Why are long-tail keywords important for SEO?

Marketing professionals know well that in 2017 it’s very important to implement good SEO strategies.

Search Engine Optimization is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results, the so-called natural or organic results. Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they come closer to a point-of-purchase.

Users use long-tail keywords to find exactly what they need and what they want and they’re likely to close the sale in a very short period of time. If you google the word “laptop”, what are the chances you are going to end up clicking through to a sale? But if you google “what is the best laptop for professionals?”, you know exactly what you’re looking for and you’re probably already prepared to pay for it.

Using long-tail keywords means that you are going to draw less traffic than you would with a more common one… but the traffic you do draw will be better in terms of quality and real interest. You will get more committed prospects who are willing to purchase your product very rapidly.

long-tail-keywords

This graph shows exactly what the Search Demand Curve looks like. Shorter keywords may represent a high number of monthly searches, but visits can be scattershot and ROI can be very low. SEO specialists should use a smarter implementation of long-tail keywords, so you can pull in less traffic, but the return on investment will be surely much higher.

Thanks to long-tail keywords you will attract exactly the kind of reader/prospect you’re looking for – your audience will be far closer to the point-of-purchase. Alongside with what we’ve already analyzed, we can even see that when you bid on a long-tailed keyword, cost per click is inevitably lower, because of the lack of competition.

How can you find long-tail keywords? Well, you can simply use free keyword research tools. Google AdWords – Keyword Planner, Google Suggest, online forums, Soovle.com, Google Trends, AnswerThePublic.com are just a few of keyword analysis tools.

Are you wondering what are the key skills you need in 2017 to operate effectively in Digital Marketing? Take a look at my recent article Marketers: here are the skills you need!

Francesco

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