Long-tail keywords drive less traffic to a website, so why would anyone want to use them? The answer is simple: traffic conversion rate is much higher. Not sure what that is or how it works? No problem – the rest of this post has you covered.
What is a Long-Tail Keyword?
Long-tail keywords are three to five-word phrases that are based off of shorter original keywords. These phrases are very specific, like “handmade mahogany iPod case,” an example based off of the popular keyword “iPod case.” Long-tail keywords can be used to define web page content and show up on search engine results just like regular keywords.
How Are Long-Tail Keywords Important For Pay-Per-Click Advertising?
A keyword like “iPod case” would probably field a lot of big-time corporate competition that would be hard to bypass without serious time and money. A site owner selling handmade mahogany iPod cases, however, has a special niche product that many people searching for the term “iPod cases” might not even be looking for.
When people see an ad for something that matches their needs exactly, they are more inclined to click on it. This means that those who do visit a site using long-tail keywords have been attracted by a very specific phrase and are more likely to convert, or otherwise interact with the site in a specific way.
Since long-tail keywords are less in demand than shorter ones, they are also more likely to be less expensive to bid on.
How Do I Find Long-Tail Keyword?
1. Use personal analytical tool(s) such as Google Analytics to see what keywords are bringing visitors to a site.
2. Use free keyword tools, including but not limited to: Google AdWords / Google Trends / Google Insights / Microsoft AdLab
3. Perform major search engine research to see what keywords are associated with the most search ads. The higher the number of search ads, the higher the value of the keyword and therefore the more likely it will garner conversions.
4. Do business niche keyword research. What long-tail keywords are others in the same industry using? Make use of these and come up with others to differentiate the site’s product.
Using long-tail keywords brings less traffic to a site, but increases its quality. People who come to a site through long-tail keywords are often more likely to convert – the ultimate PPC goal.
(Image Source: The dinosaur credit goes to LeftClick.com who successfully illustrate how the long tail works.)
