This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
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This post talks about long tail keywords and explains what they are, why they’re so important, and how you make use of them.
What are long tail keywords?
Simply put, long tail keywords are keyword phrases that are longer than two words. Most internet searches are for phrases that are 3 and 4 words in length. The more words in the search phrase, the longer the long tail.
Why are they important?
When you want your website to rank high for desirable search terms (as discovered via keyword analysis) the degree of difficulty you have have in obtaining a high ranking is determined by many other website rank for those phrases and how competitive those other websites are for those specific phrases are.
Different websites that rank for various terms have different ranking strengths.
The shorter the phrase, the more competitive the term.
“Coffee” is a very competitive term. “French roast coffee” is less competitive. Understand I did not analyze those terms so I lack specifics, but you get the idea.
So obtaining a high ranking for a long tail keyword phrase is much easier than obtaining a high ranking for a one or two word phrase.
There is a trade off. While it is much easier to rank high for long tail keyword phrases, their search volume is lower.
So what’s an Inbound Marketer to do?
Find a series of relevant long tail keyword phrases and publish content on your website about all of them. Once your website ranks high for all of them, find more and do them.
As you keep adding new long tail keyword phrases, your website attracts more and more visitors for organic search.
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