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What Netflix can teach us about long-tail keyword research
Columnist Ryan Shelley believes that good long-tail keyword targeting is all about knowing your audience -- something Netflix excels at.
Anyone who has ever used Netflix knows about their very obscure categories. Categories like “Imaginative Time Travel Movies From The 1980s,” “Understated Detective TV Shows” and “Witty Dysfunctional Family TV Animated Comedies” may seem outrageous on the surface, but their purpose is actually right on. Netflix is obsessed with trying to learn exactly what their individual users want to see.
They don’t just pull these categories out of nowhere. They are backed by data. As SEO gets more and more personalized, we can learn a lot from these obscure Netflix categories and drive more targeted traffic with hyper-focused long-tail keywords.
Keyword research still matters. There are many in the field who seem to believe that keywords are no longer important and that focusing more on topical authority is the way to go.
Now, I fully agree that focusing on themes is crucial, but we can’t just ignore keywords. If keywords are no longer relevant, then why does Google go to all the trouble to hide them from us in analytics? Why does AdWords have a Keyword Planner? The reason is simple: people still search using long-tail keywords.
Building topic authority is extremely important, but we still need to focus on researching, tracking and implementing long-tail keywords into our SEO strategies.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.