SEO Strategy – How to Make Use of Long-Tail Keywords
The use of Search Engine Optimisation (SEO) strategy is a potent marketing tool that is employed by many businesses. This strategy includes on-page SEO, technical SEO, and off-page SEO. When it comes to on-page SEO, however, the proper use of keywords is paramount to its success. In fact, appropriate keywords can be one of the biggest indicators of SEO success. Finding the best keywords and optimizing them helps a business site earn a higher search ranking. Doing so can attract the right audience and improve the conversion rate of your business.
For your SEO strategy, here’s how to make use of long-tail keywords.
Two types of keywords
Let’s first understand what keywords entail for SEO strategies. When selecting keywords, there are two types for your choosing:
- Broad keywords: These keywords are the ones with the highest search volume and can have more competition.
- Niche keywords: Also known as long-tail keywords, they are very specific and have less competition. They usually include two or more words within the keyword phrase.
When it comes to keyword selection, it’s essential to incorporate both broad and niche keywords. When starting a search marketing campaign, many companies are drawn to broad keywords because they are tempted by the search volume. However, that isn’t a guarantee that your business will receive that coveted search volume or even a fraction of it.
If you are running a small-scale accounting software, for instance, it doesn’t make sense to use broad keywords such as “accounting software.” Using long-tail keywords instead is the way to go.
The importance of long-tail keywords
It’s crucial to incorporate the use of long-tail keywords for your SEO endeavours. Here’s how it works:
- Target market: Long-tail keywords reach out to the target market and convert them. They can attract a searcher that is farther along in the buying cycle. They can be used when searchers transition from research mode to purchase mode in the buying cycle. On the other hand, broad keywords can be used in the beginning stages of decision making, while searchers are still in research mode. This is why long-tail keywords produce more conversions when compared to broad keywords.
- Consumer behaviour: Long-tail keywords keep up with the changing consumer search behaviour. Many people are now using various devices to search, such as PCs, laptops, smartphones, and tablets, among others. Because of this, search queries have become more conversational. This shift in search behaviour has led the focus on the intent and context of a long-tail search. Because of this, search engines are now more focused on semantics. As a result, it makes sense to use multiple keywords by resorting to specifically long-tail keywords.
Incorporating the use of long-tail keywords is important for your SEO strategy. To fully optimise the SEO tactics, mix both types of keywords.
Keyword research is still an integral part of SEO. When doing so, veer away from prime keywords and focus more on long-tail keywords. As people have grown accustomed to searching more conversationally, your content should reflect this by incorporating long-tail keywords.
If you’re looking for an SEO services agency to help improve your SEO strategy, Dot Media is here to help! Get in touch today for a free consultation.