Think Beyond the Keyword Short List

Written by Nick Stamoulis

Keywords are at the foundation of an SEO campaign. When a search engine user types a keyword or keyword phrase into the search box that is related to what you have to offer, you want your site to appear on the search engine results page. That, of course, is a very high level overview of what the goal of an SEO campaign is. Of course, if you want your website content to appear for a related search, you will need to be targeting the correct keywords, which is why the keyword research phase of an SEO campaign is so important. However, what’s important to understand is that ALL relevant keywords are important to the campaign. This includes long tail keywords that might not have a high search volume, but can bring a very good prospect to your site, since they are looking for something very specific (as opposed to looking for broad information). Many site owners make the mistake of focusing too much on their “priority” set of keywords, maybe 5 or 10 of them.

By merely focusing on this keyword short list, a website owner is losing sight of the bigger picture and may even think that the SEO campaign isn’t working. Why is that? Well, the keywords that website owners often designate as the priority keywords are the ones that are the most competitive. If they are your priority keywords, there is a good chance that they are also the priority keywords of all of your biggest competitors. Especially in a large or competitive niche, it can take a very long time (years even!) to begin to see traction for these types of keywords. But that doesn’t mean that your SEO campaign isn’t doing anything for you or that it’s a waste of time or effort.

To see the more “short term” gains of your SEO campaign, you need to shift the focus away from the priority keyword short list and zero in on how your long tail keywords are performing. Long tail keywords are often natural variations of your priority keywords. For example if “accounting software” is a priority keyword, a long tail variation might be “accounting software for small businesses”. When a site is properly optimized and a variety of keywords are targeted on the site and within link building content, these long tail entrance keyword variations will occur naturally.

Focusing on a variety of long tail keywords also helps to keep your SEO strategy white hat. If you are targeting the same 5 or so keywords over and over again, it can cause a red flag with the search engines and it will definitely cause a red flag if you are using them as anchor text! With recent changes to the algorithm and updates to the Google Webmaster Guidelines, it’s clear that this type of behavior isn’t acceptable. Google wants you to market your website to potential clients or customers, not to Google! Potential clients and customers are also searching using long tail variations. If you see that the number of entrance keywords to your site is increasing, it means that the SEO campaign is on the right track.

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: