Long-tail keyword: definition, SEO relevance and research
The term "long-tail keywords" describes longer and more specific keyword phrases. Search engine users are more likely to use these if they are closer to a purchase decision, generally know what they want or use voice search.
Long-tail keywords have a lower search volume than short or main keywords. They are less intuitive, but can be very valuable if you know how to use them.
Why are long-tail keywords important for SEO?
Example: If you run a business that sells classic furniture, there is little chance that your web pages will appear at the top of an organic search for "furniture".
However, if you offer products in the "modern art deco furniture" category, among others, and further expand your keywords in this area, your chances of ranking well are much better. For example, the competition for the keyword "modern art deco dining room cabinet" is much clearer.
Basically, the use of long-tail keywords is about creating optimized communication between your own company and (potential) customers.
Of course, the traffic potential with a long-tail keyword is - generally speaking - lower than with a main keyword. However, especially in highly competitive markets, you may only be able to reach a satisfactory number of visitors with long-tails. What's more, the people you attract with longer, more specific keywords are more likely to actually buy from you.
How to find long-tail keywords?
There are a number of methods you can use to find long-tail keywords. The following are particularly common.
- Google Suggest: Enter your main keywords into Google and see what additions the search engine suggests in the input field. You should not use these terms directly, as they usually have a high search volume. However, the function is very useful as a guide to useful synonyms and extensions.
- Use specialized tools: There are numerous tools that automatically spit out suitable long-tail keywords when you enter main keywords.
- Analyze competitors: Take a look at which keywords your competitors are ranking for. You can do this manually by viewing the page topics of your competitors and using Google search or again with the help of a specialized tool.
- Search forums and social media: There are often discussions in forums and social networks that provide clues to good long-tail keywords.
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