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Learn SEO Basics: Long Tail Keywords

Posted by Michael D Jensen on October 18th, 2007

Learn SEO Basics Long Tail Keywords

As you’re learning about search marketing and SEO, you will definitely run into the phrase “the long tail”. Let’s turn this odd term into a familiar one by looking into long tail keywords.

What are Long Tail Keywords?

When you are identifying keywords for your internet marketing (both SEO and PPC), the metric used most to compare keywords is its popularity. If you put all the keywords that “exist” into a graph, it would look something like this:

The y-axis is the popularity and the x-axis are the keywords themselves. On the left hand side we have the most popular keywords, which are also highly competitive. Because these are the “opposite” of our main topic, long tail keywords, we call these just “keywords” or for fun, “short tail keywords”.

On the right hand side of the graph are the long tail keywords (looks like a tail doesn’t it?). Despite these keywords being less popular, they are still used every day by searchers around the world. And the exciting part is, they are (1) less competitive and (2) easier to rank well for without a ton of work!

Recently a company shared their long tail vs short tail keyword data, and they showed that almost 70% of their search engine traffic came from the long tail. This company is not alone, long tail keywords can be powerful sources of search engine traffic for any site!

Is it a Keyword or a Long Tail Keyword?

Separating out short and long tail keywords is best done by counting the number of words, although there can easily be overlap between the two. Short tail keywords are often 1-2 words in length, sometimes 3 words. Long tail keywords are typically 3-6 words in length, but they could be even longer than that!

How Can I Find Long Tail Keywords?

Finding keywords is pretty easy, there are lots of tools available, from Google Adwords to WordTracker to our own tools that aggregates several of these keyword databases (free trial). But before you get too excited, there is one important thing to know:

YOU WILL NEVER IDENTIFY ALL THE LONG TAIL KEYWORDS

Why is that? The main reason is that new searches happen every day, a lot more than you would think. Google has said that 20-25% of searches haven’t ever been seen before. That is amazing! What that really means is that there are tons of opportunities for you to get traffic, and with keywords that aren’t highly competitive!

How Can I Capitalize on Long Tail Keywords?

Let’s make this one into a step-by-step process:

1) Today’s Long Tail Keywords – Start figuring out what long tail keywords people are using right now to find your site. I recommend HitTail. They have both free and paid services that track who hits your site. You can do it with Google Analytics too, but I like HitTail’s interface and focus on just the long tail.

2) Tomorrow’s Long Tail Keywords – (a) Brain storm by yourself, with co-workers, friends, and family for long tail keywords. Email a bunch of people you know asking for 10 searches they would use to find your product or service. (b) Use keyword search tools (like ours) to find keywords that are 3-6 words in length. Start with a popular keyword and see what comes up. Add it to your list of keywords but mark them in some way that they are “new”.

3) Unique Content – You’ll find it rather tough to rank for a long tail keyword without actually using that keyword in your content. Either write or pay someone to write content (like one of our companies) based on each of your keywords, one per page. I suggest doing no less than 250 words, and 350 words is probably better. I wouldn’t worry about keyword density, but have it in there 3 or so times, as well as in the title and header (h1) tag.

4) Internal Linking – The easiest links are internal links! Of course they don’t count the same as external links (backlinks), but they are useful and make a difference. Make sure you link to your new content in some organized way (Read about theming by siloing), preferably more than just one link on one page to your content. Site-wide links should probably be reserved for your “short tail keywords”.

5) New, Fresh Content – After getting content for your site with your “new” list of long tail keywords, you need to stay on top of your game by constantly adding fresh, new, unique content. We started our content company, Applied Content, two years ago for just this reason. If you can’t afford to buy new articles weekly (we recommend 3-5 new articles per week), there are other options. Starting a company blog is a great way to do it, and you can share the writing between yourself and other employees. Have a set day to post so everyone knows to have a post ready. If you don’t want a company blog, then just write articles and expand your site. The point is to have new content with new phrases and potential long tail keywords.

Armed with the steps to capitalize on long tail keywords for your site, you can be well on your way to realizing the hidden potential of long tail keywords!

For an advanced look at the topic of short and long tail keywords, look at my post about Links vs Content.

21 comments Visited 21876 times October 18th, 2007 Michael D Jensen

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  • Entry Filed under: Content and SEO,How To,Keywords,Learn SEO,SEO

    21 Comments Add your own

    • 1. Karl Ribas  |  October 18th, 2007 at 8:33 pm

      Hey Michael -

      Just wanted to say “great post”. I especially enjoyed you’re 5 tips on how to capitalize on long tail keywords once you’ve discovered them.

    • 2. This Week In SEO - 10/19/&hellip  |  October 19th, 2007 at 8:22 pm

      [...] Learn SEO Basics: Long Tail Keywords [...]

    • 3. battery  |  October 20th, 2007 at 3:16 am

      I agree whith you Karl.

    • 4. Jasmin  |  October 20th, 2007 at 6:57 pm

      YOU WILL NEVER IDENTIFY ALL THE LONG TAIL KEYWORDS

      Why is that? The main reason is that new searches happen every day, a lot more than you would think. Google has said that 20-25% of searches haven’t ever been seen before. That is amazing!
      What that really means is that there are tons of opportunities for you to get traffic,

      Not In my Eyes Goolges not that helpful the wording always leaves a big IF in it

      20-25% of searches haven’t ever been seen before.haha is there a new dictionary out?

      No i don’t think so

      What there are really saying is the search has never been done with the words in that older before

    • 5. Michael D Jensen  |  October 22nd, 2007 at 9:13 pm

      @Jasmin, Obviously it isn’t new words being made up, but its the order and combination of words being used. If you search for “cup of hot chocolate” and “hot cup of chocolate”, the queries show two different results, although they are still similar results. I still think its fascinating.

    • 6. Instant Testimonial Page,&hellip  |  October 22nd, 2007 at 10:26 pm

      [...] Recently I noticed a few backlinks to our blog coming from HitTail, a long tail keyword tool. Instead of being some spammer that puts up a temporary post that pings our blog, HitTail is collecting “testimonials” about their service from virtually any blog (that pings it), and delivering this list in a nice clean way. Even a link in the comments will trigger an “entry” into the HitTail quotes and testimonials page. [...]

    • 7. Nicholas  |  October 24th, 2007 at 11:56 pm

      For your keyword research try using KeywordSpy – a keyword research technology that will help you know what keywords your competitors are using and how it generates money for them, you can use those keywords to drive traffic to your site and give your business the exposure it needs. It offers Free trials.

      It goes with a ClickBank Affiliates Search Engine where you can see the actual market landscape at ClickBank.

    • 8. In SEO - Be A Tortoise, F&hellip  |  October 30th, 2007 at 8:55 am

      [...] There is no doubt SEO can be worth much to a company looking to increase sales, it can take a struggling company trying to make any sale at all, and turn that company into an online success story. Where they once wondered if they would convince anyone to buy at all, they now they struggle with cash flow, barely having enough cash on hand to pay vendors, so they can barely stay ahead of the orders onslaught. But to experience this kind of transformation in online sales, the SEO work must happen. We are going to need to focus on our site’s Keywords, Content, Links and effort must be spent to put it all in place. No way around it. We can use all kinds of great tools, and have the latest information to make our efforts as efficient and effective as possible. We can even hire others to do our SEO for us, but SEO is the price for long-term online rewards. SEO isn’t easy for most people, it isn’t a get rich quick scheme, there is nothing magic or extraordinary about it, but if the SEO work is done well, then success is more than likely, if not virtually assured. I like that about SEO, we can work harder at it than others do, and see success for our efforts. And as for all the other tortoises out there, I know you will like that about SEO too. [...]

    • 9. October ‘07: Best S&hellip  |  October 31st, 2007 at 11:40 pm

      [...] Michael/Solo SEO: Learn SEO Basics: Long Tail Keywords [...]

    • 10. stressmanager  |  November 1st, 2007 at 1:50 am

      Its quite interesting to learn about the types of keywords which in turn helps to categorize them. To get high traffic or pr keywords is the most important which makes others to view the site with the keen interest.

    • 11. Specialized Search is Sim&hellip  |  November 30th, 2007 at 2:31 pm

      [...] I believe specialized search will also increase the importance and necessity for more online competitive analysis strategies. Michael and I have been discussing other competitive analysis tools to add to SoloSEOs current tool set to further improve our clients abilities to understand what the competition is up to, especially when compared side-by-side to their own site’s performance. Then clients will be able to use the trends these metrics provide to accurately measure how effective their SEO strategies are within their competitive marketplace. Competitive analysis will provide more of the confirmation we need on our SEO strategies, especially as SERPs continue to morph to meet the personalized needs of search clients. It will be exciting. I will be interested to see if specialized search might possibly give those who didn’t get out online as quickly as they had wished, an increased ability capture new specialized clients by focusing on long-tail keyword phrases relevant to their specific market. [...]

    • 12. Search Engine Optimizatio&hellip  |  January 7th, 2008 at 2:07 am

      [...] maryann article is brought to you using rss feeds.Here are some of the top articles on search engine optimization.As you’re learning about search marketing and SEO, you will definitely run into the phrase “the long tail”. Let’s turn this odd term into a familiar one by looking into long tail keywords. … [...]

    • 13. A Showcase of Search Engi&hellip  |  January 14th, 2008 at 6:14 pm

      [...] To my surprise I have 4 articles nominated, in 2 categories! In the SEO category, one called Learn SEO Basics: Long Tail Keywords and another 7 Steps to Get Your New Site Indexed in 24 Hours (that also has a great follow-up with 80+ comments called 24 Hour Site Indexing Works Again). In the LOL Funny! category (no one has ever really called me funny actually) I have our most visited and commented post ever, What the Customer Actually Wanted, and the other is LinkedIn Wants Me to Accept or Deny Jesus?. [...]

    • 14. SEMMYS&hellip  |  January 15th, 2008 at 11:37 am

      [...] Learn SEO Basics: Long Tail Keywords Michael Jensen, Solo SEO | 10/18/07 [...]

    • 15. SEO - All 2008 Nominees &&hellip  |  January 20th, 2008 at 2:39 pm

      [...] Learn SEO Basics: Long Tail Keywords Michael Jensen, Solo SEO | 10/18/07 [...]

    • 16. This Week In SEO - 10/19/&hellip  |  February 3rd, 2008 at 12:41 am

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    • 17. Using Long Tail Keywords &hellip  |  February 20th, 2008 at 7:52 am

      [...] Picture used by permission of Michael Jensen…. [...]

    • 18. Why You Need Long Tail Ke&hellip  |  March 3rd, 2008 at 8:38 am

      [...] Here’s a superb article I recently discovered that’ll give you an even better understanding: Learn SEO Basics: Long Tail Keywords addthis_url = ‘http%3A%2F%2Fbigsellingwebsitedesign.com%2Findex.php%2Farticles%2Fwhy-you-need-long-tail-keywords%2F’; addthis_title = ‘Why+You+Need+Long+Tail+Keywords’; addthis_pub = ‘brianterry07′; Increase your website sales by 275% or more… Popularity: 2% [?] Stumble it! [...]

    • 19. Dennis Francis  |  September 11th, 2008 at 11:21 am

      I’ve been struggling with the tactics of long tail keywords and looking for as many sources on it to get it right. Thanks for clarifying so much of the mystique of this often misunderstood topic.

    • 20. Search Engine Marketing&#&hellip  |  January 30th, 2009 at 3:55 am

      [...] Learn SEO Basics: Long Tail Keywords [...]

    • 21. October ‘07: Best S&hellip  |  February 1st, 2010 at 1:17 pm

      [...] Michael/Solo SEO: Learn SEO Basics: Long Tail Keywords [...]

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