I often find many site owners are reluctant to add the long tail keywords my SEO company has researched to their website and content marketing campaigns. The reaction is almost always the same"Why should I target a keyword that only gets 100 searches each month? This keyword gets 5,000 searches each month! Its very easy to get blinded by a keyword's search volume and overlook the fact that it might not be the best keyword for your website. Sometimes long tail keywords, even though they have a smaller search volume, can have the biggest impact on your SEO.
Here are four reasons you shouldn't be hesitant to target long tail keywords on your website and in your content marketing:
Long Tail Keywords Are More Relevant.
In my experience, keyword relevancy is more important than search volume for SEO. The keywords you target on your website should accurately reflect the content on that page as best as possible. Sure, you can tell Google what keywords you want them to recognize as the most important for that page in the Meta data, but if the content doesn't back them up your site will never rank well for those keywords.
Long Tail Keywords Drive More Targeted Traffic.
What's the point of driving more visitors to your site if they aren't your target audience? A huge spike in traffic doesn't mean anything without an improved conversion rate going along with it. Now there are many factors that can impact your conversion rate, but if the keywords you're targeting don't match user-intent than chances are you are driving the wrong people to your website. Long tail keywords are typically used by searchers that are nearing the end of their buying cycle. They know exactly what they are looking for and are looking to take action. You want your site to be found by those visitors and a long tail keyword is what is going to pull them in.
Long Tail Keywords Are Easier To Own In The Search Results.
The broader a keyword is the more search volume it has, which also means the stronger the competition is to own it in the search engines. For major keywords like insurance or mortgage, large, national brands are likely dominating the search results because they have the time, money and manpower to do so. A local business probably isn't going to be able to unseat those major brands, no matter how hard they target those broad keywords. But a smaller company can dominate the search engines with long tail keywords and build their online brand presence that way. A lower search volume means the competition isnt a fierce for that keyword and your site might be able to rank extremely well fairly quickly.
Long Tail Keywords Can Strongly Impact Visitor Growth Over Time.
Lets say you add 25 new, long tail keywords to your website. Even if those keywords only bring an extra 5 people each month to your website, that's an additional 125 unique visitors each month! What kind of business could you hope to do with 125 highly-qualified leads? Over the course of a year, that's an uptick of 1,500 visitors just because you incorporated those new keywords. While that may not seem like a lot, when you add those 1,500 visitors to the rest of the traffic earned through your SEO and link building efforts, you're looking at substantial visitor growth.
Site owners shouldn't be so hesitant to add long tail keywords to their website. I'm not suggesting that you forgo all broader keywords as some of them might still be very relevant, but understand that there is a significant opportunity for growth to be had in long tail keywords if you're willing to work them into your SEO.