Every content marketer loves blog posts. What better way to connect with target audience and give voice to your story! But how can you get your audience to notice your blog post? After all, the purpose of content marketing is to reach the audience and increase the traffic. This is where SEO comes in. Smart keywords are the superstars of SEO, building visibility for your content through optimization. But the smartest among them are long-tail keywords. What are long-tail keywords? How to use long-tail keywords? What makes them so important? Let’s take a peek.
What’s so great about long-tail keywords?
A long-tail keyword is not just a single word or two. It is often a phrase (not more than five or six words) that your audience is likely to search for when they are looking for trusted content on the topic you are writing on. Long-tail keywords are focused on a specific audience and the specific topic you are discussing in detail. It is definitely not a generic list of keywords that are common to every article you write for your b2b product or services.
Long-tail keywords are content specific, and are usually what your prospective customer might type out while searching for expert content in your area of expertise. Yes, not many people would type this out as compared to the list generic keywords you include in your content. However, the value they add to your content marketing strategy is great since it super specific to your brand and content. Most important, the people who search for these keywords are super serious about what they want so the likelihood of conversion is higher.
Long-tail versus short keywords
In today’s keyword-focused content marketing, keyword research is an essential preliminary step that bloggers and content writers focus on. Hence the balance between relevance, searchability, visibility, and cost is a critical deal breaker. Long-tail keywords definitely take the lead in relevance and cost savings. But their search volume and visibility is not as high as the values of the short keywords.
Hence, the more precise and context-specific long-tail keywords increase the traffic of focused audience to your web pages. Hence the scope for conversion with this audience is higher. The regular short keywords, in contrast, increase visibility drastically and improve the organic traffic of curious audiences. But they are costly and the way down the marketing funnel is really long and arduous in comparison.
How to use long-tail keywords?
It definitely pays to use a smart mix of long-tail keywords in your content strategy. But one of the common questions that most content writers ask is how to use long-tail keywords effectively? Let’s find out.
Choosing the best long-tail keyword for your article
Your content strategy is always linked to your brand; hence, every topic you choose will certainly be highlighting a key element of your brand. Focus on this unique feature and build your long-tail keyword around it. Then use Adwords and related tools such as answerthepublic.com to plan your keyword phrases. Adwords is detailed and delivers clear statistics for every keyword that helps you determine its relevance, while sites such as AnswerthePublic.com are interactive and provide you multiple permutations of long-tail keywords. A simple solution is doing an actual Google search. The moment you type your keyword into the search box, the auto-suggestions that it pulls up often indicates the commonly searched phrases in this area.
Incorporating long-tail keywords in your article
Once you have zeroed in on your keyword, you are now ready to incorporate it in your article. Keep it natural and the keyword must merge with the rest of the content flow. Long-tail keywords are best placed in the following locations within your article.
- The title of the content
- The URL of the web page
- The image file path
- Meta tags
- Text – especially conclusion
The most important factors in using the long-tail keyword are the keyword research you perform and incorporating the keywords seamlessly with the rest of the content. Hence, the next time you work on your content plan, don’t just think keywords, think long-tail keywords.