Table of Contents
Introduction
When it comes to SEO, keywords play a crucial role in determining the visibility of your website on search engines. Most SEO plugins and services focus on optimizing for primary keywords or key phrases, which are typically 1-3 words. However, incorporating long-tail keywords into your content can bring in additional traffic, engagement, and conversions from secondary and tertiary audiences.
What are Long-Tail Keywords?
Long-tail keywords are more specific and detailed phrases that are often longer than primary keywords. They provide a way to target a wider variety of search queries and attract a more diverse audience. For instance, if your primary keyword is “workout,” a long-tail keyword could be “30-minute workout” or “how to workout with kettlebells.” While these long-tail keywords may have lower search volumes individually, they can collectively result in higher overall numbers and reach a wider audience.
The concept of long-tail keywords comes from Chris Anderson’s book “The Long Tail,” where he discusses the benefits of focusing on selling a smaller number of a wider variety of products. This concept has been adopted by the SEO industry, suggesting that prioritizing long-tail keywords can lead to increased traffic and conversions.
The Benefits of Long-Tail Keywords
Long-tail keywords serve as companions to your primary, more generic keyphrase. While your website may have a particular keyword or keyphrase that you want to rank for, long-tail keywords bring in additional niche traffic. Here are some benefits of incorporating long-tail keywords into your SEO strategy:
Lower Competition
Long-tail keywords are usually less competitive compared to broad primary keywords. This means that targeting long-tail keywords allows you to optimize your ad campaigns and marketing efforts at a lower cost compared to primary keywords. With lower competition, you have a better chance of ranking higher in search engine results for specific long-tail keywords.
Niche Audience Targeting
Long-tail keywords are designed to attract niche customers who are searching for specific products or information. For example, if your website is about comic books, targeting the long-tail keyword “1970s comic books” instead of just “comic books” or “graphic novels” can attract a more specific audience interested in that particular era. These niche users are more likely to explore the rest of your site and engage with your content.
Higher Conversion Rates
Long-tail keywords can attract customers who are already aware of what they want and are ready to make a purchase. For instance, if someone searches for “Elegant Themes Divi lifetime membership,” they are likely to convert into a customer compared to someone who simply searches for “Divi.” By incorporating long-tail keywords related to specific products or services, you can increase your chances of converting visitors into customers.
Using Long-Tail Keywords as Companions
To optimize your SEO for long-tail keywords, it’s important to incorporate them organically as companions to your post’s topic. Let’s say you want to rank for the primary keyword “WordPress hosting.” Your post could include an overview of different types of hosting, a list of top hosting companies, and in-depth looks at specific hosting choices you want to highlight. These in-depth sections can be optimized for long-tail keywords.
For example, if you rank #34 for “WordPress hosting” in Google, you might rank higher for “SiteGround WordPress hosting” or “Flywheel WordPress hosting.” By discussing specific platforms and optimizing your content accordingly, such as “Divi hosting with Flywheel,” you can stand out from the competition and attract more targeted traffic.
Cornerstone Content
Cornerstone content, also known as keystone content, refers to the pillar content on your website that covers a broad topic comprehensively. This content serves as the foundation for your site and can be linked to related long-tail articles. For example, if you have a post titled “The Ultimate Guide to HTTP Error Codes,” you can link out to specific long-tail articles like “What is the HTTP 429 Error and How to Fix It” or “HTTP 508 Error Codes on Your WordPress Website.” These long-tail articles target specific keywords related to the ultimate guide and help drive traffic back to the cornerstone post.
Ranking for Voice Search
As voice search becomes increasingly popular, optimizing your content to answer specific questions can improve your rankings. Users often search through virtual assistants like Alexa, Siri, or Google Home, using natural language queries. By incorporating long-tail keywords in the form of questions and answers throughout your content, you can optimize for these voice searches.
Tools like SEMRush can help you find related questions based on your primary keyword. You can either update existing articles or create new content around these questions, using long-tail keywords as supplements to your site’s overall subject. By directly answering specific questions, you can provide valuable information to users and increase your chances of ranking higher in voice search results.
Wrapping Up
Long-tail keywords are a valuable tool in your SEO arsenal. While high-volume keywords may seem more enticing, it’s often the specific, niche keywords that convert better. By answering specific questions for your readers and targeting long-tail keywords that attract potential buyers, you can generate significant traffic and improve your conversion rates. Take the time to review your existing content and identify opportunities to incorporate long-tail keywords strategically. You may be surprised by the impact lower-volume keywords can have on your website’s success.
