When it comes to SEO talks, there has been a lot of attention gathering for last few years regarding keywords. There has been a lot of researches done and strategies defined for various businesses by playing with keywords.
For sure, keywords and keyword research play an important role in SEO strategy, because they do perform well in the market, that too because best-performing keywords are the one that is easily clicked in anyone’s mind. But, since they come easily in any user’s mind, it has more uncertainty about the user’s intention behind the search. Whether the user is using a search engine to purchase a product or just learn information.
But as the years are passing, the industry realizes the importance of long-tail keywords. Few companies are coming up in the market who are getting expertise in long tail keywords, which is good for industry growth.
So, before we understand the importance and usage of these long-tail keywords, let us first understand, what exactly a long-tail keyword is?
A long tail keyword is the more specific form of a keyword, usually like a phrase, which contains more specific details about the product or service that a customer might be looking for. Let us understand this by differentiating it from regular keyword with the help of an example – If you are a company who sells a bottle, for you the general keyword can be “bottle.” But the long tail keyword can be – “Nova bottle 1-liter blue color”. As you see, this long tail keyword contains more detail about the product or service that customer can opt for.
Now, since you have understood what a long tail keyword is, let us now understand how it deserves importance in your strategy:
Understanding Long Tail Keywords And Why You Should Not Joke With Them
Brings customer closer:
Long tail keywords help the customer to find the exact website of their need and what is available with you. To understand this, imagine yourself as a customer and go through this example – Suppose I want to go to Italy for a week vacation, I start my search as Italy accommodations. Later, after some study, I find that I would like to live exactly near Cala Goloritzé, Sardinia, thus now I would search for exact “accommodations near Cala Goloritzé, Sardinia.”
This brings the customer closer to the true result, the result for which he/she opened an internet browser. So, you see, a long tail keyword brings customers much closer to the desired result.
Higher conversion rate:
As compared to normal keywords, long tail keywords have a higher conversion rate. As said above, long tail keywords are more specific to the product or service; it means that if a customer is making an effort to exactly searching a product or service with those details, he or she might already be ready with the wallet and credit card to make the purchase.
A customer writing “Adidas Sports shoe size 8 US” has more potential to purchase the product than a customer writing “Shoes.”
You can see this as an analogy like –
You would prefer 10 purchases from 50 customers visiting your store than 5 purchases from 1000 customers visiting your store. That’s the importance of long tail keywords.
Long tail keyword possesses less competition:
Since long tail keywords have more specific details, it is more likely that they show up a better position in the search result box. This applies to both, organic as well as paid marketing. For example, if customer types “power bank”, there will be too many results and fewer chances of your website appearing, but if customer types “1000 mAh 2.4A power bank”, there are more chances that your page will be positioned higher in the rank, because there are fewer websites containing that keyword and your website is one of them.
Higher time on the website:
Those users who get redirected to your website through a long tail keyword search, tend to spend more time on your website. It is because they have the specific need about which they are clear, and they have entered your website with the intent of purchase. Thus, there are high chances that your website’s products variants will be explored by such users. This makes the user learn your website, and if your website is attractive and appealing, the user would like to visit the site again. This increases the rate of conversion as well as the average time spent by users on your website.
This average time comes into play when your website is in the labyrinth of search results available with Google. As search engine also determines how qualitative and useful your website is, the higher average time represents more trusted website and more qualitative website.
There wasn’t much information and awareness about long-tail keywords in the digital marketing and SEO world, but with the mammoth growth of the internet, there is a demand to analyze what’s best for the industry. Thus, many experiments, iterations, and researches have proved the significance of long tail keywords. The significance has proved that companies opted to play their card with long tail keywords have always won the game. Normal keywords have fewer chances of winning the bet, but long-tail keyword always wins the bet.
Now, since the definition, importance and benefits of long-tail keywords are clear to you, next step is to talk to the companies and get their expert service to implement this. Just do it. Expert companies should be approached to get this done. It is because expertise always plays a big role.
However, you as the originator of the business idea understand your product or service well than anyone else. Thus, it becomes your responsibility to understand your area, market, and the needs of your product demographically and age-wise. Then only you would be able to conduct proper keyword research and find the most suitable keyword for your business. Once your keywords are finalized, the time of higher ROI doesn’t stay far from you, and your business soon leaps.