Long tail keywords are how you outrank the competition
New York based SaaS company Conductor recently performed a comprehensive nine-month study of its keyword rankings within Google’s search engine. It found that long tail keywords with and without on page optimisation were impacted more than single word head terms. What this means is that long tail keywords are your path to over taking the competition. Even if it’s a search query they are already covering, you can gain traction with a better optimised post.
As we add and change keywords around, we find different searches with different results. If we target enough long tail keywords around a certain topic, we can become the experts of that topic. From there, you can expand to become experts in everything in that sector. That is the value of long tail keywords, but it is not all they do.
Long tail keywords are how people actually search the internet
The entire point of Google’s search business is to present users with the right information based on their searches. So, lets say I searched for “SEO trends to prepare for in 2018,” it’s because I am specifically searching for information on these trends.
As you will probably see the top result dates back to April 2017, that is all well and good, but a lot has changed in online search between then and now. A lot more is going to change in the future too. That is why they should have waited till December 2017 to write this post, as the information is now out of date. In essence, all you need to keep in mind is that people are typically only searching for three reasons, to do something, learn something, or so somewhere.
Long tail keywords provide context to your content
Google has always pushed contextual search, and it showed with the 2017 hummingbird update. If you are wondering why it is called the Hummingbird update, Google’s search updates are named after animals, so we have had panda, penguin and pigeon, and now we have hummingbird.
But what has hummingbird done to the search algorithms? Well, it has adjusted the search algorithms to match exact phrasing more often and to deepen their understanding of context. Essentially, Google are focused on long tail keywords and strengthening their search results, you should be too.