As a business owner, you want to reach your target audience effectively and efficiently. Search engine optimization (SEO) is a big part of your digital marketing strategy, and one of the most important elements of SEO is keywords (and keyword research).
Keywords are the phrases or words that people use to search for information on the internet. They also help search engines understand what your website is about and therefore, determine where your website should rank in search results.
However, not all keywords are created equal. There are two main types of keywords: short-tail keywords and long-tail keywords. In this article, we will focus on long-tail keywords and how you can add them to your SEO strategy.
What are Long-Tail Keywords?
Long-tail keywords are longer, more specific phrases that are used to search for information or products. Some SEO professionals describe them as three or more words in a search query, but there is not a hard-and-fast rule when it comes to length. The important thing is that they provide more context and specificity to the search.
For example, a short-tail keyword for a clothing store might be "women's clothes," while a long-tail keyword might be "women's summer dresses for sale in Gilbert, Arizona." The long-tail keyword is more specific, indicating the user is looking for a certain type of clothing, for a specific gender, and for a specific season. It also indicates the user is very far down the buying funnel, since they were looking for a specific location to make a purchase.
Long-Tail Keywords Have Lower Competition
Because long-tail keywords are more specific, there is less competition compared to short-tail keywords. This means that it is easier to rank for long-tail keywords and they can drive targeted traffic to your website.
- Specificity: Long keywords are more specific and focused on a narrower subject than short-tail keywords, making them less competitive. For example, a long-tail keyword like "best vegan restaurants in Gilbert" is more specific than a short-tail keyword like "vegan restaurants." As a result, there are fewer websites competing for the same long keywords.
- Less Popularity: Short-tail keywords are usually more popular, meaning they are used by a larger number of websites. Because of this, there is often more competition for short-tail keywords, making it more challenging to rank high in search engine results.
- Less Broad: Long-tail keywords are usually more focused on a specific topic or product, while short-tail keywords are often more broad and general in nature. This makes it easier to rank for longer key terms, as they target a smaller, more specific audience.
- Longer Phrase: The longer the keyword phrase, the more specific it becomes. This specificity reduces competition for the keyword, making it easier for your website to rank for that keyword.
Long-Tail Keywords Attract Qualified Traffic
Because long-tail keywords are more specific, they are also more likely to attract people who are looking for exactly what you have to offer. This means that the traffic you receive from long-tail keywords is more qualified and therefore, more likely to convert into customers.
- Relevance: Long-tail keywords are more specific and relevant to the search intent of the user. For example, a long-tail keyword like "best mexican restaurants in Gilbert" is more relevant Gilbert resident looking for a mexican restaurant to eat at than a short-tail keyword like "mexican restaurants."
- Targeted Audience: By using longer keywords, you can target a smaller, more focused audience that is more likely to convert. For example, a user searching for "best vegan restaurants in Chandler" is more likely to be interested in visiting a vegan restaurant than a user searching for "vegan restaurants."
- Intent: Long-tail keywords give you an idea of the user's intent. For example, a user searching for "best ice cream in Mesa, AZ" is more likely to be ready to take action (e.g., get a few scoops) than a user searching for "ice cream parlor."
Long-Tail Keywords Help You Target Niche Markets
By including long-tail keywords in your SEO strategy, you can target niche markets that may not be served by short-tail keywords. This allows you to reach customers who are looking for specific products or services, and who are more likely to be interested in what you have to offer.
Long-tail keywords are often specific to a particular niche and provide a way to target a smaller, more focused audience. For example, a long-tail keyword like "vegan gluten-free bakery near Gilbert Road" is specific to the vegan and gluten-free niche, and targets a specific audience that is interested in this type of product.
Niche markets often have specific interests and preferences, and long-tail keywords allow you to target these interests. For example, if you sell vegan gluten-free baked goods, you can use long-tail keywords like "best vegan gluten-free bakery in Gilbert, Arizona" to target people who are specifically interested in this type of product.
Better Conversion Rates
Long-tail keywords can help with better conversion rates by providing a more focused and relevant approach to attracting potential customers. By using specific, less competitive keywords, you can create content that directly addresses the needs and interests of your target audience. This leads to a higher likelihood of attracting a qualified and interested audience, who are more likely to engage with your content and ultimately convert into customers.
The specificity of long-tail keywords also gives you a clearer understanding of the user's search intent, allowing you to create a more tailored and relevant user experience. By using long-tail keywords, you can increase the relevance and appeal of your content, attracting a more targeted and qualified audience, and improving your overall conversion rates.
Better Search Engine Rankings
Long-tail keywords can help improve search engine results (SERPs) by providing a more focused and targeted approach to optimizing. By using specific, less competitive keywords, you can increase your chances of ranking high in search engine results, because long-tail keywords often have less competition, making it easier for your content to rank high.
In addition, using long-tail keywords can help you create more relevant and targeted content, which search engines value and reward with better rankings. Furthermore, targeting long-tail keywords can help you reach a more specific and targeted audience, who are more likely to engage with your content and drive organic traffic to your website.
By using long-tail keywords as part of your SEO strategy, you can improve the relevance and target of your content while increasing your chances of ranking high in search engine results.
How to Use Long-Tail Keywords for SEO
- Research Keywords: The first step in using long-tail keywords for SEO is to research the keywords that are relevant to your business. You can use keyword research tools like Google Keyword Planner or SEMrush to find keywords that are related to your business and have a high search volume.
- Create Relevant Content: Once you have identified the long-tail keywords that are relevant to your business, you need to create content that is optimized for those keywords. This could be blog posts, product descriptions, or pages on your website.
- Optimize Your Website: To get the most out of your long-tail keywords, you need to optimize your website for those keywords. This means using the keywords in the right places, such as the title tag, meta description, and content of your website.
- Promote Your Content: Once you have created and optimized your content, you need to promote it. This could be through social media, email marketing, or other marketing channels.
- Monitor Your Results: Finally, it's important to monitor your results and make changes as necessary. You can use tools like Google Analytics to track your traffic and see how your content is performing.
Long-tail keywords are an important part of an effective SEO strategy. By targeting more specific keywords, you can attract highly relevant traffic to your website and improve your position in the SERPs. In order to get the most out of your long-tail keywords, it's important to research keywords, create relevant content, optimize your website, promote your content, and monitor your results.
In today's digital landscape, having a strong SEO strategy is crucial for businesses of all sizes. By understanding and utilizing long-tail keywords, you can give your website a competitive edge and reach your target audience more effectively.
Overall, long-tail keywords provide a valuable opportunity for businesses to reach their target audience and drive more relevant traffic to their website. So, if you want to improve your SEO and increase your chances of ranking higher in search engine results, start incorporating long-tail keywords into your SEO strategy today.