In the world of digital marketing, search engine optimization (SEO) plays an important role in improving the visibility and ranking of a website on search engine result pages. While there are various techniques and strategies, one of the most effective is the use of long-tail keywords in your website content.
Every industry and sector has its set keywords, especially in an area like health. People rarely use one-word searches when they are looking for something. We’re all geared up nowadays to be a lot more specific. Within your area of expertise or sector, there will generally be a whole bunch of long-tail keywords that are highly specific and regularly used by potential customers. It’s a good idea to figure out what these are and include them in your content.
Here we take a closer look at what these are and how they can be particularly useful for health-related content where there is often a lot of competition for that all-important first-page ranking.
What Are Long Tail Keywords and Why Are They Important?
- Long tail keywords are longer and more specific phrases that people use when searching for something online.
- They typically consist of three or more words and are more targeted to a particular topic or niche.
For example, someone searching for a specific therapy may start with a broad search term like acupuncture but they are more likely to refine their search with a more specific phrase like acupuncture to help stop smoking or acupuncturist near me. This longer phrase is what marketers call a long-tail keyword.
They are important for SEO because they help to attract more targeted traffic to your website. By incorporating them into your website content, you should reach people who are more likely to be interested in your products or services.
The good news is that long tail keywords generally have less competition than broad keywords, which means that it is easier to rank for them in search engine results pages. Additionally, they are more likely to lead to higher conversion rates simply because they are a lot more specific.
Incorporating these keyword combinations can also help to improve your website’s relevance and authority. Search engines like Google are always looking for relevant and useful content and when their algorithms note that you are fulfilling this for your customers, they are more likely to you’re your pages higher in search results.
Long-Tail Vs Short Keywords
Competition for keywords and ranking is a major challenge for most businesses trying to improve their search engine rankings. Health and well-being make up one of the biggest sectors on the internet and there are literally millions of sites that are focused on it, covering everything from counselling and dietary help to exercise and massage.
Even in your local area, there could be several hundred different businesses competing for the same short keywords.
By focusing on more specific and targeted ones, you can improve your chances of ranking much higher. Combine this with high-quality content that is relevant and useful to your target audience, and you should see some significant results.
How to Find Long Tail Keywords for Your Website
Start by brainstorming a list of potential long-tail keywords related to your business or industry. Think about what your target audience might be searching for and what types of questions they might have. If you’re a massage expert, for example, you might think of combinations such as:
- Relaxing Swedish massage.
- Deep tissue massage.
- Stress relief massage.
All these are highly specific. They won’t attract as many potential visitors as a simple ‘massage’ keyword but those that type in this search function will be more likely to choose your service.
You can also use keyword research tools such as Google Keyword Planner, SEMrush, or Ahrefs to find other long-tail keywords that are relevant to your business. These also provide data on the search volume, competition, and other metrics for specific keywords so you can see which are the more popular.
A less used approach is Google Autocomplete. When you start to type in a search query into Google, it will often come up with a list of possibilities in a drop-down list. What people don’t realise is that this is based on what people are searching for at the moment and what is most popular. In addition, it’s a great way to find new blog post titles.
Tracking and Analysing the Performance of Your Long Tail Keywords
Once you’ve implemented a long tail keyword strategy, it’s important to track and analyse performance to ensure that each combination is having a positive impact on your business. Here are some key metrics you might want to keep an eye on:
- First of all, monitor your website’s overall traffic and the percentage which comes from long tail keywords. Google has made it a bit easier nowadays with its new analytics system to track different parameters. If you’re not tech-savvy and don’t want to get into that side of things, looking for spikes in general traffic can help see if your strategy is working.
- One of the main benefits of targeting long-tail keywords is the potential for higher conversion rates. That’s the number of people who actually book an appointment or buy your products online. If your long-tail keyword strategy is working, you should see a higher conversion rate for visitors who come from those keywords.
- If you are a bit of a tech geek, you can use a tool like Google Search Console or SEMrush to track the rankings of your target long tail keywords. This is a useful skill to learn and there are plenty of resources online to help you get to grips with all the different terms and metrics.
Ultimately, however, the success of your long-tail keywords will be measured by the revenue it generates. You may find that a single combination only leads to one or two conversions but when you add all your keywords together they have a significant impact. The key here is that you’ll find fewer people searching using those terms but they will be more interested in what you have to offer and therefore more likely to engage.