IDX and Long-Tail Keywords
June 16th, 2011
In simplest terms, long-tail Search Engine Optimization (SEO) involves targeting keyword search terms that are more obscure and less frequently searched. For example, a generic search term might be “Real Estate,” whereas a long-tail search term might be “green homes for sale in Cornelius NC.”
According to online marketing specialist Alan Mitchell, targeting long-tail keywords on your web site can provide the following benefits:
1. While individual terms may be somewhat insignificant, en masse long-tail keywords can generate significant search volume (high impressions).
2. Long-tail keywords have less competition than generic keywords, providing a potentially higher Click-Thru Rate (CTR) and lower cost per click (CPC) for paid campaigns.
3. Long-tail keywords are more specific than generic keywords, so paid campaigns can be better tailored to match individual searchers’ needs. This results in higher CTRs and fewer wasted click-thru’s from irrelevant searches.
4. People conducting long-tail searches are usually further along in the buying or selling process than those conducting generic searches. This results in higher capture and conversion rates.
5. The combination of higher CTRs, lower CPCs and higher capture and conversion rates leads to higher profits via a much lower cost per acquisition (CPA).
With these benefits in mind, consider creating highly specialized content areas on your web site. These may include community pages, but it goes far beyond that. Think of featuring highly targeted listings within individual communities. For example, Jonathan Osman in Charlotte, NC not only has community pages that feature content about various neighborhoods around Charlotte, he also features pages on green homes, luxury homes, golf communities and forclosure/bank-owned homes. Creating dozens of highly targeted pages like these is excellent SEO for a large number of long-tail search terms relevant to Jonathan’s market area. A Google search for a variety of long-tail terms related to these pages usually finds Jonathan’s site on the first page of results, often with multiple entries.
Furthermore, Jonathan has linked to relevant IDX search results from these pages using the URL Search Builder and related documentation. So if a web site visitor lands on the Green Homes for sale page, links to individual communities pull up matching homes with a single click (such as “Eco-Friendly Homes in Cornelius”). In other words, the specialized pages generate the long-tail search traffic, while matching IDX searches capture the leads. This combination of long-tail keyword targeting using specialized content areas, coupled with specific matching dynamic IDX searches fuels a lead capture rate for Jonathan that is far and away among the best of agents nationwide.
Of course, while it’s not rocket science, it’s not turn-key either. There is no secret sauce here; Jonathan has achieved these results through a lot of hard work, perseverance and creative use of available tools. But the results are well worth the effort.
The Tip of the Week blog posts every Thursday. Each Post is labeled “Easy,” “Intermediate,” or “Expert” based on the concept being discussed
Tags: IDX, lead capture, lead conversion, Long-tail keywords, PPC marketing, SEO, WolfNet
Great article on long-tailed searches. Google has a product that can be added on to just about any website called “Google webmaster tools.” There is a section called search queries within webmaster tools that allows you to view impressions your site has made on long tailed search phrases. I would suggest every website owner add this to their website as it has show to be a great tool to see what types of search queries are being performed through Google in which your site holds relevancy. Not only will this show you impressions made for specific long-tailed searches performed but it will also show you clicks, click through ratio (CTR) and average website position. We have used this tool for some time and it has helped us measure the effectiveness of our blog article content in how we target our search audience.
Jan,
Thanks for the comment, and the tip on Google webmaster tools. Any data on keyword searches, CTRs, etc. would be very helpful to anyone applying these strategies.
WolfNet
Very good info on what I am struggling with
Thanks Much
Lots of good information here and Jonathan is an awesome example of how to use wolfnet’s resources to the fullest.
Ben, I think the hardest part is to identify which long-tail keywords to use for your searches. I know I struggle with this as well. Hopefully we will improve and see results soon!
Neighborhood names and housing styles work well in the long tail. For a year I got a ton of business from “Mississippi river” & condos people were searching for condos by the river . . not the case anymore. It is important to monitor traffic and stay on top of what works and what does not.
The more I’m learning about, the more I realize just how much I don’t know. Thanks for the insight.
[...] Key to Business Blogging SuccessFace Fewer Competitors by Taking Advantage of Long Tail KeywordsIDX and Long-Tail Keywords #header { background: [...]