long-tail keywords

In this article, you will learn everything you need to know about long-tail keywords and 8 unique techniques on how you can find them, keep watching!

Searching for long-tail keywords is a big part of the SEO keywords process and you should include them within your keyword research strategy to drive high volume and quality traffic to your website regardless you are a small or large site.

But before I’ll show you how you can find long-tail keywords, let’s start with the basics:

What are Long-Tail Keywords?

Long-tail keywords are longer and more specific keywords or keyphrases of a head term keyword. And because Long-tail keywords are more specific, they often get less traffic, however, they get a higher quality of traffic which resulting in better conversion rates and more sales than head term keywords.

what are long-tail keywords

To explain it better, let’s first discuss the three different types of keywords. As you can see keywords are generally divided into 3 different categories:

  • Head Keywords: Are popular, short-tail keywords often with high traffic, low conversions, and being very competitive. These keywords are also very broad making it even harder to establish topic relevancy as there are many topics to be targeted.
  • Body Keywords: Body keywords are more narrow keywords/topics of the head keyword with lower search volume, but better conversion rate. These keywords are typically great for topic clusters and focusing on creating topical relevance for SEO.
  • Long-Tail Keywords: Are keywords these are very specific keywords with clear intent from the searcher. Generally, long-tail keywords contain three and more words, have less search volume, and have higher conversion rates.

Based on these categories I will teach you how you can recognize head, body, and long-tail keywords from each other and how you can use this knowledge to increase your organic traffic and sales from your website.

And in this article, we will deep dive into long-tail keywords, how you can find them and what are the long-tail keywords best practices that you should apply to your website.

Why Do You Need Long-Tail Keywords?

There are many reasons why you should be targeting long-tail keywords and I will not tell you every single one of them, however, let me tell you the most important reasons why I think long-tail keywords should be part of your overall keyword research strategy.

Reason #1: Establish Topical Relevance

The main reason why you should focus on long-tail keywords above all is that they help you to establish topical relevance for your website.

Based on HubSpot’s concept of Topic Clusters, you should be focusing on finding topics that are very close to your business and then creating as much content around the topic to establish topical relevance and own the topic in the search.

topic clusters and long tail keywords

Owning a topic means, your website appears for most of the related keywords around your targeted topic in the top positions in the SERPs.

So, creating topical relevance will help you to send a strong signal to Google that you are a subject matter expert within your targeted topics and your niche, which ultimately will help you to build your Google E-A-T score and improve your ranking for the overall topic and subtopics.

For example, let’s say you are a marketing agency and one of your closely related topics is “content marketing” because you are providing content marketing services.

Now, based on HubSpot’s concept you must create as much content around the topic “Content Marketing” to be able to own this topic in the search.

The topic “Content Marketing” is your body keyword, “content” is the head term, which is the keyword with very broad meaning and the long-tail keyword could be “content marketing plan”.

long tail keywords are important for topic relevancy

So, based on this if you want to own the topic “content marketing” and follow the Topic Cluster model, then you need to find as many long-tail keywords to create topical relevance and improve your ranking.

body keyword and long tail keyword examples for topic relevancy

Reason #2: Boost Your Conversion Rates

The next and one of the most exciting parts of targeting long-tail keywords is that it improves your conversion rates.

With studies and numerous claims published, long-tail keywords supposedly improve organic conversion rates.

And while I couldn’t find any current and not outdated information to prove this point I know from my own experience that long-tail keywords in fact do convert much better than body or head keywords.

So, why do long-tail keywords convert better?

The reason is simple, long-tail keywords are more specific and the searcher who is typing the keyword has a much clear idea of what he wants.

Just let’s take the keyword “content marketing”. This could mean many different things to a person who searches for this keyword. They could be searching for what is it, why you need it, how to use it, tips or tricks, and more. The intent is unclear and most likely searcher is not close to making a purchase decision or even in the consideration stage.

However, keywords like “content marketing agency” is more specific and it has much clearer intent, the user is searching for an agency to manage his content strategy and he is much closer to make a purchasing decision.

Therefore, long-tail keywords can be the most profitable keywords out there. And as I said from my experience, most of the b2b sales leads or sales my clients generate are 80% from a few long-tail keywords that are very closely related to their products or services.

Reason #3: Drive More Traffic

And the last reason I want to mention is that it helps you to drive more traffic to your website especially if you are starting a new website.

Long-tail keywords are often less competitive than their body or head keywords. As you can see from our list of long-tail keywords from the previous example, the long-tail keywords have significantly lower “Keyword Difficulty” according to SE Ranking than the body keyword “Content Marketing”.

long tail keywords are less competitive

Thus, this gives you the opportunity to drive traffic to your website without doing too much link building to increase your domain authority.

However, even if you are a large site, with high domain authority, you still want to target long-tail keywords as most of the targetable keywords are actually long-tail keywords. And what I mean targetable keywords are keywords with monthly search volume higher than 10.

So, you would run out of keywords ideas to target pretty quickly if you would only target head keywords and body keywords. And I am not even mentioning it is impossible to build topic relevancy for you to target head and body keywords.

Therefore, most of the time you will be actually targeting long-tail keywords and they probably will drive you most of your traffic!

How to Find Long-Tail Keywords?

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