If you want your website to rank well in search engines and attract visitors, it’s important to use the right keywords. Many people focus on short, popular keywords. However, smart marketers know that long-tail keywords can offer a lot of value. In this guide, we explain what long-tail keywords are, why they are important, and how you can find and use them.
Compare ordering “coffee” at a café with ordering a “large latte with almond milk and a hint of cinnamon.” The first order (short keywords) is general and can mean anything, while the second order (long-tail keywords) is specific and tells exactly what you want. The café can serve you better if you specify what you want, just like search engines can help you better if you use specific search terms.
What are Long-Tail Keywords?
Long-tail keywords are longer, more specific keyword phrases that visitors use when they are closer to making a purchase or when they are using voice search. These keywords often have lower search volumes than short keywords but are more targeted.
For example, “shoes” is a broad keyword. But “best price for running shoes for flat feet” is a long-tail keyword. It is more specific and focuses on exactly what the searcher wants.
The term “long-tail” comes from the book The Long Tail by Chris Anderson. If you plotted all keywords based on their search volumes, you would get a graph with a “long tail” of keywords that are less frequently searched. These long-tail keywords can collectively make up the majority of searches on the web.
The Benefits of Long-Tail Keywords
Less Competition
The biggest advantage of long-tail keywords is that they are less competitive. Trying to rank for broad keywords like “shoes” or “insurance” is very difficult because these terms are highly sought after by numerous websites, often with substantial marketing budgets. Long-tail keywords, on the other hand, have lower search volumes, so fewer websites compete to rank for them. This means you have a better chance of getting on the first page of search results. By focusing on these less competitive keywords, you can carve out a niche where your content stands out more easily, leading to higher visibility and better ranking opportunities.
Moreover, the specificity of long-tail keywords often aligns closely with the searcher’s intent, which can result in more meaningful engagements. For new or smaller websites, targeting long-tail keywords can be a strategic way to build authority and gradually compete for more competitive keywords. As your site gathers momentum, the accumulated traffic from various long-tail keywords can significantly boost your overall search engine presence.
Higher Conversion Rates
Long-tail keywords also have higher conversion rates. This is because people searching for something very specific are often further along in the buying cycle. Someone searching for “best price Nike Air Zoom Pegasus 38” is likely ready to buy. These users have likely done their research and are now looking for the best deal or the most suitable option, making them prime candidates for conversion.
Furthermore, by targeting long-tail keywords, you can attract a more qualified audience. These users are not just browsing; they have a clear idea of what they want. As such, the traffic you receive from long-tail keywords is more likely to result in sales, sign-ups, or other desired actions. This focus on high-intent users means that even with lower overall traffic, the return on investment can be substantial due to the higher likelihood of conversions.
Better for Voice Search
Optimizing for long-tail keywords is also important for voice searches. When people use Siri, Google Assistant, or Alexa, they ask longer, more natural questions. For example, someone might ask, “how do you make iced coffee?” instead of just “iced coffee.” Voice searches tend to be more conversational and specific, reflecting how people naturally speak.
As voice search continues to grow in popularity, incorporating long-tail keywords that mimic natural language can help your content rank better in these queries. This approach not only improves your visibility in voice search results but also enhances the user experience by providing precise answers to specific questions. By focusing on long-tail keywords, you can effectively tap into this growing segment of search behavior.
Faster Ranking with New Content
Trying to rank for short keywords takes a lot of time and effort. But you can often get new pages to rank for long-tail keywords much faster, even if your site is new or has lower domain authority. Because long-tail keywords face less competition, search engines can quickly identify and rank relevant content.
Additionally, long-tail keywords allow content creators to target niche topics that are often overlooked. By addressing these specific needs and questions, your content can fill gaps in existing search results, providing value to users and earning higher rankings more swiftly. This approach not only helps in gaining initial traction but also builds a foundation for long-term SEO success as your site’s authority grows.
How to Find the Best Long-Tail Keywords? Use Keyword Research Tools
Keyword research tools like Google Keyword Planner, Ahrefs, and Moz are very helpful for finding long-tail keywords. Enter a broad keyword, and they will give you a list of related long-tail variants, along with their search volumes and difficulty levels. Additionally, tools such as HubSpot’s Content Strategy Tool, AnswerThePublic, and KWFinder can provide unique insights. For instance, AnswerThePublic generates common questions and comparison keywords from social media and forums, which can be excellent sources of long-tail keyword ideas. Semrush also offers comprehensive features, including geographic location-based keyword searching and competitive intelligence, making it easier to find niche keywords that your competitors might be missing.
SEO tools like GrowthBar and SE Ranking offer advanced features like AI-assisted content creation and keyword suggestion tools that provide critical SEO metrics, including search volume, difficulty, and relevance. These tools help you identify high-purchase-intent keywords, making your content more likely to convert. By leveraging these advanced tools, you can uncover untapped keyword opportunities, optimize your content strategy, and enhance your site’s visibility and engagement.
Analyze Your Search Query Report
Your Google Search Console account contains a lot of useful data about long-tail keywords. Go to the Performance report and look at the queries that are bringing impressions and clicks to your site. You will likely find long-tail keywords you are already ranking for by creating relevant content. Additionally, analyzing your internal site search history can uncover specific queries visitors are looking for on your site, which can be optimized for search engines. This approach helps you understand user intent and provides valuable insights into potential long-tail keywords that resonate with your audience.
Performing a gap analysis using tools like Ahrefs can help identify keywords your competitors are ranking for that you might be missing. This analysis can reveal opportunities to create content that fills those gaps, thereby improving your site’s ranking and attracting more targeted traffic. By regularly reviewing and updating your keyword strategy based on search query reports and competitor analysis, you can continuously refine your SEO efforts and achieve better results.
Use “People Also Ask”
Every time you search for a keyword on Google, you usually see a “People also ask” box with questions related to your original query. These questions are great long-tail keyword ideas. By expanding on these questions in your content, you can address specific user queries and improve your chances of ranking for these terms. Additionally, using tools like AnswerThePublic can help you discover a wide range of related questions and phrases that users are searching for, providing even more long-tail keyword opportunities.
Incorporating these questions into your content not only enhances your SEO but also improves user experience by providing comprehensive answers to their queries. This approach can increase your page’s dwell time and reduce bounce rates, which are positive signals to search engines. By continuously monitoring the “People also ask” section and integrating relevant questions into your content strategy, you can stay ahead of trends and ensure your content remains valuable and engaging to your audience.
Forums and Q&A Sites
Forums like Reddit and Quora are gold mines for long-tail keyword research. People ask very specific questions on these sites that reflect the kind of long-tail searches they do on Google. Engaging with these communities can provide insights into your audience’s pain points and interests, allowing you to create content that directly addresses their needs. By analyzing popular threads and discussions, you can identify recurring themes and keywords that can be incorporated into your SEO strategy.
Participating in these forums and providing valuable answers can establish your authority in your niche and drive traffic back to your site. Tools like BuzzSumo can also help identify trending topics and questions on forums and Q&A sites, giving you a competitive edge in keyword research. By leveraging the collective knowledge and real-time queries from these platforms, you can enhance your content’s relevance and attract a more engaged audience.
How to Optimize for Long-Tail Keywords? Use the Exact Keyword Phrase
Make sure to include your exact long-tail keyword phrase in your text. Use it in the title, meta description, URL, H1 heading, and a few times in the text. Incorporating the exact phrase helps search engines understand the primary focus of your content. For instance, if your long-tail keyword is “best SEO software for small businesses” it should be present in these critical areas. This strategy not only aids search engines but also reassures users that they have found relevant information, enhancing their overall experience.
Moreover, integrating the exact keyword phrase in key areas like titles and headers can significantly impact your click-through rate (CTR). When users see their search query reflected in your headline or meta description, they are more likely to click on your link. However, balance is key; avoid overstuffing your content with the exact phrase to prevent keyword stuffing penalties. Instead, aim for a natural flow that maintains readability and engagement, ensuring both search engines and users find your content valuable.
Use Variations and Synonyms
You should also include variations and synonyms of your main phrase. This helps you rank for long-tail variations and tells Google that your text covers the topic well. For instance, if your primary keyword is “buy affordable running shoes online” you could also use variations like “purchase cheap running shoes” or “affordable sneakers for running” This strategy broadens your reach and captures a wider audience who might use different terms to search for the same topic.
Incorporating variations and synonyms also enhances the semantic richness of your content, which is increasingly important in the era of advanced search algorithms like Google’s BERT and MUM. These algorithms are designed to understand the context and nuances of language, so using a variety of related terms can signal to search engines that your content is comprehensive and authoritative. Additionally, this approach can help you avoid keyword cannibalization, where multiple pages compete for the same keyword, by diversifying the terms you target within your content.
Optimize for Search Intent
When targeting long-tail keywords, it’s important to match the search intent behind the query. If someone searches for “how to make iced coffee?”, they want a step-by-step guide, not a product page. Understanding and aligning with the user’s intent can significantly improve your content’s relevance and performance. For example, a searcher looking for “easy vegan dinner recipes” likely expects a list of recipes with instructions, not a single recipe or a product listing for vegan ingredients.
To effectively match search intent, categorize your keywords into different types of intent: informational, navigational, commercial, and transactional. Informational keywords are used when the user is looking for information, such as “benefits of yoga” Commercial keywords indicate a user is considering a purchase, like “best yoga mats 2024” Tailoring your content to fit the specific intent behind each long-tail keyword ensures that users find exactly what they are looking for, which can increase engagement, reduce bounce rates, and improve overall SEO performance.
Build Internal Links
Linking to your new long-tail optimized pages from other relevant pages on your site helps them get indexed faster and rank better. Internal linking is crucial as it distributes page authority throughout your site and helps search engines understand the structure and hierarchy of your content. For example, if you have a pillar page about “digital marketing strategies” you should link to more specific long-tail keyword pages like “how to create a content marketing plan” or “SEO tips for small businesses“.
Internal links improve user experience by guiding visitors to related content, keeping them engaged on your site longer. This can lead to a lower bounce rate and higher session duration, both of which are positive signals to search engines. When building internal links, use descriptive anchor text that includes relevant keywords, but avoid over-optimization. The goal is to create a natural linking structure that enhances both user navigation and search engine crawling.
FAQ about Long-Tail Keywords
What are long-tail keywords? Long-tail keywords are longer and more specific search phrases that are less frequently searched but are often more relevant to what people really want to find.
How do I find long-tail keywords? You can use tools like Google Keyword Planner, Ahrefs, and Moz. You can also look at queries in your Google Search Console and the “People also ask” section of Google.
Why are long-tail keywords important? They have less competition, higher conversion rates, are better for voice searches, and you can rank faster with new content.
How do I use long-tail keywords? Use the exact phrases in your title, meta description, URL, H1 heading, and text. Also, use variations and synonyms, and ensure your content matches the search intent.
