Welcome to this weeks SEO Video blog, today we’re going to look at the different type of keywords and their usage for SEO campaigns.
So you have probably heard ‘long tail’, ‘branded’ and ‘umbrella’ thrown around if you have experience with a company SEO’ing your site or work within the industry, but what exactly do these look like.
We are going to review at the following types of keywords:
- Commercial Umbrella
- Informational Umbrella
- Commercial Branded
- Informational Branded
- Commercial Long Tail
- Informational Long Tail
Firstly a commercial umbrella keyword – This would be a broad keyword most probably at the start of a consumers buying process, these types of phrases usually have a large exposure or search volume, but sometimes conversion isn’t that great. A good example is ‘LED TV’s’.
Secondly an informational umbrella keyword – These phrases can be great for driving traffic and encouraging links to your site, but they might not lead to many sales initially, These could be part of a longer term strategy of building site authority. A good example is ‘LED benefits’.
Next a brand specific commercial keyword such as ‘Sony TV’s', as the title says these types of keywords include a brand name, in this case sony. Similar to the commercial umbrella keyword they are still quite broad, however the consumer has decided on which brand they wish to purchase.
A branded informational keyword might look at the specific’s of a particular model of Sony TV or its rival TV’s in the same price banding, a good example being ‘Sony TV comparisons’.
Finally ‘Long tail’, again this breaks down into 2 types commercial and informational, these keywords are more targeted and usually have less search volume, but higher conversion rates.
A commercial long tail keyword will most probably be product specific, the search volume will be less than a branded or umbrella keyword, but the conversion should be higher as the consumer has idendified the product they wish to buy and are most likely doing price compaisons at the end of the buying process. A good example is ’27 inch sony bravia LED TV’.
A informational long tail keyword can be targeted via a blog or news feed and more often than not it can be a article that answers a question or explains a process. A good example is ‘Which LED TV Should I Buy?’. These are great for encouraging social signals and natural links.
In conclusion we believe a successful SEO campaign should have a balance of umbrella, branded and long tail keywords to help build authority, traffic and conversion.
Thanks for watching.
Read more from: Nick Rinylo