A few years ago, the fantastic new way to gain search traffic was long-tail keywords. Competition was lower, it was relatively simpler to optimize for pages that targeted such keywords, and rankings were simple to attain. Long-tail keywords took the SEM industry by storm just seven years ago. In that time, many of forgotten how useful they still are.
We are in the midst of a strong resurgence of long-tail keyword value. With the growing competition around the highly sought after core keywords, long-tail keywords continue to be a strong way to leverage search traffic. Also, compared to the past, long-tail keywords now work much better.
What Are Long-Tail Keywords?
Keywords that have less competition for rank and less search volume are known as long-tail keywords. For example, a more popular keyword may be “depression,” while a long-tail keyword would be “how to get rid of depression.” Or, “bed bugs” would have a lot more competition for rank compared to “home remedies for bed bugs.”
People turn to Google searches to get answers. Consequently, Google seeks to be the answer destination. Google is heading in the direction of giving direct answers to your questions rather than giving you a list of sources that might have the answer. For example, do a Google search right now for “How many ounces are in a pound?” You will see that Google gives you a handy conversion.
What Do Google’s Answer Have to Do with Long-Tail Keywords?
People, who have seen Google give out direct answers to questions on currency conversions, weather, definitions, math, etc., are going to start just inputting their questions expecting a direct answer. This is where your long-tail keywords come into play.
You can instantly understand user intent with long-tail keywords. Having a page rank at the top is the primary focus of SEO professionals, but for the website owner, that is just the start. Increased conversions are the real goal, whether it is getting people to buy, subscribe, or click.
Going back to our bed bugs, with the keywords that all of the sites are going for, “bed bugs,” you have little idea of the user’s intent. Whereas with “home remedies for bed bugs,” you have a much better idea. You can almost always be certain of what users want without having to run A/B tests. Across all efforts, your ROI will be influenced directly and you will be able to be more successful with your conversions once you know user intent.
The Many Benefits of Long-Tail Keywords
Unlike the core keywords, there is not a bull’s eye on the long-tail keyword searches. This means you will have less competition for those coveted first page results. Plus, due to result relevancy, you will also have a higher conversion rate. This has the added bonuses of lower bounce rates, better time on page metrics, and happier visitors.
In summary, people are looking for direct answers using their smartphones. By using long-tail keywords, your site will come up high in the search. Consequently, we are in the midst of a long-tail keyword resurgence.