Achieving page one SERPs for long-tail keywords

The opportunity: A B2B software company drove most of its site traffic through organic search and wanted to rank well for long-tail keywords.
Historically, the company had marketing staff that specialized in SEO and SEM.

The solution: The company optimized each page for a different keyword.
As I wrote and published new pages, I paid close attention to SEO and worked with the SEO specialist to make sure I was adhering to the finer points.

The results: I was able to achieve page one SERPs for new keywords.
When the SEO specialist moved on to a new company and wasn’t replaced, I was still able to achieve page one SERPs for new long-tail keywords.

The details: Here are the SEO best practices I adhered to.
Before writing copy, I used the Google Keyword Research Tool to get a sense of what terms people were searching for.
Researching keywords

I then SEO-optimized the page for the keywords I decided to target:

  • URL address: Our company used a flat structure to keep keyword names as close to the root domain name as possible.
  • Page title: I targeted a few synonymous keywords in the page title.
  • Meta tags: I used keywords in the description and keyword tags.
  • Image names: I included keywords in the names of image files.
  • Copy: I included keywords in H1 and H2 headlines, as well as in body text.

SEO optimizatin on web page

About six weeks after the new page was published, it achieved Google page-one SERPs for two of the three targeted keywords.
SERP for private moodboards

SERPs for online moodboards

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