Keywords are such a critical component to being found online that e-commerce expert Gerry McGovern, in his book ‘Killer Web Content: Make the Sale, Deliver the Service, Build the Brand,’ christened them “customer care words.” These care words represent the things your customers care about, and they turn to the Web to the find the answers they seek. If your keywords match their ‘care words,’ your website is more likely to be found, and far more likely to be relevant to the person doing the search.

Competition, however, is stiff in the big cyber world. While a decade ago you would have stood a decent chance of being found using the term ‘dog training,’ today there are 124 million people vying to be found using that same phrase.

Narrow Your Niche By Using Long-Tail Keywords
So how do you stay afloat in the tumultuous seas of search engine competition? Simply put: long-tail keywords. Instead of using ‘dog training,’ use a few more detailed and descriptive words that will help whittle away the competition. By using long-tail keywords like ‘clicker dog training’ (2,240,000 searches) or ‘gentle dog training’ (2,970,000), you’ll drastically reduce your competition while narrowing the scope and focus of your message while increasing relevancy to your target audience.

Long-Tail Keywords: Drill Deep
Adding another word or two to convert from a simple keyword phrase to a targeted long-tail keyword phrase helps you narrow your keyword funnel. But to really increase your odds, (while using laser-like focus so your target market can find you) don’t just drill deep, drill deeper still.

Adding still another word to your phrase reduces your competition even more. ‘Clicker dog training methods’ takes you down to 474,000 and ‘gentle dog training for pit bulls’ takes you down to 257,000.

Build Your Brand and Your Rank
Now that you’ve drilled deep, you can begin to cast a wider net by segmenting your market. Just as ‘gentle dog training for pit bulls’ reduced competition, you can add a page to your site for a variety of breeds which will help you attract a broad swath of people seeking breed-specific advice for their dog.

Even though the clicker training methods may be the same for every breed of dog, by having a page addressing specific breeds (i.e., ‘gentle dog training for terriers’, ‘gentle dog training for poodles’, etc.) you’ll greatly expand your reach across the clicker training market.

Web masters commonly use geo-targeting to take a niche and break it down via market segmentation. ‘Dallas plumber’ will gain you some exposure; smart Web masters take it several steps further by adding pages for ‘Fort Worth plumber,’ ‘Arlington plumber,’ ‘Garland plumber,’ etc.

Using market segmentation will ensure you catch as many leads as possible – ones that are keenly interested in what you are offering because you are addressing something very specific to their needs and wants.

The Last Word in Long-Tail Keywords
So get cracking and start using long-tail keywords on your website and in your business marketing. By using long-tail keywords, you’ll not only reduce your competition, but be highly relevant to those who find you through their search.

There is a fine art to working good quality keyword phrases into an interesting, easy-to-read article. A good content writer will use the word density required without distracting the reader with awkward phrases.

It is also imperative to ensure all keyword phrases are used without the appearance of “keyword stuffing.” Thanks to the new Google Penguin update, gone are the days when an article can be full of random words without any good content.

Content providers must now adhere to strict guidelines when it comes to how many times they can use a particular word in an article. If writers over-use a word, there is a good chance it will raise the red flag over at Google headquarters in Cali and throw up the red flag with many article marketing sites that play by the rules.

This is why many companies are looking for high quality, but cheap content providers to write their article marketing content for them. Even though it seems easy to craft a short 450- to 500-word article that is spattered with keywords meant to raise page rankings and organic searches, it is actually a job that requires both skill and talent.

Keyword phrases need to work into an article just like any other word. They can’t just be random thoughts tossed on to a page and uploaded to a website. Current articles need to make sense and have content that is valuable to the reader.

Companies are also starting to realize it is important to hire SEO article providers instead of trying to do it themselves because they end up saving time and money. They also realize they get a fresh set of ideas to enhance their websites and their search relevance.

Once a company receives the SEO content it purchased from a U.S. content provider they need to make sure the keywords are not oversaturated in the particular article. A good rule of thumb is one phrase or word per 100 words written. It is also important for the keyword to be placed in the first or second sentence of the article and also in the very last sentence of the article.

Properly using the phrases will keep a company from being punished by the various search engines. It also engages readers, creating return visitors. Good quality content is a must. Customers demand it and you should too.

What is a Long-Tail Keyword?

A long-tail keyword is more of a “phrase” than a keyword itself. For example, a targeted keyword is “cake in Utah,” while a long-tail keyword would be “wedding cake in Salt Lake City, Utah.” A long-tail keyword is typically four words or more and contains a phrase, rather than a chunk of general words.

Short and General Keywords

Short keywords are necessary for SEO, however, the reason they are not as successful as long-tail keywords is because numerous sites focus around one general keyword or a set of two keywords. Long-tail words are more successful at diverting search engine traffic directly to your site.

Long-Tail Keywords and How to Use Them for Search Volume

One of the biggest advantages of long-tail keywords is increased search volume. General keywords have a better chance of increasing search volume for a site, but only in the short-term. As time goes on, long-tail keywords and variations of those long-tail keywords, will gain search volume – that will easily be proved by a Google Analytics report. Even if users change the phrase or alter it just slightly, it still has a higher chance of increased search engine activity than a site that does not use long-tail keywords at all.

Long-Tail Keywords and How to Use Them for Higher Ranking Opportunities

Search engine rankings are extremely important for any site. When considering long-tail keywords and how to use them for higher rankings, it is important to use key phrases, rather than random ones. Use specific keyword tools to gauge the popularity of keyword phrases that match general keywords already used in a site’s SEO campaign. By using key phrases that are relevant to general keywords used in the SEO, you can increase your site’s chance of a higher search engine ranking.

Long-Tail Keywords and How to Use Them on Your Site

Before selecting a long-tail keyword, consider its popularity and competition. This can be done with tools such as Google External Keyword Tool, Wordstream, Keyword Spy or SpyFu. Create key phrases from a list of general keywords already used in the site’s SEO campaign and do a tool search. Look for long-tail keyword phrases that have low to medium competition to increase a site’s chance of higher search engine rankings later.

Any company creating an SEO campaign for a site should consider use of long-tail keywords. Though general keywords will provide rankings and search engine traffic in the short-term, long-tail keywords will provide more traffic and higher rankings as the site begins to age.

Tools abound online that can help you select the right keywords. In doing so, take a step back and think like a customer. What words will they enter in a search engine when looking for a product like the one you’re offering? Your keywords must reflect how your customers view your products, not what you think of them.

Start with the basics, like your name, products and product descriptions. Make sure that the terms you use are relevant to your business. You can also check your site’s logs to see the keywords your existing customers used that brought them to your site.

Learn from your competitors as well. Examine their sites and see what keywords they are using.

Google Trends

Be prepared to think outside your comfort zone. You can utilize Google Trends to see the latest hot terms that are being queried in search engines. Incorporate the exact same phrases into your latest content, and make sure to include the terms in the title and the body of your content. With a little ingenuity and writing creativity, you can actually make these hot trends relevant to your business. The resulting increase in traffic and potential customers will be worth it.

Google Alerts

You can gain insights about your chosen keywords, and you will also get the names of relevant websites that you could link with.

Google Adwords Keyword Tool

Expand your keywords by using this tool. Simply enter your keywords and Google will provide you a list of competitors, the number of monthly searches, and new keyword suggestions. You will then have additional keywords to use for your site.

Google Insights for Search

This tool is especially useful for those with local product offerings. By simply entering a keyword, you will learn the amount of interest in it over a period of time and by region. You can adjust your strategies easily since this tool will allow you to see the highs and lows of the demand for specific search terms.

Google Ad Planner

Set your target market by inputting into Google Ad Planner the specific demographics you’re after. Google will provide you with the top sites being visited by your target market. Not only that, they will also give you a thorough and exhaustive analysis of each site, including the keywords they are using. With this information, you can modify your own site and make it apt for your intended market.