Content marketing is all about key-words, not just words

You are a small business and you need to get noticed on search engines. But, it seems that any search you do on your product’s keywords returns the big competitors and a wiki link or two. How do you create content that will allow you to break into the coveted top ten in Google?

One of the first things you need to do is look at the keywords you are focused on. Let’s say you are selling bench-top power tools.  You may assume you should create content around keywords like, “table saw” or “drill press.”  While these indeed are descriptive of your products, they are also very general and heavily promoted by nearly every online competitor in your space. You need to get more specific and think about the long-tail of marketing.

There is a huge amount of information on the web about “long-tail” marketing that can help you perfect content generation focused on specific keywords that will allow you to get the attention of more relavent buyers. In our example, instead of generating content focused on the phrase “table saw,” think deeper. Use phrases that include more descriptive terms.  These terms should be more conversational in nature.  For example, “Ryobi 10 inch table saw” might be something a person would actually ask Siri to search for or type into a search box as a question. Every descriptive detail you can add to the search phrase will place your content higher on the search results than those that continue to compete at a general level (table saw).

Small businesses can win this long-tail marketing battle with simple changes like, re-writing boilerplate manufacturer product descriptions.  Content generators should be listening to how their clients describe their products and services and inserting these terms into long-tail keyword phrases. The result is a deliberate separation from the ultra competitive arena for general phrases.

Not only will your business improve it’s search rankings by focusing on long-tail keywords, you will also notice that the customers resulting from these searches are more likely to buy because you have a more exact, relavent match for what they are searching for.  Backing up your long-tail product descriptions with how-to articles and optimized video content can bolster your position in search and credibility as well.

If you are struggling with how to take advantage of the long-tail marketing method, do some Google research to find out what customers really call your products and test it out on a few descriptions and blog posts. In time, you will see positive results and become more tuned-in to your customers’ search habits.  As always, if you need further assistance, the eBizNut staff would be glad to help.


The founder of Small Business Right, Earl has owned multiple small ventures. He has experience in retail/wholesale, ecommerce, business technology, cybersecurity, business operations, mentoring and all-things small business. Over two decades of entrepreneurial experience has allowed many opportunities to share and learn about business operations in many industries and assist businesses from idea validation to succession.

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Posted in Internet Marketing

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