Why Longtail Keywords Are More Important Than Mainstream Keywords in SEO
Devising an effective keyword strategy as part of your Search Engine Optimization (SEO) efforts isn’t easy. You need to stay relevant but choose keywords that aren’t very competitive, yet deliver reasonable search volume. If your keyword research isn’t thorough it could affect your entire SEO strategy and make you appear on the wrong search engine results pages (SERPs).
It’s also important to point out how much search engines have changed to cater to the evolving way people are searching on the web. It’s still true that people will search a generic term for a large category, but more often, they are using voice assistants to search with conversational language opening the door for a larger variant of those high-volume search terms.
As we progress through 2021, longtail keywords are expected to take the lead over mainstream keywords. Here’s how.
What are longtail keywords?
Just as the name suggests, longtail keywords are longer and more specific than traditional keywords. These might appear to be a bit counter-intuitive, but they do generate more value from an SEO perspective. Consider an online store that sells skincare products. If your SEO practices solely rely on the keyword ‘skin care’, you’re barely going to make it to the top of the organic search results. Think of what your company specializes in and generate keywords accordingly. Longtail keywords like ‘Acne face masks’ or ‘Body wash for dry skin’ would make a lot more sense. Here’s why that matters:
Provide more information
Simply put, longtail keywords provide more information to the end-user and ensures a better line of communication between the two parties. There is also something called a search intent or a user intent behind a longtail keyword. A longtail keyword tells you what your target consumer is looking for. If you know what your target audience is searching for, you can craft more meaningful and valuable content to push them through your conversion funnel.
You would obviously attract less traffic with a keyword like “Hydrating cleanser for dull skin,” but the traffic you would bring would be more focused and committed toward the purchase. Anyone who types in that extensive of a keyword is sure of what they want and are already out there to just shop. They’re far more prepared to check out and pay for the product almost immediately. On the other hand, someone just googling “skincare” seems more unsure of what they want. They may be a high school student doing research for a paper or a business doing research. The longer keyword reflects a high level of user intent which results in higher conversion rates for your business.
Behind every excellent SEO strategy is a well-thought-out SEO audit conducted by industry experts. Whether you’re in Houston, TX, or anywhere in the state, get in touch with OAK Interactive to talk about how their SEO marketing services can help your business grow. Besides SEO and organic search rankings, we can help you optimize your local search results on Google My Business. Contact us for a free website assessment.