Hopefully, you’ll have already read our guide on choosing the right keywords for your business, If not, please spend five minutes or so reading it now because you’ll get more out of this guide on long tail keywords as a result.
What Are Long Tail Keywords?
Long tail keywords differ from short tail keywords in that they contain more words (usually three or more). This makes them more targeted, less competitive and inevitably easier to rank for.
Unlike short tail keywords that are searched for thousands and thousands of times per day and have a huge amount of competition, making them more difficult to rank for, long tail keywords are a lot more specific and bring in the kind of traffic your business wants: people in your local area who are actively looking for the products and services you offer.
This is what makes long tail keywords so powerful for business owners who provide services and sell products in their geographical regions – business owners like you.
For example, the short tail keyword “building” returns over 4.3 million results on Google UK (at time of writing). However, the long tail keyword “building firm in Nuneaton” returns a much lower number – 918,000 (at time of writing). And while there almost certainly aren’t nearly a million building firms in Nuneaton, you can appreciate how ranking for that particular term would be easier than the short tail one.
With long tail keywords, you have a much greater chance of ranking high in the search engine results pages (SERPs) and that ultimately gives you a better return on your investment.
Don’t unnecessarily compete with the big boys, find your own niche with your long tail keywords
Let’s look at an example:
Someone conducting an internet search Google UK for the short tail keyword “DIY” is going to see that diy.com (the official B&Q website) occupies the number one spot in the SERPs. And this is probably a great result for them. After all, they are looking (in theory) to do some DIY and so a company that sells DIY supplies and accessories is going to be a pretty good fit.
That’s why as a tradesperson it’s rarely a good idea to target high competition, short tail keywords like this. It’s extremely unlikely that you’ll topple B&Q from the top spot any time in the near future, so a much better approach is to go after long tail keywords that you not only stand a good chance of ranking for, but that improve your chances of getting high converting traffic to your website – traffic that is likely to lead to a sale or a new project between you and the customer.
The only real down side to long tail keywords is that by focussing on certain terms, you sometimes miss out on ranking for others. For example, ranking for the long tail keyword “building company in Chichester” is great, but you could miss out on people searching for building companies in Bognor Regis or Littlehampton – both areas which you may also cover and want to attract business from. That’s why many business owners tend to target several different long tail keywords and that’s where your keyword research comes in.
If you need some help choosing the right long tail keywords for your website, why not get in touch with us and see how we can help you with your business?