What Are Long-Tail Keywords and Why Should I Use Them?

When it comes to search engine optimisation (SEO), one term you might frequently encounter is “long-tail keywords.” If you're wondering what they are and why they matter, you're in the right place. Long-tail keywords can be the secret sauce that helps your website rank higher in search results, attract targeted visitors, and improve conversion rates.

In this blog post, we’ll explore what long-tail keywords are, how they differ from other keywords, and why they should be a key part of your SEO strategy.

What Are Long-Tail Keywords?

Long-tail keywords are keyword phrases that are more specific and usually longer than the more commonly searched, broad keywords. They tend to have lower search volumes but are far more focused on user intent, which makes them valuable for targeting a niche audience.

For example:

• Broad keyword: “shoes”
• Long-tail keyword: “best running shoes for flat feet in 2024”

While the broad keyword “shoes” will get a massive number of searches, it’s highly competitive, and it’s not clear exactly what the searcher is looking for. Are they shopping for dress shoes? Casual sneakers? Running shoes? On the other hand, the long-tail keyword “best running shoes for flat feet in 2024” is more targeted, which means the searcher likely has a specific need in mind — they’re looking for running shoes suitable for flat feet.

Why Are Long-Tail Keywords Important?

1. Less Competition

One of the biggest advantages of using long-tail keywords is that there’s less competition for them. Broad keywords are often dominated by major brands or websites with huge authority, making it difficult for smaller websites to rank highly.

For instance, trying to rank for a keyword like “shoes” would pit you against massive e-commerce sites like Nike or Amazon. In contrast, long-tail keywords give you a chance to focus on a niche where your site has a much better chance of ranking.

2. More Targeted Traffic

Long-tail keywords allow you to target users who know exactly what they want. When people search for something specific, they’re often further along in the decision-making process and closer to making a purchase.

Consider the example of “best running shoes for flat feet in 2024.” A user searching for this phrase is likely ready to buy and is simply looking for recommendations or reviews before they make a decision. This targeted traffic is more likely to convert, making long-tail keywords a key factor in driving sales or leads.

3. Better Conversion Rates

Because long-tail keywords attract highly specific traffic, they tend to result in better conversion rates. If someone searches for “affordable family-friendly hotels in Paris near Eiffel Tower,” they’re more likely to convert if they find exactly what they’re looking for. Broad searches, like “hotels in Paris,” might attract a lot of traffic, but many visitors won’t be looking for what you’re offering, leading to lower conversion rates.

The specificity of long-tail keywords ensures you’re attracting users who are genuinely interested in what your website or business offers.

4. Improved Search Engine Rankings

Long-tail keywords can also help improve your overall SEO rankings. Since these keywords are less competitive, it’s easier to rank for them. Over time, as your site builds authority by ranking well for these less competitive terms, it can gradually become easier to rank for more general or competitive terms.

Additionally, search engines like Google are getting smarter at understanding searcher intent. By using long-tail keywords that reflect what users are really looking for, your website is more likely to satisfy their needs, resulting in better rankings over time.

5. Voice Search Optimisation

With the rise of voice search on mobile devices and smart speakers, long-tail keywords are becoming even more important. When people use voice search, they tend to ask full questions or use natural, conversational phrases. For instance, a voice search query might be “What are the best running shoes for flat feet?” rather than typing “running shoes flat feet.”

By targeting long-tail keywords that mimic these natural speech patterns, you can optimise your content for the growing trend of voice search, making your site more relevant in search results.

How to Find Long-Tail Keywords

Now that you know why long-tail keywords are valuable, the next step is learning how to find them. Here are some methods and tools to help you identify long-tail keyword opportunities:

1. Use Google Autocomplete

Start typing a broad keyword into the Google search bar and pay attention to the autocomplete suggestions. These suggestions are often long-tail phrases based on real searches from users.

2. Explore "People Also Ask" and Related Searches

At the bottom of Google’s search results, you’ll often see a “Related Searches” section or “People Also Ask” box. These provide useful insights into the long-tail keywords your audience is using.

3. Keyword Research Tools

There are plenty of tools available that specialise in keyword research, such as:

• Google Keyword Planner – Offers keyword ideas based on your input and shows search volume and competition data.
• Ahrefs – This tool can generate long-tail keyword ideas and show you which keywords your competitors are ranking for.
• SEMrush – Provides keyword suggestions and also includes data on search volume, trends, and competition level.

4. Use Question-Based Keywords

People often search by asking questions. Including question-based long-tail keywords in your content is a great way to address user intent. Tools like AnswerThePublic or Quora can help you discover common questions related to your business or industry.

How to Use Long-Tail Keywords Effectively

Once you've identified your long-tail keywords, it’s important to incorporate them strategically into your content. Here’s how to do it:

• Incorporate keywords naturally into your content titles, headers, and meta descriptions.
• Create high-quality, informative content that provides value and answers the specific questions users are searching for.
• Focus on user intent. Long-tail keywords are most effective when the content you create satisfies the searcher’s need for information, services, or products.
• Internal linking: Link related pages using long-tail keywords as anchor text to help improve the SEO of your entire site.

Conclusion

Long-tail keywords may not bring the same volume of traffic as broad keywords, but they more than make up for it by driving highly targeted traffic that’s ready to convert. By focusing on these specific phrases, you can carve out a niche, improve your rankings, and attract visitors who are genuinely interested in what your site offers.

Incorporating long-tail keywords into your SEO strategy can lead to increased visibility, higher conversion rates, and long-term growth for your website. So, start researching and implementing long-tail keywords today to see the benefits for your business!