Long tail keywords are longer and more specific keywords and smart implementation of these long tail keywords can help to rank you high on a search result.
Long tail keywords reflect on what you are selling: what makes your product/service unique and special – i.e. its unique selling point? Understanding this will make it so much easier to get your audience to like it and buy it from you. It is about knowing your products/services and your customers. So it is important to spend some time and write down what is so cool about what you are selling – what is your niche. We will come back to this later.
Now trying to compete against the big companies is nigh on impossible in some markets: they have a far bigger marketing budget than you. So let’s say you are in the furniture business, the chances of people finding you by searching on “furniture” are pretty slim. The probability of you ranking high on single or short keywords is going to be very low, but you can rank high on long and more specific (and therefore less common) keywords. So, if you specialise in “Contemporary Art Deco Circular Mirror”, then the likelihood of you ranking high on this long keyword will be pretty good indeed.
It is true that longer and more specific (and less common) keywords drive less traffic to you compared with shorter and more common keywords. But you will also have less competition with the longer and more specific keywords. What you should be interested in is not so much the volume of traffic to you as the conversion rate of searches into actual sales. What is interesting is that people that use longer and more specific keywords tend to be further down in their buying decision making process: they know what they want and are ready to spend money on it. So less traffic is not necessarily a bad thing because you will have less competition and get customers that are more focused, more committed and more qualified.
So what is special about your product/service? What words have you come up with? This is important because they form the basis of your long tail keyword. In other words, the long tail keyword should match closely to what you are selling.
In Part 3 of the series, I will be talking about “Calls-to Action” – what you want your audience to do after they have read your blog post.