Getting more people to visit your website is like having different tools in your digital toolbox. You can leverage social media, invest in digital advertising, or harness organic search traffic through search engine optimization (SEO). But here’s the twist: while other options might cost you a pretty penny, SEO is the thrifty ticket that keeps on delivering value, offering long-term advantages without breaking the bank.
If you’re looking to climb the ranks on search engines and bring in plenty of interested visitors through your content, think of long-tail keywords as your go-to strategy. It ensures that your content catches the eye of the right audience online.
Why Do Keywords Matter for Marketing Your Business?
Well, millions of people worldwide use Google and other search engines to purchase a wide range of products and services. Whether it’s cars or office supplies, Google searches contribute billions of dollars in transactions.
For instance, Google’s various platforms—Google Search, Google Play, Google Cloud, YouTube, and advertising tools—contributed to $701 billion in economic activity for American businesses, nonprofits, publishers, creators, and developers.¹ This shows the significance of search engines in driving economic activity by connecting businesses with consumers searching for products or services.
With over 150 million websites out there, it’s crucial—and a bit intimidating—for your business site to secure a spot on the first page of search engine results. However, let’s be realistic: the competition for top search terms is fierce. That’s where guerrilla marketing strategies come into play, utilizing long-tail keywords to draw attention to your content.
What Exactly Are Long-Tail Keywords?
Long-tail keywords are longer, more specific phrases that aren’t as frequently searched for compared to short-tail keywords. Typically composed of three or more words, these phrases are often more detailed and focused than short-tail keywords.
Long-tail keywords can greatly influence SEO and website traffic generation. They typically encounter less competition than short-tail keywords, increasing your chances of ranking top spots in search engine results pages (SERPs).
Also, due to their targeted and specific nature, long-tail keywords are more effective at attracting relevant traffic to a website. For instance, a staffing firm specializing in healthcare positions is more likely to draw visitors actively seeking healthcare job opportunities than those searching for general job listings.
Explore Areas With Less Competition
Long-tail keywords might not generate significant search volume, but here’s a little insider tip: they can actually be advantageous for your business and drive more traffic your way. You can enhance your search results by using keywords that aren’t as competitive but relevant to your business.
Even if fewer people search for these terms, keyword-rich content can still get you good results in SERPs. It can also effectively reach your target audience and increase conversion rates.
Take, for instance, the keyword “staffing agency,” which is broad and attracts numerous searches with varied intentions. This can generate over 1.6 billion results. That’s a broad “head term” that might overwhelm your website. Why? People might be searching for a variety of things, such as job listings, company names, industry trends, or different perspectives related to staffing agencies.
Let’s look at a related phrase: IT staffing agency, a longer and more detailed long-tail keyword, gets 2 billion search results. This indicates that every IT staffing agency with an online presence competes to rank at the top.
Now consider the keyword “IT staffing agency in New York City,” which is highly specific, receives fewer searches and draws qualified traffic from users with clear intentions.
If someone is conducting that particular search, they’re likely interested in applying for an IT staffing agency, specifically in New York City. As an IT agency located in New York, would you prefer to target this smaller group of searchers or the billions searching for staffing agencies in general?
Using a more specific keyword from the long tail can increase click-through rates. This, in turn, can lead to conversions and potential customers.
This is particularly significant considering that 92 percent of the words people type into search engines are long-tail keywords.² This means that those searching clearly know what they want and are likely ready to purchase, or in this case, ready to engage with staffing services.
Decoding the Current Trends of Long-Tail Keyword Searches
Understanding the trends in long-tail keywords is important for businesses striving to enhance their online presence and attract target audiences.
Let’s explore some recent trends observed in B2C and B2B sectors, providing valuable insights to optimize marketing strategies and fuel growth.
Using words like “best” or “top” in keywords leads to more sales or conversions.
Those keywords have consistently performed well, but we’re now noticing even higher conversion rates, despite not driving significantly more traffic.
In 2022, the conversion rate for keywords including “top” or “best” was 1.08 percent; in 2023, it increased to 1.66 percent.³ This significant uptick shows the growing effectiveness of such keywords in driving customer engagement and sales.
You’re probably familiar with those list articles that rank “the best universities” or “top 10 AI tools.” These articles have become pervasive in online content, capturing readers’ attention with their curated lists and insightful recommendations.
The majority of sales are being generated by ultra long-tail keywords.
When analyzing a website’s traffic, it’s usually derived from long-tail keywords. However, most of these keywords typically consist of 3, 4, or even 5 words.
A new trend is emerging where keywords of 7 words or more are becoming a significant source of conversions and revenue. While they might not generate the most traffic, they often result in significantly higher revenue, with conversions of long-tail keywords 2.5 times higher than those of head keywords.⁴
Why Long-Tail Keywords Are Extremely Valuable for SEO
Here are the key reasons why incorporating long-tail keywords into your SEO campaign is beneficial:
Long-tail keywords are easier to rank for.
One of the major benefits of long-tail keywords is their ease of ranking. This is primarily because they face less competition.
Since there are fewer pages competing for long-tail keywords, your webpage has a better chance of ranking at the top if it features unique content tailored to user intent and manages to acquire a few high-quality links.
Long-tail keywords, like “best budget-friendly laptops for students,” face less competition than broader terms like “laptops.” This makes it easier for a webpage to rank higher in search results when targeting specific user queries.
Improve your ranking for voice search.
The future of SEO lies in voice search, with an anticipated 71 percent of consumers preferring to use voice commands rather than type.⁵
Long-tail keywords emerge as the optimal choice for optimizing your website for voice search. Why? Because voice commands typically consist of 4-5 words or more, mirroring the structure of long-tail keywords.
When individuals conduct searches through platforms like Google Assistant, Siri, or Amazon Echo, they might ask questions like, “What are the top staffing agencies in my area?” or “How can I find temporary staffing solutions for my business?”
By optimizing your website for these types of voice searches, you increase the likelihood of ranking higher in voice search results in the future.
Long-tail keywords fuel the content on your blog.
Everyone in the industry recognizes the effectiveness of content marketing, and SEO and content work hand in hand. The foundation of successful content marketing lies in your blog. Long-tail keywords play an important role when considering blog content.
Publishing blog posts frequently, ideally 20 times or more each month, can significantly boost traffic. Niche-specific blogs tend to perform exceptionally well, attracting valuable traffic that converts quickly. Long-tail keywords are particularly effective to target in your blog posts. Simply research the best long-tail keywords in your industry and create high-quality blog content around them.
By implementing this strategy of focusing on long-tail keywords in your blog posts, your website will attract a wealth of relevant traffic.
They are most effective in niches where competition is tough.
If you’re trying to make a mark in popular industries like digital marketing, e-commerce, or restaurant promotion, you’re up against industry leaders such as Google, Amazon, and Yelp.
In such a scenario, initially, your website may struggle to rank for head keywords as it requires building up site authority through page expansion and acquiring high-quality backlinks. This is a time-consuming process that demands months of dedication.
So, how can you demonstrate SEO progress to your clients? By focusing on long-tail keywords. You can select a group of long-tail keywords relevant to your niche and promote your website based on those keywords.
Soon enough, you’ll begin to see improvements in ranking for less competitive long-tail keywords, leading to increased traffic to your site.
ATTRACT QUALIFIED LEADS AND PROPEL YOUR BUSINESS FORWARD WITH ALLIED INSIGHT
By targeting specific, niche phrases, you can reach audiences with the right intent, boosting the likelihood of conversion and maximizing the value of your marketing efforts. With Allied Insight, we won’t just help you drive traffic—we’ll attract individuals actively seeking what your business offers, resulting in higher-quality leads and greater opportunities for success. Want to learn more? Reach out to us today!
1 “Google Economic Impact – Google.” Economicimpact.google, economicimpact.google/.
2 “How to Do Keyword Research in 2020.”LinkedIn, www.linkedin.com/pulse/how-do-keyword-research-2020-dan-marzullo/. Accessed 9 Feb. 2024.
3 Neil Patel. New Data: Here’s What You Need to Change in Your SEO Strategy. neilpatel.com/blog/change-in-your-seo-strategy/.
4 “Long Tail Keywords: How to Improve CTR in Search Results.” Monster Insights, 23 Dec. 2019, www.monsterinsights.com/long-tail-keywords/
5 “Voice Search: 10 Ways to Optimize Your Site for Future SEO Success.” Search Engine Journal, 10 May 2022, www.searchenginejournal.com/voice-search-optimization-seo-webceo/446158/.