Long-Tail Keywords: 7 Things Small Businesses Need to Know

To help your small business better understand long-tail keywords, we asked SEO experts and business leaders this question for their best advice on long-tail keywords. From choosing target keywords for your market to writing about what people want to know, there are several things small businesses should know about long-tail keywords.

Here are seven things small businesses should know about long-tail keywords:

Draw in Values-based Leads

There is a lot of business and money to be made in targeting long-tail keywords. Sustainability has always been an important part of my company, and it wasn’t until my SEO agency found keywords in this space that I really used it to my advantage. Now I can connect with customers who value this aspect of my company and continue to see new leads in this space on a monthly basis!

Eric Blumenthal, The Print Authority

Target Keywords For Your Market 

If a small business is just starting out using SEO on their company website, it is important to incorporate long-tail keywords. Small businesses may be aware of using keywords on their website but may not know about the impact that long-tail keywords have. With long-tail keywords, businesses can target a more specific demographic, which will lead to more conversions. When a person is googling a long-tail keyword relevant to your business, they know exactly what they want.

Henry Babicheknko, Stomadent

Attract The Right Customers 

Long-tail keywords can help your content stand out in the crowd. They can be tricky to use at first, but once you know your way around them, you’ll be able to draw in more customers. Being specific can help a customer narrow down their search and find their way right to you.

Gregory Drambour, Sedona Retreats

Increase ROI With Long-Tail Keywords

A small business might shy away from long-tail keywords because they tend to have lower search volume than other terms in the industry. But the beauty of these keywords is that they attract targeted traffic to your site. People farther along the buyer journey search for long-tail keywords and are more likely to convert once they arrive. So don’t count those detailed search terms out! They can help you improve your bottom line.

Claire Routh, Markitors

Get Specific To Rank

The more specific the keyword, the more specific someone is getting in their search. Long-tailed keywords, by their nature, tend to be for very specific searches (e.g., red phone case with lightning bolts) instead of broad-strokes searches (e.g., red phone cases). It’s best to tailor a specific blog post or product page to that type of search, so the searcher can easily find the single product or piece of information they are looking for. This is an especially useful technique if you have an ecommerce store with categories (targeting less specific, shorter-tailed keywords) and products (targeting more specific, longer-tailed keywords). However, in some cases, particularly where people are searching for information, you may want to address a long-tail keyword as part of an article on a larger topic, as that post can still rank for more specific searches (especially as search engines can highlight the most relevant content in the article).

Camille Brouard, Myhrtoolkit

Research And Bring In Conversions

By understanding who your customer is, their needs and pains, and doing some pretty simple keyword research, you can create content that will convert at an outstanding rate. Just start typing your basic keywords into Google or YouTube search and see what those SERPs recommend. Let the other folks compete in that cluttered, cut-throat, red sea. Do your research and enjoy hunting alone in a nice crisp blue sea.

Eric Rutin, Marketing Mentor

Zero in on Customers Ready to Purchase 

Long-tail keywords help target customers who are trying to find something specific. Defining long-tail keywords allows your website to rank higher in search results, because there is much less competition. By focusing on using long-tail keywords, you’re able to pursue customers truly ready to learn about your business and make a purchase. 

Guy Katabi, Lightkey

Write What People Want to Know

A long-tail keyword is a phrase of more than one word. Questions actually dominate search. People aren’t just looking for “Korean restaurant near me.” No, they are asking questions. The key is for your website to have the answer if you’re an expert or knowledgeable. Google will pull up the freshest, most relevant content that answers the questions. So, you should determine what questions your potential customers might ask. Put yourself in their shoes. What frequently asked questions have you gotten in your business? Using the free Google Keyword Tool, which is part of Google Ads, will help you find what people are actually searching for and give you suggestions of other phrases and questions. Look for the ones with high monthly searches and low to medium competition. This will also give you a list of topics for blog articles. Another place to find questions is Quora. Again, the idea is to think like your target market. Get to know them through research.

Giselle Aguiar, AZ Social Media Wiz

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