70 percent of web searches are long-tail searches, meaning they have at least three search terms, if not four or five. If you aren't targeting long-tail keywords in your search engine optimization, you're missing out on web traffic that could convert.
Why Long Tail Keywords Add Value
Consider the term "weight loss tips." Everyone's searching for it, right? Unfortunately, it's already over-optimized, so you'd need to pay a ton of money in advertising to rank highly for that search -- plus you'll be competing with a ton of other businesses. The odds are low that you'll stand out, and the cost to your business is high. In fact, the cost is probably steep enough that you're priced out.
Now, think about the term “100-pound weight loss tips" or "weight loss without diet pills." Both of these phrases are longer, and they also connect to a specific web searcher: Someone who wants to lose 100 pounds, and someone who wants to lose the weight without diet pills.
Studies show that targeting for a long-tail keyword like "weight loss without diet pills" moves your webpage up 11 placements in search, vs. just 5 placements for a seed keyword like weight loss.
Additionally, more specific keywords have a higher clickthrough rate, because they tend to line up with products or services users want. More clickthroughs means more eyes on your website and increased conversion rates.
Finding Long-Tail Keywords
The cost, competition, and search traffic all go down when you target long-tail phrases. The decrease in search traffic is offset by the higher conversion rates and decreased cost. A greater percentage of searchers will convert when you focus on long-tail keywords than short ones.
Why isn't everyone doing this? Well, many people aren't using long-tail keywords because they don't know how to pick good keywords. Your competitors might be using a service like Google Keyword Planner. The top suggestions this generates are short keywords with high competition and high price tags. Long-tail keywords don't show up anywhere near the top results. So, even small business that understand how to do their own keyword research aren't finding keywords that will generate sales and value.
You can brainstorm long-tail keywords using a tool like Google Keyword Planner, but it takes time and effort. A strong keyword connects with a specific search need a user has, whether it's how to lose weight without diet pills or how to choose Bluetooth headphones under $25.
Get Help With Search Engine Optimization Strategy
Most small and medium businesses don't have the time it takes to implement an effective search engine optimization strategy, like adding long-tail keywords. But that doesn't mean leaving business to the big competitors that have digital marketers for SEO purposes. Inquisitek offers small business SEO services geared to help local businesses in the Snohomish, Everett, and Monroe areas increase web traffic and gain customers. Talk with Inquisitek about SEO services to boost discoverability and revenue for your small business!