An often-overlooked opportunity to improve your website’s search engine optimization is by optimizing for long-tail keywords, or keywords that include short phrases. While less common than shorter search queries, optimizing for longer search terms can help propel your content to the top for more specialized search terms. This can also help you set more realistic goals for your success. By following these steps, you will be able to fully optimize for long-tail keywords.
Think about local searches
The way most customers will be finding your website is by typing in a search and finding your website in the results. By tailoring your content to meet longer search phrases, you’ll have better luck and less competition from nationwide companies with exorbitant marketing budgets and locations that match yours. Nearly half of all searches on Google are for local businesses and services, with over three-quarters of users who performed a mobile search visiting a business that met their needs within 24 hours. By focusing on local search terms, you won’t be faced with as much competition and see higher search results, making yourself more visible to converting users.
Focusing on intent keywords
Intent keywords are towards the end of the sales funnel, with the eventual purchase insight. By the time a customer enters an intent keyword into a search engine, they have likely done the research they need into the product or service they are looking for. This is when “near me” searches are common: the customer is looking for the closest, most affordable and best option to fit their individual needs. If you are selling a product with variants, this is where details come in: if someone is searching for a couch, they may not just be looking for any couch. They would be putting in colors, fabrics, the number of seats they are looking for, right into their search. Making sure you optimize for variants will help your content climb and potentially lead to more sales.
Voice search is rising in popularity and making sure your content is easy to read and written in a way that people would be more likely to search can be critical to your success. Luckily, most voice searches are performed using long-tail keywords. You just need to make sure you are not completely alienating people searching on browsers and phones and only focusing on voice search through Alexa or Siri.