Mastering Long-Tail Keywords

Old KeysWith the move towards contextual search, SEOs and businesses have to be much more concerned with the intent behind the query. When someone enters “Italian food,” for instance, do they want restaurants? Recipes? Diets? Targeting the intent with long-tail keywords can help websites improve their SEO strategies, increase relevancy, and pull in visitors.

Long-tail keywords are usually 3-4 words in length, as opposed to “head” keywords. In our example, “Italian food” is a head keyword, and completion is fierce. How can you ensure visitors find you because your site is relevant to their needs? By:

  • Using very specific search terms. Italian food restaurants in London, Italian recipes for family dinners, Italian and Mediterranean diets. Someone searching for a good eatery will find you using these targeted terms. Hit Google AdWords Keyword Planner to determine which terms your audience is searching for and plan a strategy.
  • Using keyword search tools, such as Ubersuggest and Google (just enter in your keyword and see what it suggests). Ditto that for Bing. Also try Bing’s Suggester.
  • Using Google to search potential keyword phrases. Ideally, you’ll see that there’s not a lot of competition and that the phrase appears in niche sites, Q&As, and forums. Don’t get too granular, though. You don’t want to narrow down so much that you rank first for your keyword – but no one is searching for it! Think like a searcher.
  • Including the keyword into your title tag. Make sure it is compelling and encourages readers to click through.
  • Using 3-4 long-tail keywords for each new post – and make sure posts are fresh. Publish content regularly. Google likes it; so do searchers. Remember, as with any keyword, never stuff. Place them organically into your content.
  • Optimising existing content with the targeted keywords. Again, natural is the key to keywords.

Search queries are increasingly specific, many times even in full question form. Capitalise on what people are actually searching for by including long-tail keywords. You’ll be able to show searchers that you’re relevant and can answer their questions.

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