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In the not so distant past, long tail keywords were hailed as a very effective way to increase search traffic. But of course, there was not as much competition back then and it was quite a bit easier to optimize pages in order to use the long tail keywords. Even though many still consider this to be part of ancient history and treat it as the forgotten treasure, they have been making a resurgence in value. Using long tail keywords can offer a powerful tool through which to leverage search traffic, especially when there is a lot of competition surrounding some of the “core” keywords in a niche or industry. Once it becomes clear how to use long tail keywords as part of an SEO strategy, they can actually work for us even better than they did in the past.
What is a long tail keyword?
A long tail keyword is a more of a keyword phrase which usually contains at least 3 words; but it can contain as many as 5 words. These are very useful when a website needs to refine some of the search terms; but is also effective when a user is searching for something more specific. A long tail keyword is similar to normal keywords in that they are useful for defining the page contents, what the publisher wants to be found through searches and what is displayed on SERPs. The key difference is that they are much more specific in nature and do not draw as much traffic to the site. However, the traffic that they do draw is generally higher quality, or more relevant which can lead to many more conversions than what normal keywords typically produce.
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SEO is an ever changing world there’s no doubt. There was a time a few years ago when the SEO specialist worked diligently to figure out the “secret formula” for getting sites to rank high in the SERPs. For a long time SEO best practices were built around finding the right keyword density, building links from high ranking sites, image optimization, etc. But that was when SEO was considered a science and all the boxes in the forms just needed to be filled out. Today, SEO has made a shift from this type of pseudo-science to being more of an art form. It’s no longer a formulaic endeavor with well defined steps to follow. You cannot “do SEO” one time and then walk away and realize success. It takes a multitude of ongoing tactics, skills and strategies to get a site to rank.