When starting a new digital marketing campaign, your main goal is to be seen by the customer. You need to do whatever you can to increase your ranking on search engines and increase your brands visibility (Legally, though).
For small businesses, utilising SEO is paramount to a successful marketing campaign and allows them to compete with the larger companies in their industry or sub-market.
Most larger organisations have already optimised the ‘shirt-tail’ keywords as they have the capacity and brand awareness to do so. This post will define the power of the ‘long-tail’ keyword and help you understand how to use them for your marketing efforts.
What is a long-tail keyword?
In short, a long-tail keyword is a phrase that consists of at least three words (some say two or more is long-tail). These phrases are used to target specific niche demographics in a larger sub-market or industry.
So a long-tail keyword is less competitive and much more specific than generic keywords and phrases. Being ultra specific, long-tail keywords can help you rank higher in search results and will attract higher quality traffic that is more likely to convert into leads and customers.
Think about it, every time you are serious about buying a product or need a service, your search terms in google get longer and more specific. For example, someone looking for a yoga mat may start out y simply typing in ‘yoga mat’, but if that search doesn’t show them what they wanted they would type in a more specific term such as ‘extra wide yoga mat in blue’.
NOW they’re certain of what they’re looking for, making them a lot more likely to buy.
So you see how utilising your long-tail keywords for your niche can cut out the big companies and put you at the top of the search rankings, all because you spent some time getting into the mind of your customers and what they may be searching for.
Research Tools For Long-Tail Keyword Campaigns
It seems kinda backward to insist that optimising your content for longer keywords and phrases that only result in less search volume is a much better strategy for smaller brands, rather than optimising for shorter terms with higher search volume.
Just remember, with the right research and tools it’s easy to see how leveraging longer keywords is a better long-term SEO strategy.
There are various places you can find great long-tail keywords, and its not entirely necessary to spend money on expensive professional services to do the work for you. One of the best FREE keyword research tools is Google’s own Keyword Planner.
Google’s Keyword Planner helps you construct new campaigns or expand on your existing ones. You can search keywords for ad group ideas you have, including creating new keyword lists, get historical stats, check how well a list of keywords would perform, and can create several lists of keywords together.
Technically Google’s Keyword Planner is an Adword’s tool, but the keyword effectiveness resonates across the search engines and social networks, but may differ slightly.
There are also professional tools that require payment that allow for more detailed research. One of our favourites is KWFinder. This tool offers an extensive keyword research analysis, as well as back link analysis, website analysis, rank tracking, SERP analysis.
Using the Keyword finder is straightforward, and it can help you find words your competitors are missing, narrow your research to a specific city level, and many more features.
Prices range from $25.90 to $69.90 for packages that include all features mentioned above. The FREE account offers 5 lookups per 24 hours, 50 keyword suggestions per search, and 100 backlinks every 24 hours. Try it out here (no credit card required!).
No Need to Follow the Numbers
Long-tail keywords can gain a lot of traffic for your campaign, although in tools like Google’s Keyword Planner the long-tail keywords won’t appear to have a high search volume. It will be extremely difficult to only look at the numbers when choosing your keywords. Now going back to user intent, you must analyse and write out a list of words that address your campaign, researching as many buyer personas as you can.
There are no guarantees.
Keywords will not solve all of your goals. You need to combine your keywords will relevant and personalised content to create the perfect marketing campaign that results in leads and sales for your business.
You must have a comprehensive perspective on your marketing campaign, so when all the parts of your strategy come together, you’ll begin to see some serious results; especially if you’re diligent about using the long-tail keywords to strengthen all of the content your business produces.
Bonus: Secret Keyword Strategy
Lucky you, I’m about to reveal a simple but very effective technique you can use to research long-tail keywords. It’s all about Amazon.
Amazon is the #1 website for almost anything and everything and with over 310 million users; it’s the perfect place to do some quick keyword research for your products. Below there are 3 quickfire techniques to research competitor products for keyword ideas:
- Amazon ‘auto-complete’ search bar helps you find the most commonly typed keywords related to your product.
- When checking product’s look for the ‘customers also viewed’ carousel images, usually found at the bottom of the page. This gives you an idea of what your customers also look for when searching for a particular product.
- Analyse competitor product titles; take note of keywords that make their product stand out. The good ones usually have some type of certification or approval, and include the products main uses all in the product title.
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