Ranking on keywords can be tricky business. Like most of us, you are on a budget, making it imperative to get the most out of every single dollar spent towards SEO.
Jo Cameron recently wrote an extremely detailed article about long-tail keywords and the impact they can have for your business:
So what the bloomin’ heck are long tail keywords?
The ‘long tail of search’ refers to the many weird and wonderful ways the diverse people of the world search for what they’re after in any given niche.
People (yes, people! Shiny, happy, everyday, run-of-the-mill, muesli-eating, bogie-picking, credit-card-toting people!) don’t just stop at searching broad and generic ‘head’ keywords, like “web design” or “camera” or “sailor moon.”
They clarify their search with emotional triggers, technical terms they’ve learned from reading forums, and compared features and prices before mustering up the courage to commit and convert on your site.
The long tail is packed with searches like “best web designer in Nottingham” or “mirrorless camera 4k video 2016” or “sailor moon cat costume.”
This lovely chart visualizes the long tail of search by using the tried and tested “Internet loves cats + animated gifs are the coolest = SUCCESS” formula.
All along that tail are searches being constantly generated by people seeking answers from the Internet hive mind. There’s no end to what you’ll find if you have a good old rummage about, including: Questions, styles, colors, brands, concerns, peeves, desires, hopes, dreams… and everything in between.
Fresh, new, outrageous, often bizarre keywords. If you’ve done any keyword research you’ll know what I mean by bizarre. Things a person wouldn’t admit to their therapist, priest, or doctor they’ll happily pump into Google and hit search. And we’re going to go diving for pearls: keywords with searcher intent, high demand, low competition, and a spot on the SERPs just for you.
Bronze medal: Build your own keyword
It’s really easy to come up with a long tail keyword. You can use your brain, gather some thoughts, take a stab in the dark, and throw a few keyword modifiers around your head keyword.
Have you ever played with that magnetic fridge poetry game? It’s a bit like that. You can play online if (like me) you have an aversion to physical things.
I’m no poet, but I think I deserve a medal for this attempt, and now I really want some “hot seasonal berry water.”
Magnetic poetry not doing it for you? Don’t worry — that’s only the beginning.
Use your industry knowledge
Time to draw on that valuable industry knowledge you’ve been storing up, jot down some ideas, and think about intent and common misconceptions. I’m going to use the examplepearls or freshwater pearls in this post as the head term because that’s something I’m interested in.
How do I clean freshwater pearls
Ok, cool, adding to my list.