Keywords are a vital element of any effective online marketing strategy, but there are ways to take your keywords to the next level. Long-tail keywords are a great approach to strengthening your digital marketing. Long-tail keywords are words or phrases that are longer and more specific than more commonly-used generic keywords. Think of the difference between “Invisalign” and “Invisalign in Sarnia”. These keywords get less search traffic, but they’re more specific, allowing you to target specific searches and attract more qualified leads to your site.
Long-tail keywords are a great asset if you face plenty of competition, particularly plenty of competition with your keywords. These kinds of keywords are excellent for helping you carve out a niche in your field and getting the attention of the most relevant prospects. There are also other benefits to including more long-tail keywords into your content. Read on for a list of reasons why long-tail keywords can be a boon for your business.
- They’re key to outranking the competition
Short-tail keywords may be easier to use and rank for, but they’re also more generic. Take a search term like “dentist.” A search may be looking for a nearby dental clinic who can offer treatment, or they may just be doing research. Longer keywords like “denture in London Ontario” are more specific, and aren’t as searched as often. Using these keywords allows you to rank better and offer a specific value proposition over your competitors.
Long-tail keywords typically have less competition to deal with. Unlike more common keywords, these keywords are typically used by qualified leads, allowing you to rank better. Keep in mind, long-form keywords account for up to 70% of web searches, so take advantage of them to drive more quality traffic.
- They match how people search the internet
The whole point of search engines is to present users with the information they need based on their searches. Specifically, this is how they find your business and the services you offer. Long-tail keywords are key to making sure your content ends up on search results of qualified leads. The more descriptive you are, the more likely you are to show up in searches ahead of your competitors.
A good rule of thumb for long-form keywords is keeping it relevant. Appropriate keywords for a Toronto online marketing firm, for example, may include “SEO trends for 2021” or “best SEO services in Toronto”. Just remember, people usually search to do something, learn something, or go somewhere. Keep those motivations in mind as you plan your future keyword campaigns.
- They give you better conversion rates
Keep in mind that consumers who use those specific keywords are typically already looking for services related to their queries. Recent studies suggest that the conversion rate for long-tail keywords is as high as 36%. How it works is that long-tail keywords solidify your CRO funnel through organic search traffic.
Take note that inserting long-form keywords doesn’t give you a 36% increase in traffic overnight. What it does is target interested prospects who are already primed to use your services and get their attention. Your content should do the rest to convince them that you deserve their business. However, long-form keywords are an invaluable tool all the same. Those keywords are a great way to guide your content marketing strategy. Use them to formulate relevant blog posts and create content that appeals to your audience. As an added bonus, it’s also a more cost-effective approach than running PPC campaigns for each keyword.
- They augment your blog strategy
Speaking of blogs, your blogs are a key component of your digital marketing. Content is king is a common adage in the world of SEO, and it’s a good one. Good content is key to attracting qualified traffic and making a good impression on your prospects.
While long-tail keywords are great for helping you come up with that quality content, that isn’t the only thing it can do for your content marketing. Including your keywords in your content is another way to get the attention of search engines. Inserting them into the body text is a simple way of doing just that, but you can also sprinkle them in other areas like the title tag, URL, and meta description.
Depending on your keywords, you may also be able to generate a wealth of topics you can use to make more blog posts. For example, given the keywords “web design in Toronto” you can generate titles like “Web Design Trends for 2021” or “What You Need to Know before Designing Your Website.” These are specific keywords that can target a particular audience, which is exactly what those long-form keywords are for. Having all these potential blog posts are great for offering your audience informative content. Blog posts are an additional service you can offer above and beyond your regular services, so this is a step in the right direction when you’re making an impression on your prospects. Keep an eye out for online tools like Google Keyword Planner to help optimize your keywords for maximum effect.
- They also help you rank for short-tail keywords
Long-tail keywords may get you more effective results, but sometimes there’s a place for short-form keywords. Common keywords can still contribute to your rankings and attract their share of traffic. Long-tail keywords often include the short keywords relevant to you. For example, “dental services in Toronto” also includes the more common keywords “dental services.” These keywords aren’t as specific as your longer keywords, but they do boost your ranking for the basic keywords and the longer ones. Higher rankings mean more organic traffic, so every little bit helps when it comes to attracting more qualified leads.
- They contribute to optimizing for mobile
More and more people tend to use mobile devices like smartphones to search for useful services. Optimizing for mobile is one of the most effective steps to take when it comes to your digital marketing. However, there’s more to it than mobile design, SEO also plays a major role in catering to mobile users.
Google’s Hummingbird algorithm has adjusted search algorithms so the search engine can match the exact keyword phrasing of a query more accurately. Now that more words are taken into account with search queries, it’s a good idea to look into long-form keywords as part of your push for greater mobile-friendliness.
Long-form keywords are an integral part of any effective digital marketing strategy, and it pays to use them. Not only are they great for improving your online visibility, they’re also vital to optimizing your content marketing. Keep these benefits in mind as you formulate your new marketing strategies to rank for those specific keywords and bring in plenty of qualified traffic.