The embracing of digital transformation initiatives by enterprises means the availability of a large pool of information for users on the World Wide Web. As businesses aim to garner a more significant share of customers’ attention to their websites they invariably leverage the time and tested route of Search Engine Optimization or SEO. However, with search engine algorithms giving primacy to the use of long tail keywords for better query resolution, businesses need to adapt.
If you think incorporating popular keywords in your content is a surefire strategy to draw leads and possible conversions, think again. Remember! Customers have become increasingly choosy with their search queries. They are no longer satisfied with typing the ‘popular keywords’ and getting a generalised piece of information on the SERPs. With the increased use of smartphones and voice chat tools like Siri, Cortana etc., customers are using a specific set of keywords (read long tail keywords) in their searches. For example, instead of typing ‘SEO’ or ‘SEO company’, the trend is more towards using long tail keywords like the ‘best SEO company in India’ or ‘SEO services for a business website.’ If you observe, the long tail keyword is more specific and highlights the customer query in a better manner. In fact, general keywords consisting of two or three words are more difficult to rank in the highly competitive Search Engine Result Pages or SERPs while the long tail ones stand a better chance of conversion for being more descriptive and targeted.
Not only the changing nature of customer queries as reflected in the use of long tail keywords should draw your attention, but even statistics affirm their importance. As per WordStream, the conversion rate for the top 10% of landing pages is a mere 11.45%, which increases to a healthy 36% when long tail keywords are used. The reason lies in the fact that short tail keywords are overused and leave your content in an ocean with plenty of competition to grapple with. The trick is, therefore, to find a decent search volume but in a less competitive environment. This is where using long tail keywords can be of help for they let your content appear in a select few SERPs. Thus, customers, on finding you in a SERP with fewer websites, are much more likely to engage with you.
Thus, more the reason why you should use such keywords in your content. The real question is how to make use of these keywords to improve your SEO rankings? Before dealing with that question, it is essential for you to have the list of long tail keywords about specific content. In doing so, make use of tools like Google AdWords Keywords Planner, Long Tail Pro, HitTall or Ubersuggest among others.
Let us now discuss the ways to use long-term keywords to improve your SEO. In fact, optimising your articles can be one of the methods, to begin with.
Optimize your articles:
Research shows (Source: a study by Clickstream and Backlinko) that articles or blogs with more number of words are ranked higher. The study states the number of words to be around 2000. People with search queries could explain this is more likely to read full articles with in-depth information provided it is presented in an easy to read format. The other attributes for such blogs should be:-
• Faster loading
• Presence of an image (with relevant alt tags and descriptions) to attract user attention
• Keyword density of less than 1%
• Presence of internal links
Next comes the positioning of long tail keywords in your content to have a shot at better ranking on SERPs. Start with your primary long tail keyword in the title, preferably at the beginning. Follow that up by using it in the introductory section and further in one of the subheadings. While positioning the keywords, don’t forget to enrich your content with relevant and in-depth information about the keywords. In fact, to ensure better optimisation of articles with proper use of long tail keywords, engaging the services of a top SEO agency can be an option.
Use proper subheadings with keywords:
If your headline is the key to attract user attention in the first place, new subtitles are needed to sustain that attention. So, write relevant captions that are interesting and unique, and that further add to the attraction of the information pool (the content).
Use LSI technique:
Instead of using specific long tail keywords repeatedly in your content and be accused of stuffing or manipulating the search, use similar sounding keywords. Known as Latent Semantic Indexing, LSI aims at using synonyms along with the actual long tail keyword(s). In fact, the use of LSI has become an even more critical post the Google update of its search engine algorithm, Hummingbird.
Use keywords in conclusion:
Your article should not end abruptly but should have a proper conclusion with your primary keyword being a part of it. The finding not only helps to garner a better user experience but lead to a reasonable search ranking as well.
Long tail keywords have become the Holy Grail of content development. These not only help to generate better leads but are viewed favourably by search engines as well. If you look forward to developing an engaging content by using relevant long tail keywords to get better SEO rankings, avail professional SEO services.