Long tail keywords for your marketing strategy
In the field of SEO and digital marketing, keywords play a fundamental role, as they are the ones that manage to attract users to your website through search engines. However, not all keywords are the same: there are generic keywords, which tend to be very competitive, and then there are long tail keywords, a less obvious strategic resource, but extremely valuable for industrial companies that want to get visitors to their website and attract qualified traffic to improve their online presence.
From our specialized SEO agency we tell you what long tail words are, why they are crucial for your marketing strategy and how to take advantage of them.
Long tail keywords
Long tail keywords are search phrases that are more specific and generally longer than generic keywords. These keywords tend to have a lower search volume, but they are also less competitive and can attract users with a more defined search intent.
For example, a generic keyword might be “industrial machinery,” while a long tail might be “industrial machinery automation and control devices.”
The first is shorter, more generic and has much more competition (specifically, this word has a volume of 1300 monthly searches, while the second, although it receives 40 monthly searches and may seem little, is much more specific, which means that the user searching for that phrase knows exactly what he needs.
Characteristics of long tail keywords in content marketing
While short search words, more transactional, will be used for service pages or sections of the website, long tail keywords, more informational, are perfect for creating content on our blog.
Let's look at the salient features and benefits of using long tail keywords:
Attract more qualified traffic
Long tail keywords attract users who already have a clear idea of what they are looking for. This means that they are more likely to become qualified leads and customers. Going back to the previous example: if an industrial company uses a generic keyword such as “industrial machinery”, it will have a hard time attracting traffic among so many competitors that are also bidding on this word. Moreover, since it is a more generic word, this traffic could be composed of users who are still in the early stages of research.
On the other hand, if the company optimizes for a long tail word such as “automation of industrial machinery and control devices”, it will attract a smaller audience (by volume) but one that has a clearer purchase intent, which ultimately results in better conversions or leads.
Less competition vs. short keywords
We already said it before: generic keywords are extremely competitive. Positioning your website for such broad terms can be an arduous and costly task. However, long tail keywords tend to have much less competition, which means that it is easier and faster to achieve a good ranking in the search results. This is particularly useful for industrial companies operating in specific niches and looking to stand out in highly technical areas.
Long tail keywords have fewer searches but convert better
Traffic that comes to your website via long tail keywords is usually more decision ready. These users are not simply looking for information; they are looking for specific solutions. As a result, the conversion rate is usually higher with long tail keywords compared to generic keywords. This is because people who perform more specific searches are often closer to making a purchase decision.
Optimization of on page SEO for search results positioning
Content marketing is one of the best strategies for harnessing the power of long tail words. Specialized content, such as blog articles, case studies and technical guides, are great ways to target these keywords. By creating detailed content that answers specific questions and solves specific problems for your audience, you can optimize your site for long tail words that will help you attract quality traffic and generate qualified leads through content.
Complement with voice search (virtual assistant)
With the growth of virtual assistants such as Google Assistant, Siri and Alexa, more and more people are using voice search. Voice searches tend to be more “natural” searches, longer and more specific, or meaning they are more aligned with long tail words. Including these words in your SEO strategy will allow you to capture an increasing portion of the traffic generated by voice searches.
The best long tail keywords for ranking results
Broadly speaking, these are the 5 steps to find the best long tail keywords for your website:
1. Keyword research
The first thing to do to find the most appropriate long tail keywords for your industrial company is to conduct a thorough keyword research. This way we will be able to identify relevant and low competition keywords that align with the specific products or services of your industrial company.
2. Competitive analysis
Is it worthwhile to conduct a competitive analysis? Of course it is. It is essential to analyze the content strategy of the competition, as it will give us clues about what specific terms you can use to differentiate yourself, what words they are using and they work for them or what long tail words they are not using and you can use them for your content strategy.
3. Creating targeted content
Once you've been able to identify interesting long tail keywords for your market, the next step is to create content that directly addresses them. This could include creating blog articles, technical guides, case studies or even video tutorials that solve specific problems for your audience. The key is to make sure that the content is not only optimized for SEO, but that it is also useful and relevant to users.
4. On-Page SEO Optimization
Once the content is created, we must know where and how to place the long tail words in our website. From the inclusion in the title, meta descriptions, headings and body text. Without forgetting related long tail words or words that respond to the same search intent (since, if in the end we overload the content with the same keywords, we will get a negative user experience, which will affect the ranking in search engines).
5. Monitor and analyze
As in any marketing strategy, it is important to analyze results. Monitoring the performance of the long tail keywords you are using will provide key performance indicators. For example, if after creating a content strategy with long tail we see that the keywords are not generating the expected results, it is time to adjust the strategy.
Do you want to harness the power of long tail keywords to attract more qualified traffic? At BCM Marketing we are an industrial marketing SEO agency, experts in SEO strategies and content optimization in the industrial sector, so we can help you develop a customized long tail keyword strategy, contact us!
