Long tail keyword phrases make it easier to rank for keyword phrases with lower search volumes.

How do You Use Long Tail Keywords for SEO to Attract Visitors?

Overview and Background

First, let me give a very brief overview of keywords, then I’ll define long tail keywords and explain why they matter and how you use them.

Keywords is one of the central concepts in ranking websites, but most people I talk to focus on “How do I rank #1 on Google?” without understanding one of the most important concepts in keywords.

The images below were viewed with Google’s Search Console, what they used to call Google Webmasters Tools.

Important Keyword Phrase Concept #1

Any mature website ranks for hundreds if not thousands of keyword phrases and each keyword phrase has it’s own average position in which it shows up in the SERP (Search Engine Result Page).

This website, the one on which you’re reading this post right now ranks for 772 different keyword phrases.

For some (56 to be precise) the average position is between 1 and 10, which means for those queries a page on my website shows up on page 1 of Google. On the other hand, the lowest ranking keyword phrase has an average SERP position of 648, which means it shows up on the bottom of page 65.

So the idea of showing up on the 1st page of Google is only relevant in the context of a specific keyword phrase.

Some images below help illustrate this point. Double click and image to see an enlarged copy.

When your site shows up on the 1st page of Google it does so for certain keyword phrases and does not do so for others.

High Ranking Keyword Phrases

 

 

 

 

 

 

 

Every website contains some keyword phrases for which it ranks very low.

Low Ranking Keyword Phrases

 

 

 

 

 

 

 

Important Keyword Phrase Concept #2

For any given keyword phrase, what is reported is the AVERAGE position. Your site does not always show up in the same place in the SERP on every query, and it also does not show up in the same place in the SERP in different countries.

The screenshot below shows a search term on this website and it’s average SERP position by country.

For any given keyword phrase your site ranks for, it's SERP average position varies between countries and even between searches.

Average SERP Position by Country

 

 

 

 

 

 

 

Now on to Long Tail Keywords

A keyword is nothing more than a phrase someone enters into a search query.

A long tail keyword is nothing more than a keyword phrase that is at least 3 words long.

In terms of ranking your site for specific keyword phrases, there are two important considerations, both of which can be determined (to some degree of specificity) using the Google Adwords Keyword Planner tool. Using that tool is beyond the scope of this post and will be covered in a later post.

From this point on, for purposes of illustration, example numbers will be used.

Keyword Phrase Important Consideration #1

How often do people enter the keyword phrase into a search query? Clearly keyword phrases that are search for more often are more desirable to rank for.

However… Keyword Phrase Important Consideration #2

How competitive is the keyword phrase?

You want to outrank Starbucks for the keyword “coffee”? Good luck with that! For the record it can be done, but is too expensive to be of any practical use to small businesses.

Think of competitiveness in a boxing scenario. Would you rather step into the ring with the reigning World Champion, or a 98 pound weakling?

Why Long Tail Keywords Matter and How You Use Them

Let’s say keyword phrase A has a high search volume of 1,000 searches a day but is very competitive. The odds of you ever ranking for it are slim to none.

Let’s say keyword phrase B has a very low search volume of only 25 searches a day but is not competitive. You might be able to rank high for it after a few weeks of publishing.

The most practical course of action is to pursue ranking for keyword phrase B.

Then find another low competition phrase C, then find another (D), then find another (E), etc, etc.

Or better yet, find several low competition keyword phrases each of which has a low but reasonable search volume, and publish content about all of them. Not necessarily all in one day, but definitely all in one week. Then keep publishing until you rank well for all of them.

This is how you use long tail keyword phrases.

How you find them is by using the Google Adwords Keyword Planner tool (or the commercial tool Market Samurai which automates searching through the reams of data available within the Google Adwords Keyword Planner.

Did this article help?

To Learn More…

Download the eBook: The 7 Fundamentals of Being Found Online

 

 

 

Related Posts

How to get smart with your social media engagements Social media plays a strong supporting role in your content marketing, just having followers and publishing more and more content is only the start. ...
Marketing tips- how to manage your business data and analytics It should go without saying that B2B marketing analytics help marketers improve their marketing programs. Yet most companies fall short. Analyti...
Why “How To” Blog Posts Are a Helpful Small Business Searc... To Win in SEO, You Give Google Want They Want Since you want your small business search engine optimization techniques to produce results, the next q...
Social Media for Visual Content used in Inbound Marketing When your products or services are very visual, you have benefits when it comes to Content and Inbound Marketing the rest of us lack. It's not just...
Local SEO Marketing | Good Titles Are Critical to SEO Success Your local SEO marketing effort requires good content. Good content is that which is useful to people. An ideal model to use is where one post answ...

Leave A Response

* Denotes Required Field