Increase Search Results Using Long-Tail Keywords
Long-tail keywords are keyword phrases that are longer – usually three or four words or more -- and more specific than keywords more commonly searched for. Long-tail keywords get less search traffic but have been proven to provide higher conversion rates. Long-tail keywords are hyper-specific to whatever you are selling. Whenever a customer uses such a specific search phrase, they tend to be looking for exactly what they are going to buy. They’re done with the research phase of their purchasing journey and now are focusing in on deciding who to buy from.
If you’re a company that sells kitchen design and cabinetry, most likely your pages aren’t going to appear near the top of an organic search for “cabinetry” or “kitchen” or “cabinets” because there’s simply too much competition. This is especially true for a smaller company because the big guys will have bought up the common keywords.
But if you expand your keyword into a long-tail keyword, then something like “kitchen renovation ideas for your home” is going to find consumers who are looking for exactly that.
Find Qualified Searchers with Long-Tail Keywords
Long-tail keywords are how people actually search the Internet because more people are using . Searchers use long-tail keywords when they’re using voice search. This has changed the keyword landscape because people are searching using full sentences and asking questions, rather than just typing in short queries.
With shorter keywords, competition for rankings can be brutal, and visitors who come to you from these broad searches are typically general info-only seekers, i.e., “tire-kickers”, and not really in the market to buy anything.
You’re going to draw less traffic with a long-tail keyword than you would with a more common one, but the traffic you do get will be better: more focused, more committed, and in the market for your services. You’ll be attracting the audience you’re looking for, and that audience will be far closer to point-of-purchase.
When you do the math, you'll see that the 100 buyers who found you via long-tail keyword search are much better than 500 site visitors who are only doing research. And there is no question that the use of long-tail keywords demonstrates a greater intent to buy by the customer. This simply leads to more sales which is, of course, what you are really after.
How to Use Long-Tail Keywords
So now that you know what long-tail keywords are and how they work, how do we get them working to attract visitors to your site?
For a long-tail keyword strategy to be effective, you create separate landing pages on your web site with content that specifically addresses each of your long-tail keywords. And, since there are so many different long-tail combinations that searchers may use to find what you offer, that means you'll be creating more pages.
Google likes sites that have more pages. It makes the site look more substantial, more natural, and even more real in the “eyes” of the search engine. And don’t freak out at the thought of having to create so many new pages. The new pages need only be variations of your main pages, but they must be focused on a specific long-tail keyword.
In our earlier example, we said “kitchen renovation ideas for your home” is a likely long-tail keyword for a kitchen designer. For that specific landing page, you can create a 500+ word blog post on this topic. Should be a piece of cake for you.
Each and every page on your website will have a unique title, description meta tag, h1 header tag, and body content that emphasizes your products and services by using the long-tail keyword. Your long-tail keywords need to be used in the correct context within the URL, title tag, and body text. For even more visibility, use the keyword phrase in alt images to optimize your site for SEO.
How to Come Up With Long-Tail Keywords?
Google AdWords Planner is the obvious first place to . But don’t rely on it as your only tool. AdWords’ job is to show you terms and phrases that have high search volume. What we’re after is to find keywords with not much search volume.
Many services on the web offer assistance – paid or free – to your search for long-tail keywords. The free ones give you plenty of suggestions for keywords plus tons of other information as well, including the ability to download the results for future use.
Here’s a few to check out:
Using long-tail keywords as part of your SEO strategy sets up communication between your business and the potential customers who are already actively shopping for your products and services. It’s a win-win for you and your business: better search rankings and more qualified search traffic.