The Benefits of Using Long Tail Keywords
Longer tail keywords as part of your SEO strategy may offer significant benefits; long tail keywords can typically face less competition compared to short tail keywords and also have the benefit that they are much more likely to convert, and as they can be easier to rank, they can be quicker to generate traffic in the search engines results pages from an SEO perspective.
People searching using long-tail keywords also have a much clearer intent which can lead to better conversion rates.
When visitors find content that closely matches their specific Google search, they are much more likely to engage and make a purchase, this is known as a conversion.
By focusing on specific phrases as part of your content strategy, you can tailor content to address the exact needs and interests of your target audience, longer tail keywords allow for much more targeted content creation too.
Search engines personalise results based on long tail keywords and this can definitely help and lead to increased visibility in the search results pages.
You can optimise your site for various user categories, let’s imagine for a moment you run an e-commerce site that sells sporting goods.
You could target specific keywords around running shoes, running shorts, and say trail running shoes.
By targeting specific keywords for specific products they are much more likely to rank in search engine results pages, they are much more likely to generate traffic from people who have a much clearer idea about what they are looking for and when people click the relevant link they are likely to see a page which is exactly in line with their searching tent. So, in this example, people googling running shoes see content about running shoes and click a link that takes them directly to your content about running shoes.
In pay-per-click advertising campaigns, which we often refer to with Google Ads, as this is the dominant PPC network right now, longer tail keywords often result in a lower cost per click due to reduced competition.
This means that by running an exact match longer tail keyword campaign within Google Ads you are much more likely to generate more traffic for your budget.
Focusing on longer tail keywords can also help to showcase your expertise in specific areas. This can help to build and establish credibility but also attract a dedicated audience or set of people seeking specialised information products or services.
We generally think it’s a good idea to focus on a ‘whole basket’ of keywords, some short tail or some medium tail and some longer tail keywords, And depending on your business needs maybe a combination of search engine optimisation and paid traffic, PPC.
Every business is different, but it is sometimes a good idea to run paid ads for the higher competition keywords which can take longer to rank organically, that way you are generating some instant traffic using a PPC strategy whilst waiting for the medium longer tail keywords to rank as part of your SEO strategy.
We have covered some of these aspects in some of our recent blogs which you can read on our blog page, equally, you may well wish to schedule a call with a member of our team to chat through your strategy in more detail and to see if we can assist with it.
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