Why do you need to pay more attention to Long Tail Keywords? – WAU
Long Tail keywords are search expressions that have greater specificity and, therefore, have a lower number of searches. Despite this, because they are focused on a niche, the possibility of ranking with them is easier and can also mean less competition.
Competition in the digital environment continues to grow.
Every day, new websites and blogs appear to try to attract part of the internet users.
But what if someone said that there will always be space for your content?
In the midst of all existing competition, such a statement seems overblown.
However, there is a place for everyone who is willing to understand the needs of consumers.
Mass consumption is giving more and more space for products, content and personalized services that meet the wishes of each individual.
And if you’re wondering what does all this have to do with keywords long tail, Do not worry.
After all, this is what we will explain in detail from now on.
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Long tail theory: you need to know
Just talking about theory, it seems that a boring subject comes around. But that is not the case!
The concept was introduced by Chris Anderson in the book The Long Tail – From the mass market to the niche market and is used by brands like Apple, Amazon and Netflix.
In the work, the author describes the retail strategy of selling small quantities of a wide variety of items, rather than just a few popular products.
As a result, the end result is a high volume of sales, but facing much less competition.
For example, instead of selling a single model of running shoes, you can produce models with different colors, materials, steps and cushioning systems.
Each of them will serve a particular audience.
It is interesting to realize that this concept ends up being used for entire business models that are already set up thinking about serving specific niches.
The summary of the idea of the long tail is as follows: it is better to segment your content or product as much as possible, becoming a specialist in micro areas, than to try to encompass a generic area.
And that’s where the keywords long tail.
What are long tail keywords?
Keywords are extremely important to your website’s SEO.
That is, through them you can position yourself well in search rankings like Google.
What happens is that, nowadays, it has become very difficult to be the first place in terms such as “finance”, “digital marketing” or “notebook”.
What several of the smartest competitors are looking for is the opposite. They seek to rank in thousands of more specific keywords, the so-called “long tail”.
The keywords long tail are more specific – and generally longer – search terms or phrases than head tail keywords (which are more generic and comprehensive).
Want to see the difference in some examples?
Keyword head tail: shoe
Keyword long tail: red shoe for party
Keyword head tail: notebook
Keyword long tail: dell inspiron 1525 notebook
Keyword head tail: spreadsheet
Keyword long tail: excel spreadsheet cash flow
Long tail keywords have some very peculiar characteristics, such as:
- Receive less search traffic;
- Have a higher conversion (both in click-through rate and product sales);
- They offer less competition and, consequently, it is easier for you to rank in the top positions;
- They help build authority in specific niches.
The sum of several long tail keywords is capable of overcome traffic few head tail keywords, the most generic ones.
This is the intersection of the long tail theory with the keywords used by physical or digital companies on their websites and blogs.
How important are long tail keywords in digital marketing campaigns?
You’ve probably already tapped the power of long tail keywords.
But how about seeing some examples to better understand their importance?
In 2009, Stephan Miller spoke in the Search Engine Journal about how big brands were losing space due to huge competition.
At the time, the author wrote an article called “How to compete against yourself and win”, published in English.
The text talks about the possibility of exploring several smaller niches within a large niche in which you already operate, seeking to be number one in each one.
This is the case of Amazon.
Obviously, we are talking about a giant with the ability to be in the top positions of head tail keywords. However, the organization does not base its strategy on just that.
If you notice, Amazon has become big by ranking in the long tails.
The company identified that its competitors did not cover specific niches, as they were very concerned about being the first in the main terms, those with the highest search volume.
However, for every person who searches for broad terms like “Books online”, There is one sum of thousands of users searching for more specific terms.
Like for example: “Personal marketing books”, “Peter Drucker books”, “Where to buy the book The Monk and the Executive”, among many others.
And don’t think that this only applies to the digital world. As much as the subject of this article is keywords, it is important to understand the context of marketing.
Today, there is a much larger number of people with purchasing power than a few decades ago.
With that, differentiation and individuality are accentuated.
Small businesses are often able to meet specific needs in a more exclusive and personalized way than large corporations.
The result of this is the “breaking” of the market in more and more slices, occupied by different brands (which serve increasingly specific audiences).
The solution found by the major brands was to seek this same subdivision.
Have you noticed that Kapo juice is a sub-brand of Dell Vale, which in turn belongs to Coke?
The same goes for Converse or Umbro, which belong to the Nike.
In order not to lose market share, large organizations are having to buy smaller brands, as it is already inevitable that the market will be increasingly divided.
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How to identify the keywords with the greatest potential?
First, it’s good to keep in mind that the longer and more specific your keywords are, the greater your chances of conversion.
For example, a user who starts searching for “vacation in the USA” soon discovers more specific needs.
He can identify that he wants to go specifically to New York and, from there, he will start searching for “hotels in downtown New York”.
A second fundamental point is to take into account the differentials of your product or service.
Many people make the mistake of ranking in long tail keywords that are far removed from what the organization offers, commercially speaking.
On the other hand, when you work with terms that are aligned with your company’s mission and differentials, the chances of conversion increase, even if the traffic is not so great.
Using Keyword Planner
A great tool for finding the best long tail keywords is Google Adwords’ Keyword Planner.
There, you can start by inserting an expression or set of words that is related to some content you intend to produce, and the program will show alternative keywords.
If you don’t know where to start, just do a simple Google search, as you normally would.
Then you have the chance to scroll down to the footer and get new ideas from related searches.
Let’s look at an example.
Let’s say you did a search for “Excel spreadsheet” on Google.
At the end of the first page, a series of related searches will appear, such as “Online excel spreadsheet”, “Ready excel spreadsheet”, “Excel cash flow spreadsheet”, “Excel spreadsheet for inventory control”, etc.
With all these ideas in hand, you can “play” on Keyword Planner by typing different terms and checking the suggestions that the tool itself presents.
From there, the ideal is to find the keyword long tail that has the most monthly searches and, at the same time, the least possible competition.
Average monthly searches
Corresponds to the average number of monthly searches on Google for a given keyword. But beware: there is an important point here!
You should only consider exact matches (exact match only) for the desired long tail keyword – for example, “Excel cash flow spreadsheet”.
Otherwise, the statistic will count searches on related keywords – such as “Ready excel spreadsheet” and “Free excel spreadsheet”.
It has to do with the difficulty to rank in a given keyword.
If you are starting a new website, you will hardly be able to rank in terms of “high” competition.
The ideal is to search for keywords that, even with a slightly lower demand, do not suffer from so much competition.
For that reason you should look for long tails keywords, which are longer and more specific.
After all, competition for them is often much less expressive than in head tail keywords.
The keywords long tail are nothing more than a reflection of what happens in the market.
Chris Anderson’s Long Tail theory proves more true each year.
Instead of large websites or brands attracting all traffic through broad interests, what is observed is an opposite movement.
Increasingly, those who gain followers, readers and customers are companies capable of positioning themselves as authorities in specific niches.
The good news is that long tail keywords are a totally affordable way for you to take advantage of that reality.
So, what did you think of this content? We have more interesting things for you, like this post here: Reach the first page of Google and increase your traffic with these 5 advanced SEO techniques