Ranking strong for common, general keywords is difficult, especially if your business is newer or on the small side. Using long-tail keywords is a great way to go if you want to build your traffic and conversions fast (and with less effort). While picking the right long-tail keywords isn’t always easy, it doesn’t have to be overwhelming.
What Are Long-Tail Keywords?
Long-tail keywords are keywords that don’t get searched as much as other popular terms because they are precise. Most long-tail keywords are, at a minimum, three words long. Still, length itself doesn’t define whether a keyword is recognized as long-tail or not.
Long-tail keywords are usually much easier to rank for than generalized keywords, which are sometimes called “head keywords.” If your site is new, or if you are not highly ranked right now, it can take years of hard work and constant improvement to rank for a head keyword like “coffee” or “marketing.”
Why Long-Tail Keywords Are Key for Boosting Traffic and Conversions
By targeting long-tail keywords instead of head keywords, you are more likely to attract visitors attracted in your product, site, or service for a few reasons:
It’s Easier to Rank
It’s easier to rank for long-tail keywords. There is a lot of competition for long-tail keywords, but much less for specific long-tail keywords. For example, it’s difficult to rank for “sushi,” but much easier to rank for “vegan sushi restaurant Boston.”
More Targeted Audience
Because long-tail keywords are usually very specific, someone who searches for one is seemingly ready to make a purchase or commitment. They already know what they want; they need to find it. Someone who searches for a general keyword might just be doing some research or weighing all their choices. Of those two searchers, the first is the one you want on your site.
If you use Google Ads, long-tail keywords will also help you get more for your money. Competitive keywords manage to have a high cost per click, but keywords with a lower search volume are both more affordable and more targeted.
Find the Right Long-Tail Keywords?
Sadly, there is no one-size-fits-all formula for finding long-tail keywords that will pull in traffic and conversions, and you may have to try multiple keywords before you get one that clicks.
Know Your Unique Selling Proposition
To find keywords that pay off for you, start by thinking about your business. Ask yourself what makes your product or service uniquely desirable or useful. What kind of people need what you are offering? Why should they choose you over your competitors?
Keep these unique benefits in mind when you choose your long-tail keywords. Ideally, your keywords should highlight what you do best and why you are different from the competition. These factors will help you reach searchers who need what you are selling. Remember, the more unique, the fewer viewers, but it is the conversions that matter.