Long-Tail Keywords: Importance of Long-Tail Keywords

In the ever-evolving world of search engine optimisation (SEO), many marketers and website owners focus their attention on high-traffic, short-tail keywords. These are the broad, general phrases that receive the most searches and are often seen as the “holy grail” of SEO. However, there’s a hidden gem that can often provide more value: long-tail keywords. If you’re not already using them, you’re missing out on one of the most effective strategies for boosting your website’s SEO performance. 

In this blog, we’ll dive into what long-tail keywords are, how they differ from short-tail keywords, why they are essential for SEO, and how you can use them to enhance your digital marketing efforts. 

What Are Long-Tail Keywords? 

Before we get into the nitty-gritty of SEO, let’s first understand what long-tail keywords are. Simply put, long-tail keywords are specific keyword phrases that are usually longer and more detailed than short-tail keywords. They typically consist of three or more words and tend to target a very niche audience. While they may not generate as much search volume as broad, short-tail keywords, long-tail keywords are often highly relevant and specific to what the user is looking for. 

For example: 

• Short-tail keyword: “Running shoes” 

• Long-tail keyword: “Best running shoes for flat feet women” 

As you can see, the long-tail keyword is more specific, which means it targets a smaller, but more focused, audience. In addition to that, long-tail keywords tend to reflect more specific intent from the searcher. The user isn’t just looking for any running shoe—they’re looking for running shoes designed specifically for flat feet, which could indicate a higher level of purchase intent. 

The Difference Between Short-Tail and Long-Tail Keywords 

Now that we know what long-tail keywords are, let’s compare them with short-tail keywords to understand their unique benefits. 

1. Search Volume 

• Short-tail keywords are typically more generic and have a much higher search volume. For instance, a keyword like “running shoes” can receive millions of searches every month. 

• Long-tail keywords, on the other hand, have a lower search volume because they are more specific. However, each individual long-tail keyword might not bring in millions of visitors, but collectively, they can significantly boost your site’s overall traffic. 

2. Competition 

• Short-tail keywords are extremely competitive because they are broad and cover a wide range of topics. Everyone wants to rank for these terms, which makes it harder to achieve high rankings. 

• Long-tail keywords are less competitive. Since they are more specific, fewer websites are targeting these phrases, which makes it easier to rank for them, even with a relatively new or smaller website. 

3. Search Intent 

• Short-tail keywords often reflect a broader search intent. For example, someone searching for “running shoes” may be at the very beginning stages of their buying journey and might not be ready to make a purchase. 

• Long-tail keywords usually reflect a more specific search intent. In the example of “best running shoes for flat feet women,” the user likely has a specific need and is closer to making a purchasing decision. 

4. Conversion Rates 

• Short-tail keywords generally lead to lower conversion rates due to their broad nature. The traffic you get from them might not be as relevant to your product or service. 

• Long-tail keywords, on the other hand, typically result in higher conversion rates. Because these keywords are more specific and indicate a clearer intent, the visitors they bring are more likely to take a desired action, such as signing up for a newsletter or completing a purchase. 

Why Long-Tail Keywords Are Essential for SEO 

Understanding the distinction between short-tail and long-tail keywords is just the beginning. There are several reasons why long-tail keywords are crucial to your SEO strategy: 

1. Lower Competition 

As mentioned earlier, long-tail keywords are less competitive than short-tail keywords. Since fewer websites are targeting specific, niche keywords, it’s much easier to rank higher in search engine results pages (SERPs) for long-tail phrases. When you target these keywords, your chances of standing out from the crowd and securing a higher position on the SERP increase significantly. 

This means that even if your website is relatively new or doesn’t have a massive backlink profile, you can still rank well for long-tail keywords. The less competitive landscape makes it a great opportunity for smaller websites to start gaining organic traffic. 

2. Improved Targeting 

One of the key benefits of long-tail keywords is the ability to target your content toward a specific audience. When you use these more specific phrases, you are speaking directly to the people who are looking for exactly what you offer. This can help you attract high-quality traffic that is more likely to convert. 

For example, if you run an online store selling specialized running shoes for women, targeting broad keywords like “running shoes” may bring in a lot of traffic, but it will also bring in people who are looking for all sorts of running shoes—not necessarily the ones you sell. By using long-tail keywords like “best running shoes for women with high arches,” you are able to attract visitors who are more likely to buy what you’re offering. 

3. Higher Conversion Rates 

Since long-tail keywords are more specific, they generally align with the user’s exact needs and search intent. As a result, visitors coming to your website through long-tail keywords are typically further along in the buying process. This often leads to higher conversion rates. 

For instance, someone searching for “buy running shoes for flat feet online” is far more likely to make a purchase than someone simply looking for “running shoes.” The specificity of the long-tail keyword signals that the user is in the decision-making phase and is actively looking to buy. 

4. Enhanced Content Relevance 

When you create content around long-tail keywords, you’re able to provide more relevant and detailed information to your audience. This can improve the quality of your content, which is a critical factor for SEO. Google and other search engines prioritize content that best answers a user’s query. By using long-tail keywords, you can ensure that your content is highly relevant and meets the needs of your audience. 

5. Voice Search Optimisation 

With the rise of voice assistants like Google Assistant, Siri, and Alexa, long-tail keywords have become even more important. Voice search queries tend to be more conversational and longer than typed searches. People often ask full questions, like “What are the best running shoes for women with flat feet?” instead of typing “running shoes.” 

Optimising your content for these types of voice search queries can help you capture traffic that would otherwise be difficult to reach with short-tail keywords. 

How to Use Long-Tail Keywords Effectively 

Now that we’ve established why long-tail keywords are essential, let’s dive into how you can use them to improve your SEO performance: 

1. Conduct Keyword Research 

The first step in using long-tail keywords effectively is conducting keyword research. There are several tools available that can help you find long-tail keyword opportunities, such as Google Keyword Planner, Ubersuggest, SEMrush, and Ahrefs. These tools can help you identify low-competition, high-intent keywords that will resonate with your target audience. 

2. Create High-Quality, Relevant Content 

Once you’ve identified your long-tail keywords, it’s time to create content around them. However, simply inserting the keyword into your content isn’t enough. Make sure that the content you create genuinely answers the searcher’s query and provides value. 

For example, if you’re targeting the long-tail keyword “best running shoes for women with flat feet,” your content should include detailed reviews, comparisons, and helpful tips for women with flat feet who are looking for running shoes. 

3. Use Long-Tail Keywords Naturally 

Keyword stuffing, or the practice of overusing keywords in your content, is a big no-no in SEO. Google’s algorithms prioritize high-quality, natural content. Instead of forcing long-tail keywords into your writing, focus on using them naturally and in a way that enhances the user experience. 

4. Optimise for On-Page SEO 

Once your content is written, make sure to optimize it for on-page SEO. This includes using long-tail keywords in key places such as the title, meta description, headings, and URL. Be sure to include relevant internal and external links as well. 

5. Monitor and Adjust 

SEO is an ongoing process, so it’s important to monitor how your long-tail keywords are performing over time. Track rankings, traffic, and conversions to see if your long-tail keyword strategy is working. If needed, adjust your content and keyword strategy accordingly to improve your results. 

An example of Long Tail Keywords used 

Airbnb’s strategy for using long-tail keywords in England is centred on creating highly targeted, location-specific content that meets the needs of UK travellers. By focusing on niche searches, such as “pet-friendly cottages in Lake District” or “luxury vacation homes in Cotswolds with private hot tubs,” Airbnb ensures that their listings rank well for highly relevant search queries. This leads to higher conversion rates, more bookings, and an overall better user experience. 

By adopting long-tail keyword strategies like this, Airbnb connects more directly with potential customers in the UK, helping them find the perfect accommodation that aligns with their specific needs and search intent. 

Qualia Academy Multi Channel Marketer Apprenticeship

While short-tail keywords may still have their place in SEO, long-tail keywords are often the hidden gem that can help you achieve long-term success. By focusing on more specific, less competitive keywords, you can drive highly targeted traffic to your website, improve your conversion rates, and ultimately boost your search engine rankings. 

Long-tail keywords are essential for modern SEO strategies, especially as search engines become more focused on user intent and content relevance. By incorporating long-tail keywords into your SEO plan, you can make your content more discoverable, relevant, and valuable to your audience.

At Qualia Academy we have a Multi Channel Marketer Apprenticeship Programme where you will gain skills such as SEO including understanding long tail keywords, as well as skills such as content creation, data analytics, digital tools and social media strategies.

If you are interested and want to know more click here