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A successful SEO strategy is built around the right mix of keywords to help search engines drive traffic to your website. It’s kind of like a dating profile. You go in-depth about your personality in hopes that a compatible person will swipe right.
Like dating, SEO has evolved with technology. With voice searches and artificial intelligence gaining steam, searches are more conversational and specific. Long-tail keywords let you target people when they’re looking for you.
Long-tail keywords are usually less competitive. Since they target high-intent searches, they’re usually more effective at converting customers. When you know how to incorporate long-tail keywords into your SEO strategy, you can cast a wider net and catch your best customers.
What Are Long-Tail Keywords?
Long-tail keywords are specific phrases, longer than three words, that help algorithms match you based on user intent.
For example, say someone is looking for the perfect first date outfit. Instead of searching for a short-tail keyword, such as “cocktail dress,” they might search for “best outfits for a mid-tier restaurant.” Including this long-tail keyword in your content matches you to this specific search.
Long-tail keywords are:
- Specific: They focus on a specific need or pain point.
- Less competitive: They are searched less often than short-tail keywords, making it easier to rank highly for a term.
- High intent: They target users further down the sales funnel, when they’re more ready to buy.
- Conversational: They reflect how people speak.
This doesn’t mean you should drop short-tail keywords from your SEO strategy, though. Broad, short-tail keywords (“cocktail dress”) reach more users, are great for building brand awareness, and improve visibility with people who aren’t specifically looking for you.
Why Long-Tail Keywords Matter for SEO and Conversions
For SEO, long-tail keywords are a tool to establish relevance and align your brand with user intent. If you’re comparing internet searches to leads, long-tail keywords target qualified customers for a greater content ROI. Since users searching with long-tail keywords are further down the sales pipeline, they’re more ready to buy, leading to higher conversion rates.
Long-tail keywords also help build authority, a key criterion for ranking high in searches. They are cost-effective, too. With such low-volume keywords, you can usually spend less on ads and improve your organic rankings.
The Importance of Long-Tail Keywords in AI Search
When people use AI to search, they’re typically not using short phrases. They tend to ask genuine questions as if they’re talking to an actual person. Someone visiting Boston might ask their chatbot, “What is the best family-friendly, waterfront restaurant in downtown Boston?”
People might also include multiple search terms in their AI query. Instead of looking for the “best roofer near me,” they may ask, “Which roofers near me have the best reviews and work with my insurance company?”
Long-tail words reflect natural language, making it easier for ChatGPT, Google’s AI Mode, and other AI searches to find them. They also help AI match your website for citation in AI Overviews. For AI searches, clarity and specificity are more important than volume.
Long-Tail Vs. Short-Tail Keywords
When it comes to short-tail vs. long-tail keywords, each has its purpose and benefits:
Examples of Long-Tail Keywords
Long-tail keywords examples are varied. Some are location-specific, while others target niche audiences. How you use them depends on your goal. Start your keyword research with seed keywords to find the best long-tail keywords.
Here are some examples based on common goals:
Goal: Generate Brand Awareness
These keywords attract people at the top of the funnel. They usually answer a question or define a problem.
Seed Keyword: Coffee
Long-Tail Keyword: “Best type of coffee for a French press” or “Can you use whole beans without a coffee grinder?”
Goal: Reach Mid-Funnel Customers as They Compare
These keywords help potential customers compare you with other brands.
Seed Keyword: Sport utility vehicle
Long-Tail Keyword: “Most fuel-efficient SUVs” or “most reliable SUVs”
Goal: Reach People Who Are Ready To Buy
These keywords direct users to your best content to encourage them to make a purchase.
Seed Keyword: Couch
Long-Tail Keyword: “Most comfortable couch for watching sports” or “discount code for sectional sofa”
Goal: Reach Local Users
Long-tail keywords for local businesses target people in your service area. These should include specific cities or neighborhoods.
Seed Keyword: Pilates studio
Long-Tail Keyword: “Affordable Pilates studios in Denver” or “Brooklyn’s most popular Pilates studio”
How To Find Long-Tail Keywords
Finding long-tail keywords takes some research and brainstorming. It’s easier when you have a starting point.
Use Search Engine Results To Identify Real Queries
Think of all the terms someone would use to search for you online and start looking for them. Pay attention to Google’s autocomplete feature for ideas. For example, type the word “shoes” into Google, and you’ll see a list of terms it thinks you might be looking for, such as “shoes for men,” or “shoes for long standing.”
You can also use Google’s “search for related terms” feature. At the bottom of your first results page, you will see a box under “People also search for” with related terms. Ask questions to see what pops up in Google’s AI Overviews and featured snippets. Look at the citations to see if you want to compete for this term.
Use Keyword Research Tools
There are also many keyword research tools that can show you more options and help you generate new blog post ideas, such as:
- Google Keyword Planner: You can access this tool with a Google Ads account.
- Google Trends: This shows you which keywords are trending.
- All-in-one SEO tools: These are software platforms that offer competitive analysis, keyword research, and other SEO tools.
- Google Search Console: You can see how your site ranks for different keywords to inform your strategy.
- Answer the Public: Type keywords into this tool to see what questions people are asking about it online.
- Content ideation tools: These tools give you fresh content ideas.
When using these tools, follow these steps in your long-tail keyword research:
- Identify your core topics by listing related subjects for your business. These are your seed keywords.
- Enter seed keywords into a research tool to find related terms.
- Assess each word’s volume and keyword difficulty to prioritize your budget.
- Cluster words into topics or user intent.
- Organize your results by your priorities.
Look at Your Own Rankings
Use analytics tools to see which terms you’re already ranking for. You can brainstorm similar long-term keywords related to your highest-ranking searches. Also, look at Google Search Console to see which terms have lower click-through rates. This can signal that you’re not matching your long-tail keywords to search intent.
How To Use Long-Tail Keywords in Your SEO Strategy
Long-tail keywords are most effective when you use them strategically. Set up your long-tail strategy to capture and convert your high-intent customers.
Match Long-Tail Keywords to Specific Content Types
Long-tail keywords naturally align with your high-intent pages, such as service pages and landing pages. Adding them to headers and copy on your dedicated landing pages helps you attract the people you’re trying to convert.
For example, imagine you're a hair salon trying to sell out a product to make way for a new shipment. You decide to host a sale. To do so, you can create a dedicated landing page with product information, sale prices, and discount codes. Make sure to add long-tail keywords to attract users who want to buy your products, such as “curl enhancing mousse on sale.”
You can also use question-based and problem-solving phrases in blog posts, guides, and FAQ pages to attract people trying to find specific solutions. Emphasize one clear intent per page. Going back to the hair salon example, you could create a blog titled “How To Get Your Curls To Hold All Night” and link to a product-specific landing page.
Incorporate Long-Tail Keywords Naturally Into Content
In the early days of SEO, incorporating keywords into content was sometimes awkward, as search engines only looked for exact matches.
Algorithm updates and AI have made search engines more sophisticated in looking for quality content using similar terms. Modern searches prioritize natural language and context. Google and other search engines try to determine how well your website matches a search based on the user’s intent. Using synonyms and natural language to improve readability will still help you rank for keywords. Consider this when you develop your content strategy.
Keywords also help search engines find related content. For all internal and external backlinks, use descriptive, concise, and relevant anchor text.
Use Long-Tail Keywords for Local and Niche Targeting
Local businesses can use long-tail keywords to attract high-intent customers through search terms with lower competition. These keywords are perfect for hyper-local targeting by city or neighborhood to eliminate irrelevant search users.
Since these keywords are less competitive, you can set lower bids on ads targeting them. You can save more of your marketing budget by not competing with big, national brands. Adding qualifiers for location, audience type, or specific audiences will help improve your relevance.
If your business uses niche topics to find your audience, long-tail keywords are a key part of SEO. These audiences have specific needs and use tailored searches to meet them. For example, a person who needs adaptive sporting equipment for their disability will look specifically for this equipment to weed out irrelevant results.
Build Sustainable SEO Growth With a Smart Keyword Strategy
Online searches, AI searches, and voice searches are getting better at matching relevant websites to searches based on intent. Long-tail keywords inspire algorithms to metaphorically swipe right on your website.
But you shouldn’t ditch short-tail keywords entirely. Instead, use long-tail and short-tail keywords as part of a broad strategy that supports your relevance and authority and enhances your organic growth.
You can get started with our Keyword Research Report, or take advantage of Compose.ly’s SEO services to help you find and use the best long-tail keywords for your business.
