Reaching our customer’s marketing goals is the purpose of implementing an SEO strategy. Right? There are many aspects we’ll have to do, from researching to website design to implementing the optimization strategies necessary, but it all boils down to one primary factor—the keyword. What keywords are chosen will significantly impact the results you’re able to give clients.
Are you one of those marketers or companies that try to rank for one or two-word keywords? For example, your primary keyword could be “plumber.” How many people are going to see your website based on this one keyword you’ve chosen to optimize everywhere that is associated with that brand? The truth is, trying to rank for these one-word keywords is not only hard, but the efforts will also more than likely lead to disappointment.
What Are Long Tail Keywords?
Most people aren’t searching for just one-word keywords. They type in a string of words, questions, and more to arrive at a more accurate search result. Ranking for keywords that use 3,4, or even five words, will help to gain you better visibility and put you in front of your target audience. Longtails are more phrases than keywords, but they provide a much better return.
What Makes Long Tails The Superior Choice?
Okay, so you’re on board with using a phrase as your keyword to target customers. But why is it better, and what can you expect out of using three or more words? By really honing in on what your audience is looking for you can expect more impressions and clicks, along with better visibility to those hoping to find your goods or services.
Getting Specific With Long-Tails
The rates for conversions on longtail are much higher. Why? When a person has a more elaborate question or phrase, they are closer to buying and committing to a sale. Let’s use an example again for a plumber. Your client is a plumber in San Diego. Instead of trying to rank for ‘plumber,’ optimizing for ‘plumber in San Diego’ will help narrow down the search results for the user to find your client better.
When someone NEEDS a plumber they will look for a plumber in their area or even an emergency plumber in their area. They won’t only look up ‘plumber,’ they’ll want a more specific return on their search. Being more precise will also allow you to have less competition, which is excellent.
One of the more challenging aspects for marketers is conceptualizing appropriate content that will include the keywords chosen to meet traffic goals. When choosing phrases, it is much easier to create pages. Most of the longer phrases are questions, and these are excellent opportunities to answer them for your readers. You should always, and we still mean, center your content around what the reader wants. This is not the time to push your agenda, though you can ever so delicately imply, it is more of a time to be helpful and engage your audience.
Okay, What’s The Downsides?
There are a few downsides for long tail keywords as part of your strategy, but they are minimal. One of the more significant disadvantages is the lower search volume. Yes, the people searching for these phrases are close to purchasing; this also weeds out those that might be on the fence. Which is better for your efforts?
Using longer keywords can be more of a challenge to fit into content, and in places that allow you to optimize. Long tails are also not very report-friendly. Lastly, it can be a pain to deduce which phrase will offer the best results for your needs. While these aren’t insurmountable disadvantages, they are worth considering. However, you’ll find when choosing a long tail that works, your client will reap the rewards.
Using long tail keywords to improve your SEO efforts is an excellent choice. It will help narrow down your audience and help zero in on those ready to commit to purchasing or those that really need your service. With better conversion rates and less competition, using longtail versus board keywords, you can expect to see a better return. With statistics suggesting that long tail keywords make up a whopping 70% of all search queries, they are definitely a must for any professional marketer to include.