The importance of keywords for your website’s SEO is undeniable. In a nutshell: careful choice of target keywords gets you more search engine traffic, which increases the chances that your target audience will find you, eventually leading to an increase in sales as well.
One of the best practices of search engine optimization entails creating proper keywords and phrases that fit “organically” within the content of your page.
Getting noticed online is difficult, considering the competition and the volume of daily searches conducted on search engines.
So having the right keywords is crucial, but is it enough to attain the underlying goal, which is the increase in sales?
One thing you can do to start moving towards your main objective is to leverage the power of long tail keywords.
Before providing some useful tips on how to actually increase sales through long tail keywords, we’ll first shortly explain what long tail keywords are and why you should be targeting them instead of basic keywords.
Long Tail Keywords Explained
Long tail keywords refer to longer and more specific search terms. Given that these phrases are less common than basic keywords, using them might seem a bit counterintuitive at first.
However, if you know how to use them, they can be extremely valuable, because ultimately, visitors who use the more specific phrases are definitely closer to a point-of-purchase.
Let’s say your company sells organic skincare products. Chances of your pages appearing near the top of an organic search for “skincare products” are pretty slim, because the competition is enormous.
But if someone is searching for “organic skincare products for oily skin”, they’re much more likely to come across your page.
Ranking for long tail keywords is much easier than for some more basic keywords.
Proper use of long tail keywords comes down to establishing a connection between your business and the prospective customers who are actively searching for a specific product or service that you provide.
You have to know your audience, how they think and act, so that you can craft those keywords that they are most likely to search.
Optimizing your website for long tail keywords is crucial to increase your chances of ranking higher among organic traffic on the SERP, making sure that your content is relevant to the target keywords and the intent of your prospective customers.
Finding the Right Long Tail Keywords
Keyword optimization entails finding those keywords that are equally helpful to your business and your target audience.
You probably have a set of target keywords you’re trying to rank for, so the best way to craft optimal long tail keywords is to use your basic keywords as a starting point.
Spin these phrases into something more specific and add more relevant keywords to basic phrases to make them longer. Put yourself in your customer’s shoes and try to anticipate the reasoning behind their motivation to search for a specific term.
Regardless of their length, these keyword phrases should make sense. Take into account that you’re going to integrate these phrases into your landing pages in a way that is natural, not compromising the style and grammar of the content.
You can start your long tail keyword research by looking at Google Suggest data. Type in your core keywords into the Google search box and see what comes up.
These are the top keywords people search for, so they’re a great indicator of the direction you should take.
To get much more search volume, you can use certain tools that will provide an extensive list of terms that people search for when it comes to your core target keywords.
Ubersuggest is one such tool, and if you want the data on search volume and competition, you can utilize Google’s Keyword Planner.
It will give you an idea of whether the keywords you’re targeting are effective in terms of increasing your visibility on SERPs.
Strategic Use of Long Tail Keywords
Stuffing your long tail keywords in one page makes no sense and Google can easily detect these phrases and identify that they have the same context.
Distribute the keyword phrases across your landing pages – those pages where users are directed when they click on the link that contains the keywords, i.e. your e-commerce product page or your blog.
These landing pages should focus around each of the long tail keywords you’ve defined.
Find a way to fit these words so it looks natural. You can use it in the post title, within the body of the content, meta descriptions, or as an ALT tag for the image.
Don’t overdo it; steer clear of trying to force a grammatically awkward structure just to integrate the phrase. It wouldn’t resonate well with your visitors.
Optimizing your landing pages for conversions can’t be done with a mere call-to-action button that encourages people to buy from you.
The location of your content or product/service description affects your prospective customer’s decision to buy, but that’s also not enough.
The content needs to be well written and engaging so that your potential customers feel motivated and even inspired to buy from you.
Furthermore, once your content is optimized for long tail keywords, your blog posts are more likely to become visible on the SERPs, driving more organic traffic to your website.
By giving your visitors exactly what they’re looking for, your conversions will start to take off. Make sure to track the metrics and constantly work on your landing pages by tweaking the content to improve conversions.
Sometimes even the smallest changes can make a great difference.
Another great strategy for using long tail keywords to increase sales is to leverage your connections within your niche and try to get them to create landing pages on their websites about your product or service that focuses on the phrases you’ve singled out.
Many websites will be happy to write a review about a great product or service you’ve given them for free.
If, for some reason, you can’t create landing pages, you can always turn to pay-per-click ads to utilize the long tail phrases in this respect and experience the positive ROI.
Regardless of the niche you operate in, and the products or services you offer, if you want to be reached by your audience, you must be aware of the importance of keywords.
Even though longer and more specific keywords are generally used less in search, visitors that end up on your website using them are much more likely to buy the product or service you offer.
You should try to optimize your landing pages for long tail keywords in order to increase the organic traffic to your website and conversion rates, which ultimately leads to an increase in sales.
Come up with as many long tail keywords as you like, but make sure you do an in-depth research and discover those phrases that will naturally complement your content and engage your audience on various levels.