Are you trying to win at eCommerce SEO? Have you considered actively using long tail keywords?
Everyone knows that relevant keywords are the basis of SEO.
But not many know about the true potential of long tail keywords and its secret role in driving tons of high-converting search traffic to your eCommerce store.
Yes, if you’re not creating blog posts around longer search queries, you’re missing out on a lot of search traffic.
What Are Long Tail Keywords?
HubSpot defines long tail keywords as a keyword phrase that contains at least three words (though some say two or more is considered long-tail).
Long-tail keywords are used to target niche demographics rather than mass audiences.
Seed keyword: Shoes
Long tail keywords: Formal shoes for men, running shoes for women, buy kids shoes online, men’s leather shoes.
Why Use Long Tail Keywords?
- Long tail keywords drive quality traffic and increase conversions:
Long tail keywords are specific in nature, which means the people who land on your eCommerce website are more likely to buy from you.
This also means that the search traffic generated from long tail keywords is of better quality.
If a person searching for ‘Men’s leather shoes in Mumbai’ lands on your online store, there’s a high probability that the person will buy from you since your content was targeted to them and they clicked on your website.
- Long tail keywords are less competitive:
Everyone looking for ‘Men’s leather shoes’ is looking for men’s leather shoes and not for men’s leather shoes in Mumbai.
To put it simply, the more specific you get, the easier it is for you to rank for those keywords.
- Long tail keywords are great for voice search:
Voice search is swiftly taking over as the means to search the web. People are no longer typing in their search queries.
They simply speak their query into their smartphone’s virtual voice assistant to get instant results.
Almost all the search queries are long tail in nature. ‘Where can I buy casual shirts near me?’ or ‘Ice cream places near me’ are examples of voice search queries.
By including long tail keywords relevant to what you are selling and where you are operating is a great way to target results on voice assistants.
So, it is wise to include the phrase “near me” or “nearby” in your metas (meta title, meta description, and meta keywords).
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How To Search For Relevant Long Tail keywords
Start by logging in to your Google Analytics account. Then, clearly identify the keywords and phrases that are driving the most traffic to your online store.
Proceed by searching for long tail variations of those words by Google’s Keyword Tool.
For example, search for the long tail variations of the term ‘leather shoes.’
Variations such as ‘buy leather shoes online’, ‘men’s leather shoes’, ‘formal leather shoes for men’, ‘women’s leather shoes’, ‘men’s leather boots’, etc. will appear.
Pick your keyword based on the following:
- Relevancy to what you sell (For example if you sell men’s leather shoes or women’s leather shoes)
- Level of competition (preferably pick keywords of lower competition so you can rank higher for them)
- Number of searches (Pick your keywords that have a decent number for monthly searches)
If this doesn’t work for you, head over to Google and search for phrases and words relevant to what you sell.
Google will make relevant long tail suggestions for the specific keywords already entered.
Simply include the new suggestions as part of your long tail strategy.
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Additionally, it is smart to create content around long tail keywords.
If the phrase ‘what is the difference between leather brogues and formal boots?’ has a monthly search volume of 450 times a month and low competition, then it makes sense to create an engaging blog post about it.
Informational and actionable content is great for your blog and overall eCommerce content marketing.
Be sure to include the target long tail keyword or phrase in your post’s URL, page title, H1 tags, and repeatedly throughout the body of the content.
Furthermore, you can include infographics, videos, images, or offers to entice your site visitors and convert them into loyal customers.
How To Integrate Long Tail Keywords Within Your Blog Posts?
1. Understand your buyer
When it comes to integrating long tail keywords as part of your overall eCommerce content marketing strategy, it is imperative to first understand who your target audience is.
Who is buying from you? What is their age? What is their income?
The moment you dive into understanding what goes on inside your customer’s mind, it becomes easier to craft an effective content marketing strategy and create content with relevant long-tail keywords.
The best way of understanding your customer is to create buyer personas. In fact, creating and maintaining buyer personas is regarded as an integral component of keyword research.
Why? Because identifying your buyers’ profile will help you to avoid creating content for the wrong audience or targeting the wrong list of keyword phrases.
Buyer personas make understanding your customer group a lot easier.
Even, Anna Ritchie of Content Marketing Institute seconds the process of creating buyer personas. She says “the goal should be to make buyer persona development a part of everything you do, day in and day out.”
2. Identify the purpose of your content
Getting serious about your content marketing strategy is the best way to effectively integrate long tail keywords.
An Oracle statistic blatantly reveals that “per dollar spent, content marketing generates more ROI than paid search.”
This makes content creation and distribution a highly lucrative and effective marketing avenue for eCommerce businesses looking to appeal to their target audience.
And to make your content marketing organically rich, adopting long tail keywords is the way to go.
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While using a keyword research tool and data to churn out relevant keywords and trending topics is important, what trumps everything is the value factor.
Your content needs to provide immense value and utility to the reader.
Addressing product issues or talking about tips and hacks are things people love to read about.
For instance, if you are selling formal dinner jackets, you can talk about how celebrities are sporting formal jackets on informal clothes or ‘5 ways to wear a dinner jacket on jeans.’
This will help you to organically rank for relevant long tail keywords and make for an interesting read.
3. Search for relevant long tail keywords
Most marketers struggle to find the right long tail keywords.
They target highly competitive seed keywords and then wonder why they are not ranking high or driving traffic.
The key to searching for long tail keywords is to create long variations of your existing keywords.
This may have a lower search volume, but it will result in quality traffic and higher conversion rates since these keywords are specific and intent-oriented.
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For instance, if ‘formal shirts’ is your seed keyword, search for long variations such as ‘formal shirts for women’ or ‘formal shirts in London’ or ‘buy formal shirts for women in London’
The advantage of using such long tail keywords indicates buying signals in peoples’ search queries.
If they are searching for such terms means they have a clear intent to make a purchase.
Always remember: Serious buyers will use a long tail search query.
That’s why you need to optimize your content marketing strategy to include long tail keywords.
We recommend using the following tools to do the job:
- Google keyword planner
4. Create content rich in long tail queries
Everyone says content marketing can help you boost SEO, but not many know exactly how it’s done.
While ranking for a seed keyword is imperative, you also need to rank for a host of relevant long tail queries that your customers are searching for.
The best way to get search engines to notice your website is by starting a blog and writing on topics that your target audience is searching for.
Inclusion of long tail keywords will help you to target the right audience and get them to visit your online store.
Here’s how you can seamlessly integrate long tail keywords in your content:
- Include your target long tail keyword as part of your headline
Whether it’s a blog post, an email, a Facebook post, or a Twitter ad – long tail keyword headlines will drastically improve your rankings.
- Make your long tail keywords a natural fit
Most long tail keywords stand out from other words or sentences like a sore thumb – they don’t read easily or feel natural.
Which is why your content needs to focus on including long tail phrases and words in a simple and inconspicuous manner.
- Include long tail keywords as part of the introduction
While including long tail keywords is imperative for the headline, it is also essential to include it as part of your blog posts’ introduction or your emails’ introductory paragraph.
Smart content marketers usually include naturally fitting long tail keywords as part of the introduction to captivate readers in the first shot.
Doing this includes will also help you attract search traffic.
- Include long tail keywords in your subheadings
Including long tail keywords in your subheadings reinforce the intent and purpose of your headline.
Also, not everyone will be inclined to read your blog post or email word by word.
Which is why including long tail keywords in your subheadings are great for content scanning.
5. Invest in anchor text creation
An anchor text is that part of a phrase or sentence that is clickable. Links can be for your internal blog or product pages or for external web pages.
In either case, investing in anchor texts and including them as part of your content with relevant links helps to strengthen your long tail SEO strategy.
While including long tail anchor texts with exact match links is crucial for SEO, Moz recommends that 17% of your anchor texts should be brand names, such as, get.store or Nike or HubSpot, and so on.
Anchor texts are a great way of building quality backlinks. And high-quality backlinks are great for SEO.
Long tail keywords are the foundation of a successful SEO strategy.
So, if you are creating a solid content marketing strategy, be sure to include the usage of relevant long tail keywords to fuel your content efforts and to win big at organic marketing.