If your business is looking to establish a digital presence through search engine optimization, choosing the right keyword can seem like an impossible task. Whichever terms you select must rank well to help raise your conversion rate and succinctly characterize your business and its products or services. However, a common, routine keyword isn’t always going to get the job done. Sometimes, you need to pick a more specific, niche long-tail keyword.
A Beginner’s Guide for Using Long-Tail Keywords
What is a Long-Tail Keyword?
Long-tail keywords are usually three to four search terms that are intended to reach a more, targeted audience. Basically, long-tail keywords are specific phrases to help find exactly what they’re searching for. In all likelihood, those users will be more likely to purchase products or services from your website.
For instance, say you own a travel company specializing in golf trips to the United Kingdom. Instead of attempting to rank for broad keywords like “travel company,” “United Kingdom,” or “golf trips,” you would have more success with a refined search term like “United Kingdom golf vacations.” See the difference?
The Benefits
Search engine optimization is one of the most efficient ways for small businesses to get their name out there and have a presence in the digital world.
However, if you’re in a crowded industry or just don’t have the budget to match, big name brands are always going to clog search result pages for keywords relevant to your company, products or services. That’s why you need to choose specific phrases that will help your business stand out from the rest.
Since it’s highly unlikely for many companies to be vying for the same exact search terms, those that use them will generally have better rankings. Furthermore, with less as competition, long-tail keywords will usually cost you less per click.
While your site’s traffic may decrease, expect your conversion rate to improve since you are attracting more qualified leads.
How to Choose the Right Key Phrase
While it’s true that long-tail keywords can do wonders for your SEO and digital marketing strategy, you still need to choose the right ones! Not every search phrase is going to perform well with fantastic conversion rates.
You need to conduct extensive customer and sales research to gather data that will help you narrow down your best options. However, if you’re having trouble finding one, try asking yourself these questions:
- What exactly makes your company unique and stand out?
- What are your customers looking for?
- Why do customers ultimately choose you?
- What products/services do you offer?
- How can you help solve your customers’ problems or answer their common questions?
Once you’re able to definitively answer these important questions, you should have no problem accurately characterizing your company, as well as its products and services, and marketing to your target audience.
Also, don’t be discouraged if your long-tail keyword doesn’t succeed on the first try. Like anything else in this business, trial-and-error is essential to become successful.
Your company needs to provide exactly what customers are looking for. Using the right long-tail keywords can increase your search rankings, attract qualified traffic and lower costs per click. Overall, it’s a win-win strategy!
