How to Use Long-Tail Keywords For SEO Campaigns
Search engine optimization has changed a great deal in the past few years as content marketing has become more important and mobile devices have taken over. Marketers used to load their content with keywords, often repeating the same search phrases over and over.
However, the nature of SEO has shifted in favor of providing value to the reader rather than ranking for specific terms. Longtail keywords have emerged as a way to reach users. Because the Internet is so saturated with content, it's much more difficult to rank on the search engine results page with a generic term.
Long-tail keywords usually contain more than four words and include specific words potential customers may use to find your business. Rather than continue to struggle for the same competitive, high-volume keywords, it may be time to take a deeper look at longer terms.
Why should you use long-tail keywords?
While long-tail keywords may not seem as appealing as highly competitive keywords, they are effective and help you enhance your communication with your target audience, according to Impact Brand. It's easier to rank for long-tail keywords because the search volume is significantly lower.
Also these phrases are more specific and usually have a couple modifiers, they draw in the type of visitor who knows exactly what he or she wants. Still not convinced that long-tail keywords can help attract the target market you really want?
Consider this example. Two people are shopping for a product. One types in "shoes" and the other searches for "light blue ballet flats." One of these searches is going to produce far more specific results, and the person will be on the fast track to finding the right item.
People who search for specific things are more likely to be ready to buy. Users who search for more general terms are likely in an earlier stage of the evaluation process.
Some myths and truths about long-tail keywords
As tempting as it may be to ditch all your generic keywords in favor of more specific search phrases, there's a lot more to know about long-tail. For example, some marketers may think the longer, the better for new search terms, WordStream stated.
However, this is only true to a point. While longer keywords are less competitive and less expensive, you run the risk of no one searching for them if they're too wordy. In addition, Google could mark it as an inactive keyword.
It may be a good idea to think about how you would personally search for something. Questions are becoming more common in search, especially as people use their mobile devices to find local businesses.
One of the benefits of long-tail keywords is you can create different variations of the same search phrase, but it's important to think about what people would actually look for in search. In addition, variations allow you to see which terms are the most competitive so you can make adjustments based on which phrases should be optimized.
Too many long-tail keywords probably won't generate the clicks you want. Ditch any long-tail keywords that aren't performing. In addition, long-tail keywords are often seen as a way to save money, but the truth is these keywords will cost less because they aren't as competitive. You also may be adding more keywords to your mix.
It's better to utilize a combination of long-tail phrases and shorter keywords to reach people in different stages of the sales cycle.
How to find great long-tail keywords
Keyword research can already be challenging, but there a couple analytical tools marketers can use to identify good long-tail keywords. Impact Brand suggested Gauges and Google Trends. In a previous post, we offered you some useful tips for your keywords search and also recommended using Google Adwords and SEMrush to compare and find keywords with more traffic. Give them a try too!
Gauges provides access to search terms that can guide a keyword strategy, such as how many people visit the website after searching for a particular term. Google Trends allows you to compare the search volume of up to five different search terms at the same time to identify the best option.
Not sure where to start with researching the best terms for your marketing strategy? Considering the language your target audience uses is a good place to start. You can browse industry blogs and watch webinars to learn some of the terminology your ideal customers use and include it.
Ready to find your own long-tail keywords? Have good luck!