What Are Long-Tail Keywords? A Guide for Small Businesses

What Are Long-Tail Keywords?

Long-tail keywords are search queries that usually have lower individual search volumes than broader, more competitive terms.

They are often more specific and can give you a much clearer idea of what somebody is actually looking for.

For example:

• Broad search: SEO
• More specific search: SEO agency Chorley
• More specific again: SEO help for small businesses in Chorley

Long-tail keywords are often longer phrases, but the number of words alone does not define them. A short phrase can still be long-tail if very few people search for it, while a longer phrase can still have high search demand.

The term comes from the shape of the search-demand curve: a relatively small number of keywords receive very high search volumes, while a huge number of more specific searches each receive much lower volumes.

Why Are Long-Tail Keywords Useful?

Broad keywords can look attractive because they often have the highest search volumes, but they are not always the best opportunities for a small business.

More specific searches can be useful because they often reveal stronger intent.

Somebody searching for:

web design

could be looking for almost anything related to the subject.

Somebody searching for:

WordPress web design agency Chorley

is giving much more information about what they actually want.

That can make it easier to create a page that closely matches the searcher’s needs.

Long-tail keywords are not automatically easy to rank for, and they are not always commercially valuable. The important thing is whether the search is relevant to your business and whether you can provide a useful page that matches the intent behind it.

Start With Search Intent

Before targeting any keyword, ask what the person making the search is actually trying to achieve.

This is known as search intent.

For example, somebody searching for:

what is SEO?

is probably looking for information.

Somebody searching for:

SEO agency near me

is much more likely to be looking for a company to work with.

Those searches should not necessarily be targeted with the same page.

Keyword research is therefore not just about finding phrases with search volume. It is about understanding what the search means and deciding whether you have the right type of content to answer it.

Use Google’s Search Suggestions

Google itself can be a useful source of long-tail keyword ideas.

When you start typing a search, Google may suggest related queries through Autocomplete. These suggestions can reveal different ways people describe a problem, product or service.

For example, starting with a broad search such as:

SEO for small businesses

might lead to more specific searches around cost, location, how long SEO takes or whether it is worthwhile for a particular type of business.

These suggestions should not automatically become keywords you target, but they can provide useful ideas to investigate further.

You can also look at related searches and questions displayed within the search results to understand the different subjects connected to your original search.

Decide Whether a Long-Tail Keyword Is Worth Targeting

Uurrggghhh. Value. Please, Mr Value, join the crowd of other overused marketing buzzwords.

Whatever terminology you use, though, this is probably the most important part of the whole process.

A keyword research tool can provide hundreds of suggestions, but that does not mean every one deserves a page or blog post.

Before targeting a long-tail keyword, consider:

• Relevance: Does the search genuinely relate to a product, service or subject your business can help with?
• Search intent: What is the person actually trying to achieve?
• Commercial potential: Could somebody making this search realistically become a customer?
• Your expertise: Can you create something genuinely useful or knowledgeable on the subject?
• Existing content: Do you already have a page that could be improved rather than creating another one?
• Competition: What types of pages are already appearing for the search, and can you realistically offer something as useful or better suited?
• Freshness: Is the subject likely to change quickly, or will the content remain useful for several years?

Check the Search Results Before Creating Content

One of the simplest parts of keyword research is also one of the most useful: search for the term yourself.

The results page can give you a good indication of what Google currently believes somebody making that search is looking for.

Look at the types of results being shown.

Are they:

• Service pages?
• Product pages?
• Advice articles?
• Videos?
• Local businesses?
• Comparison guides?

If almost every result is an informational article, for example, trying to rank a short sales page for the same search may be difficult because it does not match the apparent intent.

You should also look at the quality of the current results.

Ask yourself whether:

• The information is outdated
• Important questions have been missed
• The content is difficult to understand
• You have first-hand knowledge or examples that would improve the answer
• You can provide something more relevant to the searcher’s needs

This is often where good long-tail opportunities appear.

Do Not Chase Search Volume Alone

High search volume can look attractive, but it does not automatically make a keyword valuable to your business.

A more specific search performed 20 times a month could potentially be more useful than a broad term searched thousands of times if those 20 searches closely match the service you provide.

Likewise, a keyword with very little commercial relevance may generate traffic without generating enquiries, sales or anything else useful.

The aim should therefore be to find searches where relevance, intent and opportunity come together.

Long-tail keyword research is not really about finding the longest possible search phrase. It is about identifying specific searches where you can provide the right answer to the right person.

Where Does Long-Tail Keyword Research Fit Into SEO?

Long-tail keywords are only one part of a wider keyword and content strategy.

If you want more ideas for discovering what your customers are searching for, read our guide to finding new keywords for your website.

If you are new to SEO generally, our SEO basics for small businesses guide explains how keyword research fits alongside on-page SEO, content, internal links and local search.

Need Help With Your SEO?

If you are unsure which search terms are worth targeting or how to turn keyword research into useful website content, Interact Digital can help.

Find out more about our SEO services in Chorley and Lancashire or get in touch with the team to discuss your website.