Keyword Meta Tags may be an ancient artifact of days gone by, but keywords in website content still makes the search engine world go ‘round.
Search engines are constantly modifying their page ranking algorithms, but to keep up all an internet store owner has to know is the text placed on your website is the text search engines use to rank your site.
When it comes to internet sales, search engine page ranking is crucial. To rank well, it’s important to effectively and accurately display your wares to the search engines with keywords.
There are basically two ways to describe your products: generally or specifically. The more general your keywords, the more competitive the search results become. You have more users searching for “mountain bikes” than you do “Dynamico Ultra XTR Full Suspension 26-inch mens mountain bike”. This is the difference between general, shorter keywords, and long tail keywords. The term Long Tail was taken from the description given to the area on a graph of popularity (vertical axis) and keywords (horizontal axis), where the more popular or commonly used keywords define the body of the graph, and the less popular keywords stretch out to the right, creating the shape of a long tail.
This means the storefront owner will have a harder time getting high page ranking by using highly competitive keywords than by utilizing the more specific long tail keywords. Don’t abandon general keywords, as they are still the core of your SEO, but without the long tail keywords you are missing out on customers searching for specific products. These customers know what they want and are more common now because of the increasingly complex ranking of search engine results.
When describing products in your storefront, be specific. This holds true when using marketing tools like Google Adwords, where long tail keywords are less expensive because of less competition. Plus, long tail keywords can be more effective because the customer has more specific needs. One last Adwords tip: use the same keywords on your landing page as in your ads, it helps visitors get their bearings and could decrease the cost of your ad.