Keywords are the words and phrases that you type into search engines when you are searching for answers. Using three or more words in a search phrase is known as long-tail keywords.
An example is the word “rings” vs a more specific long-tail keyword phrase “women’s white gold rings.” Long-tail keywords refine the search and give more targeted results.
Benefits of long-tail keywords
As an online marketer, here are some benefits of using long-tail keywords.
1. Better targeting. Long-tail keywords allow you to narrow your target market. In the white gold ring example, that keyword phrase would appeal to potential buyers looking for that higher quality jewelry. Searchers looking for something under $25 would not be in that specific target market.
2. Higher conversion rates. By using more specific long-tail keywords, you attract searchers who are closer to making a buying decision. Someone searching for “best women’s white gold rings under $1000” is either in the process of comparing pieces of jewelry or wants to buy one.
3. Less online competition. Google gets billions of searches every day and long-tail keywords help you lower your competition. For example, general keywords like “rings” encompass all types of rings for all types of people, and all price ranges. Finding even more specific long-tail keywords keeps lowering that competitive field for you.
4. Improved SEO. Using long-tail keywords helps readers find you because Google loves high-quality, relevant content. When you use specific keyword phrases naturally in your content, you’re providing valuable information to users. This can boost your search engine rankings over time.
Always remember your searcher’s intent
In writing any content online, always remember what your potential audience is searching for. There are four stages of searcher intent.
* RESEARCH
* COMPARE
* BUY
* SUCCEED
Anticipate your searcher’s intent and make sure that your online content addresses that intent. If they are researching your product or service, give them enough information on the benefits they would receive.
If they are comparing your product to another competitor’s product, address that. They will search and find your competitors, so be upfront and show them how and why your product is better.
If they are ready to buy, make sure they know how to order and where you are located. So many local businesses, do not include their address and phone number clearly at the top of web pages. Don’t omit that critical information.
For current customers, make sure that it’s easy for them to contact you. Have your phone number and hours, chat availability, or email address clearly posted so they can reach you if they have a problem or a question.
Choose long-tail keywords and then deliver
When searchers find you, make sure you deliver on the phrase they were looking for. Give them enough information so they know how you can help them. Once you’ve attracted your ideal customer, take good care of them in all stages.