Our clients are often under the misconception that their top keywords drive the most amount of traffic to their sites. In fact, the opposite is actually true. The majority of search engine traffic for industrial sites comes from other long tail keywords. Long tail keywords are generally three to five words and are very specific. The graph below illustrates our findings from recent white paper Ecreativeworks published that analyzed 20 industrial websites over a year.
Although they don’t bring a high level of traffic on their own, long tail keywords are quite powerful in the overall picture as you can see. The best way to do this is through copy development. Every page of your site should have 300-500 words and unique meta data. For your most important products or services you should try to have closer to 500-700 words. Remember, every single word you put on your site is a potential keyword.
Your top keywords are of course still very important. You should optimize for them on your home page, top navigation pages, and your main and footer navigation. These areas of your site carry the most weight in the search engines and also naturally tend to coincide with your most important keywords. Request a copy of the industrial white paper here.