Are You Googling Right?
If you wanted to learn how to create the perfect succulent garden, you wouldn’t simply type “Succulent” into Google’s search bar and hope for the best. You’d search for something specific like, “How to care for succulents indoors,” or “What succulents should be paired together in an arrangement?” Likewise, if you were starting a vegetable garden, you wouldn’t just Google, “Vegetables,” and expect a care plan to appear. You would want to search for more detailed results using phrases such as, “When should I start planting vegetables outdoors?” or “How to keep rabbits out of a boxed garden.”
Notice the difference? (Also, can you tell I like to garden?)
The second set of search terms are called long-tail keywords and target users who are searching for something very specific. After all, most users aren’t searching for simple terms, so honing in on the long-tail, specific keywords your audience is using will likely lead to higher quality traffic.
50% of search queries are four words or longer.
What This Means for Marketing
If the content on your website is optimized for specific keywords but doesn’t take long-tail keywords into account, you’re potentially missing out on half of your audience. HubSpot indicates 50% of search queries are four words or longer, indicating that users know what they’re looking for. If that’s the case, shouldn’t your website’s content reflect that? Give the people what they want!
You can work these long-tail keywords into the paragraph copy, headings, page titles, and meta descriptions. The opportunities are endless for you to build into a long-tail keyword strategy. There are also several tools like Google Trends, Moz Keyword Explorer, and more that will help you determine the best keywords to select.