Long Tail Keywords 101: What Are They and Why Are They So Important for SEO?

Long Tail Keywords: The Secret to A Successful SEO Strategy

Whether you’re a newbie or expert in SEO (Search Engine Optimization), you’ve been told time and time again that long tail keywords are important. But what do they mean by that? What are long tail keywords? How are they important? And why are they important?

Worry not, we’ll discuss long tail keywords in detail and answer all of your questions and more on the matter.

To start off, why are long tail keywords so important? Do people really search long tail keywords over short tail? (We’ll discuss what these are later). The answer is yes. A solid yes. In fact, 70% of all searches on the web across all search engines – Google, Bing, Yahoo, Baidu – you name it, are long tail keyword searches. With 70% of searches being long tail, you’re missing out big time if you’re not integrating it into your SEO strategy.

What Are Short Tail and Long Tail Keywords?

Considering that 70% of searches are long tail, they seem to be promising. To understand what they are and how they differentiate from short tail, let’s put a situation into your perspective.

It’s Thursday evening and you’re absolutely starving (and I mean starving), but you also forgot to go grocery shopping yesterday so your pantry and fridge are as barren as the Sahara desert. Plus, your pile of dishes in the sink are toppling higher than Mount Everest so you don’t feel like adding more plates to the collection. So what do you do? You go on your best friend, Google, and see what you could order for take-out.

Now, when you’re searching, you’re doing one of two things: Without even thinking about it, you’re either entering in a short tail or long tail keyword. Say you feel like having sushi – you could either type in “sushi” which is short tail or you could type in “cheap sushi places near me in Vancouver” which is obviously long tail.

As seen above, the short tail keyword search of “sushi” shows Wikipedia as the first result after Google Places – which is great, but doesn’t fix the problem of your stomach growling. After the Wikipedia result, there are few other options to look dinner ideas for, but you’re not really interested in those either.

On the other hand, the long tail keyword search of “cheap sushi places near me in Vancouver” offers more choices and selections that are catered to what you’re actually looking for – cheap sushi places in Vancouver. This search is the one that’s going to help you satisfy your hunger cravings.

It all makes sense, right?

If it doesn’t and you like theory-based explanations better, no worries. We’re just getting into that now.

Looking at the bigger picture, short tail keywords are shorter and they’re generally only one to two words maximum. Some examples of short tail are words like “salsa dancing,” “hammer,” “pizza,” and “computer” – they’re all very general and no more than two words. These short tail keywords have a larger search volume, but lower conversion rates. With more people searching general terms, the chances of purchase intent become lower, hence a lower conversion rate.

For short tail, there’s also a lot of competition. Most of the time, if you search short tail keywords, the majority of the results show well-established companies and corporations. For example, if you’re searching for “burger,” you’ll most likely find bigger names like “Red Robins,” “McDonald’s,” “A&W,” and “Burger King.” With short tail, you’re probably not going to find a mom and pop burger shack, at least not organically. If you do rank for short tail (and you’re not a corporation), consider yourself very lucky.

On the other hand, long tail keywords are generally longer and range from three to five words or more. Some examples of long tail keywords include “most efficient laptop for university,” “toddler daycare in Downtown Vancouver,” and “red floor-length prom dress with lace and beads.” These keywords are longer, have less search volumes, and are less competitive. People who search these more specific keywords tend to be further down the sales funnel and hence, are more ready to make a purchase as they know what they want and are actively looking for it.

Because there aren’t that many people searching for these specific keywords, there’s less of a market searching and less competition. Plus, the people who are searching long tail practically have their wallets out and are absolutely ready to make a purchase, they’re just looking for the right search result that ticks off all the boxes of their quest – making the conversion rate higher. We’ll get more into this in the next section.

Why Are Long Tail Keywords Important?

So now that you have firm grasp on what long tail keywords are and how they differ from short tail, why are they so important for SEO?

If the fact that long tails account for 70% of all keyword searches didn’t get you, then this might.

Arguably, long tail keywords are significantly superior to short tail. The argument for this rests on the idea behind search volume and conversions for each respective subject. In general, because short tail keywords have a large number of search volume, they tend to have lower conversion numbers. For this, there are more people searching with less purchasing intent – skewing the conversions to a lower rate. Those who search short tail tend to be at the beginning of the sales funnel and might not even have any intent to purchase which hurts the rate. Most of the time, these people are just interested in learning more about something or are still researching what they’re looking for. Because of this, they aren’t as likely to purchase and convert.

Flipping the hand, long tail keywords have a lower search volume but those who search specific keywords are ready to make a purchase – increasing the conversion rate. Since the emphasis on long tail keywords is very focused and specific, people who search these are surer of what they’re looking for – they know exactly what they want. Plus, as an additional perk of long tail, the cost per click for these in advertising are significantly lower due to the lack of volume search demand. It’s practically a win-win situation with long tail keywords!

So, would you rather have 100 searches but a 53% conversion rate or 500 searches but a 1% conversion rate? In other words, would you rather have long tail keywords or short tail keywords? The answer plain and simple – long tail – which is why they’re so important for your SEO strategy.

If you have any questions on long tail keywords or SEO in general, shoot us a message below!

Home Page vs. Landing Page: The Battle Arena

One is Not Like the Other: Home Page and Landing Page

Fun fact of the day: Home pages and landing pages are not the same things. Yup, you heard that right! Contrary to popular belief, these two subjects are different things with their opposing purposes, elements, and designs. To be fair, they do have their similarities so they’re not polar opposites, but I’d say they have more differences than similarities. 

We’ll dive more into what constitutes each subject later on. But first, let’s discuss what each one is.

What Is a Home Page?

A home page is, well, just as it sounds – it’s the home page to your website and is often considered to be the main page. This page is the first one that your visitors will see when they click on your website and will resort back to when they want to go to the main page.

The overarching goal of a home page is to provide a brief yet comprehensive (yes, we know those are contradicting words, but just trust us) overview of your business, what it does, and what it offers. By brief yet comprehensive, we mean summarize what your business does in a concise manner that also entices your visitors to want to click on the other pages you have. What’s the point of a home page if it doesn’t attract people to want to explore your website?

The home page has one of the most important tasks of your entire website. As the first thing your visitors see, the home page needs to pack a punch with its first impression skills. Just like the first impression on an interview or first date matters, so does the first impression with your website. The weight is all there for the home page to do an effective job at capturing the attention of all of your website visitors with the glance of a single page. Talk about pressure!

What Is a Landing Page?

Now, onto the other end of the line – landing pages. Probably one of the only things home pages and landing pages have in common is how logically their names make sense. Home pages are your home page. Landing pages are the page where your visitors land on when they click on one of your advertising and marketing campaigns, posts, and/or other promotional links.

Landing pages have the principal goal of driving traffic and generating leads and conversions. How do they do this? By focusing on a single call-to-action. Note the keyword here, single – so not two, not three, and definitely not four. This plays into the concept of the paradox of choice. The more options people have, the more difficult the decision-making process will be (not to mention, the more distracted they will be!) Just flashback to when you were a kid and your parents took you to that place that had more than one hundred ice cream flavours to choose from – was that an easy decision? (It doesn’t count if you picked either chocolate or vanilla, those two flavours are the standard ones). So the lesson learned here is that there’s no better way to generate leads than with one call-to-action button – there isn’t anything else to do except convert (or leave, but hopefully that won’t be the case).

Because people who click and see your landing pages are further down the sales funnel, it’s more effective to have a page that’s narrowed down and catered to what people who click on the page want.

For example, if you had an advertising campaign on Google about custom-made heels, then the landing page should be exactly about that. People who clicked on your campaign for custom-made heels aren’t looking for custom-made sneakers – they want heels! So, cater your landing page to the specific marketing campaign you have for it.

What Is On a Home Page and Landing Page?

So now that you know what home pages and landing pages are, what is classifies each as it is?

As the role of the main page, home pages consist of information, content, and images that provide a background and presentation of what your business is and what it offers. Home pages often have a navigational bar that leads to other pages on your website, such as the “About,” “Products/Services,” “Testimonials,” “FAQs,” page and other pages. These links can be considered as the “call-to-action,” if you will, of each page. (These aren’t really calls-to-action though). Your home page also often has contact and social media links to help your visitors easily reach and connect with you.

While home pages have several links and buttons pleading for visitors to click on them, landing pages are more streamlined and zoom in on a single point of focus. As landing pages are heavily action-oriented, they use particular words that encourage people to take action like “call now for a free consultation,” “enter your email for 10% off your next purchase,” and “fill out this form for exclusive offers and deals.” With landing pages, you give some and you get some. By this, visitors often provide contact information or data of some sort in return for a promotion, deal, or other offer. Because of this, landing pages often have forms that visitors can fill out for their offer.

One of the defining and separating characteristics of landing pages is the single point of focus, as mentioned earlier. Home pages have numerous links and buttons, while landing pages have only one (or two, at the very most) buttons to help make sure that visitors stay focused on the task at hand – leading to a conversion of some sort.

When to Use a Home Page and Landing Page?

Now one of the most important questions still remain: When should you use each? Knowing what each one is and what each one consists of is pointless if you don’t know when to use each case. So, when should you use which?

Because home pages are your home page, they should be used in accordance with your website as the main page. If you have a website, you should probably have a home page for that website. Your home page is the first impression to your entire website so it’s important to have one that packs a punch and accurately represents your company and brand.

Landing pages, on the other hand, are a more particular case. As they’re associated with generating leads and conversions, they are best used as the end result of your marketing and advertising campaigns. When you have an advertisement on Google, Facebook, YouTube, Instagram, or anywhere else, that call-to-action link button should lead to a landing page. Since the main goal of a landing page is to attract leads, clicks as a result of an advertisement are the perfect time to use a landing page.

There is one tricky case with home pages and landing pages though: Some people like to use landing pages as the home page to their website. This is A-OK if you think that this would be a much more successful home page than an actual home page. Take a look at our own home page and see for yourself what we mean – it’s a blend of a landing page with the prominent call-to-action of “Get a Free Quote” accompanied by a navigational bar at the top. The decision on whether you should do this is entirely up to you – it all depends on the nature of your business and what kind of services you offer. If you’re unsure, you could always try A/B testing and see what works better, albeit it would be costly. But I digress.

The Verdict: Home Page or Landing Page

So, whether you’ll be designing and building a home page or landing page, keep all of these points in mind so you can make your pages as effective as they can be! If you have any questions or want Evilnut to help design your home page (or landing page!), please contact us below.

One-Page vs. Multiple Pages Websites: The Battle Arena

To Do or Not to Do: One-Page Websites

If you’re familiar with the technology industry, one big controversy within the jurisdiction of website design and development is whether to create one with a single page or multiple pages.

One-page websites used to be rare unicorns because everyone liked stuffing in as much information as they could into their websites, but now, they’re becoming more commonly found on the internet (for better or for worse, as we’ll soon see).

While every website has at least one-page (duh!), some of them go up into the hundreds – especially large corporations that also sell thousands of their products online. Think of companies like Walmart, Sephora, Best Buy, and Nike! These companies obviously can’t fit all of their products onto a single page, so they divide them up and organize them into separate sections and tabs. Imagine the chaos if every single product Walmart sold was on one page! How would you even shop without a hint of chaos?! 😳

Luckily, we’re not all Walmart and don’t need the caliber of pages that they do. Not everyone needs all of those pages – in fact, some of us are happy with just one.

If you are considering creating a new website, you’ve probably already browsed and rummaged through the depths of the internet to find references that you like and want your own to resemble – whether it’s a one-pager or fifteen-pager!

However, the reality is that websites are not one-size-fits-all. What works for you may not work for another business that’s even in the same industry! Or what works for your competitors may not work for you either! It all depends on the nature of your own business and what you need.

Say, if you’re a smaller company that’s just starting up, a 15-page website isn’t exactly necessary if you don’t need anything elaborate. But, if you’re a smaller company and you want e-commerce systems integrated into your website, then a single website page isn’t going to do it for you.

Whether you’re tilting towards a single page or multiple pages, both options have their own advantages. We’ll discuss these below to help you get a better picture of what your business needs.

Why You Should Do a One-Page Website

1. They Are Easy to Create and Maintain

Single page websites are as simple as it gets in the online world. Because of their simplicity, they’re both easy to create and maintain.

Generally, you only have to consider the amount of work it takes to complete one page from top to bottom. It’s easier to design, develop, and maintain single page websites because everything ties back to one simple page – no strings (or other tabs) attached.

2. They Are Cheaper

Let’s be honest, one of the best perks associated with single page websites is that they’re cheaper. Sometimes by a lot, sometimes by a little bit – it really depends on what you’re looking for in your single page website.

Logically, the cheaper price makes sense because there’s less work to do with one page. There’s only one page to work on. Less work means fewer costs. And who doesn’t want that?

3. They Have Faster Loading Speeds

This advantage makes sense too. When you’re on a website, what slows down your loading speed the most? (Other than bad Wi-Fi.)

Easy. Images that take decades to load, videos that take more space than an elephant in the room, and large files that eat more space than a sumo wrestler does – all of these on multiple pages. But, if you only have a single page, you significantly reduce your loading time as there’s only one page to load in general.

Why You Should Do a Multiple-Page Website

1. They Are Better for SEO

If you have a website, you definitely want it to be SEO-friendly (search engine optimization). Having the capacity of multiple pages gives you the room and flexibility to add more content and information that’s going to help you land on the search engine results page (SERP) and boost your ranking.

One of the fantastic ways you can increase your SEO rank is by creating and posting blogs. The downfall with single page websites is they don’t provide you with the (user-friendly) ability to have a blog section in the first place! But, with multiple-page websites, that’s not even a problem. Heck, you can even have a different page for every topic or category of blogs you post. And all of this helps boost your SEO – which is why so many businesses blog!

2. They Allow for More Creative Freedom

With a website that has multiple pages, you have more freedom to be more creative with the design, layout, and navigation bar. Each page allows you to incorporate different elements and features giving your website more character and personality. Since you’re not constrained to one page, you have the creativity to design whatever however you like – no limits.

3. They Are Better for User Experience

If you care about creating a better user experience for your potential website visitors, then multiple-pages are the way to go. That’s not to say that single page websites have no user experience, but multi-pages amplify the user experience to a whole other level.

This is particularly even more relevant when your website is integrated with e-commerce platforms and you have a lot of content to share. Lots of intricate details and features are going to complicate a one-page website design, rendering it impractical for positive user experiences.  

The Final Verdict on How Many Pages You Should Have For Your Website

So, there you have it – reasons why you should do a one-page website and reasons why you should do a multi-page website. Both options have their definite advantages and both are great for different types of businesses. The reality with the selection of formatting really depends on your business and its needs.

So the only question left is: What does your business need?

4 Reasons Why Your Small Business Needs a Website (Now!)

The Importance of a Website for Your Business

Question: When was the last time you opened a Yellow Pages book to look for a business? Do you even have a Yellow Pages book at home? Do you even know what a Yellow Pages book is? The case is closed. Your business needs a website.

Whether you have a small or large business, creating a website is practically inevitable in 2019. I mean, when was the last time you came across a business without a website – even a small one? It’s a rare occurrence nowadays – like unicorn rare. So, if your business is one of those rare unicorns, you better hop on the much needed and necessary bandwagon before your competition tramples you over (and that might very well happen if you don’t have a website). 😳

A decade ago, it would have been possible for your brick-and-mortar business to survive (and even thrive!) without a website, but today, that’s definitely no longer the case. In a digital world where everything is online, having a website is one of the best ways to get your name and business out there with potential customers who aren’t in your area. I mean, how else are they going to know about your business?

1. Access to More than Just the Local Market

If you only have a brick-and-mortar, the people who can reach you at best are those who live in your area or happen to walk by – which really constrains your potential customers. You completely ignore and disregard all the potential customers who might be interested in your products and/or services, but don’t live near you.

While definitely not a small business, we can learn a lesson or two from the heavily online advertised jewellery brand, Mejuri. In Vancouver, there are absolutely no physical store locations anywhere within a 100-mile radius. Heck, the closest one is in Toronto which is an expensive flight away. I don’t think anyone is willing to shell out $500 in flight tickets just to pick up jewellery. But what was Mejuri’s solution? They have an E-commerce platform for anyone who’s interested in purchasing their merchandise online. Magic. Problem solved with a website.

2. Enhances Your Credibility

If your business doesn’t have a website, it’s going to seem a little bit “off” or weird to your potential customers. Why? Because practically everyone else has one so they’re going to wonder why yours doesn’t.

If you head into an interview dressed in a polo, but all of your peers are dressed in suits, that might compromise your credibility. Likewise, if have a Facebook page, but don’t have a website, that might equally compromise your credibility.    

Having a website clearly showcases all of the important information and features your business has. Whether it’s your hours, contact information, mission, or even about your team, it’s important to tell your customers these details. Plus, you can showcase and even sell your products on your website, thereby, driving more sales. Who doesn’t want that?

3. Appear in Google Search Results

If you don’t have a website in the first place, how can you expect to appear on Google? Duh. Social media pages can only get you so far – especially with SEO. By having an actual website that’s optimized for search engines, you can appear on Google’s search results page (SERP) and be found by customers who didn’t even know they were looking for you.

In fact, being online is incredibly important. The majority of shoppers are doing their due diligence with online research before making an in-store purchase. So, if your potential customers can’t research your brand and learn more about it, then that’s a problem.

Are you going to make your purchase with a brand that has a lot of positive online reviews or are you going to make it with a brand that’s not even online? Case in point.

4. Collect Customer Data and Analytics

If you have a website, you can collect analytics and data from it using Google Search Console and Google Analytics. With data and information on your target market, you can get a better grasp on understanding their behaviours and needs – hence, helping you better market to them to see what works best.

While your business should have a website by now, if it hasn’t, I hope these reasons were persuasive enough for you! I mean, c’mon, it’s 2019! If you’re interested in building your website with Evilnut, contact us at service@evilnut.com or call us at 604.704.6188.