Long tail keywords are becoming increasingly important.
Here's how they are and how to use them in content to allow it to position
itself.
The universe of SEO is a dynamic and constantly evolving
cosmos and its rules change rapidly leading to the birth of better and more
sophisticated content creation systems, in order to achieve excellent positioning
on search engines .
Over the years the search engines have refined a lot,
acquiring the ability to interpret complex queries giving relevance to the
meaning of the sentences and the context in which the single words are
inserted. Focusing on highly sought after and competitive dry keywords is therefore
no longer the only objective to be pursued in terms of ranking, since the
relevance of the so-called l tail tail keywords has grown exponentially , with
more modest, but much more specific and potentially interesting search volumes for your business.
Let's see together in more detail what long-tail keywords
are and why they are important; we also discover how to use them correctly to
increase the conversion rate of a website.
What are long tail
keywords?
The long tail keywords are literally long tail keywords. In
SEO, so called keywords that are opposed to the best known short tail keywords:
while the former are not very specific but highly sought after on search
engines, and consequently very competitive in terms of positioning, long tail
keywords are little keywords sought after but very specific and generally made
up of several words .
The power of long tail keywords comes from concepts borrowed
from statistics: even if taken individually these are not particularly
performing in terms of traffic, the results of all the long tail added together
are numerically very relevant and can generate levels of visits, positioning
and conversions superior to short tail sisters.
What are the
advantages of long tail keywords?
The secret of the efficiency of long tail keywords lies in
the concept of market niche: long tail are targeted and structured keywords ,
which have lower search volumes than more generalist ones, but also a low
competitiveness and allow you to position your own content more easily.
It is therefore preferable at times to be the best in a
niche rather than to position oneself discreetly in a very large and
competitive market sector, especially when the purpose of a content is to sell
a product or service. The traffic generated by long tail keywords tends to be
higher quality traffic , since the search queries it exploits arise from
purchase needs already outlined: the more a product is specific and studied ad
hoc for a defined target, the more it will be easily perceived as single.
In this sense, often well tailored long tail keywords
included in an editorial plan are capable of generating excellent results in
terms of conversions . This especially depends on the point where a content
created with this logic enters a sales funnel: when a user searches the web for
a long tail keyword, it is likely that he already has in mind what he needs and
that it is at an advanced stage of its journey towards the final purchase.
In fact, he has already passed the initial search for
information supported by generic keywords, and has come to a precise awareness
of what exactly he would like to buy online. Providing him at that moment of
the consumer journey with clear and detailed content, positioned thanks to long
tail keywords, which expose him to the brand or product he needs exponentially
increases the chances of converting him into a real customer.
What tools to use to
find appropriate long tail keywords?
There are numerous tools that allow SEO NYC specialists and SEO copywriters to
find the best long tail keywords for the content to be created.
Among the most used tools within a long tail SEO plan there
are certainly the Google Ads Keyword Planner , or many other free or paid tools
(eg Ubersuggest, AnswerThePublic, SEMrush, SEOZoom and many others).
Conclusions: best
practices of long tail SEO
Using short tail or long tail therefore depends a lot on the
business objectives and the intentions with which a content is created. The
usual rules of good SEO copywriting also apply to the writing of the actual
text: among them the main ones are curated title tags, relevant meta
description, heading tags designed ad hoc, and above all a focus on useful and
usable contents, which are the as natural and interesting as possible, and
which respond effectively and fluently to the real needs of their audience.
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