The big advantage about using long-tail keywords is that people tend to be closer to their point of purchase.
If you’re thinking about SEO, you’ve probably started thinking about keywords. Website owners often start coming up with keywords and their list includes generic single-word options. For example, a contractor might think of words like: construction or contractor. And these are not bad keywords, but they are quite broad, but most importantly, they are going to be very competitive.
This is where long-tail keywords come in. A long-tail keyword is a longer, more specific keyword phrase. These keywords typically have less search volume, meaning they are being used less than broader or more generic keywords, but are less competitive and easier to reach. However, the great thing about long-tail keywords is that the people who are using them tend to be closer to their point of purchase, which means that if someone comes to your site for “building material deposit” (low difficulty) they are much more likely to be ready to take the next step than if they searched for “deposit” (high difficulty) This last keyword has a ton more search volume,
Don’t discount the value of long-tail keywords when it comes to optimizing your website .
The benefits of long-tail keywords
Higher conversion rate
More likely to respond to voice surveys
Usually have new and original content
We’ve seen sites where the owner is super focused on one keyword, and they use it over and over and not create any new content based on other keywords. This is a big mistake. You are missing out on so much potential traffic that you could be coming your way for free and bringing you business.
In the last three months, the keyword that brought the 4th most traffic to my website is ” importance of having a website “. No one would optimize their homepage or service page for this, but our site appeared 2,711 times on SERPS (search engine results pages) for this phrase. And that’s why we wrote a blog post about how important a website can really be to your business. And this post alone brought us business from people who needed help in that regard.
How to find long tail keywords
One of the easiest places to start when looking for long-tail keywords is Google’s autocomplete. Go to Google, and start typing a few words and see what comes up. Going back to my example from the beginning of this post, for a deposit I went to Google and typed in “find a build deposit” and looked at the different autocomplete options that Google gave me.
Look at all the options! They are great ideas for starting new content. It gives you several options, some of which may or may not apply to your business, but it gives you ideas with potential topics that you may not have considered.
However, don’t just take this list and run to make articles about them. It’s just ideas. The next thing we have to do is look at these options, eliminate any that don’t work for your business, then research the rest to see if they are viable. For example the only option it gives me is “find a good hvac contractor” and if i am an hvac contractor this might be a good keyword. But I want to make sure people are really looking for that term.
The next step is to go to the keyword research tool of our choice (like Moz , KWFinder , Ahrefs , or SEMRush ) and search for that phrase to learn more. We use KWFinder to search for long-tail keywords. And in this example my contractor probably doesn’t need to know the national results because it’s probably not worth offering HVAC services in another state. Let’s say our contractor is in the Maringá area. I can type in my phrase, my area, and see the results.
After doing my search, I can see that I get a N/A for the search volume, which means that there is not enough data on this keyword to have a search volume. It doesn’t mean nobody is looking for it… It just means there aren’t enough people using it in the designated area to give us data about it.
Even though this long-tail keyword might fit our field, it might not be worth writing new content or optimizing for it, as there isn’t a lot of data on the search. It probably won’t attract much traffic.
The big news is that most keyword research tools will give you a list of related searches that you might find useful.
From this I can see that the keyword “professional hvac” has a low keyword difficulty and a search volume of 10.
You can see that search volume of 10 and scoff. You think, “This isn’t worth the effort.” But look at it another way. If you could drive 10 new people to your site who were looking for exactly what you offer, that’s 120 new leads in a year.
A low search volume is not going to drive many people to your site, but if you can rank well for that term, it will drive some users who are likely highly motivated to look for what you already offer. There are 10 hot slopes per month. That doesn’t look so poor now, right?
How to rank for long-tail keywords
Now that you’ve chosen your keywords, you need to rank for them. And it won’t happen just because you chose to. Your website has to be optimized for those keywords and it has to be relevant. You have to convince Google that your site’s response to that keyword is relevant to the person doing the search.
What’s the best way to do this? Through excellent and optimized content. Writing content can be difficult, but it’s worth it because it brings new traffic to your site.
Keep in mind that not everyone will land on your site on the homepage and that every new page or content post you write creates a new indexable URL for Google to share with searchers.
Tips for creating content that ranks
1- Just start writing the content you want to share. If your keyword is professional hvac, think of a question that uses that keyword and then try to answer it. For example, you could write a post titled, “Why hire an hvac professional?” It uses the keyword, and it asks a question that it is possible to answer.
2- Write the answer to your questions. Do it well. 200 words are not enough. Google wants strong, relevant content. Think of all the reasons why hiring an hvac professional is a good idea. Don’t just list them – expand them.
3- Use your keyword in the text. If you want to rank for a keyword, you have to use it on the page. And more than once. The number of times you use it should correlate with the size of your content . It shouldn’t just be paragraphs of the same keyword, it needs to be used properly throughout the content. Some people will say the magic number is five, but if your rank isn’t that long, that could be many times.
4- Add an image to your post and change the filename to your keyword and add alt text to the image that uses your keyword.
5- Change your page permalink (or URL path) to your keyword.
6- Share your post on social media.
7- Look for opportunities within your site to link to this post and use your keyword. For example, maybe on the services page you can add a call to action that says, “Find out why using an hvac professional is important!” and link that keyword in the text to your blog post. Internal linking is important!
Keep in mind that your position doesn’t change overnight. You can write a post and optimize it, and it can take months to start seeing results. But if you write regular posts using long-tail keywords, you are creating a lot of opportunities to drive new traffic to your site for exactly the services you offer.