Long-Tail Searches and Why They Matter to You
What Are Long-Tail Search Phrases?
Long-tail keywords are highly specific and descriptive search phrases. They’re longer than the most common keywords and typically get less search traffic.
But, because they’re more specific, long-tail searches also often have lower competition. And that specificity is also what makes them super important for your business.
Why? The more specific the search, the higher probability of conversion. It’s a simple formula, but it works.
The graph below provides a great illustration of this:
Finding – and targeting – the highly specific phrases that describe exactly what you offer will bring the right visitors to your site. Visitors that know what they want and are much further along in their buyer’s journey.
Search Like You Speak
More than ever, we type – or speak – searches into Google as if we were talking to a friend. In natural language.
Gone are the days of dumbing down searches to find what you need. And your website is not found based on some well-chosen keywords in your meta tags.
Long-tail keywords reflect how users actually search the web. 70% of all Google searches are long-tail phrases!
Long-tail keyword phrases represent real queries by real people demonstrating real intent. Think of it like natural speak vs computer speak, your language vs keyword-ese.
Know Yourself…and Tell Google About It
Discovering and targeting long-tail phrases for your website also involves a little soul searching on your part.
What are you offering? How do you want to be found? What are your customers asking right before the conversion?
Google is trying to be as precise as possible. And you need to be too. The more natural the search phrase, the more specific the query.
Do your website’s pages answer the questions your customers are asking? Is your content geared around providing your users with the information they want?
Take the time to think about – and research – what your customers are asking. Build your content around what you find. That work will go a long way toward bringing you the customers you want.
How to Find the Right Long-Tail Phrases for Your Business
Finding those highly specific, high conversion phrases may mean digging a little further through those keyword lists. Looking beyond the big volume phrases, finding phrases that ask or answer the right questions.
Our own keyword research involves several broad steps to finding those ideal long-tail phrases:
Thinking: We brainstorm. Thinking of all the ways you could be found. And we use Google and other tools to brainstorm too. Running search after search, pouring over results, lists, and new suggestions.
Reading: Simple. We read. Everything. Your content. Your competition’s content. Product manuals. News articles. You name it. This gives us a great idea about how you want to be found and what language is out there.
Looking: We look at existing searches. How you’re already found. How your competitors are found. And we look at trends, local preferences, and search data. Sometimes the real gems turn up right under our noses, just needing to be highlighted and targeted.
Through this thorough process of thinking, reading, and, looking, we weed through those keyword lists to find the specific long-tail phrases that matter most to your business.
Discovering a natural language search phrase that accurately captures what you’re all about is the real golden nugget of keyword research.
Do you use long-tail phrases in your searches? What long-tail searches do you think your customers use? We’d love to hear your thoughts and experiences.
Contact us today at (970) 689-3000 to find out more about getting the most out of long-tail keywords and natural language searches.