What are long-tail keywords and why use them?

What Are Long-Tail Keywords?

When people need information, they quickly turn to Google. It’s the easiest way to find answers to specific questions or solutions to problems. They do this by entering different terms into the search bar. The more terms you enter, the more specific your results will be in Google. Google ranks pages based on these terms, known as keywords. Companies and organizations optimize the content on their websites using these keywords through blogs, articles, landing pages, pillar pages, and product/service pages. An important strategy here is the use of long-tail keywords.

The term “long-tail” comes from statistics and was popularized by Chris Anderson’s 2004 article and subsequent book “The Long Tail: Why the Future of Business is Selling Less of More.” Anderson argues that companies can make significant profits by selling a large number of less popular products, which together form a substantial market share. This concept is particularly relevant in sectors such as media and entertainment, where digital distribution allows for a broader range of products than traditional physical stores could offer.

In the context of search engine optimization (SEO), the long-tail theory works similarly. A small number of very popular keywords have high search volumes, while the “tail” (the long-tail) consists of many specific keywords with low search volumes. While each of these specific keywords individually attracts little traffic, the combined search volume of all long-tail keywords can be substantial.

A practical example: suppose your company offers shoe detergent. It would be illogical to optimize your website for the general keyword “detergent” because it’s too broad and unlikely to reach your target audience. Instead, you should focus on more specific keywords like “detergent for sneakers” or “shoe cleaning supplies.” This way, Google understands what specific product you offer, and you avoid unnecessary competition with broader markets where you don’t want to be found. By focusing on long-tail keywords, you can improve your website’s visibility and attract more relevant traffic, ultimately contributing to the growth and success of your online presence.

The Benefits of Long-Tail Keywords in Your Google Ads Campaign

The main benefits of long-tail keywords are:

– Cheaper
– Less competition
– Higher conversion rate

The most obvious advantage of long-tail keywords is that they are often significantly cheaper. This is because the competition is lower; Google charges advertisers more for keywords used by many companies in their campaigns, which is almost always the case for short-tail keywords. Besides lower costs, long-tail keywords also bring in more valuable visitors because you attract specific traffic. This specific traffic often consists of people who are closer to making a purchase decision, increasing the likelihood of.

By focusing on long-tail keywords, you improve the relevance of your content and attract more qualified traffic to your website. This is especially important for smaller businesses or niche markets where the advertising budget may be limited and the competition is too high. Using long-tail keywords allows you to spend your marketing budget more efficiently while achieving a higher return on investment (ROI).

Moreover, using long-tail keywords helps you refine your content strategy. By analyzing which specific search queries users use, you can better address their needs and interests. This leads to content that not only performs better in search engines but also offers more value to your audience. This can result in higher engagement, longer visit times, and a greater chance that visitors will return to your website. Ultimately, the most important outcome is more conversions!

What Is the Difference Between Long-Tail and Short-Tail Keywords?

The opposite of a long-tail keyword is a “short-tail keyword” or “head term.” These are short, broad search terms usually consisting of one or two words and have a high search volume. Short-tail keywords are often highly competitive because many companies and websites target these popular terms. They attract a broader audience, but the user’s intent is often less clear, which can result in lower conversion rates compared to long-tail keywords. Examples of short-tail keywords are “shoes” or “laptops.”

If you want to be found, you need to make clear choices about how you want to reach your target audience through SEO and SEA within a specific market. For example, if you sell valve caps for bike wheels in the B2B sector, it is essential to focus on long-tail keywords. If you are a large manufacturer of bike wheels operating both B2B and B2C, you can base your strategy on both short-tail and long-tail keywords.

The competition on Google is extremely high and changes every day. Additionally, Google’s search algorithm is complex and considers hundreds of factors to determine which websites are most relevant for a particular search query. These factors include the quality of the content, the use of keywords, page load speed, user experience, and much more. Google also uses machine learning and artificial intelligence to understand search queries and deliver the best possible results. This means the search algorithm is becoming increasingly adept at recognizing the intent behind search queries. When you use long-tail keywords, you help Google match your content with users who are specifically looking for what you offer. This increases the likelihood that your website will be shown to the right audience and can significantly boost your conversion rates.

Merkelijkheid: Specialists in Long-Tail Keyword SEO/SEA

At Merkelijkheid, we are experts in strategically using long-tail keywords for SEO and SEA. With our high-quality keyword research, we develop a transparent and effective strategy with our clients. Our goal is clear: generating relevant conversions.

Through our detailed and targeted approach, we help your business increase online visibility and achieve sustainable growth. We closely analyze the search behavior of your target audience, allowing us to identify highly specific and valuable keywords that your competitors often overlook. This ensures that your content and ads reach the right people at the right time.

In addition, we offer continuous optimization and monitoring to ensure your campaigns always perform at their best. Choose Merkelijkheid and experience the power of long-tail keywords in your online marketing campaigns. With our expertise and dedication, we achieve your business goals together.