Is Promotion with Long Tail Keywords More Effective Than Paid Search Marketing?
Many web marketers see paid search marketing as the fastest way to bring traffic to their online shops. At the first glance the pay-per-click scheme looks easy: you bid on a keyword, higher bids get higher positions (Overture), and web users see your listing among the top results for your target keyword. You don’t have to invest into search engine optimization and link building; you pay for your visitors and hope to quickly get targeted traffic. But did you notice that more and more often you have to raise bids above the threshold of profitability in order to put your listings to the top of paid search results? With money you spend for PPC exceeding your revenues is it worth to do online business at all? Well, it is time to seriously consider promoting your website in natural (organic) search results.
No matter what your niche is, targeting one- or two-word search terms is difficult and ineffective. You have to compete Not just with big established websites, generic terms themselves have low conversion rates. Long tail keywords however are less popular, less competitive and are less searched, but when used collectively they are able to drive a lot of quality traffic to your website which can be quite easily converted into sales. People looking for 4 or 5 keyword phrases are more likely to become a buyer. Generic keywords indicate that a person is probably doing a research without an intention to buy something immediately (so-called “early stage researcher”).
Is it difficult to promote your website to the top of the natural search results? Not at all. In my article Paid Search Marketing vs. Natural Search Promotion you will find facts proving that even a mediocre page with very limited link popularity can rank in top 5 of organic search results if it is optimized for long tail keywords. Furthermore, in my article you will see the results of an eye tracking study – an experiment researching which areas of search results page get more attention and clicks. This study proves that even having your site in 9th and 10th positions in SERPs can bring you more clicks than number ONE position in the right sidebar with the sponsored search results.
Do you want why Natural Search Promotion is more effective than Paid Search Marketing? Find the answer here.
Get more useful information on SEO and web marketing at our Comprehensive Online Marketing Study.
Oleg Ishenko, SEOResearcher.com
About the Author
Oleg Ishenko, MCSE, MCDBA, BSc Telecommunication industry business management.
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