Single keywords and popular key phrases are often overused by businesses and content marketers, leading to a great deal of competition and very little chance of achieving the top search rankings. Single keywords also target a wide audience, which can drive disinterested visitors to your website and increase the cost of pay-per-click advertising campaigns. Using long-tail keywords in your content gives you the opportunity to achieve higher search rankings and reach a finely-targeted audience. Here are three tips for optimizing long-tail keywords.
Changes to Google’s algorithms have led to search results becoming more focused on interpreting and answering queries posed by users. Identifying questions that your intended audience may type into search engines will enable you to target your long-tail keywords more effectively. Performing research into keywords and phrases related to your industry or field of expertise can provide valuable insight, but try to choose specific questions to answer. Read forums to see what kind of questions users are asking, as many people turn to forums when they can’t find the answers anywhere else.
Consider Voice Search
Google’s algorithms are set to become more focused on providing relevant results for voice searches. Users performing voice searches use more conversational and casual language than those typing questions into a search bar, so you need to consider how friendly your content is to voice searchers. Read your content aloud to make sure that it flows well and use language that your intended audience are likely to use when speaking. Formal language may give your content a professional feel, but it could reduce the potential for voice search traffic. Try to find a balance between professional and conversational when writing your content and choosing your keywords.
Optimize for Mobile
Mobile search is another area that Google algorithms are starting to focus on. Mobile searchers are often looking for quick answers or local information while on the move, so you need to consider how your long-tail keywords can help to meet their needs. When searches are performed on mobile phones, the user often makes decisions on which link to click based on the first three or four words in a title, as mobile users tend to scan text more quickly than computer users. Try to include a relevant keyword that will catch the searcher’s eye within the first three words of your titles. Make sure that your website is mobile friendly and easy to access from a range of mobile devices and tablets.
Long-tail keywords are much more effective than single keywords and short phrases when trying to optimize your website and content for search engines. Choosing the right keywords can depend on many different factors, but the more specific and targeted your keywords are, the more likely you are to achieve higher rankings in your chosen subjects. Identifying and answering questions posed by your intended audience, considering the impact of voice searches and optimizing your content for mobile devices are all essential for success when choosing long-tail keywords.