Though more obscure than shorter, more commercial based keywords, longtail keywords are something of a ‘unicorn’ in digital marketing. They produce higher conversion rates and higher ROI than conventional keywords.
The only trade-off is that they’re a bit tricky to manage. Adopting a strategy that incorporates longtail keywords into your search campaign (both SEO and PPC) offers numerous benefits.
What are longtail keywords?
Longtail keywords are keyword phrases with at least three words in the phrase. These are particularly useful when you want to cast your traffic net wider and are normally used when the searcher is looking for something specific.
A good example of a longtail keyword is “What’s the weather in Essex?”a shorter version of this would probably be “Essex weather” or just “Essex forecast”. Since longtail keywords are highly specific, they tend to draw less traffic to the target site – but this traffic is of top-notch quality.
The Many Benefits of Longtail Keywords
Higher Conversion Rates; quality traffic
Ranking atop SERPs for your keywords is not enough to boost your conversion rate. What really matters is the underlying intent of the traffic that your keywords attract. One clear benefit of longtail keywords is that they tend to attract users whose intent is clear.
For instance, when a searcher types the keyword “What’s the weather in Essex?” It is obvious what they need find out unlike when they just search the name “Essex”. A clearer understanding of user intent is paramount to achieving higher conversion and ROI rates.
The lengthy nature of long keywords means that there is less competition as they don’t have a “bulls-eye” on them. It is easier to secure a place in the top 10 Google results with these keywords than with core keywords.
While still at it, you have a lower bounce rate and time-on-page metrics. Yet another merit with long-tail keywords is that your competition will most likely consist of people who are less likely to have professional prowess in their efforts. They’ll probably be ranking for these phrases without the slightest idea. Of course this provides you with an open avenue to stamp your authority on the top spots.
Longtail keywords can also help reduce over reliance on broad matching. With such keywords, it is easier to focus on more specific segmentations that are relevant to your digital marketing campaign. This in a nutshell means less bids and greater value for your time.
With longtail keywords, it is much easier to author ads and search pages that are relevant to the sole intent of the crawler. This by extension improves your conversion rate.
Longtail Keywords Are The Future of Digital marketing
Technology is fast changing the way we do things. If the latest advancements are anything to go by then we’re looking at a future where search efforts will shift from “type and search” to “talk and search” methods. In any case, major search engines are fast embracing search methods that are conversational.
Going forward searchers will simply be talking terms like “Which is the best restaurant in Cornwall?” and so forth to their gadgets for instant results. As you can see, we are staring at a future where longtail keywords are going to become the order of the day.
Think Longtail Keywords, Think Long-term
Obviously, benefiting from longtail keywords is not an overnight affair. You might not see much right away and you may have to incorporate other tactics to maximize your ROI. However, you might be surprised at how these key phrases pay off in the long-run.
A Wider Stream Of Ideas
Longtail keywords provide a wider stream of alternatives which you can exploit to improve the quality of your traffic. With these keywords, you can never run short of ideas and concepts for relevant landing pages. Longtail keywords are also a superb ingredient for successful content marketing because they tend to meet the needs of the searcher better than core keywords.
You can use longtail keywords to customize your site in line with your customers’ requests. Note that good organization and careful planning are vital ingredients to successful longtail digital marketing.
As we sum it up; remember that the secret to successful digital marketing is research. Make sure to do adequate research (and brainstorming) to come up with keywords that will literally shake the market.
Jonathan is a keen marketer, especially when it comes on online and social media. If he’s not looking at marketing then he will more than likely be reading up on business in general.