Using Head, Mid, and Long Tail Keywords
The reason why this is important to understand is because depending on your offer and the type of traffic you want to generate, you want to use different types of keyword phrases. If you are looking for prospects that are performing initial research, you want to use one to two keywords as they will be performing a general search. For example, if a prospect wants to understand SEO, they would likely use a broad search term such as “SEO” to learn more and perform research about what SEO is.
If you are looking for prospects who are considering making a purchase, you are going to want to use keyword phrases that are between two to three keywords because their searches are going to be more specific. If you are looking for prospects that are ready to make a purchase decision, you are going to want to go after keyword phrases that contain three or more keywords. For example, “SEO services Toronto.”
You also want to develop a list of negative keywords if you are using broad match or phrase match keyword phrases to ensure that you are not bidding on keyword phrases that are not relevant to what you do.
If you have any questions about the different types of keywords and how they apply to PPC, please leave a comment below.
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