A new approach to use of keywords: Long tail SEO

We have left behind the days when we used to type one or two keywords in a search engine to search and choose the best page among the results. With updates by Google, users are now able to search clearly and specifically. 15 percent of Google searches consist merely of these types of phrases. Overall, these searches contain 3-4 words and are made for specific products or services, becoming increasingly popular among all searches engines, including Google in particular.

For instance, it is much more practical for users to type “hotels in Bodrum for families” rather than words or phrases like “Hotel” or “Bodrum Hotel” This is because such phrases allow users to find what they search much more quickly.

When we move from potential visitors to property owners, we see a different aspect of the subject. From the stand point of a property website, striving for  traffic from this type of low-volume searches might at first glance sound like a useless strategy.

However, the big picture is actually different than what it seems to be.

The term “long tail”

Usually, shorter and commonly-used words make up the more popular searches. This means that a great number of people search “Bodrum hotel”. Therefore, the majority of properties in Bodrum strive for being featured in the top results when these keywords are searched.

On the other hand, the number of users searching phrases like “Bodrum hotels suitable for families” are lower, so a lower number of properties target such keywords in their SEO activities. There are a wide range of such low-volume search options, which distinguish them from the previous case. In other words, the number of searches increas when they are more specific.

Think about it on an imaginary graphic: High-volume searches are on the left side of the graphic, while the number of searches decrease towards the right side. But at the same time, the number of alternative searches increases, which looks like a tail continuing towards the right of the graphic.  That’s why this case is called “long tail”.

Another noteworthy fact is that words and phrases that are searched a lot pose the same degree of competition. Indeed, these keywords should be used in search engine optimization. However, if you overlook the keywords on that long tail, the traffic to your website is likely to end up being lower than it is supposed to be.

What should you do to catch up with this long tail?

First of all, you can begin with taking notes about your property’s distinctive features. Such features include location, the number of stars, the concept if it’s designed based on it. Also, the reasons why your customers prefer your hotel are quite helpful to figure out these words. Once you have created your list consisting of some specific keywords, you can start using them.

For instance, think of a phrase that is relatively less often searched like “Bodrum Family Hotel”. You might need a special page on your website to address and attract the target audience searching these keywords. If you add a link at the bottom of your page and a descriptive paragraph to encourage them to click on that link, you will attract users searching these keywords, thus you will turn that traffic into sales. If you design some pages in this way, the number of visitors will be more than you anticipate, which will increase your sales too.

The HotelRunner platform which has advanced features like search engine optimization will be helpful for you in long tail SEO as well. Create your HotelRunner account now, carry your property online and increase your sales immediately.

Rıza Kaynak

Director of Demand

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