We don’t want to neglect Short Tail keywords. Even though we may pay more for them, there are fewer of them and so it will be quicker to create ads for them. We want our website to have a chance of getting exposure to people who are just starting out with their search who have very common and very basic questions and concerns. If we don’t, we risk losing them to our competitors if prospects find their sites first and stick with them throughout their research and buying process. That happens with information rich sites not just on the most basic information but also contain the specific, detailed information they’re looking for about homes in the area.
So let’s step back a bit and consider the initial, most common questions asked by first time home buyers:
- Am I ready to buy a home?
- What type of home do I want?
- How much space do I need?
- What basic features do I want in a home?
- What am I looking for in the area I move to?
- How much can I afford in a monthly mortgage payment?
Now let’s consider the different ways people might search Google when they have these basic, common questions in mind. Recall the 6 ways people search Google:
- The question itself, or an abbreviated version of it (eg. “Where can I find a Mississauga condo for less than $175,000?”)
- The answer to the question (eg. “Mississauga City Center”)
- A description of the problem (eg. “Mississauga condo limited budget”)
- A symptom of the problem (eg. “Mississauga condo low down payment” or “Mississauga condo zero down payment”)
- A description of the cause (eg. “condo financing single mother low income”)
- Product parts or brand names (eg. “Mississauga Condos Fernbrook Homes”, “Mississauga Condos Limelight Condo”
So for the question “Am I ready to buy a home?” there are two answers: “yes” and “not sure”. For people answering “not sure” they are not sure if where they’re at in the various areas of their life makes buying a home now a wise decision. So let’s look at some of the ways they might answer this basic question by considering the 5 other ways they might search for the answer. The problems or concerns behind this basic question might be the following. I’ve grouped the concerns into categories: