Long-tail keywords are more complex and specific keyword phrases that users type into search engines in order to achieve more specialized results. While long-tail keywords aren’t utilized as often as head terms, they offer quite a few advantages over their shorter, more common counterparts. From less competition to being able to focus on user intent, utilizing long-tail keywords in your SEO and content marketing strategies can go a long way in helping to establish your company and brand in the minds of potential customers — especially those potential customers who, due to the amount of knowledge they already have, are closer to making a purchase.
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Long-tail keywords regularly run upwards of five to seven words, and they get very, very specific. Early on in the process of researching which running shoes to buy, a potential customer may type “running shoes” into a search engine, but as she gains more knowledge and information about what she wants, she’ll eventually use a long-tail keyword like “womens trail running shoes for overpronators” to find the shoes she’s after. That search — if you’re a business that sells those shoes and makes use of long-tail keywords effectively — can bring that customer right to your virtual doorstep. If you need to beef up your SEO with a better long-tail keyword strategy, here are six tips to help you do it.
Use Google’s Search Box
The first step in long-tail keyword strategy is to know how your customers are searching for the products or services you sell, and one of the easiest ways to do that is to head over to Google and let its “suggest” feature show you how people are searching for things. Simply type in the most common keywords associated with your business, and let Google reveal all the options regarding the most common ways searchers finish the phrase. Pick the longer phrases that work well with the products or services you sell, and incorporate them naturally into the content on your website.
One of the quickest ways to improve your long-tail keyword strategy is to start acting and thinking locally. Some of the people in your town are searching for the goods and services you provide, and long-tail geo-targeted keywords will bring them to you. If you’re an accountant who specialized in small business taxes in Austin, you can bet there are small business owners in Austin who are looking for you. Incorporate your locale into your long-tail keywords and snag the fish in your own swimming pool.
Consider the Trends
If you’re doing a good job of posting content to your website regularly, it behooves you to check out Google Trends in order to see what people are most interested in —as far as Google searches go — right now. While a lot of what’s currently trending may have little to do with your industry or business, sometimes you’ll find a good match that can inspire a blog post that will bump you up a little higher in the search engine rankings.
Get to Know Your Analytics
Your analytics will tell you a lot of helpful information about the people who make their way to your website, but one piece of information that’s woefully underutilized is the keyword phrases that people typed into a search engine that led them to you. Because people are already utilizing long-tail keywords to find your business, that low-hanging fruit is ripe for the picking. Find out which phrases are most commonly used and devote posts or pages to those phrases to increase the traffic that is already getting to you.
Think Like Your Customer
What is your customer after? What problem is he trying to solve? What does he need that you can provide? These are the concerns that drive long-tail keywords in searches, and the more you can empathize with and understand how your customer is looking for you, the better you’ll be able to help him find you.
Provide Content for Everything Your Customer Wants to Know
Your customer isn’t just looking for the products you sell, but there is a host of information that she would love to have that relates to it. Do you sell jewelry? Provide content about anniversary celebrations, wedding plans and other events that can often include precious metals and gemstones. Do you run a dog-sitting service? Tell your customers about the best dog parks in the area. Be the source of information for everything your customer wants to know, and the content you create will naturally speak to her long-tail keywords.
A solid long-tail keyword strategy depends on a few things: research, excellent content and a true knowledge of the customer base. By following these six tips for improving your long-tail keyword use, you’ll improve your SEO’s ability to attract the customers who are already looking for you.