Any effective search engine optimization (SEO) strategy is built on keywords. They aid
users in looking for pertinent information in finding your content. Broad-match keywords
can cover a lot of ground, but they might not always be able to reach the precise
audience you’re after. In this case, long-tail keywords are beneficial. In order to improve
your SEO efforts, we’ll explore the technique of turning broad match keywords into long-
tail keywords in this article.
Understanding Broad Match and Long Tail Keywords
Search terms with a broad match are those that cause advertisements or content for a
variety of similar inquiries. For instance, if “running shoes” is your broad match keyword,
your content may show up for queries like “best running shoes,” “affordable athletic
footwear,” or “top jogging sneakers.”
On the other hand, long-tail keywords are more precise and typically have three or more
words. They catch users who are more likely to make a purchase decision and target
specific markets. Such a long tail keyword as “best long-distance running shoes for flat
feet” is an example.
Why Long Tail Keywords Matter
In the worlds of search engine optimization (SEO) and online marketing, long-tail
keywords are significant for a number of reasons:
1. Less Competition: Long tail keywords are more specific and often have lower
search volumes compared to broad keywords. This means there is generally less
competition for these keywords, making it easier for your content to rank higher
in search engine results pages (SERPs).
2. Higher Relevance: Long tail keywords are typically more focused and specific,
which means they can attract more qualified and targeted traffic to your website.
Users searching for long-tail keywords are often further along in their buying
journey and are more likely to convert into customers.
3. Better Conversion Rates: As mentioned above, users searching for long tail
keywords are often looking for specific information or solutions. If your content
matches their search intent, they are more likely to engage with your content and
take the desired action, whether it’s signing up for a newsletter, making a
purchase, or requesting more information.
4. Improved User Experience: Creating content around long tail keywords allows
you to provide more detailed and relevant information to your audience. This
improves the overall user experience, as visitors are more likely to find exactly
what they’re looking for on your website.
5. Niche Markets: Long tail keywords are often associated with niche topics or
specific areas of interest. By targeting these keywords, you can tap into smaller,
specialized markets that may be underserved by broader competitors.
6. Voice Search and Natural Language Queries: People are increasingly prone
to utilize lengthy, conversational sentences while searching as a result of the rise
of voice search and natural language searches. Optimizing for long tail keywords
aligns your content with the way people actually speak and search, increasing
the chances of your content being featured in voice search results.
7. Diversified Traffic: Targeting a variety of long-tail keywords allows you to
diversify your traffic sources. Even if each individual long-tail keyword brings in
relatively low traffic, the cumulative effect of multiple long-tail keywords can drive
a significant amount of traffic to your site.
8. Easier to Rank: Due to their lower competition, long-tail keywords are often
easier to rank for compared to highly competitive short-tail keywords. This can be
especially beneficial for new websites or businesses that are trying to establish
an online presence.
9. Content Ideas: Long tail keywords can provide inspiration for creating new and
relevant content. Each long-tail keyword represents a potential topic that you can
address in your blog posts, articles, videos, and other forms of content.
10. Cost-Effective Advertising: If you’re using pay-per-click (PPC) advertising,
targeting long-tail keywords can be more cost-effective. While the search volume
might be lower, the clicks tend to be cheaper, and the conversion rates can be
higher, leading to a better return on investment.
Creating Long Tail Keywords from Broad Match Keywords
Your initial keyword suggestions must be expanded and refined into more specialized
and targeted phrases in order to turn wide-match keywords into long-tail ones. You may
increase your chances of appearing higher in search engine results and optimize your
content for a more targeted audience by doing this. Here is a step-by-step tutorial on
how to turn broad match keywords into long tail keywords:
Creating long tail keywords from broad match keywords involves a process of refining
and expanding your initial keyword ideas into more specific and targeted phrases. This
can help you optimize your content for a more focused audience and improve your
chances of ranking higher in search engine results. Here’s a step-by-step guide on how
to create long tail keywords from broad match keywords:
1. Start with Broad Keywords: Begin with your core or broad match keywords.
These are general terms that describe the main topic or theme of your content.
For example, if you’re in the fitness industry, a broad keyword could be “exercise
tips.”
2. Identify Specific Aspects: Think about specific aspects or subtopics related to
your broad keyword. These could be questions, problems, or details that users
might search for. Continuing with the fitness example, specific aspects could
include “cardio exercises,” “strength training techniques,” “nutrition for weight
loss,” etc.
3. Add Modifiers: Incorporate modifiers that make your keyword phrases more
detailed and specific. These modifiers could include words like “best,” “how to,”
“tips,” “for beginners,” “near me,” “with equipment,” “without equipment,” and so
on. For instance, you could transform “exercise tips” into “best cardio exercise
tips for beginners.”
4. Include Location (If Applicable): If your content has a local focus, consider
adding location-based terms. This is especially important if you’re targeting a
specific geographic area. “Strength training techniques” could, for instance, be
rephrased as “strength training techniques for women in New York City.”
5. Use Synonyms and Variations: Expand your long tail keywords by using
synonyms, variations, and alternative phrasing. This helps you capture different
ways users might search for the same information. To lose weight, for instance,
“nutrition for weight loss” could also be used to refer to “diet tips for losing
weight.”
6. Address User Intent: Consider the intent behind the searches. Users may be
seeking advice, goods, opinions, or solutions.
7. Leverage Long Phrases: Long tail keywords are naturally longer phrases that
resemble how people speak or type in search queries. Create complete
sentences or phrases that directly address user queries.
8. Research Keyword Tools: Use keyword research tools to find related long-tail
keywords. Tools like Google Keyword Planner, SEMrush, Ahrefs, and
Ubersuggest can provide insights into search volume, competition, and related
keyword ideas.
9. Consider User Questions: Long tail keywords often include question-based
phrases. Think about common questions users might have related to your broad
topic and integrate those questions into your long tail keywords.
10. Prioritize Relevance: While creating long-tail keywords, ensure they remain
relevant to your content and align with the intent of your target audience. Don’t
sacrifice relevance for the sake of length.
11. Review and Optimize: Once you’ve generated a list of potential long-tail
keywords, review them for clarity and accuracy. Eliminate any that are awkward
or don’t make sense. Then, prioritize the ones that best match your content goals
and audience.
key factors
The following significant considerations underline the significance and advantages of
using long-tail keywords in your digital marketing and SEO strategies:
1. Relevance: Long tail keywords align closely with user intent. When users search
using long-tail queries, they are often looking for specific answers or solutions.
By targeting these keywords, you ensure that your content directly addresses
their needs, leading to higher user satisfaction and engagement.
2. Conversion Rates: Long tail keywords attract users who are farther along in
their buying journey. These users are usually seeking detailed information,
product comparisons, or reviews before making a purchase decision.
Consequently, the traffic generated by long-tail keywords tends to have higher
conversion rates compared to broad terms.
3. Low Competition: Long tail keywords have lower search volumes than generic,
broad keywords. This lower search volume means there is less competition for
these keywords, giving you a better chance of ranking higher in search results
and increasing your visibility.
4. Higher Click-Through Rates (CTR): When users see a search result that
closely matches their query, they are more likely to click on it. Long tail keywords
increase the chances of your content being directly relevant to what users are
searching for, leading to higher CTRs.
5. Voice Search Optimization: With the rise of voice-activated devices and voice
search, users are more likely to phrase their queries as full sentences or
questions. Long tail keywords often mimic natural language and are better suited
for voice search optimization.
6. Diverse Content Creation: Long tail keywords provide opportunities for diverse
and in-depth content creation. You can create articles, guides, tutorials, and
videos that cater to different aspects of a topic, allowing you to establish yourself
as an authority in your niche.
7. Local Search: Many long-tail keywords include location-specific terms. This is
particularly valuable for local businesses, as it helps them target users who are
looking for products or services in a specific geographic area.
8. Building Authority: Focusing on long-tail keywords allows you to demonstrate
expertise in specific niches. Over time, this builds your authority and credibility in
those areas, making users more likely to trust your content and
recommendations.
9. Easier Rank Improvement: Due to lower competition, it’s often easier to
improve your rankings for long-tail keywords. This can boost your overall site
authority, which can indirectly benefit your efforts to rank for more competitive,
broader keywords.
10. Comprehensive Content Strategy: Incorporating long-tail keywords into your
content strategy encourages you to address a wide range of user queries and
concerns. This holistic approach enhances your website’s value and provides a
more comprehensive user experience.
11. Cost-Effective Advertising: In paid advertising campaigns, targeting long-tail
keywords can result in lower costs per click and a better return on investment
due to reduced competition.
Pros and Cons of Using Long Tail Keywords
Pros (Advantages) of Using Long Tail Keywords:
1. Targeted Traffic: Long tail keywords attract users who are looking for very
specific information. This means the traffic you receive is more likely to be highly
relevant to your content, increasing the chances of engagement and conversion.
2. Lower Competition: With fewer websites targeting the same long tail keywords,
you have a better chance of ranking higher in search engine results. This can
lead to increased visibility and organic traffic to your site.
3. Higher Conversion Rates: Users searching with long tail keywords are often
closer to making a purchasing decision. By addressing their specific needs, you
can provide them with the information or solutions they are seeking, resulting in
higher conversion rates.
4. Improved Click-Through Rates (CTR): Since the search results closely match
the user’s query, they are more likely to click on your content. This can lead to
better click-through rates, which is a positive signal to search engines.
5. Enhanced User Experience: Long tail keywords allow you to create content that
directly answers specific user queries. This improves the user experience by
delivering relevant and valuable information, which can encourage users to
spend more time on your site.
6. Long-Term SEO Value: Over time, a collection of well-optimized content
targeting various long-tail keywords can contribute to your website’s overall
authority and domain expertise. This can positively impact your rankings for
broader, more competitive keywords.
Cons (Disadvantages) of Using Long Tail Keywords:
1. Lower Search Volume: Long tail keywords have lower search volumes
compared to broader terms. This means that even if you rank well for multiple
long-tail keywords, the total traffic might not match that of a single popular broad
keyword.
2. Resource Intensive: Crafting high-quality content for multiple long-tail keywords
requires time and effort. This can be more resource-intensive compared to
creating content for a few broad keywords.
3. Constantly Changing Trends: Long tail keywords can be influenced by rapidly
changing trends, seasonal factors, or shifts in user behavior. This requires
ongoing research and adaptation to stay relevant.
4. Complexity of Tracking: Tracking the performance of multiple long-tail
keywords can be more complex than tracking a few broad terms. This might
require the use of specialized tools and analytics platforms.
5. Limited Brand Exposure: Focusing solely on long-tail keywords might limit your
brand’s exposure to a broader audience. While they attract specific users, you
might miss out on the broader visibility that comes with ranking for high-volume
broad keywords.
6. Potential for Keyword Stuffing: While using long-tail keywords is important,
overusing them in an attempt to rank can lead to keyword stuffing, which can
harm your SEO efforts and user experience.
Conclusion
It is a wise move to strategically develop long tail keywords from broad match keywords
while improving your SEO strategy. You can bring in more targeted traffic to your
website by comprehending user intent, implementing modifiers, and taking context into
account. Keep in mind that SEO is a continuous process, so keep checking your
keyword rankings and modifying your plan as necessary. You may reach the correct
audience at the right moment and improve the performance of your online presence by
using well-crafted long-tail keywords.