In this LogicClassroom we discussed the definition of Keywords and Long Tail Keywords, and what they mean for your Search Engine Optimization. We also talked about the Google Search Algorithm, and what the recent introduction of Google Instant means for the future of SEO and how searchers use Long Tail Keywords. If you missed our LogicClassroom, please enjoy the slideshow from our presentation.

1. T: 617.266.9166 www.bostonlogic.com Long Tail Keywords Internet Niche Marketing Presented by: Boston Logic Ashley Osgood, Marketing Associate Angela Davis, Marketing Associate

2. Classroom Overview T: 617.266.9166 www.bostonlogic.com

3. WHAT ARE LONG TAIL KEYWORDS? T: 617.266.9166 www.bostonlogic.com

4. What Are Long Tail Keywords? Keywords: word or phrase that a user types into a search engine to find information that they are looking for. Left: “Head” Keywords Higher search volume more competitive /difficult to rank for Right: “Tail” Keywords Low search volume, easier to rank for Opportunity for niche ranking Head Long Tail T: 617.266.9166 www.bostonlogic.com

5. Benefits of Long Tail Keywords Ease Easier to Rank, Low Keyword Competition Speed Diminished Competition = High Rank Quickly Relevance Highly Relevant Keywords = Highly Relevant Traffic Conversions Highly Relevant Traffic is More Likely to Convert Exposure Targeting Long Tail Keywords over time will also get you exposed for Head Keywords as well T: 617.266.9166 www.bostonlogic.com

6. UNDERSTANDING USER SEARCHES T: 617.266.9166 www.bostonlogic.com

7. The Online Search Process Generic Searcher NEED Searches happen when user has a NEED Example: user needs a new ‘Boston Apartment’ Generic Searcher Starts with ‘Generic’ Head Keywords then modifies to Long Tail to find what they are looking for Experienced Searcher Goes directly for Long Tail Keywords Types Into Search Engine 1st Search Results Searches Again Types Into Search Engine NEED Experienced Searcher

8. More Experienced Searchers FACT: A reported 25% of Google searches every day have never been done before. Why? Because we know what we want! Searches getting more specific Want information online for products, services, etc. Want it as precise as possible Want it quickly The Result: More Long Term Keywords are being used for searches and more often. T: 617.266.9166 www.bostonlogic.com

9. Recent Changes to Long Tail Keywords Google Search Algorithm Change in May 2010 What This Means: Google Search Engine Patent now has the ability to index longer phrases rather than guessing at what we are looking for Search engines getting better at finding us what we need Long Tail Keywords now more relevant than ever T: 617.266.9166 www.bostonlogic.com

10. Recent Changes to Long Tail Keywords Google Instant – NEW - Launched Sept. 2010 What This Means: Now search results will appear & change almost instantly as the keyword phrase in the search box is edited. No more scrolling through pages of results, people will just refine their search terms and watch search results update. Ultimately, users will begin focusing more on Long Tail Keywords to begin their searches. Google Instant will lead to more searches for multi-word search phrases than ever before. T: 617.266.9166 www.bostonlogic.com

11. CHOOSING YOUR LONG TAIL TERMS T: 617.266.9166 www.bostonlogic.com

12. Choosing Your Long Tail Keywords Develop a list of potential terms you think your target client might use in a search engine query. To Begin, you can choose a generic Head Keyword, then make it more precise. Example Client Market: an MIT student looking for an apartment near campus Potential Long Tail Keywords Might Be: MIT student off-campus housing Cheap student apartments near Fenway MIT student rentals in Boston MIT Boston student apartment search T: 617.266.9166 www.bostonlogic.com

13. Use Keyword Tool for More Ideas Google’s Keyword Tool will suggest related terms: https://adwords.google.com/select/KeywordToolExternal Easily see competition & search trends for each set of terms T: 617.266.9166 www.bostonlogic.com

14. Check Your Competition Once you decide your keywords, check your competition Type your term into Google with “quotation marks” You will see other websites that rank for this term Sometimes no one else will rank – perfect SEO opportunity for you!

15. OPTIMIZING YOUR SITE T: 617.266.9166 www.bostonlogic.com

18. Your Site is Optimized: Now What? Stay Ahead of the Curve! You Need To: Get More Creative with Long Tail Keywords Be Attentive to Your Website T: 617.266.9166 www.bostonlogic.com

19. Long Tail Keyword Strategy Tomorrow’s Long Tail Keywords Revisit the Keyword Tool often for new ideas Brainstorm frequently about new Keywords Be willing to revise Keywords to capture the 25% of new searches Fresh Content Keep your website up-to-date Company blogs Monitor Keyword Success Exercise: Email 10 friends & ask what 10 phrases they would type into Google to find you T: 617.266.9166 www.bostonlogic.com

20. Monitor Keyword Conversions Use your website analytics to monitor success Install Analytics & use it to see how users are finding your website Revisit often to get new Long Tail Keyword ideas T: 617.266.9166 www.bostonlogic.com

21. @BostonLogic Questions? For future (and past) webinars by Boston Logic: www.bostonlogic.com/blog/category/logicclassroom/ Read SEO Tips on our Real Estate SEO Blog: www.realestateseo1.com For more information, contact: Ashley Osgood, aosgood@bostonlogic.com Angela Davis, adavis@bostonlogic.com Phone: 617.266.9166 T: 617.266.9166 www.bostonlogic.com

22. What are Long Tail Keywords? Broad Keyword Search Volume Too broad High traffic for keywords Low relevance Difficult to rank for, hard to stand out Long Tail Keyword Search Volume Lower traffic, higher relevance Easy to rank for T: 617.266.9166 www.bostonlogic.com