Let's face it, a lot of us can get lazy sometimes. When it comes to keyword research, a lot of times we just take a brief look at our favorite keyword research tool and go with whatever looks good and in high demand.

If a phrase has strong demand, we naturally think this is what our prospects are trying to find, learn or buy.

When searchers though begin searching, they don't always know what they're looking for. Think about when you've searched for something unfamiliar. Usually you don't find it on the first try. Much of the time, you and most everyone else on the Internet will type in some distant phrase and see what comes up hoping you will find a more descriptive phrase of what you're looking for.

With this fact in mind, look deeper into those research tools and find keywords with not as much demand. Try and think about it from the perspective of someone with absolutely no knowledge about what you do.

Think about it from the perspective of someone with a problem your products/services are meant to address.

Not only should you think about this for new pages, you should also review your existing pages and identify other more detailed keywords you can weave into your copy.

For example, if you offer exceptional winter outerwear, not only do you want to target 'sweaters' or 'winter coats,' you also want to think about 'coats for extreme cold' or 'sweaters resistant to wind' and others (...I know, pretty simple example but you get the idea).

Next, weave these 'long-tail' keywords into your copy. Most of the time, they'll integrate with your main keywords and actually present two keyword opportunities into one. Not only will Google pick up the high demand keyword, they'll pick up the extended version as well.

Remember though, you don't want to target too many keywords on one page. Doing so will dilute the value of each keyword you have. That's why you should try your best to combine keywords like we talk about more here.

And always remember this key point - search engine marketing isn't all about satisfying those hungry Google spiders with yummy yummy content.  Being successful online also requires you to understand your customers down to the most basic levels.

February 15, 2011

Stone Reuning is president and founder of SEO Advantage, Inc., an online marketing firm and website optimization company that helps businesses turn their websites into powerful lead and revenue generation tools.

Beginning with a focus on search engine optimization in 1999, SEO Advantage now brings a full multi-disciplinary approach to each client website. Clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services. Experts in SEO, social media optimization, online reputation management, and website conversions work hand-in-hand with small business owners and client marketing departments providing complete copywriting and creative web design support.

You'll find SEO Advantage referenced in books such as Writing Web-Based Advertising Copy to Get the Sale and the BusinessWeek bestseller The New Rules of Marketing & PR, as well as popular ebooks like The Small Business Blogging Blueprint.


Thanks for the post!

This was a good line of thinking, I for one use full phrases that are also quite specific when looking for solutions or products. This sort of SEO approach would then work when trying to channel ad results for a 'googler' such as myself.

On another note, one growing trend in finding these new search terms when a search engine optimizer might not even know what exactly they are looking for, is the use of social media content. By looking at which words (or 'buzzwords') pop up often in discussions, SEO can become quite effortless when looking at an abstract subject as long as it is being discussed actively.

As such I would highly recommend getting familiar with different buzzwords-detecting solutions, as they can help SEO professionals to find both obvious and less-obvious terms, as well as some of the words that help when building phrases mentioned earlier.

I just came across a blog post on SearchEngineJournal.com (http://www.searchenginejournal.com/is-long-tail-seo-really-seo/27906/) where the writer was defending the use of long tail keywords. I agreed with his stance that long tail keywords can help deliver a more targeted traffic to your site and help increase conversion rate. They shouldn't be the main focus of your keyword research, but you should include them.

Long tail keywords are the success of any SEO campaign. With how search engines respond to the way we search, and giving us more accurate searches everyday, people are searching more with long tailed keywords than every before, and you must find the ones that are right for you in order to succeed. Thanks for the article.

Do Long Tail Keywords for SEO

Great tip, thank you. Social media is certainly more important going forward. Finding buzzwords people use on Facebook, Twitter and other places is a great idea, I never really thought about it that way. But if someone's friend uses a term, they'll likely use that term to search for stuff on Google.

Will certainly look into your suggestion.


Will certainly check out that article...thanks for the link. Definitely agree they shouldn't be the main focus of SEO efforts but then again, many long-tail words I think do in fact include the main keywords in alot of them.

Great, thank you. For more check out our company blog at http://www.seo-e.com/

Its all finger int he air stuff and see which way the windoblows for me and react to what your oposite number are trying to do for the same keyword. It always helps to have a few new tricks up your sleave tho.

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Search Engine Guide > Stone Reuning > Dig a Little Deeper in your Keyword Research to Really Learn What Your Prospects Are Looking For