The following diagram provides a snapshot of a web user’s search methodology and demonstrates how less frequently searched terms can actually yield a better return on investment than the more competitive core terms. This is largely due to their proximity to the purchasing decision.
Core and tail term keywords used in online purchase decision making
Web user search process
At the earliest stages of web search, very broad keywords are used in the search query. These are usually characterised by a theme e.g. travelling. To help focus the search the web user will start to whittle down the return variables by adding category descriptors such as ‘backpacking’ or ‘beach holidays’. As the web user gets more ideas, or if they already know what they were looking for, they will add localisation keywords e.g backpacking, Australia, Ayers Rock, thus defining a region or area.
At this stage they can start to explore the product or brand options. Brand and product searches can be a bit chicken and egg. In this case for example, the web user may know of a brand and search using a brand descriptor e.g. Wanderlust Holidays. They may then go on to compare products, dependent on loyalty to that brand. Or alternatively, they may just search something like ‘1 week backpacking trip, Ayers rock’ using the product as the descriptor that will then dictate the brand through the subsequent search results.
Targeting tail terms
The point here, is that the initial keywords become more specific and much longer keyphrases as the search matures. These descriptive phrases are known as ‘tail terms’. They relate to products or services that exist in the long tail of the business model e.g. they may not be highly searched or regularly puchased products, but targeting a lot of them can result in particularly good baseline ROIs. So, despite the fact that you will drive less traffic to your site by targeting tail terms, you are likely to be more successful on these keyphrases than core keywords in the early stages of your web development because of, 1)the propensity to make a purchase at this search stage and 2) the fact that there is less competition at this end of the tail.
As your credibility with the search engine’s grows you can start optimising for more competitive keywords, but it is always advisable to keep a mix of core and tail terms in your site to ensure your presence is felt throughout the online purchasing process.
Helpful tools
For useful tools that can help you research keyword ideas relative to your business or service, check out the free Keyword Analysis Tools featured in our Free Tools section.