The phrase long tail was used by Chris Anderson “The notion of looking at the tail itself as new market” for consumers in his book The Long Tail: Why the Future of Business Is Selling Less of More in the year 2006.
The Evolution of Long Tail Keywords
With the advancement of internet and search engines there are more detail and complexity included in the searches we do, as we are looking at things much faster than ever before. These are now called “long tail keywords”. Instead of focusing on two or three words, keyword research is focused on keyword topics or phrases.
As today’s SEO is driven by a much natural language search, people are not using basic keywords like “restaurants” to search they used to, but now people are using longer search queries like “restaurants which serve good vegetarian food” to find the most relevant results possible. Few other examples of Long tail keywords are “white Nike men’s running shoes”, “inbound marketing for SaaS companies” etc.
Why keywords are important
Let us first look at why keywords play an important role. The goal of SEO is to get your website ranked higher for different search queries. This is where the importance of keyword research comes in. It allows you to find keywords that offer the following :
- Rank faster – When you optimise your blog with keywords you will rank faster
- Getting high traffic – You have as many as new people visiting your site which is listed in search results.
- Wide relevance – The incoming queries which directly relate to your business are capable of making your users satisfied with the results.
- Low competition – You don’t have to work as hard to rank for your chosen queries.
3 major benefits of longtail keywords are:
1. Helps you connect with your audience easily
Content which is written with long tail keywords helps connect with the audience more easily. Long tail keywords that are in your niche proves as a clue as for the type of information that people are searching for within your niche. While writing the content, if you keep long tail keywords in mind, rather than focusing on broader keywords, it will further help you develop content that will help you connect with your audience.
If your company specialises in “business accounting software,” and you rank for that keyword and related keywords, then there’s a better chance that people searching for that keyword will be an exact customer match.
Source : #ofkeywords
2. Longtail keywords bring more targeted traffic – Leads to conversions
If you get a customer on your website who is looking for something very specific, they are more likely to make the purchase. Your website goals are achieved better with traffic from a long tail keyword. The traffic which comes in is the one you really want and will get you the business.
SEO and conversion rate optimisation also play well together. Across different industries, it is easy for search users to convert easily but as per Marketingsherpa, one needs to focus on each stage of the buying cycle. In the early buying process, during the research and discovery phase, broader or general keywords tend to be used by prospective customers, while long tail keywords are used later in the buying process when they are closer to final purchase. If you match your conversion goal to the types of keywords used and also the to the stage in the buying cycle, it can easily help conversion rates.
3. Long tail keywords rank higher
With shorter keywords, the competition is quite fierce. For your website to come up in top results, it need to leave behind hundreds and thousands of websites optimising the same keywords. When you optimise with a long tail keyword that is specific to your website and product, there are better chances of ranking in the top. The less the competition, the faster it helps you climb up the rankings in the search.
Following are the four key elements that will get you in top search ranking using long tail keywords:
- Keywords headlines
- Social engagement
- Internal links
- Trusted links
And an important point to note is that when a user starts typing a keyword or a search phrase, Google uses up to 200 factors to determine how relevant and authoritative your content page is before it ranks it. According to Inforza, “93% of online experiences begin with a search engine”. The more specific search terms you try to focus on ranking for, the easier it’ll be for your business to rank for the term.
To conclude, it is extremely important for you have a great understanding of the benefits that the long tail keywords provide to grow your business and what it means for your keyword research for your overall marketing and brand.