Using long-tail keywords in your URLs, content, page titles and met descriptions is a practice that the majority of content marketers are promoting. The most competitive searches are broad searches for example marketing. A long-tail keyword will allow you to have more focused searches such as digital marketing Glasgow. Although they won’t have the same volume of searches, they are more valuable to your company. See the graph below, the reason why it’s called long-tail is that the line on the graph looks like a long-tail:
What are long-tail keywords?
Long-tail keywords are how you generate organic search traffic to your website and are the foundation of any effective SEO strategy as they account for 70% of all web searches.
You should think about the different combinations of words that people may type into a search engine or describe what they are looking for. Long-tail content gives you an opportunity to rank for those specific keywords. When using long-tail keywords you know that if you are ranking well then the people who are viewing your business are likely to be interested in your business, this then allows you to capture traffic from those searches and convert them into customers.
If you are consistent with your content that includes long-tail keywords you will begin to see an increase in traffic and attracting your target market to your website. Remember that researching your keywords is essential when creating content that engages your readers and target audience.
Why are long-tail keywords beneficial?
The benefits of using long-tail keywords are that it is much more profitable. As long-tail keywords are more specific, people who arrive on your site are more likely there because you offer exactly what they are looking for. This means that they are more likely to fill out a contact form or buy your product/services.
It’s also much easier to achieve a higher position for long-tail keywords rather than common keywords. A long-tail gives fewer results which means that there are fewer sites out there pursuing that keyword and therefore you stand a better chance of ranking higher. In B2B Pay Per Click, long-tail keywords result in higher click through rates, higher conversion rates and higher quality scores.
Another important benefit is that long-tail keywords have better conversion rates as the average conversion rate for long-tail keywords is 36%