It is certain that if you arrived here, you are committed to learning more and better about SEO. After all, there is no way to talk about a search engine optimization job without talking about keywords and depending on the level of involvement and knowledge to do the job, not to mention the long tail keywords. So let’s talk a little bit about it.
What is a long tail keyword?
If you have already researched the subject and visited other sites dealing with the same subject, you must have encountered situations exactly with the title of this article, that is, long tail keywords, which is the most common, even though it is strange to mix with any other language. To a lesser extent, but also reasonably common, long-tail keywords and to a lesser extent – more commonly in English texts or that explain their origin – long tail keywords. It’s all the same thing!
Let’s assume that when you land here, you are already aware of what a keyword is and its role in an SEO job and for that reason, we will not talk about it anymore. Therefore, we are admitting that you have already taken some steps and have mastered the use of keywords
Unlike the keywords we usually use and which usually consist of just one word, except when they are compound nouns (eg, cauliflower or keyword) or have an important specificity or differentiation, such as racing car or racquet. tennis, a long tail keyword, can contain in addition to the radical or head (head) and that is the most important word, other words that make the related subject more specific.
Let’s say you do a search to buy books and that is a very generic keyword. To make the research more specific, you can repeat it using “law books”. Still, it is a very comprehensive subject and if you want even more precision in the results that Google gives you, you can search for “tax law books”. But you do not want a new book, but a used and cheaper one and repeat the search for “used books of tax law” or “books of tax law in the tallow”.
In other words, in the example above, we ended our different searches with a legitimate long tail keyword, as it does a pretty good refinement of the results that I can find. Each word that was added successively in the searches made, added focus to what you want to find. The word “used”, certainly eliminated all the sites and blogs that review, deal with launches, the websites of publishers and authors and all other purposes other than working with used books.
Long tail keywords, improve the quality of the results presented in searches and at the other end, also qualify and make your content more specific.
From that example, can you already imagine how important long tail keywords are to your business? It seems obvious, but it is not always.
How important are long tail keywords in SEO?
Whether the keywords head or head, or the ones we are most used to hearing and using, whether long tail, are fundamental, but with different uses and consequences.
In the very example we use from books, the difference is explicit. If we work with Content Marketing only with books, we have a chance to bring people who are interested in books in general and even if we are as big and generalist as an Amazon , the chances of not having the specific type of books are also good. that a particular person seeks.
So, let’s list the most important implications of working with long-tail words in topics:
What is the use of bringing a lot of people to the site, if we convert little? In other words, the visitor even accesses a page that contains the searched word several times and that is well-positioned in the organic results of the search made. But if the specific type of book he wants is not what appears on the page, he will leave. How many times do we not do this in the searches made, because we do not include words that give differentiation to what we want ?;
Specialize in niches. You are legal tallow, so what is the use of competing with generalist tallow? By focusing on specialization, using long tail keywords, you gain visibility in terms of more specific searches and, consequently, improve your position in relation to competitors who do not do the same job;
Just bringing visitors to the site, but who are not interested in what you have to offer, will make them leave quickly, increasing your bounce rate and, consequently, interfering negatively in your ranking position over time. On the other hand, refining what is sought, has a greater chance that visitors will stay longer;
They help to build authority over more specific terms, which is easier and quicker to return, since competition is also less;
They favor the work of SEO, as it has more alternatives and greater conversion.
In summary, we can say that the proper use of long tail keywords, is able to bring more qualified traffic and conversion-prone, unlike many works that manage to bring many visitors to the site , but that leave the site quickly, do not return and do not browse other pages.
How to use long tail keywords?
It is important to note that search engines, and especially Google, have conditions and distinguish when someone does a search with 4 or 5 words and they must appear exactly as they appear in the search field or not.
This is the first care to be taken. A text in which the 4 words searched appear exactly as in the search, tends to appear better positioned than that in which the 4 appear in different points of the text.
Evaluate the following three pieces of text:
” The author of this book makes an important overview of the most common situations in law, especially in the tax segment, with an emphasis on new legislation on the subject … “
” The new tax legislation is the main theme of this tax law book, in which the author addresses the most common situations and consequences … “
” In this law book, the new tax legislation is the central issue and the author addresses the consequences and situations that should be most affected by the change … “
Therefore, among the three possibilities above, in which practically the same thing is said, but using different constructions, the third should have a better positioning for Google, than the second and this in turn, better than the first, especially for a search that uses the words “book law new tax legislation”
It is also important to consider that from the moment the BERT update is fully incorporated into all searches, more meaning and relevance will be for long-tail keywords.
That is, it is not a simple job, but it involves knowing the subject and the most common possibilities. It helps to evaluate the statistics system offered by your hosting provider, as well as the Google Analytics information. Another important source is your site’s internal search system – if you have one – where you can consult the most frequent searches.
It is fundamental to have common sense and to make it prevail at the expense of style. If you have a website or blog about Formula 1, using “Ferrari Formula 1 cars” instead of “the red balls of the Maranello team”, it is certainly less romantic in the eyes of passionate ironmongers, but it will bring many more people looking for it, after all what is the chance of someone doing the second survey, however devoted to Ferrari?
Last but not least, consider alternatives and the use of synonyms for different occurrences or variations of certain terms. By doing so, you increase the chances of bringing in an additional contingent of people looking for similar, but not identical, things. In the previous example, “formula 1” is also usually searched for as “F1” and so, if the term appears 4 times throughout a text, using each alternative twice is good practice.
The concern with the adoption of Long Tail keywords is fundamental to qualify the traffic that arrives at the site, improve the conversion and give authority over more specific topics.