google dropped a bomb on the SEO world. He said: “We’re going to go back to the kind of ranking algorithm we had ten or so years ago. This is probably going to shock a lot of people because it’s inclusive of what we’ve called Black Hat tactics”.

Well, we have to read between the lines. You are still advised to use White Hat SEO. However, some tactics that were considered as vintage ‘Black Hat’ techniques before are not penalised by Google algorithm now. What are they – we will discuss later.

What is Black Hat SEO?

According to Wordstream, “Black hat SEO refers to a set of practices that are used to increase a site’s or page’s rank in search engines through means that violate the search engines’ terms of service”. So essentially, Black Hat techniques are unethical ways of optimising websites and mainly used by computer hackers, virus creators and those who carry out illegal actions on the computer.

Through Black Hat SEO,  you may see an increase in site traffic initially. But in due course, your site may be badly affected and you see a rapid drop in site’s ranking and traffic. There is even the fear of your site being banned or completely de-indexed from Google and other search engines; and you have to start all over again from scratch.

So in general, Google’s Webmaster Guidelines and Bing’s Webmaster Guidelines have denounced Black Hat tactics and strategies. 

What techniques come under Black Hat SEO?

In late March 2016, the researchers at the Imperva Defense Center investigated a sophisticated SEO campaign  that was successful in upping the rankings of certain websites consistently. The finding was interesting – among other techniques, they used extensive Black Hat techniques like SQL injection, comment spam and exploitation of thousands of third-party applications and websites.

Google and other search engines constantly update their algorithms so that such websites are penalised. Below we have listed some key Black Hat techniques that should be avoided:

  • Content Automation
  • Doorway Pages
  • Hidden Links
  • Negative SEO
  • Keywords Stuffing
  • Sneaky Redirects
  • Cloaking
  • Paid Links
  • Blog Spamming
  • Comments Spamming
  • Guest Posting
  • Duplicate Content
  • Link Manipulation
  • Auto Generated Queries to Google
  • Duplicate Domains and Sub-Domains
  • Web Pages with malicious content.

The Big Question:  Can You Ethically Use Black Hat Techniques for SEO?

We can, however, work around some of the Black Hat techniques mentioned above to make them ethical. Let’s see how that can be done.

IP delivery: You can create specific localised content to offer to a country specific IP address.

Redirect 301: All out-dated content can have a 301 redirect to a new webpage or your homepage.

Micro sites: Use popular short-term keywords to create micro sites. These sites can be abandoned later on.

Cloaking: Heavy flash animations can be hidden from Google and you can simple display the text-only version for easy accessibility and search-ability.

Keyword stuffing: In SEO, keyword stuffing is unethical but you can do this ethically. The process is known as folksonomy, wherein your user does the tagging. It also includes social classification and social indexing where more meta data is created with more and more keywords acceptable to search engines.

Hidden text or CSS pagination: Another ethical way to use Black Hat SEO is to create CSS-based websites with JQuery effects, such as CSS pagination – which help to display few content portions and hide a large text portion in layers.

Scraping: You can create similar or mirror websites of your website.

Page jacking: Though duplicate content is a strict “NO” in SEO, a popular Black Hat technique in an ethical way is to offer your website content under a creative Commons License with attribution.

False headlines: If newspapers can do it, why not Black Hat SEO? You can use deceptive headlines in your website content to grab attention and increase traffic. But do not overdo it.

Blog links and Blog spam: Create a network of legitimate blogs with backlinks to your site. These should be quality blogs. For blog spamming, install a WordPress blog without Akismet spam protection and add few posts to it. Now when spamming of comments start, parse the comments and publish only those which have keywords related to your site. Rest, you delete it.

Brand jacking: Positive reviews work but do you know even bad reviews or false reviews work fine for your website’s performance? Create a page for bad reviews of particular products or services and let consumers voice their concerns.

Automation of Tweets:  Twitter automation is not wrong but should not be done in excess. You can automate repeating and rescheduling of tweets and RSS feeds for your website and blog.

Doorway Pages: It is wrong to create a page with lots of keywords so as to make visitors enter the page and then automatically redirect them to a separate page. Rather, create a page with relevant and rich content. The doorway pages can be interesting pages that redirect to the main landing pages.

Paid links: It is unethical to pay to get links published in articles, blogs or advertisements that rank high on search engines. But when you buy links or sell paid links, the ethical practice is to include “nofollow” on the links. The links then appear just like proper ads to users and search engines.

Conclusion

Black Hat techniques are like the Sirens in Greek mythology – deadly attractive. They give your site immediate gains for some time but soon, Google and other search engines penalise your site and push it down the rankings to obscurity.

So the safest bet is to have patience and work on the SEO of your website gradually through White Hat techniques. You may also use tweaked Black Hat techniques as mentioned above. 

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Google is Becoming More Visual on Mobile

On Sep 15, Google announced through Google+ that it has introduced ‘new, more visual mobile search results at your service.’ Look at the screenshot below.

google-key-2

For any given search query, the results appear as thumbnails on the right of the search results page on the mobile screen. Google has been testing this feature for some time; we have often seen that more than half of the search results on mobile have thumbnails.

This means that websites should ensure they have good thumbnails that Google can display for different queries related to their products and services. This is an important to-do action item from SEO perspective. From all such innovations, we see that Google is tending towards a more visual search results page.

 

Google Will Penalize Your Website If It Has Interstitials

Google has reiterated its resolve to discourage websites with pop-up and interstitial ads.

Per a recent blog post, from January 10, 2017, such websites will be penalized and their rankings will come down in SERPs (or Search Engine Result Pages).

This is what Google says: Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller… This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.

Here are some examples of techniques that make content less accessible to a user:

  • Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
  • Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
  • Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

By contrast, here are some examples of techniques that, used responsibly, would not be affected by the new signal:

  • Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
  • Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.
  • Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.

Of course, there are exceptions like the interstitials that ask a user to install a mobile app. This is necessary and Google is not going to penalize it.

However, remember, this new signal to identify pop-up or interstitial ads is just one of hundreds of signals that are used in ranking. The intent of the search query is still a very strong signal, so a page may still rank highly if it has relevant content.

 

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