If you've done any search engine optimisation (SEO), you'll have heard the term "long-tail keywords." Like many SEO terms, it's bandied around without much explanation. But what exactly are long-tail keywords? And why do they matter?
In a nutshell, long-tail keywords are longer, more specific phrases used by people when searching for someone online. Whether you're a blogger, content marketer, or business owner, you'll need to use long-tail keywords to attract the right audience to your business.
In this article:
What are Long-Tail Keywords?
Long-tail keywords are specific phrases containing three or more words that are often used to target a niche audience. They're called "long-tail" keywords because, when you graph the frequency of keyword usage, you'll find the most popular terms at the "head" of the curve. In contrast, the less popular, more specific, longer phrases form the "tail" of the curve. Simple, right?
Let's go a bit deeper. There are two types of long-tail keywords:
Supporting long-tail keywords are less popular variations of the original long-tail phrase. Google is pretty smart and lumps all related supporting long-tail keywords together.
Topical long-tail keywords are the most popular long-tail keyword for a particular topic. They're the original not the derivative. If you rank for the topical long-tail keyword, you'll rank for all the supporting keywords as well.
To illustrate the difference, let's take the example of "running shoes." "Running shoes" is a popular keyword that would certainly fall into the head of the curve. A supporting long-tail keyword could be "lightweight trail sports shoes," while the topical long-tail keyword would be "outdoor running shoes."
Here are a few examples of long-tail keywords and their counterparts:
Keyword: "Digital marketing"
Long-tail keyword: "Digital marketing strategies for small businesses"
Keyword: "Pizza delivery"
Long-tail keyword: "Late-night pizza delivery near me"
Keyword: "Car insurance"
Long-tail keyword: "Affordable car insurance for first-time drivers"
Do you think the long-tail keywords above are the supportive or topical version of the keyword? Let us know in the comment section below.
Why are Long-Tail Keywords Important?
All keywords exist on a demand curve: the most popular terms at the head and the less popular ones at the tail. The most popular keywords collectively only receive a small proportion of all traffic, but ranking for just one of these keywords guarantees you an insane search volume.
However, the vast majority of keywords do not receive much traffic individually. In fact, according to Ahrefs, 95% of all search queries in the U.S. get fewer than 10 searches per month. Even crazier, 15% of all searches are new and have never been searched for before.
That's where long-tail keywords come in.
Long-tail keywords are less competitive and more specific, meaning they're easier to rank for. They also attract more qualified traffic because they target niche audiences who are more likely to convert into customers. By targeting long-tail keywords, you can improve your search engine ranking and attract higher-quality traffic to your website.
Long-Tail Keywords and Search Intent
Creating content that resonates with your audience requires an understanding of search intent. Finding any-old long-tail keyword and jamming it into your content, like a child with the wrong shaped block, won't work. It's not 2004!
Because long-tail keywords include more context and specificity to search queries, you need to consider why the searcher lumped these words together. It wasn't an accident.
But what is search intent?
Search intent, or user intent, refers to the underlying motive or goal behind a user's search query. It's the reason why a user types in a specific keyword or phrase into a search engine.
Have they got a specific question? Are they looking for a product or a local business? Do they want to buy or to learn? Ranking for keywords with a low search intent is unlikely to drive traffic toward your desired action. But when your desired action and a browser's search intent align, there's a high chance of a conversion.
Due to their specificity, long-tail keywords have a much higher search intent than their shorter counterparts. Incorporating long-tail keywords into your content, therefore, leads to higher-quality traffic, increased conversions, and establishes your authority in your niche.
How to Discover and Use Long-Tail Keywords
Too many so-called keyword experts turn to Google's recommendations to find long-tail keywords – don't! What you're seeing are similarly popular queries. Rather, you need a specific long-tail keyword generator.
Lucky for you, there are plenty available. Here are our favourite long-tail keyword generators:
WordStream's Keyword research tool
WordStream's Keyword Research Tool is a free, user-friendly interface that allows you to discover long-tail keywords, providing valuable insights into their search volume and competition level. You can also access a comprehensive list of related keywords you can use to expand your content strategy.
Ahrefs' Keyword Explorer
Ahrefs' Keyword Explorer is a powerful keyword research feature in which you can find long-tail keywords and analyse their ranking difficulty and traffic potential. You can also see top ten search results for a given keyword, allowing you to analyse your competition and optimise your content accordingly.
Google Keyword Planner
Google Keyword Planner is the leading keyword research tool. It's not hard to see why. Harnessing Google's immense database, this free tool offers valuable insights into the search volume and competition level for specific keywords. It's an excellent starting point for keyword research, and you can use it to discover new long-tail keywords you might not have thought of before.
Keywords Everywhere Plug-In
Keywords Everywhere is a browser extension that provides keyword metrics directly in your search results, making keyword research more accessible. It also offers additional features such as competitor analysis and keyword suggestions based on your search history.
Integrating Long-Tail Keywords Into Content
Once you have identified long-tail keywords relevant to your niche, integrate them into your content just like any other keyword.
However, integrating long-tail keywords can be tricky. Unlike popular keywords, these lengthy versions require more finesse in their usage to avoid sounding awkward or spammy. One way to use them effectively is to include them naturally in your content, using them in subheadings, bullet points, and meta descriptions.
Employing long-tail keywords in your content strategy can be a game-changer for your SEO efforts. They allow you to target specific niche audiences, stand out from the competition, and improve your search engine ranking. Start exploring and using long-tail keywords to take your content strategy to the next level.
Impeccable Writing's Long-Tail Keyword Research and Content Writing Services
Here at Impeccable Writing, we appreciate the role long-tail keywords play in a successful content marketing strategy. We’re experts in finding the right long-tail keywords for your niche and integrating them seamlessly into your content.
Our approach to keyword research involves using a combination of keyword research tools and competitor analysis to identify the best keywords to target. We then work with you to create high-quality content incorporating these long-tail keywords in a natural and effective way.
Whether you need SEO content writing, product descriptions, email marketing, or social media captions, we can help you create content that resonates with your target audience and improves your search engine ranking.
In summary, working with Impeccable Writing for your long-tail keyword research and content writing needs will help you:
Discover long-tail keywords relevant to your niche
Integrate long-tail keywords seamlessly into your content
Create high-quality content that aligns with your audience's search intent
Improve your search engine ranking and attract higher-quality traffic to your website
Book a consultation with us today to discover how we can help you take your content marketing strategy to the next level.
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