What are long tail keywords?
Long tail keywords are several-word-long phrases that are more specific than a keyword. Even though they usually get lower amount of monthly searches than the keyword they base on, they target readers that are closer to the point of purchase, meaning their conversion rate is higher than in case of a one-word-long keyword. Below, we've gathered all the most crucial reasons why long tail keywords should be prioritised in your next SEO and SEM strategy.
The reasons why you should start using long tail keywords
1. Long tail keywords are easier to rank for - less competitive environment
It's very hard to rank for one-word keywords. They are more general, meaning that not only your closest competitors will want to target them. E.g. if you'd target a keyword "wedding", not only wedding planners would be interested in using this keyword but also everybody from bakers, caterers, hotels, hairdressers, churches to gift shops and wedding dress designers. However if you start brainstorming your way through some extra words you can add to the base ("wedding") to make it more specifically describe what you do, you can get rid of all the extra (and totally unnecessary!) competition! What baker would care to use "planning a beach wedding ceremony" as their target phrase? Another advantage is, that maybe even your competitor won't think of targeting the exact phrase you came up with - with long tail keywords there are millions of variations - work on the ones that will best target your audience!
2. The growing influence of voice search
More and more people nowadays decide to use voice searches in their everyday lives. When doing a voice search, we tend to be quite specific and the amount of words we use to search for something with this method is usually longer than what we would write down in the google search box. The longer the sentence, the more specific it gets. The more specific the search the more Google will prioritise your long tail keywords over some short ones, to find the most specific answer for the search.
3. Readers know what they want
When a person searches for more specific (longer) phrases, it usually means that they are further in their decision-making stage than they would be, searching for a single keyword. E.g. searching for "sports shoes" I am probably right in the beginning of my search for what new shoes to buy. If I search for "Nike Air black shoes women" I am further in my search as I've already decided on the kind of shoe I'm looking for. This way, if your website offers the shoes I'm looking for, I might consider buying them from you.
4. It is how people search on Google
How many times a day do you search for something on Google? In how many of these searches do you only write one word? It doesn't happen to often? Does it? These days, everybody knows that when your phrase is too general you can't find the answers you are looking for (at least not as easily). The more specific you are with your search phrase the more precise answers you get. The more precise long tail keywords you include on your page, the more in depth your content gets, and so you are able to answer these searches looking for more in depth information.
5. Google cares about long tail keywords
Everybody who wants their SEO to get better should first and foremost listen to the biggest search engine player there is - of course I'm talking about Google. They are the masters of the internet search and by listening to what they focus on and adding these to our SEO strategy, we will surely achieve the most. Google focuses on long tail keywords more and more by e.g. strengthening long tail keywords search results. They confirmed that with their Hummingbird update, with which they started focusing even more on understanding the context of the searches and adjusting their algorithms to more often match the exact phrasings.
6. It's cheaper to advertise for
The advertising costs of targeting long tail keywords, due to lower competition and lower monthly searches, are cheaper. But don't let the latter discourage you - the monthly searches might be lower, but their value gets much higher. As I've mentioned above, the people who search for such specific topic, are much closer to their buyers decision, so the chance of them converting to a customer is much higher.
7. They help you in being more creative with your posts
Long tail keywords are a great help in adding extra value to your articles. Thousands of people can write (usually very similar) articles about "toys for dogs", so the chance of your article being noticed is low. Now imagine you write an article about "toys for blind dogs" - by adding this extra value to your article, you can cater to a very specific niche. This way, your article will get less direct competition and - even though it caters to a smaller group of people -it will probably get more attention!
Best ways to find long tail keywords for your business
Now that we've established how important long tail keywords should be in your SEO strategy, have a look at this post to find some easy and fast ways of coming up with the long tail keywords.
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