Table of Contents
Introduction
Long-tail keywords are highly specific search queries that have relatively low search volumes. Despite being searched for less frequently, long-tail keywords make up a significant portion of overall searches when combined. These keywords are more specific than other keywords, and users who search for them are more likely to convert, such as making a purchase, filling out a form, or contacting a business.
The term “long tail” refers to the “tail” at the end of the search demand curve. While individual long-tail keywords have low search volumes compared to head terms, their cumulative search volume accounts for the majority of searches performed on Google.
Examples of Long-Tail Keywords
To better understand long-tail keywords, let’s compare them to broad “head terms” that do not qualify as long-tail keywords. Here are some examples of head terms:
- Coffee filters
- Iced coffee
- Marketing agency
- Marketing software
These terms are short and not very specific, making them unsuitable as long-tail keywords. Additionally, they have high search volumes, further indicating that they are not long-tail keywords.
On the other hand, here are examples of targeted long-tail keywords:
- Homemade coffee filters
- Can you warm up iced coffee
- Marketing agency for SaaS
- Enterprise marketing software
These keywords are longer and more specific, characteristics commonly associated with long-tail keywords. They also have relatively low search volumes, as shown in the report.
Importance of Long-Tail Keywords
Easier to Rank
Popular head terms are often highly competitive, making it challenging to rank for them. It may take years to achieve a high ranking for a head term keyword, if ranking at all. In contrast, long-tail keywords are relatively easier to rank for, especially when compared to related head terms.
For example, the head term keyword “sushi” has a high keyword difficulty (KD) of 93%. On the other hand, the long-tail keyword “sushi sandwich recipe” has a much lower keyword difficulty of 27%. This makes the long-tail keyword more accessible to rank for compared to the head term.
Targeted Traffic
Long-tail keywords tend to be highly specific, attracting users who are closer to making a purchase or converting. For example, someone searching for the long-tail keyword “SEO software for small business” is likely in the decision-making stage and may be more inclined to make a purchase. In contrast, the broad keyword “SEO” indicates that the searcher is still in the preliminary research phase and may not convert for a while, if at all. By targeting long-tail keywords, businesses can attract highly targeted traffic that is more likely to convert.
Less Expensive Pay Per Click (PPC) Advertising
Long-tail keywords can also be advantageous for businesses using Google Ads. High-volume keywords often come with high costs per click (CPC), and they may not convert well. In contrast, low-volume long-tail keywords are more targeted and tend to have higher conversion rates. Additionally, they often have lower CPCs, making them a cost-effective option for PPC advertising.
The main drawback of focusing on long-tail keywords is that businesses need to target several of them to generate the same amount of traffic as a single head term keyword.
Easy to Target
Due to their specificity, long-tail keywords are often easier to target with specific pages on a website. For example, a long-tail keyword like “how to filter cold brew coffee” would require the creation of a blog post that teaches readers how to filter cold brew coffee. In contrast, a non-long-tail keyword like “coffee grinder” is more ambiguous, and it may not be clear whether to target it with a blog post or an ecommerce category page. Long-tail keywords provide clearer guidance for content creation and optimization.
More Choice
Long-tail keywords constitute the majority of search queries on Google. When people search for information or products online, they tend to use longer, more descriptive phrases that reflect their specific needs or interests. For example, instead of searching for “shoes,” someone might search for “comfortable running shoes for women with flat feet” or “basketball shoes for ankle support.” There is a wide range of long-tail variations that reflect specific needs, ensuring that businesses will never run out of long-tail keyword ideas to target.
How to Identify Long-Tail Keywords
Here are a few proven strategies for finding long-tail keywords for your website:
1. Use the Keyword Magic Tool
Semrush’s Keyword Magic Tool is an excellent resource for generating long-tail keyword ideas. To use the tool, enter a broad “seed keyword” related to your business. The tool will generate various keyword variations based on the seed keyword.
To identify long-tail keywords, you can apply filters such as keyword difficulty (KD) to show only keywords with low ranking difficulty. This will help narrow down the list to long-tail keyword ideas.
2. Perform Keyword Gap Analysis
Keyword gap analysis involves identifying long-tail keywords that your competitors rank for but you don’t. By targeting these keywords, you can attract relevant traffic to your website.
Semrush’s Keyword Gap tool allows you to compare your domain with up to four competitors and identify keywords that your competitors rank for. By applying filters such as search volume, keyword difficulty, and position, you can focus on long-tail keywords that are suitable for your website.
3. Try Google Search Features
Google’s autocomplete feature, related searches, and “People Also Ask” box can provide valuable insights into long-tail keyword ideas. When you start typing into Google’s search box, autocomplete suggestions will appear, showing related terms that people search for. You can also add a letter after your search term to see more suggestions.
However, it’s important to analyze these suggestions using Semrush’s Keyword Overview tool to confirm whether they are truly long-tail keywords. Look for keywords with low search volume, low keyword difficulty, and high specificity.
4. Use Semrush Topic Research Tool
Semrush’s Topic Research tool can help you find topics closely related to your keyword. The tool generates topic cards that often include questions related to your topic. Some of these questions can serve as excellent long-tail keyword ideas for blog content. Cross-check the question keywords in the Keyword Overview tool to confirm their viability as long-tail keywords.
5. Leverage Forum Sites
Message boards and forum sites like Quora can provide valuable long-tail keyword ideas. By plugging these sites’ domains into Semrush’s Organic Research tool, you can discover the keywords they rank for in Google. Filter the report to only show keywords relevant to your niche, and you will find long-tail variations that can be targeted on your own website.
6. Use Google Ads Keyword Planner
Although primarily designed for PPC campaigns, the Google Ads Keyword Planner can still be helpful for keyword ideas. By entering a broad seed keyword into the tool, you can generate a list of related terms and their search volumes. Analyze these keywords in Semrush’s Keyword Overview tool to identify long-tail keywords based on search volume, keyword difficulty, and specificity.
How to Use Long-Tail Keywords
Identifying long-tail keywords is only the first step. To effectively use them on your website, consider the following tips:
Consider the User’s Search Intent
Adding a long-tail keyword to your page is not enough. Your content must satisfy the user’s search intent to rank highly in Google. Different keywords may fall into different categories of search intent, such as informational, navigational, commercial, or transactional intent. Tailor your content to match the user’s search intent and provide them with the information or solution they are looking for.
Place Your Keywords Strategically
Include your long-tail keyword in your page’s title, header tags, and first paragraph, preferably in the first sentence. However, avoid forcing the keyword into your content and prioritize readability and usability. Adjust the keyword if necessary to fit naturally within your content.
Create Topic Clusters
Organize your content using topic clusters to improve search engine rankings and user experience. Link from pages targeting long-tail keywords to pillar pages targeting head terms. Ensure that all pages within a topic cluster are topically similar, providing users with easy access to the information they are seeking.
Conclusion
Long-tail keywords play a crucial role in SEO campaigns, particularly for new websites or those with limited authority. They are easier to rank for, attract targeted traffic, and can be cost-effective for PPC advertising. By effectively identifying and using long-tail keywords, businesses can improve their search engine rankings, increase conversions, and better cater to user search intent.