What are long tail keywords?
Keywords can be split into two main groups: short tail keywords (‘broad’ keywords) and long tail keywords (‘narrow’ keywords).
Long tail keywords usually consist of between three and five keyword phrases which are very specific to whatever you are selling.
Like normal keywords, you can use long tail keywords to define what is on your web page and what the you want to be found under in the search engine results pages (‘SERPS’).
As these long tail keywords are highly specific, they attract less traffic for the website, but the traffic you do get will tend to be higher quality traffic, so will hopefully lead to more conversions than normal keywords.
Using long tail keywords can be less expensive when it comes to pay per click campaigns, as there are less people trying to place bids on those keywords for pay per click ads on search engine results pages.
A long tail keyword could be something like ‘pilates’ while a short wail keyword is something like ‘pilates class east london’.
How do you find long tail keywords
To start with, it’s a good idea to brainstorm the topic – conduct an imaginery search or ask friends to suggest long tail keywords if they were to search for products.
Next, you could do some analysis of your competitors – look at their website to see what long tail keywords they have used.
Using analytics you can see what long tail keywords people have used to find your website. Ignore keywords that are irrelevant or too broad to define your product.
What to do next
You can use on-site seo (search engine optimisation) techniques to incorporate these long tail keywords into your website structure, navigation and content pages, titles, and so on.
To summarise, it is easier for a page to rank for a “long tail” keyphrase, because it is more specific and therefore has less direct competition. However, the downside is that less people will search for it, so the potential number of visitors is far smaller.