Skip to content

Cyber Sale: Save big on Moz Pro! Sign up by Dec. 6, 2024

Search engines 5511dd3

Whiteboard Friday - Keyword Strategies: Kill the Head or Chase the Tail

Scott Willoughby

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Table of Contents

Scott Willoughby

Whiteboard Friday - Keyword Strategies: Kill the Head or Chase the Tail

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

There's always debate: when conducting your keyword research, should your strategies focus on your big head terms, or those wide-ranging tail terms? We've invited one of our best mozMates, Will Critchlow of Distilled, to join us for a look at how to balance your keyword strategy.


A major factor in designing your strategy needs to be analytics data. As Will discusses, many people find that analytics show most of their conversions coming from branded keyphrases, but this doesn't adequately reflect the search path people are following before they make a latent conversion. In the video Rand and Will discuss how to take this into account and make sure you're targeting the best phrases for your business and your audience.

Will is currently stuck at the airport trying to get home to the snowed-in United Kingdom, so the post he references in the video isn't available yet. In the mean time, you can view his slide deck from the "Analytics Every SEO Should Know" presentation he gave at the SEOmoz London Seminar this winter. Slides 23 and 24 show a little bit about first-touch and multi-touch search analytics. Keep an eye here, or on the Distilled blog for his post about doing first-touch analysis in Google Analytics.

Will's post is up! Check it out: How To Get Past Last-Touch Attribution With Google Analytics

Back to Top

Read Next

24 Ways I'm Using AI Tools for SEO

24 Ways I'm Using AI Tools for SEO

Nov 14, 2024
How To Prepare for the Future of SEO: 17 Tips From Lily Ray

How To Prepare for the Future of SEO: 17 Tips From Lily Ray

Nov 13, 2024
Coming Soon: An All-New Moz Local

Coming Soon: An All-New Moz Local

Nov 12, 2024

Comments

Please keep your comments TAGFEE by following the community etiquette

Comments are closed. Got a burning question? Head to our Q&A section to start a new conversation.