Tails are very important to dogs. Not only do they communicate our mood, but tails are also used for balance and some dogs even use them to navigate in the water. Did you know that dogs never wag our tails when we’re alone? Tail wagging while solo would be like talking to ourselves!
Since tails are so useful, it makes me wonder why humans don’t have them. I mean, it’s great that you have opposable thumbs (especially for opening dog food cans), but wouldn’t a tail be cool? While you may not have an actual appendage, there is a type of “tail” that you can use to help you with your marketing efforts: long-tail keywords.
No offense to dogs with short tails, but when it comes to improving search engine optimization (SEO), long-tails are more effective. Long-tail keywords are a type of keyword phrase that has at least three, and sometimes as many as five words in the phrase. Long-tail keywords are used when the website wants to refine search terms to the web page, as well as when the searcher is looking for something specific. For instance, you could search for “dog food,” but you’d have to scroll through a ton of tasty results. If you change your search to “grain-free dog food,” you’ll get fewer options, but more of what you’re looking for. Taking it a step further, if you search for “grain-free dog food with chicken” (yum!), you’re much more likely to find exactly what you want.
Since long-tail keywords are very specific to whatever product or service you’re selling, they tend to target potential customers who are farther along in the buying cycle and know what they want or are serious about a topic. Therefore, these specific searches are far more likely to convert to sales than generic searches. Just how important are long-tail keywords? A research study by Statista shows that successful on-page optimization requires 50% of your focus to be on long-tail keywords. In fact, check out these statistics from “SEO Solutions: Increase Blog Traffic with Long-Tail Keywords:”
- Over 70% of all queries are for long-tail terms.
- Long-tail terms receive higher rankings on Google, moving up an average of 11 positions compared to just 5 positions for head keywords, which are more generic, popular keywords with high search volume.
- Conversion rates for long-tail keywords are 2-5 times higher than for head keywords.
- Click through rates increase as keywords become more specific.
- They are more effective when using a voice search.
Keep in mind that focusing too much effort on long-tail keywords will decrease traffic to your website or blog. That’s why it’s best to have a few pages sending you less targeted traffic, along with a large number of pages each sending you small amounts of highly-targeted traffic. In other words, when it comes to pages and content (and dog treats), variety is key!
So, how do you choose the best long-tail keywords? Research. You can look at which keywords your competitors are using and determine how you rank compared to them. There are also a number of free keyword research tools you can use, including WordStream, WordTracker and HitTail. Of course, the ultimate test is trying a few out and tracking your results.
I told you tails were important! While I still feel bad about your lack of actual waggers, at least you can use “tails” to attract potential customers at the optimal point in the buying cycle. If you had a tail, that would make you wag it with joy!