March 2, 2020
You've likely heard of keyword research before - but have you ever heard of 'long tail keywords'?
Experienced content marketers undoubtedly know the value of keyword research. Selecting the right keyword can mean the difference between your blog post generating a ton of traffic or simply languishing amidst a cluttered internet search market with no one to read it.
Keyword research is a process in your content marketing and SEO strategy that should not be overlooked. However, if your company offers services in a competitive field, how are you supposed to stand out?
One way to distinguish yourself may be investing in longtail keyword research. In this post, we will look at what longtail keywords are and why they are so important to your business.
Finally, we will suggest a few tips on how you can conduct longtail keyword research for your business.
Hopefully by the end of this article, you will have some new tools to use in your SEO content marketer’s toolbox. If you're fuzzy on SEO be sure to read our intro to SEO and head back here!
Let’s start by first defining the term longtail keywords. Simply put, longtail keywords, as their name implies, are longer keywords you insert into your blogpost that are more specific and less common than other keywords. For example, say you run a food blog. Even though your blog is devoted to food, you may write one article on homemade cuisine from different parts of the world or best restaurants for those on a diet. Crafting a longtail keyword called “the best homemade Irish food” or something similar will cause you to stand out rather than simply using the generic word “food.” There will be ton of websites talking about food out there but the more specific you can be, the greater likelihood your blog post will generate more search traffic.
Longtail keywords are ultimately tied to what your business is all about. By anticipating what your customers are searching for, you can be sure that these specific searches will make your website appear as one of the top search results. It may sound counter-intuitive at first but think for a minute about how many businesses would use the word “marketing” in their keyword section. If you use the phrase “social media marketing” you are already getting more specific and narrowing down the results to a manageable amount where your business has the chance to appear as one of the top results.
We briefly touched on the importance of longtail keywords in the last section, but we will get more specific about their value here.
Visualizing how you search the Internet can help you see the potential value of longtail keywords. For example, think about your most recent Internet searches inGoogle. Some may have been general but, more likely than not, your GoogleSearch may have consisted of four to five words to get as specific a result as possible. Thinking with that mindset can help your business stand out from the competition since you are imagining how people search the Internet.
A second reason to invest in longtail keywords is that they often lead to higher conversion rates. Even though you cannot expect transformative results to happen overnight, strengthening your organic search results will help your site rank higher in future searches.
Third,when your prospective customer clicks on a post with a longtail keyword, they are expecting to find value in your post. By providing a blog post full of information, you can start to build a relationship with a customer. If you provide value with your posts, you can be sure they will return to your business again in the future.
Fourth, when you start incorporating longtail keywords into your blog posts, you can begin to rank for each of those words individually. Longtail keywords speed up the process of ranking for commonly-used keywords. Relying on these common keywords can take thousands of pages of content to start ranking while longtail keywords slowly help you rank for the keywords you use in your blog post.
Finally, longtail keywords can provide an opportunity for you to think creatively about your long term blog strategy. For example, if you create a Google Ads account, you will have access to the Google Keyword Planner tool which gives you access to related keyword searches and can inspire a future blog strategy.
You maybe wondering how exactly do I even find the right longtail keyword? Google’sKeyword Planner is one way to get started but perhaps a simpler way is to start typing into the Google Search bar. As you know when you start searching for anything on Google, it will suggest auto complete entries for you. These suggestions are one way to get started to think about how to format your longtail keywords.
Google also offers two other ways of researching longtail keywords. If you scroll down to the bottom of the first page of Google search results after searching for a term, Google will offer you suggestions on related searches in that area.
Google Trends is another helpful tool offered by Google on the popularity of certain keywords.
We have talked about it before here at Centori but don’t forget that GoogleAnalytics can also assist in longtail keyword research too! Google Analytics can tell you about the popularity of keywords on your website specifically and enable you to see what terms bring the most frequent visitors to your website.
Now that you know what longtail keywords are and why they are important, you can begin writing blog posts that will stand out and make a difference in your content marketing strategy. Want more SEO tips like these?