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Why and How to Use Longtail Keywords

March 31, 2021
By: Parm Sondh

If you’re looking to find out why and how to use longtail keywords, you’ll need to start with the benefits. Simply put, these words and phrases contain more than three words and are less competitive than their shorter counterparts. However, research tells us people using this type of keyword are more ready to make a purchase.

If you consider the fact that short tail keywords cover a broader scope, you’ll see why. People using the longer keywords have refined their search and know more about what they’re looking for.

The Benefits

It’s a good reason to consider using this digital marketing tool.

If you need some more convincing about the benefit of longtail keywords, consider the other statistic that says more than 70% of the searches online are made up of them.

Here’s How They Work

The bottom line is they are the best way to connect with your target audience. It’s a great way for small businesses to rank for what otherwise might be generic search terms. Consider this example.

A broad search term like “dress shoes” would make it hard for smaller firms to compete with bigger companies that have more search authority and bigger marketing budgets. However, a longtail keyword like “dress shoes for young men” has a better chance of connecting you with a more specific group.

Here’s another aspect to consider when you’re answering why and how to use longtail keywords.

Someone using the term dress shoes could be looking to accomplish several different goals. They might be looking to buy the product, research something specific about the shoes or just find some general answers.

However, if your research tells you younger men are buying your product, the longer tail keyword “dress shoes for younger men” provides a direct connection to them.

Target Markets

If you haven’t defined your target market yet, you can start by putting together buyer personas. These include personal demographics, objections and preferences as well as their online activities.

Once you have a solid list of these keywords, it’s time to start writing content based on your findings. Keep in mind that Content is still King. Content marketing became front and centre after the Google Panda and Penguin updates. Keywords are still a central factor to get good Google rankings, but they need to be couched in expertly written words.

If you’re considering the big picture of why and how to use long tail keywords, you need to incorporate headlines for your content that includes them too.

Parm Sondh

Parm has spent more than a decade leading digital projects and establishing effective development and project infrastructures for some of Canada’s biggest companies and top brands.


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