Long tail (SEO)

In SEO, the term “long tail” is used to refer to a short phrase that is used for searching online, such as Google.
Long tail is usually associated with a set of words, but in reality it is more of a phrase that gives context to a very precise intent in an online search.

For example, if we just use watch, we’re looking at a very generic keyword, because there are many results that match watch in a search and it’s not restricted, but if we choose to search for best watch for playing golf, we’re looking at a long tail keyword or phrase.

Long tail terms or phrases receive fewer searches, but offer users very relevant results.
This means that if a site has several well-ranked long tail phrases, it will receive a very relevant volume of qualified traffic willing to find out more about its services/products.

1. Advantages of using long tail SEO techniques

Let others fight for the short tail words (words where there is a lot of competition) and take advantage of this type of keyword to boost your SEO strategy.

• Long tail words have much less competition than generic words (short tail), so it will be easier to show your link in the first search engine results.
• This increases conversion, as the user is not in the first stage of the purchasing funnel, so they will show a very specific interest and their need will be very clear.
  If you know how to help the user at the right time, they will be very close to becoming a customer.
• They reduce the costs of SEM campaigns, as the cost of bidding on long tail words is much lower and there is less competition.
• They allow you to target a very specific market niche at a very reasonable cost or to improve ROI.
• Long tail words are a great ally for small and medium-sized companies that don’t have the means to compete with companies with larger SEO budgets.

2. Find long tail words

Finding long tail words is not a very complex task, all it takes is a little perseverance and experience.
However, as experience only comes with practice, here are some ways to find long tail words and thus improve your long tail competition:

• Work with more people.
  If you have the chance to brainstorm with other people in your company, don’t hesitate.
  In this way, you will enrich and locate, at first, many words that are likely to become your next long tail targets.
• Add a geographical location.
  Create phrases that contain geographical locations to obtain search intentions in which the location of the service or product is taken into account, for example: Criminal lawyer in New York.
• Put yourself in your clients’ shoes.
  Think about how they can get in touch with you when they’re in front of their computer or smartphone.
  The search terms you would use, the words or phrases they would use most often and even think about the most common place where you think they do their searches.
• Related searches.
  At the bottom of any Google search results, there is an area where a list is displayed called: related Google searches.
  It shows keywords that are similar to what you have searched for and which also have a significant volume of searches.
• Google’s autocomplete function is vital.
  When you start typing in the Google search field, the search engine suggests phrases to complete your search with just a few characters.
  There you will find many long tail keywords.
• Use specialized keyword tools.
  They can simplify your work and are a great starting point.
  Among them, Google Ads Keyword Planner stands out, but there are also others that can help you, such as Ubersuggest or the very popular Keyword Tool.