Long-Tail Keywords – The Way of the Future Today.
If you’re still using short-tail keywords consisting of one or two words and/or short phrases in your SEO or PPC strategy, it’s time for you to get with the times and discover the advantages of long-tail keywords. Not only are search engines transitioning to more specific targeting as they fine-tune their algorithms, but there’s also a glut of short-form keywords on the digital landscape that makes it difficult for businesses to stand out in the crowd. The main driver behind the superior effectiveness of long-tail keywords over their short-tail counterparts is something called a semantic search. Here’s what you need to know:
Defining Semantic Search
Put simply, semantic search involves user intent, and long-tail keywords make that easier for the algorithm to determine. Because of the sheer number of goods and services being offered on the internet, searchers are using longer phrases to narrow down their search results to avoid as many irrelevant suggestions as possible. For instance, those seeking a greenhouse cleaning service might type in “residential cleaning service that uses environmentally friendly products” instead of just “housecleaning service.”
Crafting a Long-Tail Keyword
Long-tail keywords usually consist of between three and five words and are more specific than their short-tail counterparts. The first step in creating one is conducting keyword research to give you an idea of what actual consumers are typing into their search boxes. There are keyword research tools available that provide indications of how well certain keywords can be expected to rank, the amount of traffic you might get from different keywords, and the type of content most likely to rank highest for specific keywords.
Those who perform searches for goods or services are seeking answers to specific questions, and the best keywords mirror those questions and lead potential consumers to your business. As an example, if you own or manage a restaurant specializing in gourmet fare, fine wines, and an upscale, adult ambiance, your target consumer will type something like “romantic restaurant for birthday dinner” rather than simply “restaurant.”
Advantages of Long-Tail Keywords
Long-tail keywords have higher conversion rates because consumers are more likely to use them when they’re close to purchasing goods and services. Because they’re more conversational, they provide a greater opportunity to customize and personalize your content so that it speaks more directly to your target consumer. Furthermore, Google works in your favor by customizing each user’s search results according to their location, interests, age, and other relevant variables.
It’s also likely that long-tail keywords will help elevate your ranking in search engines due to the relatively low amount of competition.
Digital marketing experts can help you get a handle on long-tail keywords and other SEO/PPC strategies designed to put your business front and center and keep it there. Please feel free to contact us for more information or to schedule a free strategy session.
Best regards, Nik Tsoukales, CEO
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