Using Long-Tail Keywords to Your Advantage
Keywords are the bread and butter of SEO. Break this element down, though, and you’ll find tons of variations on keywords that also contribute to your SERP ranking. These “long-tail keywords” help specific searchers find your content quickly—as long as you use them effectively.
An Introduction to Long-Tail Keywords
Long-tail keywords are typically phrases of 3-4 words that use specificity to their advantage. Your long-tail keywords will describe in detail the product or service you have for sale. These keywords help your SERP rankings due to consumers’ need for specificity.
The majority of consumers are looking for hyper-specific products in the online marketplace. Integrate long-tail keywords to make your products or services easier to find for consumers who know exactly what they want.
Capitalize on Specificity
For example, say you sell miniature hot glue guns to crafty moms. You need to find footing as a smaller business. But by using “hot glue gun” as your primary keyword, you’ll quickly find yourself competing with Walmart, Michael’s, and Hobby Lobby, among other crafting chains.
The clever use of long-tail keywords can set you apart from the corporate pack. Try a more-detailed phrase like “miniature high-temperature hot glue gun,” and you’ll be able to target more-specific Google searchers.
Generate Organic Traffic
Search engines such as Google prize organic traffic as a significant SERP element. Integrating long-tail keywords into your content lessens your overall marketing costs—but it also encourages Google and search engines like it to consider your content more authoritative than that of your peers.
Why more authoritative? Google specifically notes that 70 percent of searches on its site consist of term combinations that the site has never seen before.
When you integrate these combinations into your content, you create original content and fill consumer needs that other businesses haven’t.
Choose Your Keywords Wisely
If you’re looking for more specific phrases to include in your content, you can go about discovering them in one of two ways. The first is to brainstorm the core product your business sells. To return to the hot glue gun example, consider what sets your glue gun apart from one sold by a larger corporation. Which features does your glue gun come with? What temperatures can it operate at? How large is it?
When you consider your product this way, you can narrow your keyword usage down from “glue gun” to “miniature high-temperature hot glue gun” in a matter of minutes.
If you want to diversify long-tail keyword usage, researching industry-appropriate long-tail keywords is a reasonably straightforward process. Using tools like WordStream and Keywords Everywhere, you can enter your product name and see potential keyword combinations.
Want to drive organic traffic to your site and garner an audience seeking a specific kind of product? Sprinkle long-tail keywords into your content and site architecture. Google’s search engine crawlers will be able to identify your specificity and direct the appropriate audience your way as a result.
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