Everyone who has ever used Google understands the importance of keywords. If you own an online store, you’re likely aware of how crucial keywords are for driving traffic to your website. However, if you’re relatively new to SEO, there’s a concept you should familiarize yourself with: long-tail keywords. If this term is unfamiliar, keep reading, as it can be the key to helping smaller businesses compete with larger ones and attract more visitors to your site.
Choosing the right keywords and strategically placing them throughout your website, product pages, and blog content can significantly boost your ranking on Google, which is incredibly valuable for growing your online presence.
What Are Long-Tail Keywords?
So, what exactly are long-tail keywords? If you use Google in your daily life, you’ve probably encountered them already.
While they are searched less frequently than shorter, more generic terms (often referred to as head keywords), they tend to be much more specific to the user’s search intent.
At first glance, this may seem like a downside, but the reality is that long-tail keywords are more targeted, making them far more relevant to users. This specificity provides a fantastic opportunity for content creators to drive highly relevant traffic to their pages.
Why You Shouldn’t Target “Head Keywords”
Targeting head keywords, whether through paid ads or organic search, can be a challenging and costly endeavor.
From an organic SEO perspective, competing for head keywords is extremely difficult. For example, a broad term like “smartphone” will show up everywhere on the internet, from review sites to news platforms to e-commerce websites. How can a small business expect to rank highly for such a competitive term? As a small business owner, it’s nearly impossible to compete with large brands and established websites for these generic terms.
From a paid ads standpoint, targeting these head keywords can be not only expensive but also ineffective. Take the search term “smartphone” as an example—when people click on your ad, do you know their intent? Are they looking to buy a smartphone, seeking news on upcoming models, or interested in smartphone accessories? Since the term is so broad and vague, many clicks will likely come from users whose intent does not align with your product, leading to wasted ad spend. If Google sees that your ad isn’t relevant to the keyword (due to a high bounce rate), the cost-per-click could rise even further.
Why Targeting Long-Tail Keywords is a Better Strategy
On the other hand, if you move toward the long-tail keywords (the more specific, multi-word phrases), you’ll find that they account for 70% of online search traffic! The great thing about long-tail keywords is that they face much less competition, making them easier to rank for organically. Additionally, they are much cheaper to bid on in Google Ads, and more importantly, they are far more relevant to the user’s intent.
For example, if you run a shop selling phone cases, it would be much more cost-effective to target specific phrases like “Samsung Galaxy S9 smartphone case” rather than just the generic term “smartphone.” Not only will this improve your chances of ranking in search results, but it will also help you attract users who are specifically interested in buying your product, increasing the likelihood of conversions.
This strategy not only saves you money on paid ads but also provides a higher conversion rate, as the search terms are more targeted and aligned with what users are looking for.
How to Find the Right Long-Tail Keywords
Finding the right long-tail keywords is an essential step in creating a successful SEO strategy. But to do so effectively, you first need to understand your target audience and what they are searching for. This process is all about getting into the mindset of your ideal customer and thinking like they do when they search for products, services, or information online.
1. Understand Your Target Audience
The very first step in finding the right long-tail keywords is understanding your target audience. Think about who your ideal customer is and what kind of problems they are trying to solve. Have you been in business for a while? If so, you likely already have a clear idea of the types of people who use your products or services. Consider their pain points, needs, desires, and goals. By understanding these aspects, you can more effectively predict the search terms they might use.
If you’re just starting, take some time to research your competitors and their customer base. Use tools like Google Analytics, social media insights, and customer feedback to gather more data on the types of queries people are using when they find your website or make purchases.
2. Put Yourself in the Customer’s Shoes
Once you have a good understanding of your target audience, put yourself in their shoes and think about the types of questions they might ask or the problems they need solutions for. What would they type into Google if they were looking for something that you offer? Long-tail keywords are typically more specific than general, head keywords. These longer phrases usually describe very particular searches. For instance, instead of searching for “shoes,” a more specific search would be “comfortable running shoes for women with flat feet.”
3. Leverage Keyword Research Tools
There are various keyword research tools available that can help you uncover the right long-tail keywords for your business. Some of the most popular tools include:
- Google Keyword Planner: A free tool that helps you identify popular keywords, including long-tail variants. It also shows search volume and competition level for each keyword.
- SEMrush: Provides a detailed analysis of keywords, including the keyword difficulty and ranking potential.
- Answer the Public: A tool that helps you visualize the types of questions people are asking related to your industry, which can give you valuable insights into potential long-tail keywords.
4. Use Google Search Suggestions
When you type a keyword into Google’s search bar, you’ll see several auto-suggestions pop up. These are the long-tail queries that other users have searched for. This can be a goldmine for finding new keywords that you may not have thought of.
5. Analyze Competitor Websites
Another excellent way to find long-tail keywords is to analyze your competitors’ websites. Look at their blog posts, product pages, and FAQs to see which keywords they are targeting. You can also use tools like Ahrefs or SEMrush to examine which keywords drive traffic to your competitors.
6. Check Customer Queries and Feedback
If you have an active customer base, it’s essential to pay attention to the questions and feedback you receive from them. Whether you’re interacting with customers on social media, through email, or in person, take note of the phrases they use to describe their needs or challenges. These real-life questions are often the perfect source of long-tail keyword ideas because they reflect the actual language your audience uses when looking for products or services like yours.
7. Refine Keywords Based on Search Intent
Not all long-tail keywords are created equal. You need to ensure that the search intent behind each keyword matches what your target audience is looking for.
- Informational Intent: The user is looking for information, e.g., “how to choose the best running shoes.”
- Navigational Intent: The user is looking for a specific website, e.g., “Nike official website.”
Conclusion
To successfully find the right long-tail keywords, you need to think like your target audience. Understand their needs, behaviors, and intent. Use keyword research tools, Google suggestions, and competitor analysis to gather insights, and always keep the search intent in mind. By targeting specific, relevant long-tail keywords, you’ll not only attract more qualified traffic to your site but also increase the likelihood of conversion, ultimately helping your business grow.