The long tail of search is an important keyword strategy that is too good to ignore. Defined as longer, less popular keywords or phrases, the long tail makes up for its lack of popularity with more qualified traffic.
It’s called the long tail because a graph of search queries would show a “head” of the more popular, general words tapering down to a tail of less popular phrases or words. For instance, “insurance” would be a keyword at the “head.” It is a very general term, which would draw all sorts of visitors to a Web page. However “Health insurance for retired seniors” narrows down the number of visits, and ensures visitors find what they are looking for.
Advantages of using long tail keywords and phrases include:
- Long tail keywords convert better because they are more targeted. Visitors often find exactly what they are looking for.
- There is less competition for specific, long tail terms.
- Long tail terms are often more successful than overly used, main search words.
DoshDosh has a well-seasoned article on How to Find and Target Long Tail Keywords for More Search Engine Traffic. Its principls still hold true.
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