What Are Long Tail Keywords and How Do They Help Attract Clients

 Using Long Tail Keywords For Squarespace SEO

Why You Should Use Long Tail Keywords on Your Website

For your online marketing to be effective, you need to optimize your blogs and all other website content for search engines. On page search engine optimization is the act of placing keywords within the content of your website in specific locations so that when your site is indexed by the web crawlers, search engines will be able to assign your content a PageRank. Long tail keywords are one of many algorithmic elements that determine your PageRank and as a result, the placement of your website's page in search engine results pages or "SERPs". As of 2016, Google was processing 5.5 billion keyword searches per single day and it is estimated that 20% of all search engine queries are being used for the first time! This means that ranking highly on Google's SERP's for commonly used, generic keywords is hard–if not impossible–especially if your business is new or your website is small in terms of the number of pages and the amount of keyword rich content on each page.

The Problem With Keyword Based SEO

If you oversee or own the website for an architecture, interior design, design-build or a landscape firm you are competing against large media organizations like Houzz, Angie's List, HGTV, Better Homes and Gardens and every built environment firm with a blog. These media powerhouses have bigger content marketing budgets, on staff SEO experts and a larger staff of writers then your firm has or can afford so the competition for keywords like "Interior Design" is stiff if not impossible.

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If you want to improve your on-page search engine optimization, increase website traffic and grow a steady stream of conversions that results to new clients, creating content that targets a long-tail keyword approach to content writing is a technique that will attract visitors to your website.

While choosing the right long tail keywords can be challenging, it doesn't have to be difficult. Read on for some examples and tips on choosing the right long-tail keywords to get your business moving up the SERP ranks!

What Exactly Are Long-Tail Keywords?

A few years ago, merely including general words about your business, for example, “residential architect” or “home remodeler” was sometimes enough to get your company to show up on search results pages.

Today, that's not as easy, so we use longer phrases known as long-tail keywords to improve results.

Long-tail keywords are words or phrases that are not searched for as often as shorter more popular terms because they are more specific. Most are at least three-word phrases. However, length isn't the only factor defining keywords as “long-tail.”

As a general rule, because of their specificity, long tail keywords are easier to rank for than generic keywords. If your site is new, or you're not currently ranking well, it can take years of hard work, constant tweaking, and bi-weekly content publishing to rank for a common word like “landscape company” or “interior design.” By targeting less frequently searched terms, or adding a layer of specificity, for example, “residential hardscaping in Orlando Florida” or "contemporary interior design firm" you can rank higher on Google's search engine results pages much more easily.

Want To Boost Traffic and Conversions? Long Tail Keywords are the Key!

Using targeted long-tail keywords on your website can bring in prospects who are more interested in your services and a nearer the bottom of the sales funnel.

  • It's Easier to Rank Higher in Search Results – Ranking for common industry keywords is difficult, especially if you're new to online marketing. Long-tail keywords give you a better chance of ranking, especially if you localize them. For example, ranking for a keyword like “contractor” or “residential builder” can be incredibly competitive. If you turn that into a long-tail keyword like “kitchen and bath remodeling contractor in Dallas, Texas” or “residential builder specializing in custom homes” you'll have a greater chance of ranking high in search results.
  • Reach a More Targeted Audience – Because long-tail keywords are a narrowly defined specific term. Someone searching for that term is most likely ready to engage your services or make a commitment. They already know what they want and just need to find it. Someone searching for a general keyword like “landscaping” is probably still in the research stage, weighing options or looking for do it yourself advice. Your goal is to use a long tail keyword that helps prospective clients who are looking to find your services to find and click through to your website. 

Finding The Right Long Tail Keywords

Now that you know all about the benefits of long-tail keywords, how can you start using them? Unfortunately, there's no easy solution for finding long-tail keywords that will drive traffic and conversions. You may need to experiment with several before you find the right combination that clicks. However, there are some tactics and principles you can use to create a viable list of long-tail keywords to experiment with.

Know Your Business: Competitive Advantages, Unique Selling Propositions

To find keywords that are useful for your business, begin thinking about what sets your firm apart from your competition. For example, what makes your product or service unique, desirable or worthy? What kind of customers need your products or services? Why should they choose your business over your competitors?

Keep these unique properties in mind when choosing your long tail keywords. Ideally, they should highlight what you do the best, and why you're different from the competition. This will help you to reach those searchers that need what you're offering. Remember, the more specific, the fewer visitors, but they are farther along in the buying process, and it's conversions that matter!

Long Tail Keyword Research Tools

Fortunately, there are several ways to determine what terms users are searching when they seek information. One of the most popular is Google Keyword Planner. Although this tool is geared towards researching AdWord campaigns and will not show many long tail keywords, it is, however, a place to start. A free source of long-tail keywords is Keywordtool.io. Keyword Tool keyword tool will take your search term and generate long tail search phrases. You will get a list of up to 750 different choices. but It furnishes the same keywords to all people using it, including your competitors. Additional tools to consider include, Google Keyword Planner, Moz Keyword Explorer,  Wordtracker, KW Finder, SEMRush, and Serpstat.

If you're just starting out with long tail keywords an even better free long tail tool is Google Search Suggest.

 Long tail keyword search tools

Google Search Suggest generates long tail keywords that aim to produce the most relevant recommendations for a user search. While you can just type keywords into the search box, it's better to look at the bottom of the search page and view the long tail keywords at the bottom of the page.

You can create the most useful, relevant, unique content on the Internet, but if it isn't found online, it's useless. The way to get your content found is by using keywords and phrases. Long-tail keywords will not provide you with endless amounts of traffic, but the traffic you will receive is much more targeted and ready to buy. Using common sense, defining your business and using tools as Google search suggests and Keyword Tool will provide you with plenty of useful, relevant long-tail keywords for you to embed in your content that will deliver the right buyers to your content!


About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.