Do you study Google trends?
We do – a lot. Why? Because anyone who writes online, runs a blog, or is a content marketer must know what people are looking for on the internet. That’s pretty obvious, isn’t it? I’m not saying that a real estate agent should write about Kim Whats-her-name because there are millions of results for that search term ( well, for her real name but I can’t spell it) but you should at least know what the popular search terms are in your field of expertise.
Then, it’s the easiest thing in the world to long-tail them – add locator words for example – and tailor them towards you potential clients.
Let’s look at an obvious example. Take something we all know about. Food. For many years, one of the most searched-for terms on the internet has been ‘recipes’. This is completely baffling to most people because it seems that in the States most people are eating fast food or takeouts but nevertheless, ‘recipes’ retains its popularity. Similarly, recipe books are amongst the highest selling genres in both bricks and mortar AND online stores.
Now, what’s the most popular food searched for? You won’t be surprised – pizza. So now we have ‘pizza recipes’. Yes, you’re right. Search for that and you’ll get millions of results so we need to add our first long tail. How about ‘vegetarian’? Many people are looking for meat-free, healthier recipes these days.
But getting back to those fast food outlets, and the takeouts, we know that adding ‘quick and easy’ are naturals to go with our search term. Specialize it even more ….
You can easily see how this can be related to your own specialist field, can’t you?
Remember why people go online:
- To socialize
- To buy
- To find solutions
Make sure that they can find you and ensure that you give them a place where they can do all three and you’re well on your way.