Everything. At least when it comes to search engine optimization. Including your targeted keyword(s) or phrase (s) in the title (and title tags) of your page, post or article is one of THE most important things you can do in order to achieve long-term organic search results.
In my last post, I talked about a simple general-to-specific three-tier site structure. Going back to our insurance agency example, let’s say we were trying to determine the best page names (and content) for Tier 2 and Tier 3 pages. We know one of the Tier 2 pages is going to concern Life Insurance. However, that term is probably going to be too broad (and competitive) to rank well for organically. Therefore, it would make sense to look at that broader term (life insurance) and come up with a longer tail variation that offers less competition. Using Micro Niche Finder, we find that “Life Insurance” has 550,000 searches (great!), but a Strength of Competition (SOC) of 499,000 (not so great). Too competitive.
Next!
So, we dig down a little deeper and find that “life insurance plans” has about 1,900 searches – and a SOC of only 127. This rates a “maybe” on the MNF scale, but certainly offers much more favorable odds than the broader term, “life insurance.” I’m willing to take a risk on this because I feel I can work with these odds and make them work to my favor.
This same approach applies to Tier 3 pages, as well. We already decided to look at the four major types of life insurance: whole, term, universal life and variable life insurance. The keyword phrase, “Term Life Insurance,” has 110,000 searches and a SOC of 29,900 (too competitive). However, the long-tail keyword phrase, “What is Term Life Insurance,” has 2,900 searches, but a SOC of only 42. Big ol’ green light! This phrase not only offers a decent quantity of highly targeted traffic and a relatively low amount of competition – it also provides clear direction for the content for the entire page.
This search also reveals some other potential Tier 3 page topics. For example, the phrase “term vs. whole life insurance” returns a healthy 1,900 searches and a very low SOC of 19. Demand far exceeds supply in this case, so it is worth adding a ‘compare and contrast” page for these two types of insurance. Several other opportunities like this become apparent as part of this body of keyword research, as well.
The great thing about using this approach to keyword research and site structure is that it leaves the door open to a multitude of ways to reach highly targeted traffic already searching for information that your unique, keyword-rich content can provide.
Talk about a win-win!
Til Next Time,
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