/1

𝗖𝗼𝗺𝗽𝗹𝗲𝘁𝗲 "𝘁𝗲𝗿𝗺" 𝗰𝗼𝘃𝗲𝗿𝗮𝗴𝗲 - 𝗲𝗹𝘀𝗲 𝘆𝗼𝘂 𝗹𝗲𝗮𝗸!

It's not "head term" or "long tail".
It's both.

And it's not just "head", "mid" or "tail" terms,
but applicable/relevant intent/stages too!

>>>

#SEO
/2

To begin with, you are unlikely to rank for shorter terms - so you have to go with long-tail.

Produce content for each stage & collection of terms per stage. This not only increases the number of terms you are likely to rank for, but naturally means lower competition.

>>>
/3

Over time, your site gains "weight", and it is easier to rank for shorter terms.
But you still produce content for each stage, and you still target longer queries.

Just be mindful of "term value".
Longtail may be "easier", but typically has small audiences.

>>>
/4

So do the research, look at the volume, cluster tightly related queries; ensure each page for each stage of each term contains the variants.

Do not try to generate a page per term.
Do create a page per "topic purpose".
Do interlink between stages of each topic group.

>>>
/5

That said, there is one set of Short/Head terms you do want to target - your Brand!
That may or may not include Location (local/regional/national etc.).

The idea is that you draw people in on long-tail, satisfy them, earn their appreciation and trust - and loyalty!

>>>
/6

Leave a good impression, and get them to come back to you.

You may not rank for "handbags" or "accountancy",
but you should rank for "[your brand] handbags" or "[your brand] accounting".

But that only happens if you:
1) Get the traffic
2) Satisfy that traffic

>>>
/7

Yes - you can target the Head terms/short queries.
But to do so, you should build up foundations and supports of Longtail/stage-focused content.

This not only aids with Rankings (topicality, internal authority flow etc.), but with conversions/satisfying users.

>>>
/8

Now, people can be clever with it, and call it topic-clusters, or thematic groups, or chained-intents or anything else they like.

Personally - I like to call it obvious and common-sense.

Take the primary term, cover it in every way that users need and want.

That's it :D

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More from @darth_na

14 May
𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 & 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻!

I still get irritated when people push the concept of
"𝘫𝘶𝘴𝘵 𝘤𝘳𝘦𝘢𝘵𝘦 𝘨𝘳𝘦𝘢𝘵 𝘤𝘰𝘯𝘵𝘦𝘯𝘵"

It has the same flaws as
"𝘫𝘶𝘴𝘵 𝘱𝘳𝘰𝘥𝘶𝘤𝘦 𝘢 𝘨𝘳𝘦𝘢𝘵 𝘱𝘳𝘰𝘥𝘶𝘤𝘵"

If it were that simple, there'd be no marketing Positioning & Promotion  Ge...
You can often see it with "successful" businesses, entrepreneurs and start-ups etc.

It's the networking, the promotion, how they pitch it and who they pitch it to that makes the difference.

Having something worthwhile just makes it easier (in some cases).
But you can have the
best product in the world,
or
the best article ever written,
or
the best bit of artwork created...

... if you don't get it in front of the right people,
at the right time, with the right message,
it's going to take a lot more effort to be a success.
Read 4 tweets
15 Feb
𝗚𝗼𝗼𝗴𝗹𝗲'𝘀 𝗖𝗼𝗿𝗲 𝗪𝗲𝗯 𝗩𝗶𝘁𝗮𝗹𝘀 ... 𝗪𝗧𝗙!

Please, take a moment to look at the %'s as G see's their value/influence.

Notice that CLS (jump) is only 5%.
Where as LCP is 25%.

googlechrome.github.io/lighthouse/sco…

via
@dsottimano

#SEO #CWV

READ MORE >>> Display of Google Lighthouse for measuring Metrics that infl
LCP (Largest Contentful Paint) includes Background Images.

That means if your web design includes a GB Img (not an image for content!), then it impacts the LCP, and thus your CWV score.

Worse - the potential negative of that is far greater than Cumulative Layout Shift (CLS)
People wonder why I give G a hard time, and why I doubt their judgement in regards to metrics and figures.

THIS is a shining example of Why!

Why the hell should the usage of a background image negatively impact your performance score?
Read 9 tweets
23 Dec 20
I'm not saying "click the link", as it's likely to one of those lame-ass pages with semi-weak content.

But I worked in PC Build (many years ago).

We had some great ones :D

Such as ...
1) "no, I didn't open the tower, that would void my warranty" ...
... "oh, so that's where I left my sandwich"

2) And the "thank you" note that arrived, saying they loved the complimentary coffee cup holder.

3) The 5 day old machine that came back with innards from 2 years ago.
Though, to be fair - it's not just "users" that were an issue.

Sales were fond of selling computers without disk-drives, CD Drives ... or hard-drives (and we were meant to install an OS???)

We even had one order come through with 2 different main-boards - they couldn't decide!
Read 4 tweets
17 Aug 20
@ecomchat A2.

CRMs are simply a data house for several related types of data,
including things like Customer Details and Purchases/Orders.

There's 4 types of data:

1) Common/Required
(Name, address, purchases etc.)

2) Uncommon/advanced
(DoB, team/dept, campaigns)

#EcomChat
>>>
@ecomchat 3) Industry/Sector specific
(Legal/Regulatory requirements, dispatch notes etc.)

4) Optional/potentially useful
(Personal details, holidays, web account, credit details etc.)

Each set of data has it's own set of uses, some may apply, some may not.

#EcomChat
>>>
@ecomchat From such data, you can obtain insights and make decisions

Things like:
* Market Basket Analysis
* Customer Lifetime Value
* Purchase Cycles
* Seasonal Trends/Shifts
* Product/Price fit
* Repurchase nearness
* Loyalty score
* Team/Dept performance

#EcomChat
>>>
Read 11 tweets

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