The long tail is a fairly new concept. Yet, it’s one that should penetrate all of your marketing and branding efforts. The days of marketing to large masses of people are over. No longer are you going to build a company that looks at everyone in the world as a potential customer.
Today you’ll find that niche markets are large enough to sustain most companies, and can also be incredibly profitable, as you’ll be able to offer more customized services and more tailored marketing campaigns.
You’ll hear the term long tail get thrown around a lot in SEO circles. This concept can be used in both keyword research and when defining the target market for your business.
Below we dive into what long-tail keywords actually are, and the benefits you’ll realize for your business when you implement them into your SEO and marketing strategies.
What are Long-Tail Keywords?
The concept of the long tail was first talked about in a book by Chris Anderson, aptly titled The Long Tail. Essentially, it stated that in the case of businesses (especially online businesses), smaller and emerging markets are easier to compete in, but also have lower levels of competition.
It goes on to state that there exists a demand for almost every single niche, with the advent of the Internet. Even though the markets for these long-tail keywords will be much smaller than the larger market keywords there will still be a large enough audience to sustain your business.
More specialized businesses and niche products can also charge a premium for their services as well, so you can make the same amount of money with less clients or products sold.
The Benefits of Long-Tail Keywords
When it comes to search engine optimization it can be much more difficult to rank for very high traffic general keywords. For instance, “weight loss” is a near impossible term to rank for, but “weight loss for young post-pregnant women” will be much easier to rank for, and still has a large enough market to sustain a business.
Like we alluded to above, it’s much easier to rank for keyword terms that have less competition. Most big market keywords will already be dominated by very authoritative websites that have aged domains, great backlinks, and quality content. It’s going to be very difficult to outcompete these keywords.
Long-tail keywords will inherently have less competition. That means they’ll be easier to rank for, especially when your goal is to become the go-to resource on the topic. That means less money, time, and energy will be invested in rankings and more time can be spent improving and expanding your business.
Higher Chance of Conversion
The traffic you’re going to be getting to your website will be much more targeted and more likely to be interested in what you’re selling. The more specific the keyword the user is typing, the greater your chances of this person becoming a subscriber or customer, as long as you offer the exact solution they’re looking for.
If your company specializes in “green smoothies recipes for body builders,” and you rank for that keyword and related keywords, then there’s a higher chance that people searching for that keyword will be an exact customer match.
Make Your Marketing Much Easier
Focusing on more niche and long-tail markets means that you’ll have a greater understanding of the specific customer you’re selling to. Instead of trying to make guesses about the segment of a larger market you’re trying to reach. You’ll have a very deep understanding of your customer.
This makes it much easier to tailor your marketing to a very specific individual, rather than watering it down to reach the masses and end up appealing to no one.
If you want to start or grow a business it’s extremely important to have an understanding of the long-tail and what it means for your keyword research and your overall marketing and brand. The tips above are a great place to start.