DIY Small Business Website SEO
Chapter 2: How to Create Compelling, Actionable Content

2.3 Use Long-Tail Keywords

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Long-tail keywords and keyphrases are specific search terms that contain three or more words. These terms are typically more targeted and less competitive than more general, shorter keywords. They reflect a user's specific search intent and often represent a more advanced stage in the buyer's journey. For instance, when writing this guide, the following eight long-tail keyphrases from a search related to its title, “DIY Small Business Website SEO”...

  • DIY Small Business Website SEO Template

  • DIY Small Business Website SEO Free

  • DIY SEO for Small Business

  • How to Do SEO for My Website Free

  • How to DO SEO for Website Step-by-Step

  • DIY SEO Tools

  • SEO for Business Growth

  • Affordable SEO for Small Business


    As you can see, these long-tail keyphrases are quite similar and have very close intent, but are still different in nuanced ways. Although a human can easily differentiate and draw distinctions, search engines just aren’t that sophisticated.

Why Are Long-Tail Keywords and Keyphrases Important?

Now that we’ve explained long-tail keywords in some detail, let’s take a look at why they have such high importance, which includes the following advantages they typically provide:

  1. Higher conversion rates. Users searching with long-tail keywords are often further along in the decision-making process, making them more likely to convert.

  2. Lower competition. Since long-tail keywords are more specific, they are generally less competitive, making it easier to rank higher in search engine results.

  3. Improved user experience. By targeting long-tail keywords, you can create content that is more relevant to your target audience's needs, leading to a better user experience.

How to Use Long-Tail Keywords and Keyphrases in Your Content Strategy

It’s essential you get the most out of the long-tail keywords that fit your website best. To do that, you’ll need to do a bit of homework. What you’ll see below is familiar, because a good portion of search optimization is about repeating similar processes. Here are the steps you can follow for how to use long-tail keyphrases in your overall content strategy:

  1. Identify your target audience. Understand the needs, preferences, and pain points of your target audience to create relevant long-tail keywords.

  2. Conduct keyword research. Use keyword research tools to find relevant long-tail keywords, analyze search volumes, and identify the user intent behind each keyword.

  3. Analyze your competition. Identify the keywords your competitors are ranking for and find gaps in their keyword strategy to discover new long-tail keyword opportunities.

  4. Create a keyword list. Organize your keywords into primary, secondary, and long-tail keywords. Prioritize the most relevant and high-impact keywords for your SEO and content marketing efforts.

  5. Incorporate long-tail keywords naturally. When creating content, use long-tail keywords and keyphrases in a natural and relevant way. Avoid keyword stuffing, which can negatively impact your SEO and user experience. Additionally, place keywords on the page and post titles, as well as in the headings (H1, H2, H3, et cetera).

  6. Monitor and update. Regularly review and update your keyword list to stay current with trends and search behavior changes.

Long-tail keywords and keyphrases are a vital part of any successful content strategy. By understanding your target audience, conducting thorough keyword research, and incorporating long-tail keywords naturally in your content, you can improve your search engine rankings, drive more targeted traffic to your website, and ultimately increase conversions.

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