A long tail keyword phrase is a phrase of any length that gets a small amount of search traffic. When identifying keywords, targeting long tail keywords are one of the best practices to increase search traffic and improve conversion rate.
Long tail keywords tend to have less direct competition, which results in lower costs and a better click-through rate. Also, the more specific and applicable your keyword is to the search request, your product, service or company, the more likely they will be to display at the top of asearch.
Long tail keywords:
- Can easily rank in search engines
- Will not have too much competition
- Will not be present in keyword database because search volume is very minimal
- Increase conversion
Keywords can be divided into two types, broad and niche. Niche keywords most of the time are long tail keywords. Broad keywords are the most obvious keywords that users might choose.
If you search for something as broad as “watches,” you will get an endless list of webpages. Most people wouldn’t scroll through each and every page; they will choose one of the top pages and not even bother to look at page 2. The top websites are the well-ranked brands, the brands that people are more familiarized with, that established a successful online presence. If you were looking for an uncommon brand that may be on page 5 of your search, it would make more sense to type in exactly what you were looking for, which would be a long tail keyword.
Broad keywords are used when a searcher is not that sure of what they are looking for, and they are still in the process of researching. Long tail keywords are used when the user is in the process of purchasing exactly what they want. Because of this, niche keywords gain greater conversion.
However, this doesn’t mean to be super specific and type in an enormously long tail keyword like, “brownish black top-grain leather for classy men to use everyday.” No, that just won’t work. The best keywords to choose are in the middle! Can’t be too broad, or too specific.
A long tail keyword for the uncommon brand to target could be “brown leather wallets,” instead of just the broad “wallets” keyword. The search combs through every page individually, so it is relevant that your keywords are specific as it can be to find the right content you are looking.