If your keywords aren’t performing as you’d hoped, you may be chasing the wrong strategy. Many companies are using generic keywords when long-tailed keywords are the key to success.
What is a long-tailed keyword, exactly? They’re search queries that get only a small number of searches each month – and the people who search for them are usually looking for something highly specific. You’ll have a much higher conversion rate if you can target those.
For instance, “West Virginia hotels” is a short-tailed keyword that will be searched by just about everyone looking to stay in West Virginia. “West Virginia hotels near the Allegheny Mountains” will target a specific audience of vacationers who are looking for exactly what that proprietor is offering.
To find out more about how keywords perform, you might want to invest in a keyword research program, for instructions on how to use one of the industry-leading options, take a look at the Ahrefs Tool Guide: Keyword Explorer for e-Commerce. You’ll be amazed by just how much of a difference long-tail keywords make for your company, check out just some of the reasons why below.
- Long-Tail Keywords Are Easier to Rank
One of the most important parts of determining the right keyword for a product is how easy it is to rank on Google and other search engines. Being the first or second place that a searcher sees makes all the difference when it comes to conversions.
When someone searches for a long-tail keyword, they already have a firm idea of what they want, and so you’ll be able to avoid the glut of generic searches that will favor the large companies with an already-established presence. And once you’re atop a search on Google, it’s often like a ball rolling uphill.
- They Appeal to a More Qualified Audience
Getting click-throughs is never easy for a company, because most people only scroll past a listing for seconds at a time. The benefit of long-tail keywords is that the people searching have already narrowed down what they want out of a link, and they’re much more likely to be searching deliberately.
Sometimes, they may click every link to see if it fits their purposes. The goal is to figure out exactly what this engaged audience is searching for and tailor your audience to get them to settle on your offering.
- They’re Less Competitive
Unless you’re one of the founding fathers of a field of online commerce, the odds are you’re trying to step into a field that already has some titans. Your main job when picking keywords is finding a niche that allows you to escape their shadow. If someone Googles a generic term relating to a field, like “electric razor,”
They’ll likely find hundreds of hits, starting with the biggest electronics companies. However, if they search something like “Electric razor for thick beard,” they’ll be able to narrow it down to the ones that apply only to their specific search.
- Long-Tail Keywords Often Convert Better
Conversions are hard; there’s no way around it. Assuming you get someone to click, you probably only have a minute to get them to take the next stage and begin the process of signing up for a newsletter or making a purchase.
With carefully targeted long-tail keywords, you’re starting with an audience of people who are already interesting. The rub is that you need to know what people are looking for and create a keyword that will give you enough of an audience to reach your goals, but it’s generally a better bet than fishing in a much larger pool of clicks.
- Target Multiple Long-Tail Keywords Simultaneously
Just because you don’t focus on a general keyword doesn’t mean you aren’t using it. One of the beautiful things about long-tail keywords is that because they’re building on more general keywords, you can target several audiences at the same time.
For instance, if you’re running a French restaurant, you can start with a keyword about the restaurant type and location and then insert keywords relating to both a specific menu item like Cassoulet and a wine tasting you offer. Both keywords are unique and won’t overwhelm the audience or be considered keyword stuffing by search engine metrics.
The Key to Success
Are you still using basic keywords? These general terms may hold you back and keep you from reaching a wider audience. It’s better to consider them step one on a larger keyword-building process.
The importance of long-tail keywords cannot be overstated. These tools help you target a specific audience that is already primed to explore and purchase your product. You’ll reach your core audience and save on your advertising budget with just a tweak of your keywords.
