SEO On-Page Creation for Long Tail Keywords

Back in the early days of SEO, on page creation was easy, replicable and could often made people a lot of money. The step usually were to;

  • Create a page for each long-tail term.
  • Title tags incorporating the keywords selected.
  • H1 and Meta descriptions including keywords.
  • Content stuffed with keywords.
  • Focusing solely on conversion rates.

In the end the focus was on capturing as much traffic as possible for each page and converting this traffic. These pages would be simple, easily executed and provide no real user experience with the sole aim of making money. This process became the norm for a lot of online practitioners and still to this day marketers ask why Google does not like this method of approach.

The answer is simple: Compared to sites that offer authoritative information and content, sites using the above formula do not offer users anything and so do not appear in their results.

In todays climate value from the perspective of Google comes when you provide a high quality user experience. Although the expression Content is King has been around for a while it still a very appropriate statement.

What to Do Now?

Brainstorm.Get the team together and come up with ideas for pages/content you might want to create. Use your own expertise in industry, creativity often produces ideas that extensive research does not.

Brainstorm User Needs.Determine at least 5 points users want to know about when they come to your site. Make these relevant to the product or service related to that given page. Look to answer common consumer questions without worrying about including too much text, more information is more search engine friendly than less.

Research theMajority.Have a look at the approach the majority of your competitors are taking, dont copy it as this is bad practice. Aspire to provide a better experience this will be key to a sustainable long-term strategy.

Do some quantitative research.Do some keyword research to identify what you will build your strategy around, remembering not overlook user experience. Dont always choose keywords because they have the largest search volume, think about what potential customers would be searching for, this way you can provide and answer to their search query.

Create an initial design.Now that you have a sense of priorities, develop one or more wireframe designs, get feedback from people to better mould the final design. Dont try and incorporate every idea, make a decision using your own knowledge whether what people are suggesting actually works in practice.

Final Call.Determine whether any page built deserves to exist. Does it add value to your website or provide some redeeming value for the user. This can be done at any stage however producing unnecessary pages will dilute your SEO strategy. Do the hard yards when it comes to building pages, quick wins are not the way forward.


The crux of this blog is to highlight to shift towards a more user-content-centric view of the world. People ask is link building dead, of course it isnt as long as there are search engines there will be ways to optimise results. However it is not a standalone form of online marketing, instead it must be seen as an aspect of a integrated digital marketing whereby the main focus is on user experience. Pages can still be created with the long tail keyword in mind however the levels of work going into these pages must be more rounded.


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