Using Long Tail Keywords to Dominate the SERPs

Feb 13, 2013

Becoming more visible in search engine results requires content that includes relevant keywords. When potential visitors type a query into a search engine, they’re looking for something specific. Webmasters can give them what they want by focusing on long tail keywords.

Why Long Tail Keywords?

Long tail keywords are specific, targeted search phrases. Using these terms offers a wider selection of keywords to choose from when developing content and gives websites a leg up on the competition. Instead of fighting for rank with millions of other sites using broad terms, webmasters can use long tail keywords to tailor blog posts, articles and other content to visitors seeking out specific types of information.

Build a Keyword List

long-tail-keywordsThe first thing any webmaster should do when starting out with long tail keywords is put together a list. Use a keyword research tool or run a ranking report to find which phrases are likely to drive the most traffic. These tools will show who is searching for what and how often and make it easier to know which terms should be incorporated into a site. Keep chosen keywords organized in a document file or notebook so that they’re always close by.

Optimize Pages

After putting together a keyword list, webmasters should take the collected terms and begin using them throughout the site. Avoid keyword stuffing by sticking to one or two phrases per page, making sure that the chosen terms are relevant to that page. Adding long tail keywords to existing content will give that content a boost in search rankings, but the focus should be on creating fresh content to draw visitors. The more content that gets created, the more pages have the potential to show up in the SERPs, thereby making a site more noticeable to potential visitors.

Analyze Effectiveness

Including long tail keywords in website content is not enough to guarantee higher page rankings. Webmasters need to stay on top of site analytics to determine how, or if, the new keyword phrases are helping. Check on website statistics regularly to determine which long tail keywords are driving traffic and which are barely being searched. This information can then be applied to any new content that is created. In addition to tweaking existing keywords, it pays to go back to the beginning and research fresh terms. What people search for changes over time, and being aware of these trends will help webmasters preserve page rankings throughout the site.

Using long tail keywords increases the visibility of a site and helps to reach a wider audience. When webmasters optimize content for specific search terms, they stop competing with sites that are using broad keywords and carve out a niche for their websites in SERPs.