The digital world has turned more competitive since the beginning of the millennium. New advancements, novel ideas, and innovative concepts have been making it more aggressive than ever. To remain in the limelight, and catch the attention of the potential client, may appear as if a herculean task nowadays. Constant monitoring and timely tweaks are crucial to keep you on top of the game. 

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If you are into SEO, focussing on the long-tail keywords is one of the thoughtful options you should rely upon as a perfect SEO tactic. Long-tail keywords have comparatively lesser competition and are generally easy to rank for. In this article, let us understand the basics about Long-tail keywords and why do we need to target long-tail keywords.

What are the Long-tail keywords? 

Long-tail keywords refer to the longer and more specific keywords people use as queries on the search engines. These are actually what your visitors are most likely to use. 

One of the advantages of these long-tail keywords lies in the fact that they have a very low search volume and can be one of the best options to rank your content. 

Normal keyword tends to be one word or two. But, long-tail keywords have more than a few words. The key is to make use of the long-tail keywords with low competition and low search volume, but high CPC. 

Why focus on Long-tail keywords?

The reason should be obvious. Using long-tail keywords helps you compete with a fewer number of websites as opposed to the one or two-word keywords that can make you compete with a huge number of sites for a single keyword. Ideally, focussing on a larger group of long-tail keywords can help you get significant traffic to your site. 

When you compare it with your competitors, you will more defined audience who is specifically looking for your product or service. Even when the traffic to your site may be less. However, you can be assured of high-quality visitors with high chances of conversion.

Why are Long-tail Keywords important for SEO efforts?

Well, we have studied how long-tail keywords can bring more traffic to your site and help in conversion. They play a very major role in an SEO plan. The fact that more than 70 per cent of the web traffic comprises of the long-tail keywords in itself should stand proof of how effective the strategy can be. 

Facts mentioned below should help you understand why long-tail keywords are important in your SEO Strategy – 

  • They help you outrank your competitors – The trick to outrank your competitors is to find high volume low competition keywords. Keyword difficulty or keyword competition is also referred to as SD in some discussions on SEO. Such keywords will get you access to the best traffic. 
  • They can help you create the right context for your content – Google loves long-tail keywords. If you have the long-tail keywords in your content, you can have a better chance in achieving positive results in ranking your site. Hummingbird update from Google is based on the exact phrasing of your content. 
  • Long-tail keywords provide better conversion – The average conversion rate of a long-tail keyword is around 30 to 36 per cent. It doesn’t mean you will get increased conversion within a single day. But the statistics should give you a fair idea.
  • They are about how people search on the internet – People have been searching specifically for precise information. The long-tail keywords can be a vital part of the mobile site optimization. 
  • They prove to be the best options within structured data to outrank SERP – Structured data is a great means of SERP. Using long-tail keywords inside your structured data can prove to be a good option. 
  • Long-tail keywords can help you answer voice searches – The fact that people have been using voice searches makes it important to use the long-tail keywords. 
  • They provide more value to the reader – Long-tail keywords also offer your readers more value. They can help you gain more organic traffic

How to start targeting long-tail keywords?

Targeting the right long-tail keywords assumes much importance and a huge exercise in itself. The prime aspect would be to begin researching for your keyword. 

Before you can find the right keywords you want to rank for, we assume that you have a clear strategy designed for your SEO campaign and have created a website that meets those needs. To perform capable keyword research, you need an efficient keyword research tool. We would recommend using tools such as MOZ, SEMRush or Ahrefs. If you haven’t used a keyword research tool before, you can make use of a tutorial to familiarise yourself with it. 

  • Pick the keywords relatable to your website. 
  • Look for things such as traffic and search volume. 
  • Create a list of the keywords. 
  • Create awesome content around those keywords that you have enlisted. 

What are the Benefits of targeting Long-tail keywords?

Like we already are aware of, long-tail keywords are longer and offer more specific information of the keyword you are targeting. In essence, they can be extremely easy to rank for when you compare them to the common keywords. 

A few benefits of using long-tail keywords can be 

  • They reduce competition. 
  • They can bring in a substantial degree of traffic. 
  • You can use them for targeted traffic. 
  • They can be good for highly competitive sites. 
  • Easy and simple to optimise for. 

What are the results you can expect from long-tail keywords? 

Didn’t we state that 70 per cent of the web searches come from long-tail keywords? That is the prime beneficial result you stand to gain with the use of the right long-tail keywords. Besides, you can even expect the conversion rate to increase by at least 30 to 36 per cent with long-tail keywords. 

Other results you can expect can include 

  • It can be a great option for outranking competing websites. 
  • You can provide valuable content for your readers. 
  • You can easily optimise your content for voice searches. 
  • You will be able to serve exactly what your visitors are searching for. 

The Bottom Line 

Are you looking to create quality content? Want to create a truly wonderful and effective marketing plan? Long-tail keywords should be what you should look for. The tips and information shared here should ideally help you pick the best options for your keyword research.

The facets of SEO keep changing consistently, and one of the prime changes observed over the past few years is Zero Click searches. Search engines are trying to make the search process more user friendly, and this has created a huge impediment for the website owners. In this article, let what Google zero-click searches are and why are they important. 

What are Zero Click searches? 

By definition, a zero-click search is a search result that appears at the tops, perhaps as a snippet. It lets the user find an answer without having to perform further clicks. 

A zero-click search satisfies the query by the user and keeps the user on the search engine’s page instead of moving them to third party sites. They have become quite popular for people looking for direct information instantly without having to browse through multiple results or go through blurbs of text.

You might have noticed that when you search for some information on Google, the very first result displays the answer to your query without any need to click further. It is also called Featured Snippet, and it has improved user experience to a greater extent.

While they are extremely user friendly and pride for the website owners to feature in a Snippet, it can affect your commercial prospects as a business or blog owner.

How to be visible in zero-click searches?

Appearing in a featured snippet may be quite difficult, especially with hundreds of thousands of websites competing for the position. How can you improve your odds of appearing in a zero-click search result? 

A few tips here can be helpful – 

  • Ensure an optimised content – Your content may be great. Still, unless it is optimized for SEO, it won’t rank or be visible in zero search result. A few optimization techniques include using proper headings and tags, using the right keywords, and make sure that the information is relevant to the query.
  • Answer questions – Make sure the content on your website is configured to answer common questions. You can think of questions from a users perspective (related to the topic or keywords) and then create content around it in an answer form.  
  • Prepare high-quality content – Well researched and high-quality content is more likely to get zero-click searches. The search engine should find the content to be relevant to the user queries- content which answers the users questions to the point.
  • Add FAQ section – Ideally, zero-click searches are centred around questions. This makes it obvious to include FAQ page on your site. Using FAQ schema can be a great option, but make sure your content itself answers the questions when using FAQ schema. 
  • Use stats and numbers – Yet another technique that helps feature is zero-click searches is to use facts and numbers in your content. Graphs, charts, and factual info have a better possibility of featuring in zero-click searches. 

How zero-click searches affect users?

Ever since the Featured Snippets or Zero click searches were introduced in 2013, more and more users have begun believing that these search results satisfy their queries. As per a recent HubSpot survey, it was shown that more than 45 percent of the respondents considered the Zero click searches to be more accurate. 

Some of the advantages offered by the Zero click searches to users include-

  • Gives direct answers to the users queries without having to read blocks of text or browse multiple sites.
  • Reduces the time spent by the user to find an answer to their queries.

What are the different types of Featured Snippets?

Featured Snippets come primarily in three variants.

  • Paragraph – One of the most common forms of featured snippets. The paragraph feature snippet provides the answer to the query in a box with or without images.
  • List – The list type of featured snippet appears when the search engine displays the results in the form of a numbered or bulleted list 
  • Table – In this type of featured snippet, the results would be displayed in the form of a table. 

Other less prominent featured snippet types can include YouTube featured snippet, that shows a YouTube clip in response to a search query, or Carousel snippet where Google shows the related keywords.

How zero-click searches affect SEO?

If you have been using Google search (most of us do) these days, you would have noticed that more than 50 percent of the searches have a zero-click search result. 

While this can be useful for the users, a zero-click search makes the website owners lose traffic due to no clicks. Even the sites such a Wikipedia have lost a considerable amount of traffic since the launch of Featured Snippets. 

However, there is a silver lining here. You can steal the information from the Featured Snippet to get better traffic. It has been observed that while around 8 to 10 percent of the clicks go to the featured snippet, approximately 20 percent clicks go to the first natural result below the snippet. Featured snippets can also help improve the familiarity and visibility of your site. 

How to optimize for Google zero-click search results?

One of the prime factors that can help you get a place in featured snippets would be to use the right type of keywords. Long-tail keywords have been known to be a better option to get featured snippets. 

Picking keywords which are more than four words in length and optimizing the content around those keywords can assure you a place in a featured snippet. 

Some tips to optimize for a better position in the featured snippets are:

  • Use questions and keywords in a subheading inside your content – Make sure that you are directly matching the keyword that you want to answer. 
  • Keep your answer to the point – Let your featured snippet be as simple as possible so that Google will find it easy to pick. 
  • Use Schema mark-up – Schema mark-up has been one of the practical solutions to win featured snippets. 

The best way is to follow up the long tail keyword with a precise answer to the question within 60 words. Keeping your answer as factual as possible can help you feature in the zero-click searches. 

Important factors about Zero click Searches

As we have seen above, Zero click searches dominate almost half of the total search results. These quick search results can reduce your clicks, but can be used to improve the authenticity and familiarity of your site considerably. 

However, it comes with some disadvantages like reduction in traffic and visits from search engines- which we cannot control.

It is recommended to optimize your website content for featured snippets for gaining some of the benefits offered by the zero-click searches.

SEO is becoming increasingly competitive because of the algorithm updates being implemented by Google from time to time. New techniques and tools are being developed to keep track of these updates and it is possible for you to make use of these tools and techniques in the right combination to craft a winning strategy for yourself. It is, therefore, important that you focus on keyword research and user intent in order to make your SEO efforts successful.

User Intent – What Is It

It is the main reason or motive as to why a user conducts a search. To understand user intent, it is important to look into how and why users conducting search and what queries they are using. You can then use this understanding for formulating the appropriate keyword phrases. However, it is not an easy task. If you own a business in California, you must consult with an SEO company in San Francisco in order to have a clear understanding of the user intent and for keyword research.

There are four ways in which you can classify user intent. They are:

Commercial Intent

In this case, the user types in search terms for the purpose of browsing through several brands, products, and sites but does not make any purchases. Such users just want to know a little more about the products. They might buy the products in the future.

Transactional Intent

Transactional Intent is related to Commercial Intent. Such users conduct searches to find e-commerce websites for purchasing products online.

Navigational Intent

Some users go to specific websites by entering their names directly. This helps to generate traffic. However, it is possible only if your company has garnered a significant online presence.

Informational Intent

Search queries that provide information to users fall under this category. Information might include news, facts, tips, and lists, among many others.

Understanding User Intent

When you have a clear understanding as to how, why, and what people search for, you will be in a better position to derive the best keywords and drive traffic to your website. Some tools that you can use to understand user intent include Google Trends (an effective keyword/content research tool), Quora (a popular Q&A website), Ahrefs (another keyword research tool), Answer the Public and Online Forums.

For your business in San Francisco, a reliable digital marketing company will be able to provide you with the best Google Local SEO services.

In conclusion, you are adding another dimension to your keyword research when you take User Intent also into consideration. It helps you to generate great search queries. For more information, please visit

In all walks of our life, we face competition. Without competition, we will not know how strong we are how much we need to improvise on raising the bars. Whether growing yourself or facilitating growth for our client, we need to constantly learn and adapt a lot of things. That’s why every business needs a competitor to rightly evaluate the strengths, capabilities, and weakness of your business in relation to the competitor.  In terms of Search Engine Optimization (SEO), competitor analysis is everything for getting ranked in Google. Learn from what your competitor is doing to get valuable insights on outranking them.


Search engines rank websites that deliver seamless user experience. Website SEO analysis helps you in knowing how your competitor is strategically loading the website for sticking user in the website for more time. Search engines evaluate several line items like the page load time, website navigation, custom 404 pages, broken links, call to action features etc. to rank websites. You might have placed all the features that are prerequisite for getting SERP rankings. But your competitor might have taken that one smart step ahead of you to maintain rankings. Find it and secure your website to surprise your competitor.

Technical Aspects

As per the latest algorithms, it’s important to have a technically sound website and features to meet the ranking parameters. Look at the various parameters of web page layout and site architecture for scoring more on SERP rankings. In terms of web page layout, you can evaluate how your competitor works on developing indexable content, crawlable link structures, keyword use, and targeting etc. Site architecture involves usage of robot.txt files, healthy URL structure, secure browsing, sitemap, usage of breadcrumbs, mobile optimization etc. Make a checklist of these while doing SEO competitor analysis for scoring more.

CMS Factor

Every CMS platform has its own advantage and disadvantage for SEO. Learn what CMS is used for builting the competitor’s site and evaluate with yours. WordPress is pretty handy these days and trending as well. But lack of security can be a concern at some stages of the business sales cycle. Magento is one of the fast emerging e-commerce scripts which helps brands to manage pages, widgets, polls and static blocks, which is specific e-commerce traits. These pages will help optimizing majority of the on-page SEO factors. Get in touch with the best SEO Company San Francisco to know more in detail.

Keyword Consistency

Keyword targeting is the all essential stuff in SEO. Along with targeting, you also need to keep an eye on how consistently the keywords are appearing on the competitor website and aligned social media platforms. Whether the target keywords are appearing on the on-page elements like headers tags, meta descriptions, meta titles, website body, image alt tags etc. Make sure you don’t get confused this with the keyword density factor. Consistent use of keywords will help search engine crawlers to index and return the site in search results for the specific keyword or topic entered.

Backlink Audit

Backlinks are a major slice of ranking puzzle. They build a strong foundation for your online reach and ranking process. You cannot assume how much it matters to discover the niche sites from competitors back-end profile. Your competitor might be building serious links from the backend pages. You need to compare the traffic volume and reach of the back end links. Today a lot of tools are available with digital marketing companies to cross-check the effectiveness of off page promotions of the competitor. However, make sure you have unbroken links and proper UI/UX issues before starting link building.

What’s in your mind when it comes to a product or a brand? A new pair of shoes, a television, a car or your bathing soap, whatever be, what is that deciding factor in purchasing something. Each product exists in the world because they provide a solution to various human needs. The decision processes taken by a customer is known as buying behaviour. Corporate branding these days with various tools of digital marketing like SEO services or PPC is trying the understand the buying behaviour of the customers.

The decision processes and acts involved in buying and using products is known as buying behaviour, or the buying decision of the consumers.

When you walk into a dress shop, you decide to pick one shirt which you felt is good for you. The same shirt was rejected by many which ended up in your hands. This makes us understand that the factors that affect these decisions may vary. Each individual has their own personal reasons in choosing what suits them and what not.

1. Social factor

Market researches show that one of the deciding factors is the culture. Each culture has a set of values, preferences, perceptions, and ideologies. Most individual sort the products according to the likability of the masses.  Each culture is unique with its geography, religion or gender. Humans are mostly actively social and always belong to one circle or the other, like family, friends or job mates.

A family is the most active group who buy things at regular intervals, making them the most influential purchase group. Years back, grocery items were targeted at the women at the house. This has changed as women started going to work and became more independent. Now grocery brands are bringing things to market targeting both men and women, as men are equally involved in household things.

One’s social and financial status can also influence buying decisions. These circle of people will have similar values and interest. Some brands specialise on providing products for high-income people or the elite group. Apart from income, circles of the same occupation, neighbourhood or educational system can be considered having the same buying decision.

2. Psychological factors.

Each individual has different needs. These needs can be personal, social or biological needs. When a person’s psychological needs are fulfilled he tries to settle the other needs one after the other the same way.  Individual change the buying behaviour after a bitter or sweat experience. This is also a learning process.

Your perceptions of a product are different from others. For example, if you and your friend go to buy a shoe, you might buy a lofter and your friend might buy a boot. This is the difference of perception of a need.

3. Personal factors.

Have your choices changed over a period of time? Do you prefer buying the same design shirt you bought at 18 now also? Age has an impact on a person’s tastes and buying decisions.

Have you wondered how ads are placed daily on television channels? A liquor ad is shown between a sports program while a grocery ad in-between a prime-time series.

Lifestyles of each people may differ with occupation, culture or social class. Some have personal choices while purchasing a product while some look for opinions from others. A person with a distinct personality has altogether a different need according to the behaviour he owns.

So the right brand positioning strategies would be a mix of every factor, creating the right product to the target audience. Smart marketing strategy persuades people and influences them in taking better buying decision. It should be understood that customer’s buying behaviour can’t be predicted but learning the buying behaviour, the brand can create better products.

Google announced on 17th January that it will start considering page speed for mobile search. The new update called the Speed Update will start rolling out on July 2018. Google had admitted to pagespeed being one of its ranking factor in 2010 but back then searches were mostly desktop searches. But now mobile searches have raised far and above desktop search.
If you have not yet started optimizing your websites for increased pagespeed don’t worry, we still have more than 4 months for the update to take over. But that doesn’t mean that you should waste time, the earlier you start the better.

As the first step towards optimizing your websites Google recommends the use of PageSpeed report or tools like LightHouse to measure page speed and make improvements.

If your website has Google AMP then this update should not be creating trouble for you, unless your pages are loading slow in spite of the AMP. And for people using a mix of AMP and regular mobile pages, Google will determine the speed based on the page they show in the search results. So in short having AMP will not give you a clean chit, Google is not going to consider the technology you are using, the only thing that matters is the speed of the pages.

Google also says that user intent will be given the top priority, i.e a page that has the most relevant information related to a search query may rank in the results in spite of a slow pagespeed. Now if you are waiting for the update to demote your site and then start working on it, then there are chances that you may not even know that your site has been hit. Google will not alert you when your site, so the only way for you to know is by continuously monitoring your webpage performance and rankings.

Another area where Speed update can bring in changes id your Adwords campaigns. Though Google have not specifically stated it landing page experience is a major factor in determining the quality score. So if the pagespeed of your landing page is low, it may affect your quality score and you may end up paying more that you used to. So if your landing page is slow to load, do not hesitate to correct the issue.

So the easier path would be to audit your website, or even better assign a search engine marketing company to do an audit on your website and understand how it’s pagespeed can be improved. This will help your website to stand strong when the Speed Update rolls out.