Long tail keywords refer to keyword phrases that contain between 3 to 4 keywords, hence the name. Long tail keywords are very specific keywords when it comes to the stuff that you’re peddling through your website. When potential customers use such keywords, it means they’re looking for something very specific to buy. This means that the chances of them buying are very, very high. In most cases, long tail keyword searches have a much higher sales conversion rate compared to very generic, 1 to 2-keyword searches, which are normally more oriented towards pre-buying research.
If you want to use long tail keywords for your online business site’s SEO, you must keep the following in mind:
There are 2 reasons why long tail keyword searches enjoy higher sales conversion rates compared to generic ones. The first one is it helps ecommerce sites reach people who already know what they want to buy and are already in the “decided-to-buy” mode, instead of people who are still in the “discovery” stage of the buying process. Think of it this way: someone who types “minimalist running shoes” in Google’s search box clearly has a much better idea of what he wants to buy, compared to someone who simply types “running shoes”.
The other reason is that using long tail keywords can help you understand your potential customer’s needs better and in so doing, address their needs better too. How? Using general terms – as is the case with short tail keyword searches – can refer to many different contexts that may not be applicable to your ecommerce site’s content.
Consider the keyword “running shoes”. It may refer to the developmental history of running shoes, the different types of running shoes, the different running shoe brands, or the top-selling running shoes for the year. If a person uses “minimalist running shoe prices”, then there’s very little room for wondering what the user is really looking for.
Meeting Searchers’ Needs:
All your efforts to bring people to your ecommerce site will be for naught if they’ll be displeased with the content that they find on it. The more this happens, the higher your “bounce rate” becomes, which is a sign that search engines like Google will take to mean as an increasing inability to meet users needs for certain keywords. Over time, this will make your ecommerce site’s search engine rankings go down. That’s why it’s very important that your targeted keywords are aligned with your ecommerce site’s nature, general topic, or products.
One way to determine if your websites contents may be able to satisfy the needs of searchers is to consider whether or not your site has the necessary information or inventory that can address the searchers’ needs. Let’s say your ecommerce site specializes in selling minimalist running shoes and searchers are organically directed to your ecommerce site for the long tail keyword “minimalist running shoes”. If your site doesn’t have the necessary inventory to satisfy the searchers’ needs, you can’t expect sales conversions to happen. That’s why it’s important that you only use long tail keywords that your ecommerce website is equipped to address or satisfy.
If done right, long tail keywords can be very effective in increasing conversion rates and sales on your website. While you can definitely optimise the use of long tail keywords on your website by yourself, a more effective way is to engage an experienced ecommerce SEO agency to do it for you. 786SEO.com is one such example, with over 14 years of experience in optimising long tail keywords for various clients’ websites.