Long-tail keywords? What’s that?

Keywords are defined as combinations of words used in conjunction with digital marketing search engines intended to match your content and products with the terms prospective consumers may be searching. High-quality, relevant keyword groups are designed to direct searchers looking for specific products to the most relevant websites.

Keywords are defined as combinations of words used in conjunction with digital marketing search engines intended to match your content and products with the terms prospective consumers may be searching. High-quality, relevant keyword groups are designed to direct searchers looking for specific products to the most relevant websites.

For example, assume a potential customer is looking for a state-of-the-art luxury motor yacht in Rhode Island, a search that would hopefully lead to your website. Consumers will likely not arrive at your site by only searching for “boats”, since that instruction can apply to millions of retailers or used boat sellers.

Should the consumer refine their search to “motor yachts for sale”, the objective becomes a little more precise but still very general.

Suppose the searcher is currently located in California but they plan to travel to Rhode Island and purchase their yacht. In that case, the search will probably first present sites for boat sellers of both standard and luxury options in California, since the keywords are certainly not specific enough to match their desired preferences and location.

Adding “luxury” and “Rhode Island” will further hone the search, assuming you, the marketer, have used those terms strategically in your website content.

As a keyword search becomes more refined or, as the jargon suggests, more “long-tailed”, potential buyers have a greater chance to come closer to your site.

Effective use of keywords in website content is the basis of Search Engine Optimization or SEO. An SEO specialist understands how the correct choice and arrangement of keywords can advance a company’s presence in the online marketplace and even be used to highlight special sales and other marketing efforts.

The marketing target is to use keywords in your webpage content that explicitly defines your products or services on that webpage. More specific keywords or “longer tail” can bring the shopper directly to your site, generate a deeper investigation, and is more likely to result in a conversion and happy customer.

Connecting with Your Target Audience

Long-tail keywords are a stream of words or keyword phrases effective for consumers who have explicitly determined what they are seeking. In the above example, having a keyword combination of “luxury motor yachts for sale in Rhode Island” could place your site near or at the top of the buyer’s search list. Adding “new” or “used”, or even a size range can refine the search even more.

Economics of Long-Tailed Keywords

Integrating keyword groups into their website allows the marketer to reach consumers who already know what they want to buy.

Search engines like Google base their revenue on cost-per-click for keywords. More general, shorter, and frequently used keywords are expensive if a marketer wishes to appear near the top of the search list.

Word Stream has determined, however, that roughly 70% of all page views result from long-tail keywords. Furthermore, even though a site receives fewer visits because of the keywords’ specificity, the conversion rate versus the lower cost-per-click usually results in a better return on investment.

Finding the Best SEO Company

Marketing companies invest considerable expertise and resources to becoming the best SEO company. At WSI NextGen, we currently support the marketing efforts for many of the most distinguished clientele in Napa Valley and the surrounding region with our SEO expertise.

Let our SEO company demonstrate the value of long-tail keywords and create a strategic SEO plan for your business.

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