Long tail keywords are more specific keywords or phrases. For example “affordable Bluetooth headphones” is a long tail keyword. In essence, you are taking the primary keyword “headphones” and expanding on it.
Why Should You Use Long Tail Keywords?
You are probably thinking, using long tail keywords will narrow down my reach, and limit potential customers. Yes, long tail keywords get less search traffic, but typically have a higher conversion rate.
Also, when targeting singular keywords like “headphones,” you are competing for attention with businesses like Amazon, BestBuy, Target, eBay, etc. This is a battle you will never win, so the likelihood of a customer landing on your website is extremely low.
Just think, when was the last time you clicked on the second page of your Google search results? More than 90% of Google users never click on Page 2. In other words, if your product or service is not listed on the first page, it might as well not exist. However, if you optimize your content using long tail keywords such as “affordable Bluetooth headphones” you are far more likely to be featured on the first page – which should be your primary goal.
Also, users that use long tail keywords are likely towards the end of their “buying process.” For example, if someone is searching for “Headphones,” they are still in the early stages of the buying process – researching different options (e.g., Wired or Wireless).
However, if they are searching for “Affordable Wireless Bluetooth Headphones” they have already decided on wireless and are now looking at prices; therefore, they are far more likely to make an immediate purchase.
When defining long tail keywords think of where they fit in the buying decision process and more importantly create quality content around those keywords. Finally, don’t expect overnight results. While it is easier to rank well with long tail keywords, it may take a lot of good content and time to get your website towards the top of Search results.