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Long-tail keywords are keyword phrases that include at least three words. Rather than targeting mass audiences, long-tail keywords target specific demographics. They are often less competitive and more specific than head terms. Long-tail keywords are also more likely to be used when the customer is closer to a starting point-of-purchase. Long-tail keywords should be fundamental to your search campaigns because they generate organic search traffic.

 

70% of all web searches are made up of long-tail keywords. These keywords are how your site can outrank your competitors.

 

Find what search queries your customers are using and build your site content around those queries.

 

Why do long-tail keywords matter? 

Long-tail keywords matter because they are the search terms that people actually use when searching for a product or service. These highly-targeted search queries are important for funneling leads and converting them into customers. Instead of just optimizing your website for “search engine optimization (SEO),” try optimizing for “SEO trends” or “SEO trends in 2019.” Remember that people are searching for two reasons: to do something or to learn something

 

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Here are some reasons why you should add long-tail keywords to your SEO campaign:

 

1. More targeted search results

If you are after more targeted search visitors, then you need to incorporate long-tail keywords into your content. More targeted traffic means more conversions. According to neilpatel.com, you can see up to a 91% increase in traffic by using long-tail keyword phrases.

 

2. Attract the right visitors to your site

Attracting the right visitors to your site goes hand in hand from more targeted search results. By using specific long-term keywords, you’ll attract the right visitors to your site. As search results get more personalized, customer’s have begun using more specific searches over time. Search volume is much lower for long-tail keywords, so overall you will attract less, but higher quality customers.

 

3. Rank higher on the search engines

One of the biggest obstacles that SEO professionals face is the competitiveness of ranking for popular keywords. Luckily, long-tail keywords are much easier to rank for and have less competition. For this reason, it is much easier to get your website higher up on the search engine results page (SERP). In addition, these keywords are highly relevant and help your target audience find exactly what they are looking for.

 

4. Long-tail keywords help you convert visitors into customers

I’m guessing the main goal of your website is to convert your visitors into customers. Fortunately, long-tailed keywords attract customers at the bottom of the funnel, when they are closer to the point of purchase. These keywords can be highly valuable to conversions if you know how to use them correctly. In almost every case, very specific searches are far more likely to convert your customers than general, generic searches.

 

5. Improve your blog strategy

You’re missing out on a lot of traffic if you aren’t creating blog posts based on longer search queries. Since long-tail keywords are easier to rank for, you can start generating more blog traffic and leads. Statistics show that you can improve organic blog traffic by up to 80% by integrating long-tail search phrases. Long-tail search terms perform 2.5 times better in blogs than their head keyword variations.

 

6. Provide meaningful content to your audience

One of the first steps is to identify the search terms and phrases that are popular with your target audience. Authentic integration of long-tail keywords attracts customers through creating content that engages and inspires them. By writing highly useful content on google trending topics, marketers can see a huge increase in organic traffic. Remember to not just write for search engines- write for your audience first and then search engines second.

 

7. Improved page optimization

Long-tail keywords are an important part of page optimization. An integral part of page optimization is semantic search, which is largely due to voice search. Voice search is used by 55% of millennials daily. When optimizing for on-page SEO, make sure to use search queries that customers would naturally say when using voice search.

 

Where can I get long-tail keywords suggestions?

First, start with some basic seed keywords that are relevant to your target audience. To find long tail keywords, you can use Google Keyword Planner, a keyword research tool (free). Next, choose the most relevant, in-demand long-tailed keywords. Another great way to find keyword suggestions is Google Autocomplete. You can find more research tools in our How To Do Keyword Research For Content Creators blog.

 

How can I use them to my advantage?

Marketers can use long-tail keywords to their advantage when targeting highly competitive niches. These keywords are especially advantageous for small business owners, especially when they are competing against huge corporations and chains. Since long-tailed keywords are less competitive, your chance of ranking is much higher. By using longer keywords, you are able to have an advantage over your competitors who are not using them.

 

Beginners in SEO need to realize the immense potential of long tail keywords. Along with less competition and substantial traffic, these keywords bring better-targeted traffic and higher conversion rates (increasing ROI). Over time, pay attention to Google Analytics and see what terms people are using to find your site. You must continually study your customers and craft high-quality content that will appeal to them. 

Kaitlin Wichmann
Kaitlin Wichmann

As our SEO/PPC Specialist, Kaitlin monitors search performance and manages ad campaigns for our clients. She is trained in Google Adwords, HubSpot, and Salesforce. She graduated with a B.A. in Marketing Communications from California Lutheran University.