Keywords are the basic building blocks of every SEO campaign. They are actually the key elements from where a marketing decision is based. Thus, it is of utmost important to select the right words and build the correct mix of these words to gain relevancy and boost search volume.
If you are a new business that’s just trying to understand how SEO can help your brand grow, the most important advice would be to steer clear of those keywords with already high search volumes. Your website will just get drowned by the crowd and will take a very long time before you see them gaining any attention.
However, if you focus on the middle-range keywords, or those that are frequently searched but are not as saturated, you have a much better chance of getting noticed. These are the types of keywords that are composed of 3 or more words in a phrase. So-called “long tail keywords,” they offer a more targeted search and have fewer competitors to elbow through to reach Google’s page one.
Here are 3 reasons why long tail keywords should be part of your SEO campaign.
1. Long tail keywords have a higher conversion rate.
People who use long tail keywords are typically those who are looking for something specific. They are using long phrases because their one-word or two-word searches are not generating the answers they are seeking. For example, if you just type “accounting software” you will get a wide range of URLs that offer software on different types of accounting tools. However, if you type in “business accounting software,” the more likely it is that you will get results that are all related to “business accounting.” Your website has a bigger chance of a conversion this way.
2. Fewer competitors
The keyword “benefits of long tail keywords” will have less competition than the broader search phrase “keywords.” While broad keywords have a higher search volume, but they don’t really deliver exactly what the searcher needs. If you are a small business owner, you will have a hard time trying to outrank the larger companies that offer the same products as you. For people to find you online, you have to focus on what your business specializes in.
For example, if you are selling socks, banking on just the keyword “socks” or “socks for sale” will not likely push your site to page 1. However, if you use “rainbow colored wooly socks” or “animal print socks for kids,” you have a better chance of ranking properly.
3. You connect better with your market.
Since long tail keywords have a more natural and conversational tone to them, you tend to develop a more welcoming relationship with your audience. A huge part of a good SEO strategy is delivering well-written content that speaks to your reader like a friend. If you always focus on building high quality and useful articles, you eventually create a loyal following and, with that, traction in search engines. In addition, writing articles based on long tail keywords also helps your content focus the way a broad or general keyword cannot.
In short, the goal of long tail keywords is to answer a specific query to increase your site’s conversion rate. By going the more natural, conversational-sounding route, you connect with your reader better. When this emotional attachment is established, you can expect that a sale will come after.