One of the difficulties of any type of marketing can be a lack of specificity. Businesses want to get themselves known, so they advertise their services generally. This can work well if you’re simply trying to raise awareness of your brand, but if you want to boost specific areas of sales, you need to market more specifically. This is particularly true when using SEO for marketing.
Search engine optimisation doesn’t have to be multi-tiered. In fact, many companies target only the main keywords for their industry, trying to compete on a large scale. Smaller, more targeted SEO campaigns are generally left for later. This can be a mistake.
How to craft a multi-tiered SEO campaign
In aiming to rank for the most common keywords in your industry, you’re usually heading into some tough competition. Adding some lower-competition keywords is standard, but few companies realise their full potential.
For example, a site specialising in kitchen appliances is going to find a fair amount of traffic from the main keyword ‘kitchen appliances’. Lower-competition keywords include ‘[brand] kitchen appliances’, ‘kitchen appliances [location]‘ and long-tail keywords such as ‘kitchen appliance next day delivery’. These lower-competition keywords have a higher chance of conversion because of their specificity, but only if the landing pages are targeted appropriately.
It’s wise to add some lower-competition keywords to your campaign, and you can discuss this with our team at SEO Consult Australia. These lower-competition keywords can be a source of highly specific traffic, meaning your conversion rate doesn’t have to take a hit when your keywords draw less traffic.
