Optimizing a website starts with focusing on determining which keywords are going to be worth putting more work into. It’s important for the person doing the optimization to ensure they’re going to find the right keywords for the business so it’s more likely potential customers will be able to find their website. Often, it’s going to be a good idea to consider long tail keywords to rank the website higher and faster.
Long tail keywords are keywords that include a place. For instance, a long tail keyword for a plumbing company might be “plumbing in New York City” instead of just “plumbing.” These keywords are more specific and are often used by customers to find businesses local to them. Businesses who only work in one city can use a variety of keywords with that city in them, and those who work in multiple locations can use the relevant keywords plus each of the cities they work in to ensure the website is optimized for all of the areas they’ll be in.
It’s important to consider long tail keywords because these are easier to rank for. They’re typically used by local businesses, which means there aren’t as many businesses competing for the top position. Additionally, it allows local businesses to obtain a higher ranking, which they might not be able to do with a shorter keyword as global businesses are also competing with the local businesses for the shorter keywords. Plus, when a customer is looking for a local place, they’re going to include their city in the search, so it allows the business to reach out to customers looking for local businesses.
Even though choosing the keywords is the first step of search engine optimization, it’s going to likely be the most important one. There’s no point in optimizing the website for keywords potential customers aren’t going to use or the business isn’t likely going to be able to achieve a high ranking for. When someone is optimizing a website, it’s going to be a good idea to consider the benefits of using long tail keywords to determine if this is going to help them choose the right keywords.