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Search engine optimization (SEO) is a complex and ever-evolving field. One area that has seen significant attention is the use of long-tail keywords. But what are they? How can you find and utilize them effectively? In this comprehensive guide, we delve deep into the world of long-tail keywords and show you how to leverage them for SEO success.
Understanding Long-tail Keywords
Long-tail keywords are essentially extended, specific search phrases that searchers are likely to use when they are closer to making a purchase decision. These keywords usually have lower search volume than shorter, head keywords. However, they are typically more valuable as they are often used by consumers who know exactly what they’re looking for and are prepared to buy.
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How Long-tail Keywords Function
Long-tail keywords work by establishing better communication between your business and your customers. Let’s take an example: if you’re a company selling classic furniture, your odds of ranking high for an organic search for “furniture” are slim due to high competition. But if you specialize in, say, contemporary art-deco furniture, then a long-tail keyword like “contemporary Art Deco-influenced semi-circle lounge” will reliably attract consumers looking for that precise product.
The 80/20 Rule and Long-tail Keywords
The term “long tail” refers to the shape of a distribution graph in keyword popularity. The surprising part is that popular keyword search terms, the “head” of the graph, only account for about ten to fifteen percent of all searches. Another fifteen to twenty percent of searches come from mid-length keywords, meaning that roughly seventy percent of page views are the direct result of long-tailed keywords. This phenomenon is often referred to as the 80/20 rule in long-tail keywords.
Attracting Qualified Searchers with Long-tail Keywords
Long-tail keywords are valuable for businesses who want to rank high in organic Google searches. The smart implementation of long-tail keywords might attract less traffic in terms of numbers, but the return on your investment will be much higher. You’ll be attracting the audience you’re looking for, and that audience will be closer to the point-of-purchase than that of your competitors.
Less Competition Equals Lower Costs
Long-tail keywords are valuable not just for organic rankings but also for advertisers running paid search marketing campaigns. When you bid on long-tailed keywords, the cost per click is lower, as there’s less competition. By targeting longer, more specific long-tail keywords in your AdWords campaigns, you can get higher ad rankings on relevant searches without having to pay a premium for every click.
How to Find Long-tail Keywords
There are various strategies for finding long-tail keywords. Below are some of the most effective ones:
Google’s “Searches Related to…”
At the bottom of Google’s search results, there’s a section called “Searches related to…”. This area is a gold mine for long-tail keyword research. The suggestions you get here come straight from Google, making them highly reliable.
Answer The Public
Answer The Public is a keyword research tool that generates question-focused keywords. This is particularly useful for finding long-tail keywords as question keywords tend to be long and specific.
Forums and Boards
Forums are an excellent place to find new keyword ideas. People frequently ask and answer questions about your site’s topic on forums, giving you insight into the words and phrases your audience uses.
Google Autocomplete
Google Autocomplete is another handy tool for finding long-tail keywords. As you type your keyword into the search bar, Google provides autocomplete suggestions, which are popular search queries related to your keyword.
Quora
Quora is a crowdsourced Q&A site where you can find many long-tail keyword ideas. Users often ask questions related to various topics, providing a wealth of keyword suggestions.
Importance of Long-tail Keywords in SEO
Easier to Rank
Popular head terms are usually very competitive, making it difficult to rank for them. However, long-tail keywords are generally less competitive, making it easier to rank for them.
Targeted Traffic
Long-tail keywords are often more specific, meaning the average person using that keyword in Google is probably close to making a purchase. Therefore, if you rank highly for a long-tail keyword, the searcher might just buy from you.
Cost-Effective PPC Advertising
For those using Google Ads, long-tail keywords can help you get more value for your advertising budget. High-volume keywords often have a high cost per click (CPC) and don’t convert very well. However, low-volume long-tail keywords are super targeted and can have a higher conversion rate, leading to a lower CPC.
Easy to Target
Long-tail keywords are usually specific, making them easier to target with pages on your site. For example, if the long-tail keyword is “how to filter cold brew coffee,” you could create a blog post teaching readers how to filter cold brew coffee.
Variety and Abundance
Long-tail keywords make up the majority of search queries on Google. When people search for information or products online, they often use longer, more descriptive phrases reflecting their specific needs or interests. This means you’ll likely never run out of long-tail keyword ideas to target with your site.
How to Identify Long-tail Keywords
Identifying long-tail keywords requires strategic thinking and the use of specialized tools. Here are a few of the most effective strategies for finding long-tail keywords:
Use Keyword Research Tools
There are numerous keyword research tools available, like Semrush’s Keyword Magic Tool, which can generate thousands of long-tail keywords in seconds.
Perform Keyword Gap Analysis
Keyword gap analysis can help you find long-tail keywords that your competitors rank for but you don’t. Semrush’s Keyword Gap tool can uncover your competitors’ long-tail keywords.
Leverage Google Search Features
Google’s search features, like autocomplete and related searches, can be excellent sources of long-tail keywords. Google’s ‘People Also Ask’ box can also provide question-based long-tail keywords.
Use Topic Research Tools
Topic Research tools can help you find topics closely related to a keyword. Many of these topics can be excellent long-tail keyword ideas.
Explore Forum Sites and Google Ads Keyword Planner
Forum sites like Quora can provide long-tail keyword ideas. Google Ads Keyword Planner, designed for PPC campaigns, can also be a helpful source of keyword ideas.
How to Use Long-tail Keywords
Once you’ve identified your long-tail keywords, you need to use them correctly. This involves understanding the user’s search intent and placing your keywords strategically in your content. You should also consider creating topic clusters by linking from pages that target long-tail keywords to pages that target head terms.
The Two Types of Long-tail Keywords
Not all long-tail keywords are the same. Some represent unique search queries, while others are just less popular variations of more popular search queries. The former are referred to as “topical long-tail keywords,” and the latter are known as “supporting long-tail keywords.”
Final Thoughts
Long-tail keywords are a crucial aspect of a successful SEO strategy. By understanding what they are and how to effectively find and use them, you can significantly boost your website’s search engine rankings, draw more targeted traffic, and enhance your conversion rates. This comprehensive guide aims to provide you with all the necessary knowledge to leverage long-tail keywords for SEO success.
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