As you build out your website strategy and identify which keywords you want your website to rank high for, it's important to understand the basics around the “long tail” strategy.
Imagine if you were looking at a graph that shows all of the terms you are trying to rank for. The most popular term would be the highest point on the curve, with each successive keyword that is less popular falling as shorter points on the graph. The least popular keyword term/phrase would be the absolute shortest point on the graph. This graph represents the long tail.
If you think about it, someone searching on “Atlanta Mortgage” may also search on Atlanta FHA Loans or Atlanta 100% financing loans, or Atlanta USDA mortgage financing.
If you follow the long tail principal, it says that the vast majority of your web traffic will come from these lesser terms. This is where the “long tail” comes from. As you build out additional pages, it's smart to focus on all the dozens if not hundreds of possible keywords that are tied to your primary keywords or keyword phrases. I always try to come up with a few hundred choices. There is a free tool from Google that can help tremendously here.
Remember — search marketing is about increased visability to your target audience. As you pick up top rankings for phrases further down the long tail, you'll discover an interesting thing will occur.
You will began to rank higher and higher on your primary keyword(s). As this happens remember that each page needs to hit the basics – who are you, what do you offer, and provide a compelling call to action.
We could talk through this one for hours and hours, but on a high level, you will benefit if you just keep the long tail in mind as you plan out your site. The amount of undiscovered traffic you find hitting your site will astound you!