The Essentials of Long-Tail Keywords
So much of search engine optimization comes down to one thing: keywords. You need to create content with the words and phrases your target audience is using. And generally speaking, keywords come in two varieties: head keywords and long-tail keywords.
Head keywords are the broad words and phrases that have a large amount of search traffic, for example, “buy shoes,” “pizza” or “dog toys.” Because they offer a lot of impressions, these keywords are usually highly competitive.
Long-tail keywords, on the other hand, are more specific queries from searchers who are looking for something specific. They usually (though not always) consist of more words than the more generic head keywords. Some examples of these would be things like “vegan-friendly cafes near me,” “birthday gifts for boys under $30” and even “what are the best long-tail keywords for SEO?”
How to Use Long-Tail Keywords to Your Advantage
At its core, Google’s search ranking algorithm has one goal: to provide the best possible results to answer search intent. And long-tail keywords live in the sweet spot where search ranking, traffic and a user’s needs all intersect.
Because long-tail queries are used to find precise information, they have a lower search volume, but that usually also means less competition. And that, of course, means opportunity for you.
More than that, they can help you market more effectively. By analyzing the long-tail phrases people are using to land on your pages, you can develop a better understanding of what they’re searching for, which in turn, lets you create better content and strategies to more accurately suit the needs of users.
And last, but far from least, searchers using long-tail keywords are usually further along in the sales funnel than those who are using more generic keywords. That means more interest and a better chance at conversion.
So, if you’re keeping score, the benefits of using long-tail keywords are:
- Lower competition (which means lower costs and an easier time ranking)
- Increased traffic
- More targeted search intent for more qualified visitors
- Improved conversions
In other words, they should be a cornerstone of your SEO strategy.
How Do You Find Long-Tail Keywords?
You don’t have to have the breadth of SEO knowledge of a Rand Fishkin or Neil Patel to see the value of employing long-tail keywords. The challenge, of course, is finding the right ones for your niche.
There are a lot of strategies and tools you can use to discover which are relevant for your site. Some of the recommended approaches are:
- Using Google Autocomplete & Suggestions
- Add Natural Language Modifiers like “How” and “What”
- Use a Keyword Tool
- Check the Competition
- Use Your Analytics and Search Console data
Get tactics to finding long-tail keywords using the five steps above at https://www.evisio.co/blog/the-essentials-of-long-tail-keywords/
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