Do you know how to get better search results? As the entrepreneur of your business you know your target audience. At least that’s something that we assume. But……. are you also familiar with how your target audience is searching for your brand, products and services? Are you defining the keywords from your own perspective or from the consumers perspective? Which search terms do your consumers use when using Google and YouTube to find you?
While people are searching more and more videos on YouTube and consume more visual content through both Google and YouTube it is essential to be present in both channels. You can achieve this by optimizing your search terms for both Google and YouTube.
Most of the time the buying cycle starts at Google or YouTube and therefore you should know which keywords and search terms your consumers use for getting the answers that they need. In our previous blog about Hero, Hub and Hygiene content we already discussed how you need to be present on YouTube. We will now dive into Google and help you to improve the way you use your search terms and your SEO – Search Engine Optimization.
Why search terms are so important for Google?
Most of the time when people search on Google they use a combination of words to describe the things they search for, like they also do on YouTube. Google uses these words to define the best possible pages for these search terms. For your findability it is essential that you use search terms in your website that match the search terms of your potential customers.
How do consumers search?
When people search they make the unconscious distinction between Shorttail and Longtail.
Shorttail searches are searches with a combination of words with one, two or three different search words. For example: men shoes or leather men shoes or black leather men shoes.
Longtaill searches are containing four up to seven words or even more. More than 70% of all the searches in Google are falling in the category of Longtail searches. Also realize that when people use more words in their search the search volume is lower but the conversions are higher. How longer the search term, the more specific the consumer is searching for answers. You can provide the answers that he need by analyzing these Longtails so you get a better understanding of where your consumer is searching for.
Analyzing your search words gives you insights in the way your target audience searches and also gives you a chance to create new and better content which suits these search words even better. You can learn how your target audience is searching for your brand, what they search for, when they search, how they search and which keywords they use. You also learn for what kind of search terms your target audience isn’t searching for.
We will tell you more about the process of doing a good keyword analysis and how to set a good base for a successful SEO strategy in our next blog but let’s first check out what we’ve learned today.
In a nutshell
In short we can say that Shorttails offer you less conversion while the search volume is higher. When you focus on Longtails the chances are bigger for higher conversions and less competition. In our next blog we will dive into the process of setting a good base for a successful SEO strategy and analyzing your keywords.