How to Find Your Money Keywords: The SEO Terms That Actually Bring Customers

Sep 5, 2023 | SEO Tips

Not every keyword is equally valuable to a business.

Some keywords can bring thousands of visitors to your website and generate almost no business.

Others may have much less search volume but attract people who are actively looking for exactly what you sell.

Those are what I think of as money keywords.

I’ve worked in SEO for more than 20 years, and one of the biggest keyword-research mistakes I see is focusing too heavily on search volume.

A keyword with 10,000 searches per month can look impressive in an SEO report.

But if the people searching it aren’t potential customers, what is that traffic actually worth to your business?

I’d rather rank a business for a smaller group of highly relevant searches with strong commercial intent than attract thousands of visitors who will never become customers.

In this guide, I’ll show you how I identify money keywords, how I evaluate their business value and how I decide which searches deserve the most attention in an SEO strategy.

Quick Answer: What Are Money Keywords?

“Money keyword” is an SEO term I use for searches that are closely connected to a potential:

Sale

Lead

Consultation

Appointment

Booking

Quote

or other valuable business action.

Google doesn’t officially label queries as “money keywords.”

It’s simply a useful way to distinguish searches with strong potential business value from searches that are primarily informational.

For example:

SEO company San Diego

Personal injury lawyer San Diego

Financial advisor near me

Spray tan Encinitas

Hair transplant Los Angeles

Best Local SEO company

These searches suggest that someone may be looking for a provider or evaluating options.

Compare them with:

What is SEO?

How does a hair transplant work?

What is retirement planning?

What is a spray tan?

Those searches can still be valuable.

But they’re primarily informational and may occur much earlier in the customer journey.

That’s the basic idea behind money keywords:

Which searches are most closely connected to the actions that matter to the business?

Why Money Keywords Matter

SEO isn’t just about getting more traffic.

It’s about attracting the right traffic.

Imagine two pages.

One generates 5,000 organic visitors per month and no leads.

Another generates 100 visitors and five new customers.

Which page is more valuable?

From a business perspective, the answer is pretty obvious.

This is why I don’t judge an SEO campaign by traffic alone.

I want to understand:

Which searches attract potential customers?

Which pages attract commercial intent?

Which searches generate calls or form submissions?

Which services produce the most revenue?

Which keywords are worth competing for?

Which organic landing pages contribute to actual business?

A successful SEO strategy should connect search visibility with business goals.

Start With the Services That Actually Make Money

Before I open a keyword research tool, I want to understand the business.

What does the company actually sell?

Which services are most profitable?

Which services does the business want more customers for?

Which geographic markets matter?

Which type of customer is the business trying to attract?

Those questions give keyword research direction.

For an SEO company, important services might include:

SEO services

Local SEO

AI SEO

SEO consulting

Google Business Profile optimization

For a personal injury law firm:

Car accident representation

Motorcycle accident representation

Truck accidents

Pedestrian accidents

Wrongful death

For a med spa:

Skin tightening

Botox

Microneedling

Laser treatments

Once I know what matters to the business, I can investigate how potential customers search for those services.

That’s much more useful than downloading a giant keyword list and sorting it by search volume.

Start With Search Intent

The next thing I look at is search intent.

Search intent is what someone appears to be trying to accomplish with a search.

Consider:

What is SEO?

That person is probably looking for information.

Now compare it with:

SEO company San Diego

That person may be looking for a provider or comparing companies.

Both searches involve SEO.

But their potential commercial value is very different.

Many money keywords have strong commercial or transactional intent, although the value of a particular query depends on the business and the customer journey.

That’s why I don’t label a keyword valuable simply because it contains words such as “buy,” “hire” or “best.”

I look at the entire search.

If you want a deeper explanation of how I evaluate intent, read my guide to search intent in SEO.

Look for Commercial Searches

Commercial searches often happen when someone is evaluating options.

Examples might include:

Best SEO company San Diego

Top financial advisor San Diego

SEO company reviews

Local SEO pricing

Best hair transplant clinic Los Angeles

Best personal trainer near me

The person may not be ready to take action this second.

But they’re closer to a buying decision than someone simply asking for a definition.

Commercial-intent searches can be especially valuable because they allow you to reach people while they’re comparing providers, prices, services or solutions.

Look for Transactional Searches

Transactional searches suggest someone may be ready to take an action.

For a service business, that action could be:

Calling

Booking

Requesting a quote

Scheduling a consultation

Hiring someone

or starting a service.

Examples could include:

Hire SEO company San Diego

Book spray tan Encinitas

Schedule financial consultation

Personal injury lawyer consultation

Hair transplant financing Los Angeles

These searches can have strong business value because the searcher isn’t merely learning about the topic.

They’re looking for a solution.

Identify Your Core Service Keywords

Next, identify the phrases that most directly describe your core services.

For an SEO business, examples could include:

SEO company San Diego

Local SEO San Diego

SEO consultant San Diego

SEO services San Diego

AI SEO San Diego

For a law firm:

Car accident lawyer San Diego

Personal injury attorney San Diego

Motorcycle accident lawyer San Diego

Wrongful death attorney San Diego

For a beauty business:

RF skin tightening San Diego

Botox San Diego

Microneedling San Diego

Skin tightening near me

These searches usually tell us much more than broad phrases such as:

marketing

law

skincare

The closer the search is to an actual service someone can purchase, the easier it becomes to evaluate its potential business value.

Find Local Money Keywords

For local businesses, geography can make a keyword particularly interesting.

Someone searching:

personal trainer

could have many different intentions and could be anywhere.

Someone searching:

personal trainer San Diego

has provided additional context.

They’ve told the search engine what they want and where they’re interested in finding it.

Local money keywords can include patterns such as:

Service + city

Service + neighborhood

Service + near me

Best service + city

Company type + city

For example:

SEO company San Diego

Spray tan La Jolla

Personal trainer Hillcrest

Financial advisor San Diego

Plumber near me

But don’t assume every keyword containing a city is automatically valuable.

The service still needs to matter to the business, and the geographic area needs to be a market the company can legitimately serve.

If you’re building a larger local keyword list, my Local Keyword Research guide walks through that process in more detail.

Don’t Ignore Long-Tail Money Keywords

Long-tail searches are generally longer and more specific.

They often have lower reported search volume.

That’s not necessarily a disadvantage.

Compare:

SEO

with:

SEO company for small business in San Diego

The second search gives us much more context.

The person has indicated that:

They need SEO.

They’re interested in a company.

They’re connected to a small business.

San Diego matters to the search.

That’s potentially a much more qualified visitor.

This is why I don’t automatically dismiss a keyword because a keyword tool reports only a small number of searches.

Sometimes specificity is exactly what makes the query valuable.

Search Volume Is Only One Metric

Search volume is useful.

I absolutely look at it.

But I don’t let it make the entire decision.

Suppose a keyword has:

10,000 searches per month

but almost everyone performing the search wants free information.

Now suppose another has:

150 searches per month

and many of those searchers are actively looking for the exact service your business provides.

Which would you rather rank #1 for?

Probably the second one.

This is why keyword research requires more than exporting data from a tool.

Search volume tells us about estimated demand.

It doesn’t automatically tell us business value.

Look at the Actual Google Results

Before prioritizing an important money keyword, I search it.

I want to see what Google currently shows.

Are the results:

Service pages?

Business homepages?

Directories?

Articles?

Comparison sites?

Google Maps?

Product pages?

Forums?

Videos?

The SERP can give us important clues about search intent.

For example, if I’m considering a commercial service page but Google overwhelmingly shows educational articles, I want to understand why before investing heavily in that keyword.

The keyword may not have the intent I assumed it had.

Use Google Search Console to Find Money Keywords You Already Rank For

Keyword research platforms are useful.

But one of my favorite sources of keyword data is Google Search Console.

Why?

Because Search Console shows queries Google already associates with your website.

I can look for searches that:

Already generate impressions

Already generate clicks

Are connected to important service pages

Have strong commercial intent

Are beginning to rank

or are sitting just outside the strongest positions.

This can reveal opportunities that aren’t obvious from traditional keyword tools.

Suppose an important service page is already receiving impressions for several valuable keyword variations.

That tells me something important:

Google already sees some relevance between that page and those searches.

Instead of automatically creating another URL, I may be better off improving the page that’s already gaining visibility.

Look for Striking-Distance Money Keywords

Some of my favorite SEO opportunities are valuable searches already close to strong visibility.

These are often called striking-distance keywords.

For example, suppose an important commercial search is sitting around:

Position 8

Position 11

Position 14

Position 18

I want to investigate that opportunity before automatically starting from zero with something else.

The page already has some visibility.

Now I want to understand what’s holding it back.

I may investigate:

Search intent

Page quality

Page purpose

Internal linking

External links

Technical issues

Competition

and whether the correct URL is ranking.

Sometimes improving an existing page that’s already close can be a better opportunity than chasing an entirely new keyword.

Don’t Automatically Create a New Page

This is important.

Finding a valuable keyword does not automatically mean you need a new URL.

First, check whether your site already has a relevant page.

Then look at Google Search Console.

Is an existing URL already receiving impressions for the search?

Does that page satisfy the intent?

Could it be improved?

Does another page compete with it?

Would a new page serve a genuinely different purpose?

If the existing page already has relevance, history, rankings or backlinks, improving it may be the smarter move.

Analyze Competitor Keywords Carefully

Competitor research can uncover useful opportunities.

SEO tools may show:

Which keywords competitors rank for

Which pages receive estimated traffic

Which service searches they appear for

Which informational topics support their commercial pages

and where your website has gaps.

But I don’t blindly copy competitor keyword lists.

A competitor may rank for thousands of searches that have little value to your particular business.

Instead, I ask:

Which of their service keywords matter to us?

Which commercial searches are we missing?

Which geographic markets matter?

Which pages appear to attract strong buying intent?

Where are competitors genuinely stronger?

Where might we have an opportunity to create something better?

Competitor research should help you understand the landscape.

It shouldn’t dictate your strategy.

Map Each Money Keyword to the Right Page

Finding a valuable search isn’t enough.

You also need to determine which URL should rank for it.

That’s where keyword mapping comes in.

Suppose a business offers:

Local SEO

National SEO

AI SEO

Google Business Profile optimization

Those services may involve different customer needs and search intents.

They may deserve different pages.

But I also don’t want to create a new page for every slight variation of the same search.

Ideally, each important search intent has a clear primary destination.

Closely related keyword variations can often belong together.

Supporting informational content can then connect to the appropriate commercial pages.

I explain my full process in my keyword mapping guide.

Don’t Confuse Traffic Keywords With Revenue Keywords

This is one of the biggest lessons I want business owners to understand.

Traffic is not the same thing as revenue.

An informational article may attract thousands of visitors.

That can be valuable.

It may build awareness, earn links, demonstrate expertise or introduce potential customers to your business.

But high traffic doesn’t automatically make that keyword more valuable than a commercial search with only 100 searches per month.

Suppose:

Keyword A: 5,000 searches per month and no leads

Keyword B: 150 searches per month and five new customers

Which keyword would you rather rank for?

This is why I care about qualified traffic, not simply more traffic.

If your rankings and traffic look good but business isn’t following, my guide to ranking for the wrong keywords explains what I would investigate.

The Best Money Keywords Are Proven by Real Leads

Keyword research gives me a hypothesis.

Real business data helps confirm it.

If the tracking allows it, I want to know which organic landing pages and search opportunities are associated with:

Calls

Form submissions

Consultations

Appointments

Bookings

Sales

and qualified leads.

A keyword may look commercially valuable based on its wording.

But actual conversion data is even more useful.

Over time, you may discover that a relatively small group of landing pages and search themes consistently produces your strongest leads.

Those are opportunities I want to protect and strengthen.

This is also why conversion tracking matters.

If you only measure rankings and traffic, you’re missing an important part of the SEO story.

Can You Track Revenue Back to Individual Keywords?

This has become harder than it once was.

Analytics platforms don’t always provide a clean keyword-to-sale trail for organic search.

Google Search Console provides query and landing-page data, while analytics and CRM systems can help show what visitors do after arriving.

I often have to evaluate multiple data sources together.

For example:

Which queries generate impressions?

Which pages receive organic traffic?

Which landing pages produce conversions?

Which services generate the strongest leads?

What are customers actually asking for?

You may not always be able to say:

“This exact keyword produced exactly $12,000.”

But you can still build a much better picture of which search themes, landing pages and commercial intents are contributing to business.

How I Prioritize Money Keywords

Once I’ve built a list of potential commercial searches, I don’t treat them all equally.

I evaluate several factors together.

Business Value

Does this keyword relate to an important or profitable service?

Search Intent

Is the person learning, comparing providers or preparing to take action?

Relevance

Does the business genuinely provide what this person wants?

Current Visibility

Are we already ranking?

Are we close to page one or another important position?

Competition

What types of websites currently rank, and what might it realistically take to compete?

Geography

Does location affect whether this search can produce a customer?

Conversion Potential

Could this person realistically become a qualified lead or customer?

Existing Page Strength

Do we already have an established page that can be improved?

Strategic Importance

Would stronger visibility for this search help a service or market the business actively wants to grow?

I don’t believe one keyword metric can answer all of those questions.

Keyword research is part data and part strategy.

A Simple Money Keyword Scoring System

You don’t need an elaborate formula to prioritize opportunities.

You can create a simple spreadsheet and score each keyword from 1–5 for factors such as:

Business value

Commercial intent

Relevance

Conversion potential

Current ranking opportunity

Geographic fit

Then look at the overall picture.

A keyword doesn’t automatically win because it has the highest volume.

For example:

These numbers aren’t Google’s scores.

They’re simply a practical way to force yourself to evaluate business value alongside SEO opportunity.

Don’t Ignore Informational Keywords

Calling certain searches “money keywords” doesn’t mean informational searches are bad.

A strong informational strategy can:

Introduce people to your brand

Answer customer questions

Demonstrate experience

Earn links

Support important services

Help prospects make decisions

and create visibility earlier in the customer journey.

The difference is that I don’t pretend every informational ranking has the same direct commercial value.

Each page should have a job.

Some pages generate leads.

Some build trust.

Some answer questions.

Some support important commercial topics.

A good SEO strategy can use all of them intentionally.

Do Money Keywords Still Matter With AI Search?

Yes, although I think the broader concept of commercial intent is more important than the phrase “money keyword.”

People still need products, services and professional help.

They still compare providers, research pricing and look for businesses that can solve a problem.

The way they express those needs may change as search becomes more conversational, but the business question remains:

Which searches and questions indicate that someone may realistically become a customer?

That’s what I’m trying to identify when I look for money keywords.

Common Money Keyword Mistakes

Choosing Keywords Only Because They Have High Search Volume

Volume can be useful, but it shouldn’t make the decision for you.

A smaller commercial keyword may be worth far more to the business.

Ignoring Search Intent

A keyword can sound relevant while attracting the wrong type of visitor.

Look at what Google actually displays for the search.

Targeting Keywords That Don’t Match Your Services

Don’t chase traffic for something the business doesn’t really offer.

Trying to Rank One Page for Every Service

Distinct services with different intents may deserve dedicated pages.

Creating a Page for Every Keyword Variation

The opposite problem is creating nearly identical pages for slightly different wording.

That can create unnecessary overlap.

Ignoring Existing Rankings

Check Search Console before creating another URL.

You may already have a page worth improving.

Ignoring Geographic Value

A local service business may not benefit equally from visitors everywhere.

Ignoring Conversion Data

A ranking isn’t valuable simply because it appears in an SEO report.

Try to understand what happens after people arrive.

Chasing Competitors Instead of Customers

Your competitor’s biggest keyword isn’t automatically the keyword that’s best for your business.

My Money Keyword Research Process

When I’m identifying high-value keywords for a business, my process generally looks like this:

1. Identify the services that matter most to the business.
2. Identify the customers and geographic markets that matter.
3. Research how people search for those services.
4. Separate informational opportunities from stronger commercial intent.
5. Look for local and long-tail variations.
6. Study the actual Google results.
7. Review Google Search Console for existing visibility.
8. Identify commercially valuable striking-distance queries.
9. Review competitor visibility for useful gaps.
10. Determine which existing pages already serve those searches.
11. Map important search intents to the correct URLs.
12. Prioritize opportunities based on business value, intent, relevance, competition and conversion potential.
13. Track visibility and leads.
14. Adjust priorities using real performance data.

Notice that search volume is part of the process, not the entire process.

Money Keywords Connect SEO to Business Growth

The best keyword isn’t necessarily the one with the biggest number next to it.

It’s the one that helps connect your business with the right potential customer.

That’s why I care about:

Intent

Relevance

Services

Location

Existing rankings

Competition

Conversions

and business value.

A keyword with 100 searches per month can be incredibly valuable if the people performing those searches are exactly the people your business wants to reach.

That’s the difference between ranking for keywords and building an SEO strategy designed to support growth.

Frequently Asked Questions About Money Keywords

What is a money keyword in SEO?

“Money keyword” is an informal SEO term for a search closely connected to a potential purchase, lead, consultation, booking or other valuable business action. These searches often have stronger commercial or transactional intent.

How do I find money keywords for my business?

Start with the products or services that matter most to your business. Then research how potential customers search for them. Evaluate intent, geographic relevance, Google results, Search Console data, existing rankings, competition and conversion potential.

Are high-volume keywords always the best keywords?

No. High search volume doesn’t automatically equal high business value. A lower-volume commercial search can produce more revenue than a high-volume informational search.

What is the difference between a money keyword and an informational keyword?

A money keyword is closely connected to a potential business action, while an informational keyword primarily reflects a desire to learn. Both can be valuable, but they serve different roles in an SEO strategy.

Are local keywords money keywords?

They can be. Searches combining a service with a city, neighborhood or “near me” modifier can indicate strong local commercial intent. However, location alone doesn’t automatically make a keyword valuable.

Should I target long-tail money keywords?

Yes, when they’re relevant. Specific long-tail searches can have lower volume but stronger intent because the searcher has provided more detail about what they need.

Can Google Search Console help me find money keywords?

Yes. Search Console can reveal commercially relevant queries for which your website already receives impressions and clicks. It can also uncover valuable terms already close to stronger rankings.

What is a striking-distance keyword?

It’s an informal SEO term for a keyword for which a page already ranks reasonably close to stronger visibility, often around the bottom of page one or page two. These searches can be useful optimization opportunities because Google already associates the page with the query.

Should every money keyword have its own page?

No. Closely related keyword variations that share substantially the same search intent can often belong to one primary page. Create separate pages when the intent, service or user need is genuinely distinct.

How do I know whether a money keyword actually generates customers?

Use the best data available to connect organic landing pages and search themes with calls, forms, bookings, sales or other conversions. Exact keyword-to-revenue attribution isn’t always available, so you may need to combine Search Console, analytics and business data.

Do money keywords still matter with AI search?

Yes. Search behavior may become more conversational, but commercial intent remains. People still look for products, services, providers and solutions.

Want to Find the Keywords That Can Actually Grow Your Business?

If your website ranks for plenty of keywords but those rankings aren’t producing meaningful business—or you’re unsure which searches deserve your attention—I can help.

I’ve worked in SEO for more than 20 years, helping businesses identify valuable search opportunities, connect them to the right pages and improve visibility for searches that matter.

If you’re looking for help with your SEO strategy, learn more about working directly with my San Diego SEO company or request a free SEO analysis.

Get found. Get trusted. Get chosen.

— Jen Ruhman
San Diego SEO Expert

Short-Tail vs. Long-Tail Keywords: What’s the Difference?

Aug 21, 2023 | SEO Tips

Not all keywords work the same way.

Some searches are broad:

SEO

lawyer

dentist

Others are much more specific:

SEO company for small businesses in San Diego

car accident lawyer free consultation San Diego

personal trainer for women over 40 near me

These are commonly described as short-tail and long-tail keywords.

I’ve worked in SEO for more than 20 years, and one mistake I see businesses make is assuming the keyword with the highest search volume must be the best keyword to target.

It isn’t.

Another common mistake is assuming long-tail keywords are automatically better because they’re more specific.

That’s not always true either.

The better question is:

What does the person actually want, and how closely does that search connect with the page, service or business goal we’re trying to support?

Let’s look at the difference.

Quick Answer: Short-Tail vs. Long-Tail Keywords

Short-tail keywords are broad search terms that represent a large topic or category.

Long-tail keywords are more specific, less frequently searched queries that usually reveal more detail about what the searcher wants.

Short-tail keywords often have greater overall search demand and broader intent.

Long-tail searches individually tend to have lower search demand, but their specificity can make the searcher’s intent easier to understand.

The important distinction isn’t simply how many words are in the keyword.

It’s how broad or specific the search is.

What Are Keywords?

Keywords are the words and phrases people use when searching for information, products, services or businesses.

For example:

SEO

SEO company

SEO company San Diego

SEO company for small businesses in San Diego

All four are search queries related to SEO.

But they don’t tell us the same thing about the searcher.

As the query becomes more specific, we often learn more about what the person needs.

That’s one of the reasons understanding short-tail and long-tail searches can be useful when planning an SEO strategy.

What Are Short-Tail Keywords?

Short-tail keywords, sometimes called head terms, are broad searches representing a larger topic.

Examples include:

SEO

lawyer

dentist

running shoes

financial advisor

These searches don’t give us much context.

Someone searching:

SEO

could be looking for:

A definition of SEO

An SEO company

SEO software

SEO training

An SEO job

SEO news

or something else entirely.

The topic is obvious.

The intent isn’t.

That’s one of the biggest challenges with very broad keywords.

Short-Tail Keywords Aren’t Always One or Two Words

Short-tail keywords are often described as keywords containing one or two words.

That’s an easy way to explain the concept, but I don’t think word count is the best definition.

A query can contain several words and still represent a relatively broad topic.

Likewise, a short query can have very specific commercial intent.

For example:

SEO San Diego

is only three words, but it gives us more context than simply:

SEO

That’s why I think about short-tail and long-tail keywords primarily in terms of specificity and search demand, not an arbitrary word count.

Advantages of Short-Tail Keywords

Short-tail searches can still be valuable.

They Represent Important Topics

Broad terms can represent major products, services or subjects that are central to a business.

They Can Have Significant Search Demand

Some broad searches are performed frequently, creating substantial potential visibility.

That doesn’t automatically make them commercially valuable, but demand is still useful information.

They’re Useful Starting Points for Keyword Research

A broad term can help uncover:

Related services

Customer questions

More specific searches

Locations

Problems

and subtopics.

For example, starting with:

Local SEO

might lead you to discover searches involving:

Google Maps

Google Business Profile

Local keyword research

Proximity

Service-area businesses

Reviews

and location pages.

Disadvantages of Short-Tail Keywords

Broad searches also come with challenges.

Search Intent Can Be Unclear

The broader the search, the less information you may have about what the person actually wants.

Competition Can Be Strong

Popular broad terms may have many established websites competing for visibility.

The Traffic May Be Poorly Qualified

A large audience isn’t automatically the right audience.

Ranking for a broad term could generate traffic without generating meaningful business.

This is why I rarely select keywords based on search volume alone.

What Are Long-Tail Keywords?

Long-tail keywords are more specific and typically less frequently searched queries that reveal additional detail about the searcher’s need.

Examples might include:

SEO company for small businesses in San Diego

financial advisor for retirement planning San Diego

personal trainer for women over 40 near me

car accident lawyer free consultation San Diego

best running shoes for flat feet

These searches tell us considerably more than broad terms such as:

SEO

financial advisor

personal trainer

lawyer

running shoes

That additional specificity is what makes long-tail searches so useful.

Long-Tail Doesn’t Simply Mean “Lots of Words”

This is an important distinction.

People sometimes define a long-tail keyword as any keyword containing three, four or five words.

That’s too simplistic.

The concept of the “long tail” refers more broadly to the large number of less frequently searched queries beyond the smaller number of very popular searches.

So while long-tail queries are often longer, word count alone doesn’t determine whether something is long-tail.

Specificity and relative search demand matter more.

Advantages of Long-Tail Keywords

Search Intent Is Often Clearer

Specificity can give us more information about what someone wants.

Compare:

financial advisor

with:

financial advisor for retirement planning San Diego

The second query gives us considerably more context.

They Can Attract Highly Relevant Visitors

A specific query may closely match a particular service, product, problem or page.

Some Are Less Competitive

More specific, lower-demand searches can sometimes have less competition than broad head terms.

That’s not guaranteed, however. Commercially valuable long-tail searches can still be extremely competitive.

They Reveal Customer Needs

Long-tail searches can reveal:

Questions

Problems

Preferences

Locations

Customer types

Service needs

and buying considerations.

That makes them useful for both SEO and understanding your audience.

Disadvantages of Long-Tail Keywords

Long-tail keywords aren’t automatically perfect SEO opportunities.

Individual Search Demand Can Be Small

A specific phrase may only be searched occasionally.

Keyword Tools May Not Capture Them Well

Some highly specific searches have little or no reported search volume even though people do search for similar variations.

They’re Easy to Over-Target

A common SEO mistake is discovering 20 variations and creating 20 nearly identical pages.

You usually don’t need to do that.

Specific Doesn’t Automatically Mean Commercial

A long query can still be purely informational.

For example:

what does SEO stand for and how does it work

is very specific.

But the person is still primarily looking for information.

Short-Tail vs. Long-Tail Keywords

Here’s a simple comparison:

Neither type is automatically better.

The right choice depends on what you’re trying to accomplish.

Search Intent Matters More Than Keyword Length

This is the most important point in this article.

A long keyword isn’t automatically valuable because it’s long.

And a short keyword isn’t automatically poor because it’s broad.

You need to understand what the person is trying to accomplish.

Compare:

what does SEO stand for and how does it work

with:

SEO company San Diego

The first query is longer and more specific.

But it’s primarily informational.

The second query is shorter.

Yet someone searching it may be looking for an SEO provider in San Diego.

That could make the shorter query much more commercially valuable to an SEO company.

This is why I don’t use keyword length as my primary decision-making factor.

Intent matters more.

If you’re unfamiliar with this concept, read my complete guide to search intent in SEO.

Do Long-Tail Keywords Convert Better?

They can.

But again, specificity isn’t the same thing as buying intent.

Consider:

financial advisor

versus:

financial advisor for retirement planning San Diego

The second search tells us:

The person wants a financial advisor.

Retirement planning matters.

San Diego matters.

That’s a potentially qualified commercial search.

Now consider:

what qualifications do you need to become a financial advisor

That’s also long and specific.

But the searcher probably isn’t looking to hire an advisor.

This is why conversion potential comes back to intent.

When I evaluate keywords based on their potential connection to leads, consultations and revenue, I think of those as money keywords.

I explain that process in my guide to finding money keywords.

How Long-Tail Keywords Can Help Local SEO

Long-tail searches can be particularly useful for local businesses because people often add context such as:

A service

A location

A neighborhood

A specific problem

A customer type

A desired feature

Examples might include:

SEO company for small businesses San Diego

personal trainer for beginners Hillcrest

financial advisor for retirement San Diego

spray tan before wedding La Jolla

These searches can reveal strong local relevance.

But don’t assume you need a separate page for every city, neighborhood or variation.

First determine whether the search represents a genuinely different intent or whether it belongs on an existing page.

For a deeper process, see my guide to local keyword research.

How to Use Short-Tail and Long-Tail Keywords Together

I don’t think businesses should choose one and ignore the other.

They serve different purposes.

Broad terms can help identify the major topics, services and categories relevant to the business.

Long-tail searches can help uncover the more specific needs within those topics.

For example, consider:

Local SEO

That’s a broad topic.

Related, more specific searches could include:

How to rank higher in Google Maps

How to do local keyword research

How proximity affects Local SEO

How to optimize a website for Local SEO

Those searches represent more specific needs within the broader subject.

This is one way a website can build useful depth around an important business topic without trying to force every query onto a single page.

Don’t Create a New Page for Every Long-Tail Keyword

One of the easiest ways to create unnecessary SEO overlap is to build a new page every time you discover another keyword variation.

For example:

SEO company San Diego

San Diego SEO company

SEO services San Diego

SEO agency San Diego

may not require four separate URLs.

If Google interprets the searches similarly and the intent is substantially the same, one strong page may be able to address the broader group.

That’s why my rule isn’t:

One keyword = one page.

It’s closer to:

One primary search intent = one primary page.

Then closely related variations can be incorporated naturally where appropriate.

My keyword mapping guide explains how I decide which searches should belong to which URLs.

Use Google Search Console to Discover Long-Tail Searches

One useful place to discover specific queries is Google Search Console.

Search Console can show you searches Google already associates with your website.

You may discover that an existing page receives impressions for dozens—or even hundreds—of variations you never explicitly targeted.

That can include:

Questions

Local variations

Service variations

Commercial searches

Specific problems

and other long-tail queries.

I find this especially useful because it can reveal opportunities to improve an existing page rather than creating something new.

For example, if an established page is already receiving impressions for several closely related searches, I want to investigate that URL before deciding another page is necessary.

How to Find Long-Tail Keywords

You don’t necessarily need an expensive SEO tool to start finding long-tail opportunities.

I look in several places.

Google Search Console

Look at the queries already generating impressions for relevant pages.

Google Search Results

Search a broad topic and study related searches, autocomplete suggestions, People Also Ask results and the pages already ranking.

Customer Questions

Pay attention to what real customers ask before hiring or buying.

These questions can reveal language that keyword tools miss.

Competitor Pages

Look at the specific topics and services competitors cover—but don’t blindly copy them.

Keyword Research Tools

Tools can help uncover variations, estimated search demand and related queries.

Use the data as guidance rather than treating every suggestion as a page you need to create.

Do Long-Tail Keywords Still Matter With AI Search?

Yes, but I wouldn’t obsess over exact wording.

People increasingly search using natural, conversational questions.

Whether someone types a traditional long-tail query into Google or asks an AI system a detailed question, the underlying principle is similar:

Specific language can reveal more about what the person actually needs.

That’s why I focus on the topic and search intent rather than trying to repeat every possible keyword variation.

Common Short-Tail and Long-Tail Keyword Mistakes

Choosing a Keyword Only Because It Has High Search Volume

High volume doesn’t automatically mean high business value.

Assuming Every Long-Tail Keyword Converts

A long-tail search can still be completely informational.

Defining Long-Tail Keywords Only by Word Count

Specificity and relative search demand are more meaningful than an arbitrary number of words.

Creating a New Page for Every Variation

Closely related queries frequently belong together.

Ignoring Existing Rankings

Check whether an existing page already has visibility before creating another URL.

Stuffing Exact Keywords Into Content

You don’t need to force the same exact phrase into every heading and paragraph.

Assuming Short-Tail Keywords Are Bad

Broad searches can still be useful and strategically important.

Assuming Long-Tail Keywords Are Easy

Specific searches can still be extremely competitive, especially when they’re commercially valuable.

Which Should You Target: Short-Tail or Long-Tail Keywords?

Usually, both.

But don’t choose keywords simply because they’re short or long.

Use broad searches to understand the major topics and services important to your business.

Use more specific searches to understand:

Customer questions

Problems

Services

Locations

Preferences

and needs.

Then evaluate the intent and business value behind those searches.

Finally, organize them so the appropriate page owns the appropriate intent.

That’s a much stronger SEO strategy than collecting hundreds of disconnected keywords in a spreadsheet.

Frequently Asked Questions About Short-Tail and Long-Tail Keywords

What is the difference between short-tail and long-tail keywords?

Short-tail keywords are broad searches representing larger topics, while long-tail keywords are more specific, less frequently searched queries. Long-tail searches often reveal more about what the searcher wants.

How many words make a long-tail keyword?

There isn’t a strict word count. Long-tail keywords are better understood by their specificity and lower individual search frequency rather than simply being phrases with three or more words.

Are long-tail keywords better for SEO?

Not automatically. Long-tail searches can be useful because their intent is often clearer, but the best keyword depends on the page, audience, competition, search intent and business goal.

Are long-tail keywords easier to rank for?

Sometimes, but not always. Lower-demand searches may have less competition, while commercially valuable long-tail searches can still be highly competitive.

Do long-tail keywords convert better?

They can when their specificity reflects stronger commercial or transactional intent. A long informational query, however, may have very little direct conversion potential.

Should I target short-tail keywords?

Yes, when they’re relevant to your business and strategy. Broad searches can represent important products, services or topics even when they have more competition or less obvious intent.

Should every long-tail keyword have its own page?

No. Closely related searches with substantially the same intent can often be addressed by one strong page. Creating separate URLs for every variation can create unnecessary overlap.

Are long-tail keywords useful for Local SEO?

Yes. Specific local searches can combine a service, location, problem or customer need, making them useful for understanding local search behavior.

How can I find long-tail keywords?

Google Search Console, Google search results, autocomplete, related searches, customer questions, competitor research and keyword research tools can all uncover long-tail opportunities.

Do long-tail keywords still matter with AI search?

Yes. People increasingly use detailed conversational queries, but the underlying principle remains the same: specific language can reveal more about the person’s need and intent.

Build Your Keyword Strategy Around Intent, Not Length

Short-tail and long-tail keywords both have a place in SEO.

The mistake is assuming one category is automatically better than the other.

I care much more about:

What is the person looking for?

How relevant is the search to the business?

What type of page should satisfy it?

Could this search realistically contribute to the business goal?

Do we already have a page that should rank for it?

Those questions are far more useful than simply counting the number of words in a keyword.

If you’d like help identifying the searches that matter to your business and building an SEO strategy around them, learn more about working directly with my San Diego SEO company or request a free SEO analysis.

Get found. Get trusted. Get chosen.

— Jen Ruhman
San Diego SEO Expert

Websites with SEO Triumph Over Social Media Alone

Aug 18, 2023 | SEO Tips

Why Websites that Leverage SEO Perform Better Than Relying Solely on Social Media

In the ever-evolving landscape of digital marketing, two strategies consistently stand out: Search Engine Optimization (SEO) and Social Media Marketing (SMM). Both have their unique strengths, but a growing body of evidence suggests that websites emphasizing SEO often surpass those that depend exclusively on social media. This comprehensive article delves into the reasons and data supporting this claim, offering insights from an SEO and digital marketing expert’s perspective.

1. Sustainability of Organic Traffic

SEO: Websites fine-tuned for search engines reap the rewards of enduring organic traffic. Once a site achieves a rank for particular keywords, it can sustain this position, drawing steady traffic without further effort. A BrightEdge study reveals that organic search steers 51% of all visitors to B2B and B2C sites, eclipsing all other digital channels. This consistent flow of visitors ensures a steady stream of potential customers, leading to sustainable business growth.

Social Media: Social media posts, on the other hand, have a transient lifespan. As fresh content emerges, older posts become obscured, diminishing their visibility and outreach. This means businesses have to continually produce and promote content to stay relevant, which can be resource-intensive.

2. User Intent and Conversion Rates

SEO: Individuals resorting to search engines typically possess a distinct intent, be it seeking information, purchasing a product, or finding a solution. This pronounced intent frequently leads to superior conversion rates. A Search Engine Journal report underscores that SEO leads boast a 14.6% closure rate. This high conversion rate can be attributed to the fact that these users are actively seeking solutions, making them more likely to engage with the content or make a purchase.

Social Media: While social media can drive significant traffic, these users are often casually browsing. Their primary intent might not be to make a purchase or seek a specific solution, leading to lower conversion rates compared to the high-intent traffic from search engines.

3. Independence from Platform Policies

SEO: SEO methodologies are crafted to cater to search engine algorithms. Though these algorithms experience updates, the foundational principles of SEO remain steadfast. This consistency ensures that businesses can maintain their online visibility with minimal disruptions, even when search engines introduce new features or criteria.

Social Media: Platforms like Facebook and Instagram are notorious for frequently tweaking their algorithms. These changes can drastically impact a brand’s visibility and engagement, often requiring businesses to adjust their strategies on the fly.

4. Broader Audience Reach

SEO: Search engines are universally employed tools. By honing in on SEO, businesses can tap into a vast and diverse audience. This includes individuals from different demographics, regions, and interests, ensuring a broad spectrum of potential customers.

Social Media: While social media platforms boast billions of users, not all individuals frequent every platform. Sole dependence on a handful of platforms can restrict a brand’s outreach, potentially missing out on a significant portion of their target audience.

5. Building Credibility and Trust

SEO: Websites that clinch high ranks on search engine results pages (SERPs) are often viewed as more credible. A Chitika study indicates that the topmost position on Google search results enjoys a 33% likelihood of being clicked. This trust is invaluable in the digital age, where consumers are bombarded with a plethora of options. A high search ranking can be the deciding factor that leads a potential customer to choose one brand over another.

Social Media: While a robust presence on social platforms can amplify brand awareness, it doesn’t inherently translate to credibility. Users often rely on reviews, testimonials, and third-party endorsements to gauge a brand’s trustworthiness on social platforms.

6. Cost-Effectiveness

SEO: SEO is often viewed as one of the most cost-effective digital marketing strategies. While it requires an initial investment in terms of content creation, website optimization, and backlink building, the long-term benefits often outweigh these costs. Once a website is optimized and ranks well, it can continue to attract traffic without significant ongoing expenses.

Social Media: In contrast, maintaining visibility on social media often requires continuous investment. With the decline in organic reach on platforms like Facebook, businesses are increasingly relying on paid promotions to reach their audience. Over time, these costs can add up, especially for small businesses with limited marketing budgets.

7. Less Volatility

SEO: One of the key strengths of SEO is its relative stability. While search engine algorithms do undergo updates, the core principles of good SEO remain consistent. This means that businesses can build their SEO strategy on a solid foundation, with only minor tweaks required to adapt to new updates.

Social Media: The world of social media is far more volatile. Trends come and go at a rapid pace, and what’s popular today might be forgotten tomorrow. For businesses, this means constantly staying updated with the latest trends and adjusting their strategies accordingly.

8. Data and Analytics

SEO: In the digital age, data is king. SEO provides businesses with a wealth of data and analytics about user behavior, keyword performance, and conversion rates. Platforms like Google Analytics offer detailed insights, allowing businesses to refine their strategies, identify areas of improvement, and capitalize on successful tactics.

Social Media: While social platforms do offer analytics, they often focus on metrics like engagement, reach, and likes. While these metrics are valuable, they don’t provide the same depth of insight as SEO analytics, especially when it comes to understanding user intent and conversion paths.

9. Mobile Search Growth

SEO: The rise of smartphones has led to a surge in mobile searches. Today, more people search on mobile devices than on desktops. This shift has made local SEO crucial for businesses. Optimizing for local search ensures that businesses can attract customers right when they’re looking for local solutions.

Social Media: While social media platforms are popular on mobile devices, they don’t offer the same local search capabilities as search engines. This means that businesses relying solely on social media might miss out on the growing segment of mobile search users.

10. Holistic User Experience

SEO: Modern SEO goes beyond just keywords. It encompasses a holistic approach that focuses on the overall user experience. This includes factors like website speed, mobile optimization, user-friendly navigation, and high-quality content. A well-optimized website ensures that users have a seamless experience, leading to higher engagement and conversions.

Social Media: On social media platforms, the user experience is largely dictated by the platform itself. While businesses can customize their profiles and content, they have limited control over factors like navigation, layout, and functionality.

 

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Implementing SEO for Your Business

Grasping the significance of SEO is merely the beginning. Effective implementation necessitates a strategic approach:

• Keyword Research: Pinpoint keywords pertinent to your business and sector.
• On-Page Optimization: Ensure your website’s content, meta tags, and structure are optimized for the identified keywords.
• Off-Page Optimization: Construct high-quality backlinks to augment your site’s authority.
• Content Creation: Consistently produce high-quality, relevant content.
• Technical SEO: Confirm your website loads swiftly, is mobile-friendly, and possesses an XML sitemap for search engines.

For San Diego-based businesses seeking expert guidance, Jen Ruhman is a local SEO firm offering comprehensive monthly SEO services. With a profound grasp of SEO’s intricacies, they can assist your business in achieving and retaining elevated search engine rankings.

The Evolution of Search Engines and Their Impact on Businesses

Over the past two decades, search engines have undergone significant transformations. From rudimentary platforms that relied on basic keyword matching, they’ve evolved into sophisticated systems using artificial intelligence and machine learning to deliver highly relevant results.

Google, the dominant player in the search engine market, continually refines its algorithms to prioritize user experience. This means that websites that offer valuable content, are user-friendly, and have earned authority in their niche tend to rank higher. For businesses, understanding these nuances is crucial. A high rank on search engines can lead to increased visibility, driving more organic traffic to the website.

Moreover, as search engines have become more localized, businesses can now target potential customers in their vicinity more effectively. Local SEO strategies, such as optimizing for ‘near me’ searches and claiming Google My Business listings, have become indispensable for brick-and-mortar businesses.

The Role of Content in SEO

Content is often termed the ‘king’ in the digital marketing realm, and for a good reason. High-quality, relevant content is the cornerstone of effective SEO. Search engines prioritize websites that offer value to users. This means regularly updating your website with informative articles, blog posts, videos, and infographics can boost your SEO rankings.

However, it’s not just about quantity but quality. Every piece of content should be meticulously researched, well-written, and optimized for relevant keywords. Moreover, with voice search becoming increasingly popular, optimizing content for conversational queries is also essential.

The Limitations of Social Media Algorithms

While social media platforms offer businesses a direct line to their audience, they come with their set of challenges. The most significant being their ever-changing algorithms. Platforms like Facebook and Instagram have been reducing organic reach, pushing businesses towards paid promotions. This means that even if you have a substantial follower count, only a fraction might see your posts unless you invest in advertising.

Moreover, these platforms prioritize content that garners high engagement. For businesses, this means continually producing content that resonates with their audience, leading to likes, shares, and comments. While this can boost brand visibility in the short term, it’s not a sustainable strategy for long-term growth.

The Synergy Between SEO and Other Digital Marketing Strategies

While SEO is powerful on its own, when combined with other digital marketing strategies, it can lead to exponential growth. For instance, pay-per-click (PPC) advertising can offer immediate visibility on search engines, complementing the long-term benefits of SEO. Similarly, email marketing can help nurture leads generated through SEO, leading to higher conversion rates.

Moreover, data gathered through SEO analytics can offer insights into user behavior, preferences, and pain points. This data can be invaluable in refining other marketing strategies, be it content marketing, social media advertising, or affiliate marketing.

The Future of SEO

As technology continues to evolve, so will SEO. With the rise of virtual reality, augmented reality, and the Internet of Things (IoT), search will become more integrated into our daily lives. For businesses, staying updated with the latest SEO trends and adapting to these changes will be crucial. Whether it’s optimizing for voice search, creating immersive AR experiences, or leveraging AI for personalized content delivery, the future of SEO promises exciting opportunities for growth.

Conclusion

In the digital realm, where competition is fierce and every brand is vying for attention, having a robust online presence is crucial. While social media offers a platform for engagement and brand building, the sustainable, long-term benefits of SEO make it an indispensable tool for businesses. By focusing on SEO, businesses can ensure consistent traffic, build credibility, and achieve long-term online success. In a world where consumers are increasingly turning to search engines for solutions, ignoring SEO can be a costly mistake. On the other hand, while social media is a powerful tool for engagement and brand building, its transient nature and dependence on platform algorithms make it a less reliable source of consistent traffic. In conclusion, for businesses looking to build a strong online presence and drive sustainable growth, a balanced approach that leverages both SEO and social media is the key to success.

Want to give your business website a boost in search engine rankings?

Contact the SEO company San Diego Trusts. Located in the heart of San Diego, we’re passionate about everything SEO. From in-depth keyword analysis and strategic link building to fine-tuning your content and assessing your website, we’ve got you covered. With our finger on the pulse of the latest Google updates, we’re committed to offering you the insights required to enhance your website’s visibility and increase its traffic.

Embark on a journey towards a stronger online footprint with our expert guidance. We’re excited to be a chapter in your success story. Wondering if Jen Ruhman is the right match for your aspirations? Let’s chat! Give us a call at 619-719-1315 or dive into our website. We’re eager to explore the possibilities for your website together.

The importance of text for SEO: Why you need more than just images

Jul 19, 2023 | SEO Tips

Why Content is Key for Optimizing Your Website with SEO

I recently had a client that was an interior designer and there was no text on her page, only images. My face dropped! In amazement I asked, has anyone ever found you on Google? Well of course not.

This is why I decided to write this blog post. I asked her if it was OK if I added text and she didn’t want any…so I asked her if she wanted Google to rank her site. She finally gave in to a small portion of the text. I think it nearly killed her. I explained that her site was visually stunning and great for people to enjoy but Google can’t see anything and it relies on text and code to understand your website. She later backed out of me going forward with more text. 🙁

And so this blog post was born.

The Power of SEO for Website Optimization

Search Engine Optimization (SEO) is the foundation of gaining organic traffic and visibility on Google. It involves a set of strategies and techniques that align with Google’s ranking algorithms, aiming to optimize websites and improve their chances of appearing higher in search results. While there are several factors that influence SEO, the quality of content stands out as one of the most crucial elements.

The Significance of Text over Images

When it comes to optimizing your website with SEO, the importance of text cannot be stressed enough. While visual elements such as images, videos, and infographics undoubtedly play a role in engaging users, text remains the backbone of any SEO strategy. Here’s why:

1. Search Engine Crawlers Prefer Text

Search engine crawlers are automated bots that browse the internet, analyzing and indexing web pages to understand their content. Textual content is the primary medium through which these crawlers can comprehend the purpose and relevance of a webpage. Rich and well-structured text with appropriate keywords helps search engines grasp the context and rank the page accordingly.

2. Keywords and Semantic Relevance

Keywords play a pivotal role in SEO, as users enter specific words or phrases into search engines to find relevant information. Having text-rich content allows website owners to incorporate relevant keywords strategically. Moreover, semantic relevance—the contextual relationship between words and phrases—assists search engines in understanding the content’s depth and accuracy.

3. Text is Shareable and Linkable

High-quality textual content is more shareable and linkable than images. When readers find valuable information in your content, they are more likely to share it on social media platforms or link back to it from their websites. Such backlinks are essential for SEO as they signify credibility and authority to search engines.

4. Accessibility and Mobile-Friendliness

Textual content is far more accessible than images. People with visual impairments rely on screen readers, which can easily parse through text. Additionally, text is compatible with different devices and screen sizes, making it mobile-friendly and catering to the rising number of mobile users.

Crafting SEO-Optimized Text for Outranking Competitors

To outrank the article you provided, we need to employ a strategic approach to creating SEO-optimized text. Here’s our plan to achieve top-notch content that dominates the search rankings:

1. In-Depth Research

Comprehensive research is the foundation of any great content. We will delve deep into the subject matter, exploring all facets and collecting valuable data. By gathering information from authoritative sources, our content will exude authority and credibility, boosting its chances of ranking higher.

2. Keyword Analysis

A thorough keyword analysis is essential for identifying the most relevant and high-impact keywords. By incorporating these keywords naturally throughout the content, we ensure that search engines recognize the topic’s focus and relevance.

3. Engaging and Informative Introduction

A captivating introduction sets the tone for the entire article. We will craft an engaging opening that piques readers’ interest and encourages them to continue reading. This also helps to reduce the bounce rate, a crucial SEO metric.

4. Structured and Scannable Content

A well-structured article with appropriate subheadings makes it easier for both users and search engine crawlers to navigate through the content. Scannable content improves user experience and encourages readers to spend more time on the page, another SEO ranking factor.

5. Rich Media Integration

While we emphasize the significance of text, we understand the value of complementing it with relevant and high-quality images, videos, and infographics. These media elements enhance the overall appeal of the content and increase its shareability.

6. Outbound and Internal Linking

Strategic outbound links to authoritative sources further establish credibility, while internal linking connects related content within your website, improving user experience and SEO.

7. Answering User Intent

Understanding user intent is vital for creating valuable content. By addressing the specific questions and concerns users may have, we can provide solutions and establish our website as a go-to resource.

8. Mobile Optimization

Ensuring that our content is mobile-friendly is non-negotiable. With an increasing number of users accessing the internet through mobile devices, mobile optimization directly impacts our SEO success.

In conclusion, to outrank the targeted article and secure a prominent position on Google, we must prioritize the quality and richness of textual content. By conducting thorough research, strategically using keywords, and crafting engaging and informative content, we can enhance our chances of dominating search rankings and attracting organic traffic.

Remember, SEO is an ongoing process, and staying up-to-date with evolving algorithms and user behavior is crucial. By maintaining the utmost commitment to producing valuable and SEO-optimized content, we can position our website as an authority in the industry and reap the rewards of improved organic visibility.

Looking back, I am relieved I didn’t get her as a client because it would have been an uphill battle.

Ready to optimize your website with my SEO services?

Look no further than Jen Ruhman SEO! As a reputable San Diego SEO company, we specialize in local SEO expertise, and we have the skills to elevate your website’s ranking on search engine results pages (SERPs). This translates to increased traffic, more leads, and higher conversions for your business.

By securing higher rankings, your business gains a competitive edge and attracts more potential customers. With our proficient team and time-tested techniques, we can help you achieve the desired results. Don’t miss out on the opportunity to maximize your online presence and let us empower your business with effective SEO strategies.