A successful keyword strategy often employs long-tail terms, which are specific and often longer phrases that potential customers search for that typically consist of three or more words. Unlike short, broad keywords (called head terms), long-tail keywords are more targeted and less competitive, making them highly valuable for SEO strategies, especially in competitive industries like website design and SEO services. Freelance Reno website designer Olin Coles offers these suggestions for a winning long-tail keyword strategy as part of his WordPress SEO and design service.
Key Characteristics of Long-Tail Keywords
Low Search Volume: Long-tail keywords usually have lower monthly search volumes compared to shorter, broader terms. For example, “SEO services” may have thousands of searches per month, while a long-tail keyword like “affordable SEO services for small businesses” may only have a few hundred or less.
Less Competition: Fewer websites target long-tail keywords because they’re more specific. This makes them a solid keyword strategy because it is much easier for smaller businesses or websites to rank for them in search engine results.
Highly Specific: Long-tail keywords are often more descriptive, reflecting specific queries or needs from users. For instance, a user searching “affordable WordPress website designer for local businesses” is likely looking for a particular type of service compared to someone simply searching “website designer.”
Higher Conversion Rates: Since long-tail keywords are more targeted, they tend to attract users who are further along in the buying journey and know what they want. This increases the likelihood of conversion, whether that means a purchase, a form submission, or another goal.
Examples of Long-Tail Keywords
- Broad Keyword: “Website designer” -or- Long-Tail Keyword: “Experienced website designer for e-commerce stores”
- Broad Keyword: “SEO services” -or- Long-Tail Keyword: “Affordable local SEO services for small businesses”
- Broad Keyword: “WordPress website” -or- Long-Tail Keyword: “Custom WordPress website for real estate agents”
Why Are Long-Tail Keywords Important?
Long-tail terms are an important part of keyword strategy because they offer the possibility to rank a website when the competition has been well-established.
Better Search Engine Rankings: Targeting long-tail keywords can help improve your ranking faster since there’s less competition. While you may not get as much traffic from them, the users who do find your site are more likely to convert.
Targeting Niche Audiences: Long-tail keywords allow you to attract niche audiences looking for specific solutions, making your content more relevant and valuable to them.
Voice Search Optimization: As voice search continues to grow with the use of virtual assistants like Alexa, Siri, and Google Assistant, long-tail keywords are becoming even more important. People using voice search tend to ask full, conversational questions (e.g., “Who is the best website designer near me?”) rather than typing short queries.
More Affordable Paid Advertising: If you run PPC (Pay-Per-Click) campaigns, targeting long-tail keywords can reduce costs because these terms typically have a lower cost-per-click (CPC) than highly competitive short keywords.
How to Find Long-Tail Keywords
Long-tail terms are a vital component of a successful SEO keyword strategy, particularly for businesses in competitive industries. By focusing on these specific, lower-competition terms, you can drive more targeted traffic to your website, increase conversions, and build a stronger online presence. Use these resources to find relevant long-tail terms:
- Google Search Suggestions: Start typing your seed keyword into Google, and you’ll see a list of suggestions that are often long-tail variations. For example, typing “SEO services” may prompt suggestions like “affordable SEO services for small businesses.”
- Answer the Public: This tool generates keyword ideas based on questions users ask online, offering great long-tail keyword opportunities for content creation.
- Keyword Research Tools: Use tools like SEMrush, Ahrefs, Moz Keyword Explorer, or Ubersuggest to find long-tail keywords with low competition. These tools often include data on search volume, difficulty, and suggested variations.
- Google’s People Also Ask: This feature on search result pages shows related questions that users commonly ask, which can provide insight into useful long-tail keywords.
- Forums and Q&A Sites: Platforms like Quora and Reddit are great sources of long-tail keywords because people ask specific questions related to a particular niche or industry.
Using Long-Tail Terms for your SEO Keyword Strategy
Incorporate into Blog Posts: Use long-tail terms as part of your keyword strategy to write detailed, targeted blog posts that answer specific questions or solve particular problems for your audience.
Optimize Product/Service Pages: If you offer specific services or products, tailor your website pages to long-tail keywords that reflect those offerings. For example, a page optimized for “e-commerce SEO expert for Shopify” would attract a more focused audience than a generic “SEO services” page.
Create Content Around User Intent: Long-tail keywords are often directly tied to a user’s search intent. Craft your content to provide direct answers, solutions, or valuable insights aligned with that intent. This increases your chance of ranking for these queries.
Use in Meta Tags: Include long-tail keywords in your title tags, meta descriptions, headings, and URL structure to help search engines understand the relevance of your page to specific searches.
Answer Frequently Asked Questions (FAQs): Adding an FAQ section to your website allows you to target multiple long-tail keywords by addressing common queries your potential customers may have.
These more specific keywords have a better chance of ranking due to their lower competition, and they are more targeted to the needs of potential clients. Start by incorporating these into your content and optimizing pages around these terms to gain more visibility. For added potency, use a popular content management systems (CMS) such as WordPress, and take advantage of its free SEO-focused plugins.
Using Long-Tail Terms in your Keyword Strategy
Long-tail keywords are most effective when you want to target a specific audience or achieve more precise, conversion-driven results. Here are the best times and scenarios to use long-tail keywords in your SEO strategy:
When Your Industry is Highly Competitive
- Why: If you’re in a saturated market, competing for broad keywords can be tough. Long-tail keywords help you rank more easily by targeting less competitive, niche phrases.
- Example: Instead of targeting “SEO services,” use “affordable SEO services for small businesses.”
When You Want to Attract Highly Qualified Leads
- Why: Long-tail keywords reflect specific searches and user intent. People searching these terms often know what they want, making them more likely to convert into customers.
- Example: A user searching “custom WordPress website for photographers” is likely ready to purchase or hire a designer, making them a more qualified lead than someone searching “website design.”
When You’re Optimizing for Voice Search
- Why: Voice search queries tend to be conversational and specific, matching the structure of long-tail keywords. Seize on this keyword strategy.
- Example: A voice search query might be, “Where can I find an affordable website designer near me?” as opposed to simply “website designer.”
When You’re Creating Targeted Blog Content
- Why: Long-tail keywords are great for creating blog posts that answer specific questions or solve particular problems, which increases your chances of ranking for niche searches.
- Example: Writing a blog titled “How to optimize WordPress website speed for e-commerce stores” targets a very specific audience.
When You Want to Improve Conversion Rates
- Why: Users searching for long-tail keywords are usually further down the buying funnel, meaning they are closer to making a purchasing decision.
- Example: Someone searching “best SEO consultant for law firms” is more likely to hire a service than someone simply searching “SEO consultant.”
When You’re Running Paid Advertising Campaigns
- Why: Targeting long-tail keywords in Google Ads or Bing Ads is often more cost-effective due to lower competition, resulting in lower cost-per-click (CPC) rates.
- Example: Running ads for “local SEO services for real estate agents” will likely cost less than “SEO services” while attracting a more relevant audience.
When You’re Targeting a Local Audience
- Why: Long-tail keywords can include geographic qualifiers to help you capture local search traffic, particularly for service-based businesses.
- Example: Using “website designer near me in Reno” or “local SEO expert for Reno businesses” will help your business appear in location-based searches.
When You’re Creating Product or Service Pages
- Why: Long-tail keywords help make product and service pages more descriptive, improving their chances of ranking for specific searches related to those offerings.
- Example: Instead of just “WordPress design services,” you could target “custom WordPress design for small business websites.”
When You Want to Attract Niche Markets
- Why: If you cater to a niche market, long-tail keywords allow you to reach smaller but more relevant audiences.
- Example: “SEO services for pet care businesses” or “website design for non-profits” targets a specific market.
When You’re Writing FAQ or Resource Pages
- Why: Long-tail keywords work well in FAQ sections, helping you address specific queries that potential customers might have.
- Example: Including questions like “What is the best SEO strategy for small e-commerce stores?” helps target specific search intent.
Using long-tail search terms is a beneficial keyword strategy when your goal is to attract a specific, high-intent audience with lower competition. They are ideal for improving search rankings, driving more qualified traffic, and increasing conversion rates in highly competitive industries like website design and SEO services.