Who would have thought that when it comes to keywords, the key to getting ahead is at the tail? Long-tail keywords that is. Long-tail SEO is a whitehat strategy that targets less competitive and more specific search terms, known as long-tail keywords. It is found that 70% of all search intent is for long-tail keywords or key phrases. The top 100 keywords only occupy around 18.5% of the search topic. To compete at this level means you need to spend a lot of funds on PPC campaigns. The real gem is competing at the long tail. This is where you find high-value visitors that are on the verge of a purchase. This is where you see more of those conversions you desire for your website.
What are Long Tail keywords?
Long-Tail Keywords are highly specific compared to head keywords. They are keywords or key phrases that are longer and more commonly searched, thus targeting 70% of search intent. Since they are more detailed and less frequent, their focus is more on distinctive niches as well. Long-tail keywords can make your niche product or blog much more profitable because precise searches are more likely to get sales conversions.
Long-tail keywords indeed get less search traffic, lesser competition, but higher conversion value. They eventually lead to more stable traffic with high conversion capacity. You get found by new and more motivated audiences much better through long-tail keywords, more than main head keywords.
The main topic of your blog or site is the number one keyword you want people to use to find you. You should write several blog posts about all kinds of long-tail variants of your number one search term. If you optimize your blog post, link these blog posts to the ‘head’ category pages to signal Google and other search engines about your site structure. It also shows Google which of your pages are most relevant to search queries you are targeting.
Competitiveness of the Market
Some markets are highly competitive, as companies are dominating the search results. These companies have a huge budget to spend on marketing in general and SEO individually. Ranking in these markets is complicated.
The mission, in which you make crystal clear your product, site, or blog is all about, should be central in choosing the long-tail keywords. The keywords should also align with and supported by a good SEO strategy. The words should be centered on the long-tail keywords you aim your website to rank. People using the terms will be small in volume. Still, these people have the highest chances to buy your product or to become regular visitors.
The search volume is lower as compared to head keywords. People tend to enter head keywords more, which allows them to discover new things related to the head keyword.
For example, when people want to learn about Artificial Intelligence, they’ll just type “artificial intelligence” or “AI.” However, there are so many applications for AI technology. There will be less competition if they type a specific application, like “the roles of Artificial Intelligence in cybersecurity.”
But even if you type short tail keywords, the results would also consist of long-tail keywords as you go further in the results. Those who reach the tail-end of search results are those that have a more serious intent to purchase or subscribe. These types of searchers will actually go for long-tail keywords because it answers their search queries more accurately.
As mentioned, there is less competition for long-tail keywords. When you have “original” keywords, there will be lesser businesses targeting the exact same keywords.
For instance, if you just search for the word “Digital Marketing,” you’ll get thousands of results. If you input the “Digital Marketing Course,” the list narrows down. If you add “Digital Marketing Course in Surat,” the list narrows down even further. If I’m looking for a particular category, I can write “Digital Marketing Course Fees in Surat.” That’s a long-tail keyword. That would yield more precise results.
Long-tail keywords are driven because content writers optimize them to find people who know what they want. People who do know will be more specific with their search queries, including details like color, size, condition, and the like. Long-tail keywords are typed in by users who know what they want. What the companies need to do is target the long tail keyword and provide what they offer.
For example, when I was searching for an SEO Course in Surat, I knew what I already wanted and typed “Best SEO Training Institute in Surat with Job Placements.” It led me to fewer results, but it’s results that added value to my purchasing journey. I eventually picked one of those that came up and bought what I wanted. If I only typed head keywords like “SEO” or “SEO Training,” my purchase journey would have taken much longer.
PPC or pay-per-click campaigns do not come cheap. You cannot do it one time too since PPC campaigns are like engines that take time to warm up. But investing money for ads lands you ahead of 12,000,000 search results. Head keywords are expensive because of the stiff competition in this category. Long-tail keywords, on the other hand, are much affordable, and actually yield more ROI. Long-tail keywords that are strategically used in Page Titles, meta descriptions and the like serve as free advertisement for your website on SERP.
The goal of every website is to increase conversions. Whether a website is a commercial or non-commercial site, the conversion is at the end is a goal that most webmasters, developers and strategists aim to achieve. Conversions can come in the form of subscriptions, physical purchases of products, availing of services, and so on.
Long-tail keywords convert much better as compared to head keywords. As mentioned previously, people who find you through long-tail keywords are prepared to make a purchase, maybe with their credit card in front of them.
Conclusion: Long-Tail Keywords Set You Up for Success
Again, long-tail keywords offer a way for businesses to connect to a focused demographic of web searches that can provide higher returns on web and content investments. Since over 70% of search, traffic is done through long-tail keywords, ranking high is easier. They are almost thrice more effective than short keywords and websites that use the move up 11 positions, on an average, on search intent.
So, using the long-tail keyword strategy in your marketing campaigns is more than beneficial. It is a wiser choice both at an investment standpoint and an SEO strategy perspective. Make it a habit to seamlessly use long-tail keywords in your headlines, introductions, conclusion, and wherever it may be fit. Optimize your website even further and set it up for success.
John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand