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Long Tail Keywords Outperform Short Tail Keywords by 2.5x!

4 Punches that showcase the power of Long Tail keywords


Long Tail keywords for SEO provide businesses with a way to connect to key search engines (Google, Yahoo, DuckDuckGo, etc) on the Internet, which can in return provide a higher return on investment (ROI) on the advertising budget. Here are three key facts that demonstrate the power of long tail keywords.


  1. Over 70% if the search web traffic is done through long tail keywords
  2. Long tail keywords trade volume for ranking potential
  3. Long tail searches are often 2.5x more effective and efficient than short keywords

Here are some information along with some inside tips on how to get on with long tail keywords for your Search Engine Optimisation campaign.


What is SEO?


SEO stands for search engine optimization. SEO is the process of maximizing the number of visitors to a particular website by ensuring that a particular website ranks high in the list of results returned by search engines. On a side note, it is important for you to learn about the 5 Big Mistakes In Search Engine Optimization. This gives you an overall better understanding of how to do SEO and how not to do SEO in 2021.




What is Social Media?


Social networks are websites and applications that allow users to create and share content or participate in the network. The most common social media sites are Facebook, Twitter, Pinterest, Google+, Instagram and Flickr.





What are Primary Keywords?


Primary keywords are the feature with the most search terms because they are more versatile than long tail keywords. In general, they are characterized by entering 2 or fewer keywords in the search engine. For example, "math help", "cleaning service" and "SEO services".


What are Long Tail Keywords?


Long tail keywords can be described as having 3 or more words to create a targeted search term. Examples might include "Where can I find the best hairdressers in the Bugis area" or "24 hours bubble tea shop Singapore". Long tail keywords can help companies establish connections with specific target markets and provide better conversion results.


Long tail keywords and % of total web traffic


Long tail SEO keyword is a white-hat SEO method that involves targeting less competitive, highly specific search (keyword research) terms known as long tail keywords. Over 70% of all search queries are for long tail terms, there is incredible value in taking control of those keywords.


For clients who come to us to do International SEO for Google sites in Malaysia, Thailand, Indonesia, Philippines, India and many other countries, it is important for clients to understand what International SEO is. We recommend you to read this blog article that we wrote on International SEO


Popular keyword vs Long tail search traffic


There is a total of 70% to 80% of search traffic that comes from long tail keywords. People tend to be more specific with their searches because they are looking for a specific result to their problem or needs. Hence, do you want to appear when your customers are searching for you with the intent to buy? We’re pretty sure you want to be there!


Many customers think of SEO as just amending the Meta Title and Description. In fact, it is more than that. Google’s view on Meta Title and Description changes very frequently. We have previously written an article that talks about the Impact of Meta Title and Meta Description on SEO here.


Ranking potential of long tail keywords


Long tail keywords are more specific and contain more words than short-tail keywords. While this means that they will be searched less often it also means they are much easier to rank.


Long Tail Keyword Search Engine Results Click Through Rates


Click through rates increase as keywords become more specific. For example, a 5 word long tail was mainly used to search for specific results that people want to achieve. Long tail keywords result in higher search engine result click through rates. At the end of the day, the objective is to increase your organic traffic and organic conversions, not just the ranking. This is a key point to take note of when doing your SEO campaign.


How To Use Long Tail Keywords


  1. Add new content on a consistent schedule
    • Published one targeted article or a blog post for each underperforming keywords of at least 400 words
    • Best result is by setting a publishing schedule and sticking to it
    • Quality always outweighs quantity. It is best to produce 2 high quality posts per month than 10 low quality posts every month
  2. Use a variety of long tail keywords
    • Search engine optimization loves sites that target a diverse set of keywords.
    • There are plenty of long tail keywords to choose from
    • Many sources for long tail keywords, but the best are those that you mine from your own search traffic. Have you set up your Google Search Console? If you haven’t, just drop us a text and we can help!
  3. Spread the word
    • Build a social media presence. For example Twitter, Facebook or even Pinterest. Find where the audience hangs out. Psst, the latest most happening Social Media platform is TikTok! Check out iClick Media’s TikTok channel here!
    • Generate press releases. Press releases are still a great way to gain exposure when you have a newsworthy announcement to share.
    • Participate in online communities. This will help you to engage with people in your audience in public forums. It is a great way to establish yourself.
    • Do you have a YouTube channel? Set up a channel and publish high quality content if you haven’t done so. Did you know that YouTube is the second largest search engine just behind Google? :)




How to Find Long Tail keywords


One of the best ways to find long tail keywords is to conduct keyword research using Google keyword planner. You can use the following formula to associate long tail keywords with your service category and geographic location: {service or product} + demographic + geographic. The concept of finding long-tail keywords can also be misleading, because the competitive environment has changed and you must continue to work hard to make sure you target relevant keywords and discover new or adjacent keywords.


Lessons Learned From Online Case Studies


Below are two case studies and related insights based on practical applications. The case study summary provides information gathered in a quick and action-oriented way.


Case Study #1 - Issue: Multiple Keywords and Complex Site


Customer have a complex website and the number of keywords we need to rank for is huge too. One of the challenges of long tail keywords is being able to organically combine them into titles or keywords.


Lesson learned: Take advantage of the best keyword opportunity by analyzing the number of other pages that contain the keywords you are trying to target in the title. If few or no other pages contain your target keyword in the title, you can rank for that keyword more easily. This provides the opportunity to beat the competition by making better use of the content created to place long-tail keywords that are not currently being targeted by other companies in the title and body of the client's website. Adding added pages for relevant long-tail keywords has proven effective here as well. You think this helps Google identify what each page is and how all content is related to the same topic.


Case Study #2 - Issue: Competitive Keywords and Ambiguous Terms


Clients’ search terms are extremely competitive, with competitors coming from big mega websites, government sites as well as international sites. Despite our best efforts, the return on investment is low.


Lesson learned: Investigating existing specific terminology helps determine which are important and ambiguous cost drivers. This helps narrow down the terms to be removed from the focus. Using the AdWords Keyword Planner and complex queries to identify keywords with multiple focus terms can help identify new lists of relevant keywords for customers to target. These long-tail keywords are niche, have a high conversion rate, and help drive sales, not just general traffic.


Another important point is to manage the client's expectation. If a client comes to us with the sole purpose of ranking high for short-tail keywords, they are probably not a good match because they don’t yet understand the importance of organic traffic and conversion in an SEO campaign.