How to target the Long Tail of search
Wouldn’t life be easier if you could increase your website’s search ranking by simply focusing on target searches that have thousands of searches per day or maybe even searches that have just a few hundred searches per day? This sounds great, however, these “high” volume searches cover roughly 30% of the total searches made on the World Wide Web. The leftover 70% (the bulk of web searches) are considered searches long tail. The long tail portion in search contain millions of unique searches that might only be performed a few times a day, week, year, or even just a few times ever.
To better understand why long tail search is important I suggest you visit results from overlooked keywords or important keywords . Long tail queries are not typically found by simply using common methods, like briefly searching Google Ad Words. So, how does one go about finding and tapping into long tail keywords?
3 Ways to Find Long Tail Keywords
It can be a challenge to identify those three or four word phrases that are tightly related and specific to a search for your website or product. The following suggestions might be a good place to start in your quest to identify long tail keywords.
Look up terms from associated Websites
One way to find long-tail search terms is to find them on websites associated to your target market and extract their information. Below is a simple 5 step process you can execute.
1. Take the top 10-30 most commonly searched phrases for the industry
2. Perform searches in multiple Search Engines for those 10-30 phrases
3. Identify relevant and unique text from the top 10-20 search results and extract them
4. Take out any stop words and analyze them by size
5. Review the terms and phrases to identify and remove any duplicates to those found in your keyword database.
Performing this process is really just performing a manual keyword mine through documents and related websites for terms that have less search volume, but have high correlation to your firm and industry. A key point when performing this task is to have a human actually performing the review. This ensures that the results will indeed be relevant to your industry.
Use a keyword tool
Some people might say that using keyword research tools for long tail search terms is too hard or nearly impossible. Although it can be limited and seen as an uphill battle, it is still possible to execute and have results. For example, say you own a chain of bicycle shops in multiple cities across the western United States. A combined Google Keyword output search on Las Vegas Bicycle, Los Angeles Bicycle, and Portland Bicycle might include a result of “Las Vegas Bicycle Repair Shop” that has 35 searches per month. This is an example of a long tail end term for one of your shops. Additionally, if you find that combination related to your Las Vegas location, it is likely that this long tail result can be applied to your other locations as well.
Find Long-Tail patterns
Another way to find long-tail data is by using a Keyword Discovery database. You can take a selection of results ranging from 35 to 80 to analyze. Analyze the results and perform your own manual keyword analysis from the results with a keen focus on finding patterns that are common within people’s searches. Look at the order in which words are placed within the results. For example, is the brand name stated first followed by a product model or do product models proceed the brand name more often in searches? Is there a pattern placing the product specs in the search? This type of analysis will help shed insight into search term patterns that in turn can help identify those groupings of long-tail keywords that if targeted correctly can give positive returns.
Yes, long tail keywords and phrases are harder to identify than to simply find keywords using what you deem the best keyword research tool. Yes, they usually take bit more time and effort. Yes, they pay off. Long tail marketing is full of keyword gems which will help drive traffic and increase your website’s search ranking in ways that the “popular” results cannot. Take a shot. Give it a try, and find other ways to increase your search using long tail. You won’t regret it!