I have news for you: Everyone wants to rank for the most obvious keywords, and that includes all of your competitors. But that doesn’t necessarily mean you’re out of luck when it comes to ranking for search. Thanks to ever-evolving, smarter search engines, making your keywords more specific—focusing on “long-tail” keywords—can be an incredibly efficient and effective method to driving traffic and conversions.
What Is a Long-Tail Keyword?
First things first; what the heck is a “long-tail” keyword? Let’s create a hypothetical example to explain.
Your company, Acme Widget Co., makes widgets. True, many companies make widgets. But you make widgets that keep bike wheels from falling off. Not only that, your widgets are specific to mountain bike wheels.
Now, all your big widget-making competitors are building out their content efforts, and they’re making sure their content is designed to rank highly for the keyword “widgets.” Dang it! How will you ever grab that search traffic? The truth is, you probably won’t. But you can rank for “widgets for mountain bike wheels,” a long-tail keyword with very little competition.
Your Customers Are Searching Using Long-Tail Keywords
Here’s the thing: When your potential customers are searching the internet, they know there are different kinds of widgets. And since they’re looking for widgets that keep their mountain bike wheels on, that’s exactly what they’re going to search for.
This holds true across the board. When your potential customers type their query into a search bar, they’re naturally typing a long-tail keyword. In fact, according to search guru Neil Patel, 70 percent of all search queries are long-tail keywords. If you can rank for the long-tail keywords your customers are using in their queries, you can direct those customers to your site.
Pages Ranked for Long-Tail Keywords Have Higher Conversion Rates
Not only are you more likely to capture more traffic by inserting long-tail keywords into your content, that long-tail content is more likely to convert. In fact, it’s more than twice as likely to convert, whether it’s a click, a sale, a form fill, or whatever you’re measuring. But why?
People who search using long-tail keywords know what they’re after. They’re not mindlessly surfing the internet; they’re laser focused on finding exactly what they want. And once they’ve found it, they’re much more likely to act on it. When it comes to widgets for mountain bike wheels, that means they’re much more likely to buy. The same is true for your product or service.
Get the most value out of your content marketing efforts by focusing on long-tail keywords. Long-tail keyword content lets you capture prospective customers who are specifically searching for you, your product or your service. And on top of that, prospective-customers who are searching via long-tail keywords are significantly more likely to know exactly what they want, which means they’re much more likely to convert.