Back to Basics | What is a Long-Tail Keyword?

One of the most important activities in SEO is keyword research. For your website to rank well you need to rank for the correct keywords, it could make or break your website. Keywords and keyword phrases play an important role in search engine optimisation. Nowadays with the increase in search engine traffic, it has become vital to not just use a typical keyword but also long-tail keywords. Keyword research not only provides terms to target SEO but provides insight into your customers’ online habits. Having a high number of visitors to your site is great, however, they need to be the right kind of visitors, ones who are interested in your products or services.

What is a Long-Tail Keyword?

70% of searches can be categorised into “long tail” searches. A long-tail keyword is a phrase that contains three or more words, they are used to target a business’s smaller niche demographics instead of larger audiences. Long-tail keywords tend to have less competition, this means that you can rank at a higher position and cause more traffic to flood your site. Conversion rates of long-tail keywords often excel compared to your average keyword. If we use a long-tail keyword, then it’s easy to target the right customers. Moreover, the long-tail keywords are so specific it can result in increased turnover rate.

For Example….

Someone searching for “makeup” is most probably browsing, whereas some who searches for the term “Morphe eyeshadow palette” is looking for a specific brand and product, and so likely has the intention to make that all-important purchase. The better a keyword describes what your customers are looking for, the better chance they have of finding what they want. People who land on your site after typing in a long-tail keyword are most likely to be your target market. This works for all products and services; shoes, builders, cars etc.

How do long-tail Keywords affect SEO?

Knowing the value of a keyword is very important for the success of your SEO. Is the keyword relevant to your website? Will people find what they are looking for? Will they be happy? There are so many things you need to consider before deciding which keywords to use. Short keywords also possess the risk of becoming spam keywords. So keeping your keyword phrase longer makes your post easily flow through the search engine and increases the search volume.

Target your Customers

To make your brand visible to your target customers with reduced cost and less competition, it is always better to use the long-tail keywords. In short, long-tail keywords not only enhance your search engine optimisation but also gives you an edge over your competitors online. On-page optimisation is easier to perform when using long-tail keywords. This is because you only need a few long-tail keywords to optimise your page, this looks very natural compared to having hundreds of smaller keywords scattered all over the page. This allows better user experience and helps to increase conversion rates.

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