Long tail keywords help businesses target niche audiences and drive more qualified traffic to their websites.
By incorporating these targeted phrases into content and marketing strategies, businesses can improve their search engine rankings and attract customers who are more likely to convert.
Let’s dive into what they are, and how you can find and use these golden phrases to grow your business and stay ahead of your competitors.
What are Long Tail Keywords?
Long tail keywords are specific, niche search phrases typically containing three or more words. They target a narrower audience compared to broader, more competitive “head” keywords.
A head keyword is a high-level or primary keyword that typically represents a broad topic or category within a domain. In the context of search engine optimisation, it is characterised by high search volume and competition, typically consisting of one or two terms.
These phrases often have lower search volumes but can be highly valuable for businesses. This is because they tend to attract users who are further along in the buying process and closer to making a purchase decision.
Some key characteristics of long tail keywords include:
• More specific and detailed
• Lower competition
• Higher conversion rates
• Easier to rank for in search results
For example, instead of targeting “shoes”, a long tail keyword might be “men’s waterproof hiking boots size 11”. This precise phrase appeals to a very particular searcher with clear intent.
Did You Know?
Long tail keywords make up the majority of search queries. While individual long tail terms may have low volume, collectively they account for about 70% of all searches.
Businesses can use long tail keywords to:
- Attract qualified traffic
- Improve conversion rates
- Reduce pay-per-click advertising costs
- Create more relevant, targeted content
By incorporating long tail keywords into their SEO strategy, companies can reach customers at various stages of the buying journey. This approach helps businesses connect with users who are actively seeking specific products or services.
The Importance of Long Tail Keywords
Long tail keywords offer businesses a targeted approach to reach potential customers. These specific phrases align closely with user intent and can drive valuable traffic.
Easier to Rank For
Due to the specificity of long tail keywords, they have less competition on the SERPs.
This lower competition makes it easier to rank for long tail keywords. Head keywords, on the other hand, are usually very competitive as they are more general, meaning it can take a very long time to try and rank for them, if at all.
Search Intent
Long tail keywords reveal what users are truly seeking.
They often indicate a readiness to take action or make a purchase. For example, someone searching “best laptops for video editing” is likely closer to buying than someone searching “laptops”.
These phrases provide insight into the customer’s needs and preferences. By analysing long tail searches, businesses can tailor their content and offerings to meet specific demands.
Search engines value relevance. Content that addresses precise queries tends to rank higher for those terms. This improved visibility can lead to better click-through rates and conversions.
Benefits of Targeting Long Tail Phrases
Long tail keywords typically face less competition. This makes it easier for businesses to rank well, even in crowded markets. The focused nature of these terms often leads to higher conversion rates.
There are also benefits when it comes to paid search marketing campaigns. As the competition is lower for these keywords, the cost per click is also lower. This means you can achieve more targeted traffic and higher ROI for your campaigns while staying within budget.
Users searching with long tail phrases are usually further along in the buying process. They know what they want and are more likely to convert when they find it. This targeted traffic can result in more efficient marketing spend.
Long tail keywords help businesses connect with niche audiences. By addressing specific needs, companies can establish themselves as experts in particular areas. This specialisation can foster customer loyalty and word-of-mouth referrals.
How To Find Long Tail Keywords
Identifying the right keywords is important for effective search engine optimisation. Several tools and techniques can help businesses uncover valuable keyword opportunities to target.
Google Autocomplete
Google’s autocomplete function is a simple yet effective keyword research tool. It shows popular search queries based on partial input, reflecting real user behaviour.
To use it, start typing a seed keyword into Google’s search bar. The suggestions that appear often include long tail variations and related topics.
This method is particularly useful for discovering question-based keywords. Start with ‘what’, ‘how’, ‘why’, followed by the main topic to uncover common queries.
Autocomplete results vary by location and device, providing localised keyword ideas. You can also try searching from different devices to capture a broader range of suggestions.
SERanking
SERanking offers comprehensive keyword research capabilities. Its Keyword Suggestion Tool shows keywords and queries from various sources, including Google Autocomplete and related searches. Users can filter results by search volume, difficulty, and other metrics.
This example is filtered by keywords with the lowest difficulty:
The tool also provides competitor keyword analysis. This feature allows businesses to discover terms their rivals rank for, uncovering potential gaps in their own strategy.
SERanking’s rank-tracking function monitors keyword performance over time. It helps gauge the effectiveness of optimisation efforts and identify areas for improvement.
SERP Research
Analysing search engine results pages (SERPs) provides valuable keyword insights. This method involves examining the top-ranking pages for target keywords.
The ‘People Also Ask’ shows the types of questions people are frequently asking around a keyword. This can guide content creation efforts.
The ‘People also search for’ section at the end of the SERPs reveals common searches related to the main keyword. These are not always long tail keywords, so you should analyse them properly before choosing any of them.
Google Keyword Planner
Google Keyword Planner, part of Google Ads, offers keyword suggestions based on seed terms or websites. It provides search volume data and competition levels for each keyword.
The tool groups similar keywords, helping identify broader themes within a topic. This can be useful for structuring content or planning website architecture.
The forecasting feature estimates clicks and impressions for selected keywords. This can help prioritise terms with the highest potential impact.
Google Trends
Google Trends shows the relative popularity of search terms over time. It’s useful for identifying seasonal trends and comparing interest in different keywords.
The ‘Related queries’ section in Google Trends reveals terms associated with the main keyword. This can uncover new keyword ideas and highlight emerging trends.
The tool allows comparison of up to five terms simultaneously. This helps in choosing between similar keywords based on their search interest.
Google Trends also provides geographic data, showing where terms are most popular. This information can guide localised SEO strategies.
Data from Google Search Console
Google Search Console provides invaluable data on the queries that already bring traffic to a website. This information comes directly from Google, offering accurate insights.
The ‘Performance’ report shows which queries trigger the site in search results. It includes data on impressions, clicks, and average position for each query.
Look for keywords with high impressions but low clicks. These represent opportunities to improve click-through rates by optimising titles and meta descriptions.
Queries, where the site ranks on page two or three of search results, are prime targets for improvement. Small ranking boosts for these terms can lead to significant traffic gains.
Applying Your Keywords
Once you’ve identified relevant long tail keywords, it’s time to put them to work. Start by incorporating these phrases naturally into your website content, blog posts, and product descriptions. This helps search engines understand what your pages are about.
Use long tail keywords in your page titles and meta descriptions. These elements appear in search results, and while they don’t directly affect rankings, including targeted phrases can improve click-through rates.
Consider creating dedicated landing pages for specific long tail keywords. This allows you to focus content on particular topics and potentially rank higher for those searches.
Don’t forget about your site’s structure. Use long tail keywords in your URL slugs, header tags, and image alt text to reinforce relevance.
While this may not give a direct SEO advantage, social media posts and ads present another opportunity to use long tail keywords. Including these phrases in your content can help attract users searching for specific topics.
Monitor your keyword performance using analytics tools. Track which long tail phrases drive the most traffic and conversions, then adjust your strategy accordingly.
Remember to update your keyword usage regularly. Search trends change over time, so revisit your long tail keyword research periodically to stay current.
4 Different Search Intents
When users search with varying intents, it often means creating different types of content to address each specific intent effectively.
Want to Know
This is where a user wants to know more information about a topic. For example, they would search for something like “what’s the best headset for gaming”. A blog comparing your headset to other headsets (and saying why yours is the best) would likely help them find a solution to their problem.
Want to Go
This is where a user is trying to find somewhere to go. They could search “best gyms in Southampton”. If you believe you have the best gym in the Southampton area, you could add this to your meta title and description, and also to your homepage. As they are looking for somewhere to go, explain how the user can get there.
Want to Do
This is where a user is looking for advice on something. They could search for “how to gain lean muscle”. They may not necessarily be trying to buy a product, even if it’s recommended within your content. So, you can share your advice in an easy-to-digest format, such as a step-by-step guide or a video explaining how.
Want to Buy
This is where a user is trying to buy a product or service, for example, they may search for “small picture frame sale”. They’re using words like “price”, “discount”, and “buy” which demonstrates their intention to buy.
Since they’re close to purchasing, they probably don’t want to read a long blog post talking about whatever they’re trying to buy. Including the long tail keyword on a product page is likely your best bet.
Final Thoughts
Long tail keywords offer a wealth of opportunities for businesses looking to boost their online visibility. By targeting these specific phrases, companies can attract highly qualified leads and reduce competition in search results.
Implementing a long tail keyword strategy requires patience and dedication. It’s important to regularly analyse search trends and adapt content accordingly. This approach allows businesses to stay ahead of the curve and meet evolving customer needs.
Incorporating long tail keywords naturally into website content, blog posts, and product descriptions is key. Forced or awkward use of these phrases can harm readability and user experience.
Remember that long tail keywords are just one piece of the SEO puzzle. They work best when combined with other optimisation techniques and a solid content strategy.
If you have any questions and want to learn more about long tail keywords, SEO, or site optimisation, speak to one of the Sandbox team today to discover more.
