Long-tail keywords - especially in the world of SEO - have become a buzzword in recent years.
But what exactly are long tail keywords, and do they actually matter?
Why do SEO specialists and marketers put so much emphasis on using them?
Let's explore this topic in more depth.
What Is Long Tail Keywords?
Long tail keywords are longer phrases that an individual will type into Google's or Bing's search engine. These phrases range between three to five (sometimes a bit longer) words with a specific search intent. Some SEOs don't normally like to target these types of keywords because of their lower search volumes. But on the other hand, they are more specific, meaning a potentially higher conversion rate.
Let's put this into an example so that it's easier to digest:
Imagine you're running an eCommerce store that sells handmade leather shoes.
Instead of targeting a broad keyword like "leather shoes" with high competition, you focus on "handmade leather shoes for men."
This long tail keyword is more specific and attracts users ready to purchase and looking for exactly what you offer.
While fewer people might use this search phrase, those who do are more likely to be interested in your products, leading to a higher conversion rate.
This specificity is what makes it a buzzword in the world of SEO and digital marketing.
Where should you use it?
All SEO keywords are used in website content, such as blog posts, product descriptions, and meta tags. The same applies to long tail keywords.
However, since they are longer phrases, it's essential to use them naturally and not force them into your content. Otherwise, it can negatively impact the readability of your content and make it seem spammy.
Here are some tips for using long tail keywords effectively:
- Use them in headings and subheadings.
- Incorporate them into your product titles and descriptions.
- Aim to get them featured as a rich snippet in search results.
- Use them in your meta tags, including the title tag and meta description.
- Create dedicated landing pages targeting specific long tail keywords for better optimisation.
- Write blog posts specifically informing and targeting those searching for that particular long tail keyword.
Long tail vs short tail keywords
If long tail keywords contain longer phrases, then short tail keywords would be the opposite - short, popular keywords with a broader search intent.
Often, these short tail keywords are highly competitive and more challenging to rank for. For example, "leather shoes" would be a short tail keyword while "handmade leather shoes for men" would be a long tail keyword.
Here is a visual representation of they differ from each other. (The image's data is derived from an SEO tool - Ahrefs.)
The first image, shown below, gives you the data for "leather shoes" in South Africa. Its search volume is 800, and its keyword difficulty is 18.
Now, let's look at the second image, shown below. It gives you the data for "handmade leather shoes for men" in South Africa; its search volume is 0-10, and its keyword difficulty is 6.
As you can see, the long tail keyword has a much lower search volume but a significantly lower keyword difficulty. This means that using long tail keywords gives you a higher chance of ranking well and attracting relevant customers to your website who are more likely to convert into paying customers.
However, that doesn't mean you should completely disregard short tail keywords. They still have a very big place in SEO.
The key is finding the right balance between targeting both long tail and short tail keywords based on your business goals and target audience.
Why Should You Use Long Tail Keywords In Your SEO Strategy?
With a lower search volume, why should you take the chance?
There are several reasons why long tail keywords should be a crucial part of your SEO strategy:
1. Less Competition
Long tail keywords typically face much less competition compared to short tail keywords.
This is because fewer websites target these specific phrases, making it easier for your content to stand out in search engine results. Consequently, by incorporating them into your SEO strategy, you're more likely to achieve higher rankings without investing excessive resources in competing for highly competitive terms.
This approach is particularly advantageous for new or small websites looking to establish a foothold in their industry.
In addition, by targeting keywords like "handmade leather shoes for men" you're targeting a niche audience of people. There might be many online stores selling leather shoes, but not all of them sell handmade leather shoes for men.
2. Long tail keywords contain short tail keywords
Using long tail keywords does not exclude short tail keywords.
In fact, long tail keywords often contain short tail keywords within them.
For example, the keyword "handmade leather shoes for men" contains the shorter keyword "leather shoes".
So you're basically targeting both! A win-win situation for your SEO strategy.
3. More Qualified Traffic
Long tail keywords attract more qualified traffic to your website.
These are users who have a clear idea of what they are looking for and are more likely to convert into customers.
For example, someone searching for "handmade leather shoes for men" is probably looking to purchase a pair of these specific shoes rather than just browsing for general information about leather shoes.
4. Better User Experience
A focus on long tail keywords also leads to a better user experience.
When your content is tailored to specific, niche topics, it becomes more relevant and valuable to readers.
This can result in longer time spent on your website and a lower bounce rate, both of which are positive signals for search engines.
5. Staying Ahead of the Competition
In today's saturated online market, it can be difficult for businesses to stand out and rank for popular short tail keywords.
However, by targeting longer ones, you can avoid competing with large, established companies and carve out your own niche in the market.
How To Find Long-Tail Keywords
You can find and create long tail keywords by simply using Google's search engine.
Google's search engine has an autocomplete feature that suggests related keywords as you type in your search query. These suggestions are often long keywords that people have searched for before, making them a valuable resource for finding new keyword ideas.
You can also look around on the results page for more keyword suggestions. Look at the "People also ask" section and at the bottom of the page for related searches.
Here is a visual example of what would appear at the end of the SERP page when you Search for "leather shoes."
Are there any keyword tools that you can use?
Yes, there are various keyword research tools available that can help you find long tail keywords.
Some popular options include:
- Google Keyword Planner
- SEMrush
- Ahrefs
- Moz's Keyword Explorer
These tools provide data on search volume, competition, and related keywords to help you identify valuable keywords for your content strategy.
So, Does It Matter?
Yes, the buzz going around long tail keywords matter.
If implemented correctly in your SEO strategy, it can drive more targeted traffic to your website.
So, Don't Ignore Long Tail Keywords!
Start your SEO strategy with long tail keywords in mind.
With the right approach, you can target specific, relevant audiences and increase your chances of ranking higher on search engine results pages.
If your website is struggling or lacking in traffic, contact us at Starbright today!
Our SEO services in Pretoria can help you optimise your website with keywords and other effective techniques to drive more organic traffic and boost your online presence.