Having the best site that nobody visits is as useless as Shaq at the free throw line. You direct your team to implement your vision – spend hours agonizing over every single color, font, pixel, and margin so that when your b2b site is complete it generates those visitors and leads that your business needs. However, when you launch the site, it receives fewer visitors than the Bates Motel. This dilemma makes no sense: you are smart – you founded a company, completed business school, and now you can’t figure out why a picture of a cat eating spaghetti is getting more views than your very expensive website. As someone who drives a lot of traffic to websites for clients, I have been called in to help people like you. Sometimes you beat around the bush and offer me coffee first (which I appreciate), and sometimes you are blunt, but at some point I see the same frustrated and exasperated look when you ask “Adam, how do I drive traffic to my site?”
This blog series teaches you two strategies to drive traffic to your B2B site, and even more – I show you how I do this for free. Let’s start by saying that there are many ways to generate traffic to a website and some are free and some you pay for. For example, you have to pay for pay-per-click (not surprisingly). The two strategies that I provide in this blog series are ethical ways to drive traffic to your site. The strategies are not some pie in the sky academic non-sense. These are real, ethical, actionable tips that you can use to drive traffic almost immediately. The reason that I put [Without Being a Total Weasel] in the title is that Google has been cracking down on what I call “weasel behavior” – the most recent example is Expedia which has seen it’s page rankings drop 25% for it’s weasel link building behavior. Trying to game Google’s system is like The Pet Rock – it made sense in the past, but that is where it should remain. Google is getting wise to these weasel moves and I never advise clients to use them. So without further ado, here is How to Generate Traffic to Your B2B Website For Free [Without Being a Total Weasel] (Part 1 of 2)
Part One – Blog Using Long Tail Search
Within SEO, long tail search provides a way for you to receive traffic by competing against a very limited number of opponents, who are probably not that strong. Chris Anderson originally proposed this principle of the long tail in his seminal book The Long Tail: Why the Future of Business is Selling Less of More (seen here in a black turtleneck – if you ever see me in a black turtleneck you have permission to smash a guitar over my head like Bluto Blutarski in Animal House).
What is long tail search?
Let me explain what long tail is so that you see how this will drive traffic to your site (follow along with the chart below courtesy of my partners at HubSpot as well).
Look at the left side of the chart and see the 1 and 2 word phrase searches, those are called fat head searches. Fat head searches are searched the most often in aggregate, have the most competition, and are the least likely to have a business action as an outcome (in digital marketing we call a business action a conversion). Examples of fat head phrases are Computer parts, Cloud computing and Anti Spam – you are not going to rank for them initially, there is just too much competition. However, I often see beginners target these phrases and then get frustrated when they don’t show up in the rankings. As you go to the right of the chart you begin to see longer and longer tail searches. There is no official definition of how many words are in a long tail search – but at Majux we consider it three words or more. Fewer websites optimize for these phrases so the competition is usually pretty low, and the conversions are surprisingly high. The chart says a 36% conversion rate (which is amazingly high!) and I have found HubSpot to be accurate with their information. Think about it from the point of your customer. If you were at the point where your company is ready to invest in a cloud computing solution, would you be more likely to search cloud computing or cloud computing service providers in Philadelphia – probably the latter.
How to Find Your Long Tail Keywords
My favorite way to find long-tailed keywords is to use Google itself. We call it the Google funnel. We get more and more precise as we go through the funnel to eventually find our long-tailed keyword to target. I will walk you through an example:
Select your “Starter Keyword” – this is what would be your fat head search, and what we call the top of the funnel. For this example, our top of the funnel keyword will be Cloud Computing.
Funnel Down! Go to the Google search bar and type in your top of the funnel keyword and hit the space bar, a group of terms will appear. These are what users are actually searching for; choose one of these modified keywords. When we have moved more towards the long tail, we call it funneling down. For our purpose we will select Cloud Computing Companies as our modified keyword.
Funnel down further: Next put your modified keyword in the Google search bar, press the space bar and hit the letter “a”, this will provide a series of “a” modifiers. Do the same with “b”, then “c”,… I think you get the idea. Select one that you believe your potential clients would be interested in. We selected Cloud Computing For Small Business
Funnel down further or blog: At this point you have a long-tailed keyword to use for your blog topic. You can begin to write the blog, or you can funnel more by repeating the alphabet. With your modified keyword. For example, we may want to write an article about Cloud Computing Companies For Small Business Case Studies. If you found a user who was looking for that, you would exactly answer there question
You have seen what a long tail search is, why you can drive traffic to your business with long-tailed searches, and you have learned how to find a long-tailed keyword. In the next blog you will learn how to dominate Google plus to drive traffic to your b2b website for free.
What do you use to drive traffic to your b2b website?