If the movie Clueless(Notice to children of the 90s!) teaches us something is that popularity is not everything in life. This is especially true for your keywords. This is said because in general, a good SEO practice is to target the most searched keywords. A larger volume can mean more impressions and more visitors to your site, so more sales or potential conversions.
Logic, no? Well no ! Let’s try to think otherwise: Have you ever thought about the kind of traffic you generate when you use a broad keyword? When you type “Pizza” in the search bar, you will have the best pizzerias in the city, but also cooking recipes and the origins of this delicious dish. Which means that the intention is vague. This encourages users to return to the results page and move to the next option. This is not very good for your ranking. Not to mention that competition for high-volume keywords is important and the results page often displays well-known brand names. It’s not so easy for a new company to get out of the game.
That’s why it may be wise to target and implement what we call “long tail keywords” in your SEO strategy. In addition to having less competition, they allow you to find nuggets for your blog posts and content ideas for your site. These specific terms and phrases will help you generate quality traffic on your pages and boost your site’s conversion rate.
So let’s find out what long tail keywords are, how to define them and why they can increase visits to your site.
You probably think of a groom’s dress as soon as you hear the word “long tail”. But for us to be on the same wavelength, here’s a brief definition: Long-tail keywords are longer and more descriptive terms. It can be three words. But the phrase “long tail” is not due to the length of the sentence.
The graph below explains the concept. It represents all the existing keywords. As you can see, there are few formulas with a single keyword and they are very competitive because they are very popular. To the right of the graph (the orange line that looks like the tail of a dinosaur) are the most detailed sentences. Long tail keywords are known to account for 70% of web queries. This means that you can identify a larger number of less competitive keywords. So even if your pages are less likely to be viewed (due to poor monthly searches), the likelihood of converting a visitor is very high due to the specificity of the query.
For example, a person who enters a single word like “pizza” will probably get a range of results, ranging from the definition and history of pizza to big brands like Pizza Hut. But a surfer who wants to eat a pizza in the middle of the night and type the keyword “delivery of gluten-free pizza in Paris after midnight” knows exactly what he wants. Thus, the results will be more precise and he will be more inclined to click on it and order a delicious pizza.
Most people looking for keywords for their pages try to catch the big (volume) fish, usually this is the best way to get more impressions in the search results. If you are an established brand with a known domain name, this may be an option for you. But as a small business owner with a new site, it’s more difficult. In essence, SEO is like a goose game in which people are constantly competing. But everything changes when there are fewer players involved. Because long tail keywords are searched less every month (sometimes not even at all), they are much easier to target. That’s why they are interesting and can be beneficial. It’s time to try them, throw them away!
A better conversion rate
As an SME or service provider, you know that every conversion counts. Let’s say your website attracts 100 people a day via search results with a broad keyword. Of these 100 visitors, about three buy a product or send an inquiry by email (depending on the purpose of your site). Your conversation rate is then 3%. Scenario 2: By typing a very specific sentence, 20 people find your page. Of these 20 individuals, three become clients. And your conversion rate goes to 15%. This has a huge impact on your business. In fact, the more people do the action that your site invites them to do, the more Google takes into account and boosts the SEO of your site! This is another great reason to use long tail keywords.
Better clickthrough rate
To access your site, visitors must find it in the search results and click on it. CTR or clickthrough rate is another strong signal sent to Google to know if your site matches a user’s request or not. Thanks to Rank Brain, a mechanism for Google to better understand user behavior, how people interact with your bottom line has a direct impact on your rankings. If a person clicks on a result and, after a few seconds, returns to the results page, it can be bad for the positioning of your page and benefit your competitors. But guess what happens when the opposite happens? Well the opposite result, #SEOboost. More clearly, if people understand, thanks to your metadata (your title and your SEO description), that you are dealing with a very specific topic, the likelihood that they will click on naturally increases.
More personal research
Nowadays, search engines and their operation are well known. For example, you know that if you type “website” in Google, you probably will not find what you are looking for. And people are getting used to online personified experiences: from your Netflix recommended series to individualized email marketing strategies – they expect to get something tailored. And the search is no different. A new trend is for users to treat search engines as personal advisors, looking for answers specifically tailored to their needs. Thus, instead of looking for information anonymously, the use of words such as “me” and “I” in searches has increased by more than 60%.
For example, queries in the same format as “what dog is for me” or “what should I eat for lunch” are becoming more prevalent. With the customization comes a noticeable increase in the length of the keywords. Internet users want to quickly get answers, without much effort. So by simply extending their query, they know they will find the most relevant answer. All the more reason to focus on these jewels.
Voice search query response
With the development of voice assistants, the way in which Internet users search the web has changed a lot. It is no longer necessary to enter words for answers in the search results. No sir. Voice search allows you to simply ask a question aloud – while driving, cooking, or lazy to pick up your phone – and get an oral answer. Since we usually speak faster than we type, voice searches are often longer and more accurate. Do you see where we are coming from? Certainly. Using long tail keywords in your SEO strategy will help you cope with these trendy voice queries.
Kill two birds with one stone
Another fun feature of long tail keywords (and their benefit) is that there are many variations of a search term: “how to find long tail keywords” or “how do I find long tail keywords “,” Can I find long tail keywords “and the list is long. Google is able to capture the connection between these topics. So when you target one, you automatically aim for many more. These small volumes combined can start to encrypt. So, does popularity make everything?
Since you have grasped the importance of long tail keywords, here are some ways to find these nuggets:
Google “searches associated with”
It’s a fact: Google has all the answers. Even not so obvious questions like “how to find long tail keywords”. Here’s how to do it: Enter a two to three-word keyword in Google and scroll to the bottom of the results page. You will see a “Related Searches” section. These are queries that people are probably looking for, but Google does not have relevant content to show them. It’s there that you intervene. You can take these keywords that appear and try to create an article, a video or any other content on the subject.
Google strikes again! When you start typing a word, Google automatically suggests long tail keywords based on your search. And without even realizing it, you hit the jackpot. It’s a multitude of proposals at your fingertips.
Google Search Console
Google Search Console is a free Google tool similar to a command center for website owners. In the device, you have access to many features that allow you to optimize your website. But what we are looking for is in the “Search Traffic” section. Go to the “Search Analytics”. There, you will see which keywords are generating clicks on your site. In the list, there are even long tail keywords that you can use. The bonus is that Google already understands that your site is relevant, but you have not (yet) created the best content for it.
Answer the public
It’s a handy tool to find out what people are asking about a certain subject. Grab one and the tool gives you a long list of questions and phrases on the topic. This can serve as inspiration for finding good long tail keywords that people are looking for.
This convenient Chrome extension will make keyword search volumes literally appear everywhere. Usually used to find keywords with a high volume – now it’s time to do the opposite and search for keywords with a smaller volume. This tool combined with the others mentioned above can help you define these valuable keywords of a smaller volume.
Ubersuggest is another keyword feature that gathers Google Keyword Planner info and Google’s “related searches.” Here too, you can find inspiration and ideas for blog posts and other content as well as their research volumes.
So you have found long tail words that you want to target. Awesome. What are you going to do with it? The idea is to create content for your site that will be the answer to this query. It can take various forms that you will see below. For each, there are key elements to remember so that the content is optimized for the long tail keyword. It is important to place the keyword in strategic places such as:
Now that we have reviewed this list, let’s see what kind of content can be designed with these long-tail keywords to bring value to your website.
Starting a blog is the most natural way to subtly use long tail keywords to your advantage. Let’s say you have a beauty institute in Paris. Your blog can contain topics ranging from the best products to adopt to hairdressing tutorials and more. Start by noting all the general themes you are thinking about. For a beauty salon, they could be: hairstyles, makeup tutorials, facial cleansing, etc. Then use the methods above to find inspiration as “makeup tutorial how to do a contouring”. And boom, you have your article idea! It is now time to give way to your creativity. Do not worry, we will not let you go anytime soon. If you want to know how to start a blog, We have what you need !
FAQ pages and product guides
Everyone does not know how to use your product or service. And maybe people are doing online research to find out. Google Search Console can provide you with this helpful info and find all the questions about your offer. If they land on your homepage, they may not get the most detailed information about this product or service. A great way to fix this is to create a FAQ page or product guide.
Another possibility: maybe you are selling an article that requires an installation process on which people ask questions online. A dedicated product guide will allow users to immediately get the info they need.
A dedicated landing page
Going back to our pizza example, you may have discovered from Google Search Console that a lot of people are accessing your site looking for “pizza delivery after midnight”. You can take this query and even make a special offer for those hungry netizens who need carbs while targeting those long tail keywords. For example, “50% off if you order after midnight”. It’s a good deal!