WEBVTT 00:00.170 --> 00:06.200 Now I want to explain the difference between long tail keywords and short tail keywords, and how to 00:06.200 --> 00:09.680 leverage those to find the most profitable keywords. 00:09.680 --> 00:17.120 When people search anything that already gives us two pieces of vital information, they're typing exactly 00:17.120 --> 00:23.900 what they want, and they're telling us the exact time at which they need it, which is right now. 00:23.900 --> 00:27.980 And that's crucial because imagine you're selling through social media. 00:27.980 --> 00:31.640 You have no idea what your audience wants right now. 00:31.640 --> 00:33.440 Are they browsing cat photos? 00:33.440 --> 00:34.730 Are they distracted? 00:34.730 --> 00:36.380 You don't know what they're doing. 00:36.380 --> 00:43.550 But when people are searching, you know that at that moment, their number one focus is to find whatever 00:43.550 --> 00:44.330 they are searching. 00:44.330 --> 00:48.080 And if you can provide that, you are extremely close to closing the sale. 00:48.080 --> 00:50.690 For example, let's say you're selling socks. 00:50.690 --> 00:56.150 Your customers probably shop for socks a couple of times a year at most. 00:56.150 --> 01:01.550 If you were to guess when to promote your socks to them, it would be impossible to time it. 01:01.550 --> 01:05.240 But if you rank your socks sale page in search. 01:05.240 --> 01:11.600 If potential customers find your socks exactly at the moment when they are shopping, they're very likely 01:11.600 --> 01:12.290 to buy. 01:12.350 --> 01:19.430 So now that you understand the importance of timing and intent, we also want to examine the quality 01:19.430 --> 01:20.210 of the keywords. 01:20.210 --> 01:26.810 Even the smallest differences in how people type phrases into search can mean very big difference in 01:26.810 --> 01:30.200 how profitable that customer might end up being. 01:30.200 --> 01:36.230 For example, let's say you have a marketing agency that you're trying to promote and you want to rank 01:36.230 --> 01:42.230 for keyword marketing agency, but this would actually be considered a vanity keyword. 01:42.230 --> 01:49.010 Vanity keywords are keywords that seem like the best ones, but actually bring in disproportionately 01:49.010 --> 01:50.090 poor traffic. 01:50.090 --> 01:53.270 That doesn't engage as much as you would hope. 01:53.270 --> 01:58.820 Because when a person searches for something like marketing agency, you don't know if they want to 01:58.820 --> 02:04.160 start their own marketing agency, or they just want to know what the marketing agency is, or they 02:04.160 --> 02:09.290 want to hire a marketing agency, any of those could be their intent. 02:09.290 --> 02:11.930 It's just not specifically phrased enough. 02:12.170 --> 02:17.840 And even if they're looking to hire a marketing agency, well, maybe your marketing agency is an SEO 02:17.840 --> 02:23.390 marketing agency, but they're looking for a Pinterest marketing agency, so you wouldn't be able to 02:23.390 --> 02:24.680 help them anyway. 02:24.710 --> 02:31.760 So that vanity keyword, the general type of search, even though it has a lot of volume of people searching, 02:31.760 --> 02:35.390 many of those people who are searching would just never become your clients. 02:35.600 --> 02:39.650 So let's look at an opposite example of that a long tail keyword. 02:39.650 --> 02:45.500 And for our example, let's say you have a marketing agency that promotes dental offices. 02:45.500 --> 02:52.790 If you target a keyword like marketing agency for dentists, you're going to reach a very lucrative 02:52.790 --> 02:59.750 audience because they have existing businesses, and because you specialize in helping dentists, they're 02:59.750 --> 03:04.430 going to be much more likely to hire you than a generic marketing agency. 03:04.430 --> 03:11.180 So this would be an example of a long tail keyword that has a low volume of search, but that is much 03:11.180 --> 03:12.290 less competitive. 03:12.290 --> 03:14.630 So it's more realistic for you to rank for. 03:14.630 --> 03:17.690 And it's still going to be wildly profitable. 03:18.080 --> 03:22.130 Now, to expand our example, let's examine an even longer keyword. 03:22.130 --> 03:26.870 What about an SEO marketing agency for dentists in London? 03:26.870 --> 03:33.560 So because you're going to target that specific area, all the other SEO marketing agencies in the world 03:33.560 --> 03:37.520 will immediately no longer be competing with you on that keyword. 03:37.520 --> 03:44.630 So in local areas, you have far less competition, which makes this keyword far easier to rank for 03:44.630 --> 03:46.550 than if you were competing globally. 03:46.820 --> 03:52.220 And it's still going to bring you amazing potential customers, dentist offices who are going to be 03:52.220 --> 03:53.750 likely to buy from you. 03:53.840 --> 03:57.770 Now let's consider another example, this time with cooking. 03:58.010 --> 04:04.220 And by the way, as a downloadable in this video, I'll have a document with a few more different examples 04:04.220 --> 04:06.800 so you can have more examples to look over. 04:06.800 --> 04:12.680 But for cooking, one thing that can be profitable is to sell a product like a cooking pan. 04:12.680 --> 04:19.280 Now you might think that for cooking you should provide recipes, but recipes are generally free content. 04:19.670 --> 04:25.070 But if you rank for a keyword like cooking pan and become number one on Google for that keyword, well, 04:25.070 --> 04:31.400 that's a $10 million business per year because most households in the world need a cooking pen. 04:31.400 --> 04:37.160 And of course, it would be amazing to rank for the keyword like cooking pen because it's very profitable. 04:37.160 --> 04:42.710 But naturally it's very competitive because you'll be competing against multi-billion dollar online 04:42.710 --> 04:43.400 retailers. 04:43.400 --> 04:44.510 So what do you do? 04:44.540 --> 04:50.270 You can take the keyword cooking pan and explore longer tail variations of it. 04:50.270 --> 04:54.140 For example, what about large cooking pen? 04:54.620 --> 04:59.780 And while immediately targeting the keyword large cooking pan decreases? 05:00.010 --> 05:05.290 The number of competitors that you have, you're still left with a large number of competitors, so 05:05.290 --> 05:09.160 you can opt for longer tail keywords. 05:09.160 --> 05:16.420 So how about we make our keyword longer and make it large non-stick cooking pan and you can go even 05:16.420 --> 05:24.490 longer tail on this keyword like large non-stick, no toxins, no chemicals safe for kids and perhaps 05:24.490 --> 05:25.690 even made in Italy. 05:25.930 --> 05:32.920 So now very, very few if any other websites would compete against you on that keyword and it will be 05:32.920 --> 05:35.590 much easier to rank number one for that. 05:36.040 --> 05:42.790 Of course, fewer people search for such a long tail keyword, so you'd no longer have a $10 million 05:42.790 --> 05:45.550 business by ranking for that long tail keyword. 05:45.550 --> 05:49.720 But at least you'll start getting some sales some traffic sooner. 05:49.720 --> 05:55.360 Of course, over time, you can build up the SEO strength of your website and ultimately rank for the 05:55.360 --> 05:56.890 short tail cooking pan. 05:56.890 --> 05:59.080 But that will take some years. 05:59.080 --> 06:05.530 Why not take advantage of the low hanging fruit first, which is still profitable, which are the long 06:05.560 --> 06:06.520 tail keywords? 06:06.730 --> 06:13.210 And just to help you learn how to interpret keywords a little more, let's take a look at another keyword 06:13.210 --> 06:14.350 in the cooking niche. 06:14.920 --> 06:20.110 This time, let's look at a less profitable keyword like how to cook chicken. 06:20.110 --> 06:23.710 Think about what does the person searching want. 06:23.740 --> 06:28.360 This phrase implies that they're looking for kind of a free tutorial. 06:28.360 --> 06:32.890 This search has no clue or hint that they might want to pay for something or buy anything. 06:33.340 --> 06:38.350 They just want free content, which, by the way, would still be very competitive to rank for because 06:38.350 --> 06:41.680 that's a common and popular type of a search. 06:41.680 --> 06:47.950 And I'm sure there are all kinds of famous chefs who explain how to cook chicken in the best ways. 06:47.950 --> 06:50.530 So this keyword has the worst of all worlds. 06:50.530 --> 06:53.860 It's not that profitable, and it's very competitive. 06:53.860 --> 07:00.790 And you might think if people come to your web page after searching how to cook chicken, but then you 07:00.790 --> 07:03.730 might upsell a cooking pan. 07:03.730 --> 07:09.700 Yes, you might upsell a cooking pan, but very likely people already have a cooking pan. 07:09.700 --> 07:11.620 Very likely they're not shopping for a cooking pan. 07:11.620 --> 07:14.380 They're there for the recipe they searched for. 07:14.380 --> 07:19.810 So the sales conversion will be much, much, much worse. 07:19.810 --> 07:26.890 So you see, what I wanted to show you in this video is when you are savvy about how you select the 07:26.890 --> 07:34.660 keywords you choose to target with your SEO, that can have an immense impact on how quickly your SEO 07:34.660 --> 07:38.470 starts to work and how profitable it ultimately is. 07:38.470 --> 07:45.310 So with that in mind, in the next video, let's begin using the Google Keyword Tool, which will help 07:45.310 --> 07:49.240 you discover many keywords that you can then evaluate. 07:49.240 --> 07:55.540 And then later in the course, I'll show you exactly how to optimally create pages that are going to 07:55.540 --> 07:59.710 have the highest chance to actually rank highly for those keywords.