September 22, 2017
Keyword research is the most valuable and high-return activity in the search marketing spectrum. The right set of keywords can make a big difference in the performance of any domain and you will be able to learn what terms and phrases need to be targeted to get the desired traffic.
Search engine optimization is not only a way to get visitors to your website but also to grab the right people. It makes it easy to respond to the changing market conditions as well as generate the products and services that Web searchers are actively seeking.
The effectiveness of a keyword comes down to competition. It is better to use terms with less competition than the basic head keywords. This is where long-tail come in handy.
What Are Long-Tail Keywords?
Long-tail keywords can be understood as the combination of terms that are very specific in nature and have low search volume as compared to popular keywords of a domain.
These keywords are comprised of more than three words and are expected to rank much more easily than general keywords, also known as head keywords.
If you are running a fresh website, it might take years to get a visible ranking for a head keyword, but a less frequent search term (probably a long-tail keyword) can be seen on the top of search results very easily.
The concept of a long-tail keyword can be learned with an example where ‘coffee’ is a head keyword but ‘prepare instant coffee in minutes’ is a long-tail keyword that is less frequently searched but easily ranked.
Long-Tail Keywords: An Easy Way to Elevate Your Conversion Rate
Long-tail keywords are more likely to bring visitors to your website instead of a general keyword. There are couple of reasons for that.
- These keywords are easy to rank due to less competition in the digital world in comparison to common head keywords.
- Long-tail keywords are very specific and searched only by targeted audiences whose want to make a purchase instead perform preliminary research with a general keyword.
- The long-tail keywords are supposed to be less expensive for advertising via Google AdWords because of having low search volume but a wide target area.
How to Find Perfect Keywords for Your Website
There is no fixed formula to find an exact keyword that can drive good traffic and conversion, but there are few principles that can help:
1. Determine Your USP
For profitable business results, you should start by considering every minute details of your business, like what makes you unique, what type of audiences you are offering services to or why people should opt for you against your rivals.
The long-tail keyword should be created by including a term or quality that makes you unique. This will certainly help your searchers reach you in the safest manner.
2. Make Use of Several Tools to Find Potential Keywords
There are plenty of tools available to find the list of long-tail keywords. One good example is Google AdWords Keyword Planner where you have to login to your AdWords account and switch to ‘Keyword Planner’ in the Tools tab.
Along with generating a sorted list of keywords, this tool also tells the level of competition for each keyword and the amount you want to pay per click.
It is not always mandatory to run an AdWords campaign. You can also use this tool to get an idea about how much worth a keyword holds and how tough it is to rank in organic results.
There are several other tools as well that can help in generating keywords for your domain. Some of them are:
3. Focus On User’s Intent
Once you have prepared a list of your best keywords, the next task is to scrutinize them as per the user’s interest and to answer on your own why people should search for these terms.
Ensure that your content provides the exact information that searchers are looking for. It will offer a negative impression to the visitors if they reach your website and do not get what you are pretending to offer them.
4. Apart From Tools, Follow Ideas To Expand Your Keyword Lists
Keyword tools are a good way to generate smart ideas, but there are also plenty of other methods to come up with reliable long-tail keywords.
Here are some examples:
Google’s Autocomplete Feature
When you start typing anything into the search box of Google, you will see a drop-down list of the terms that people are searching.
You can add some extra words to your search term to capture more options or insert an additional letter after your search term to find varied set of autocompleted keywords.
Just look at one example. When you are looking for any keyword suggestion related to psd to html conversion and you have typed ‘psd to html c’, you will get following results-
Keywordtool.io is a free tool to generate autocomplete keywords for you.
Related Search Terms
When you search for any head or a long-tail keyword, related searches will surface at the bottom of the page.
For example, if you check ‘app marketing for business,’ you might get related keywords like ‘best marketing apps 2017’ and ‘marketing apps for Android.’
Thorough Research for Long-Tail Keywords
When users type a particular keyword into the search box, Google looks for several factors to check how relevant your content is, and then rank it accordingly.
There are distinctive elements that work together to accelerate long-tail keywords in the search engines.
1. Internal Linking
Internal links can be considered as a strong tool for keyword targeting and point to the webpages of same domain. Whatever happens at your website is completely under your control and this makes it crucial that you pay attention to what is occurring within it.
Linking to quality pages of the same domain actually heats up the page and passes more value to it. Google also keeps a keen eye on the links that point to your internal and archive pages.
By linking to your already published blogs, you are engaging the users and meeting their expectations. The number of clicks you get on your links is proportional to the time they spend on your website.
You can also add breadcrumbs to make internal navigation easy for the user.
2. Social Engagement
These days people spend more time on Facebook, Twitter, Instagram and other social media channels and thus it is necessary to use them wisely in your content to jump your search volume.
These social signals help to improve the search rankings, reduce bounce rate, forward quality links to internal webpages and pass link juice to your website.
3. Keyword-Rich Headlines
It is a beneficial approach to front-load your headline with relevant keywords. Experts believe that people will scan only two words of your headline and then identify its relevancy as per their requisites.
Keyword-rich and keyword-stuffed are two distinct but important parameters to look upon. Make sure to limit the usage of a keyword when you are adding it in a headline.
Your primary goal must be to provide informative content and, after that, focus on search engine rankings.
4. Trusted Links
Links are undoubtedly the currency of the Web and there are two major factors that we should look for when building links:
- Domain authority
- Page authority
While page authority describes the probability of a specific page of a website being found on a search engine, the domain authority depicts how well a site ranks on the search engine result pages.
Effective Use of a Long-Tail Keyword
Finding a relevant range of long-tail keywords is just part of the process. After picking the right keywords, it is necessary to utilize them in the correct manner.
Below are tips for making good use of keywords:
• Use keywords naturally by making some adjustments or follow creative punctuation although it might seem daunting trying to fix a tricky keyword into a sentence.
• Try to use your long-tail keyword and its variations in the title, headers and sub-headers of the page. You are more likely to gain weightage if your keyword set appears in the first paragraph (the first sentence is like icing on the cake).
• It’s not a do-or-die situation if you can’t add your keyword into the header of the page. Just focus on the usefulness and readability of every keyword that you use.
Keywords are not everything in the SEO spectrum, but they do play a big role in the sustainable growth of your business. If you are not ranking well with basic keywords, it is high time to switch your focus to long-tail keywords.
This blog post is a writing specimen of David Meyer, who is a skilled Web developer and blogger at CSSChopper, top PSD to HTML service provider company. His writing skills are pertinent to the efficient promotion of a website by using smart SEO tips.