To generate traffic “easily” on your site, you must know how to target the right keywords. The problem, especially for new sites, is competition! The latter can prevent you from arriving in interesting positions. Let’s discover together the strategy to put in place to ensure low competition and bring back quality traffic thanks to the long tail keywords …
What is the long tail?
The principle got more attention in an article by Chris Anderson, editor-in-chief of Wired, where he talks about sales for companies like Amazon.
Simply put, Chris found that most of the sales on Amazon’s book sales came from little-known books. It was not the bestsellers that generated the most money.
To make the link with natural referencing, if you have 1000 articles on your site, including 50 which are successful, that your referencing is well done, the 50 articles earn you less than the remaining 950.
When you do a search on Google, you come to type a word, or even several or even a sentence. It is on this number of keywords that we will work.
The different keywords
There are several categories of keywords:
- Generic keywords that are composed of 1 word (short tail);
- Specific keywords, made up of 2 to 3 words (average lag);
- Very specific keywords that are 4 words or more (long tail).
Here is a graph on the long tail which explains a little better:
Long tail keywords tend to bring more traffic to a site than short tail keywords.
A long tail expression is characterized by a low number of searches as well as a weak competition, unlike the short tail which has a high number of searches and a lot of competition.
The long tail strategy is based on the multiplication of articles to acquire 10 visitors per month per article. If I had to give a sentence that fits this strategy: slowly but surely.
According to Moz, here is the breakdown of traffic by keywords:
- Short Train: 18.5%
- Average Train: 11.5%
- Long Train: 70%
It is therefore a source of traffic that should not be overlooked for an effective SEO strategy.
Before continuing, you must put the dots on the i so as not to upset the purists. Long tail keywords correspond to the queries that are searched in Google. A combination of 5 lambda words is not necessarily a long tail expression since it is not necessarily sought.
Why use the long train?
You can now imagine that a good SEO strategy includes generic keywords, but also specific keywords.
To convince you that this strategy really has an interest, here are 4 reasons to use long tail keywords:
People search with the long tail
People are looking more and more using phrases or expressions. In fact, 50% of searches contain at least 4 words according to WordSteam.
They help answer voice searches
There is more and more talk of voice search. Assistants such as Siri are asked “What is the recipe for the black forest?” ” for example.
In 2016, 20% of searches were by voice according to Search Engine land. And that number is only going to increase.
You give context to your content
Since the Hummingbird update, Google’s algorithm has been adjusted to better understand sentences and deepen understanding of text.
What could be better than the long tail to explain the subject of our page to Google?
They have a better conversion rate
According to a study by UnionStreetMedia, there is a conversion rate of 36% on very specific requests.
Which seems logical. What is the probability of hitting the shoes you want when you type “shoe”?
Find the long tail keywords
To find these famous long tail keywords, there will be no secret. This is software that will help you do this. So I’m going to present you 2 free and awesome tools!
The first is Ubersuggest. It is a tool that offers you keywords related to the one you have inserted.
You enter this keyword, choose the platform on which you want to have results (Web, image, Shopping, YouTube, News), choose the language and go!
After launching the search for “luxury watch”, here is my result:
We can see 3 interesting results which are results made up of 4 words with little research and a slightly weaker competition index.
I only show you here 17 results among the 953 obviously.
To go faster, the tool offers you a CSV export at the bottom of the page to help you process the information received faster.
For the record, Ubersuggest was bought in February 2017 by Neil Patel, an American web marketer. He decided to add the number of monthly searches for free. It’s still very convenient for us.
Answer the public
The second tool is Answer the public. It’s a great tool that allows you to discover questions that incorporate your keywords.
We come across the video of a gentleman watching you, it’s quite special, but … we will ignore it because the tool is very interesting!
You choose your language, type in the keyword you want and click on “Get questions” to get a list of questions, like this one:
With lots of results like “how to choose your luxury watch?” »,« How to wear your luxury watch? “.
This helps you come up with blog post ideas when you may be short.
In addition, you will have many other results if you scroll down a little.
As with Ubersuggest, you can export to .csv, you don’t have to read the results by tilting your head.
You are armed to generate much more traffic on your site.
How to set up the long tail in its articles?
You have your keyword, but have a doubt on how to put it on your article? Come on, let’s review some essential points.
Remember to just put your keywords in the title tag. Ideally, it should be at the start of it, we are talking about the prominence of the keywords. This also applies to your text content.
Here are the points to successfully complete your title:
- 5 to 7 descriptive words: we do not take into account stop words, such as: le, la, des, avec…;
- 30 to 65 characters: beyond that, your title may be truncated;
- Of catchy words that make you want to know more.
The URL must be simple to be intuitive for a visitor. If it is too complicated, search engines like visitors will not appreciate it.
Here are my tips for making an optimized URL:
- Use your keywords in the path (after the extension);
- Avoid parasites like stop words (de, la, les, pour…);
- Use the directories which can be interesting of the type www.monsite.fr/definition/seo/backlink/;
- Choose a Simple and easy to remember URL ;
- To opt for 3 to 5 wordss ideally after extension;
- Do not use certain characters such as accents, special characters, capital letters, underscores, etc.
Hn title tags
These tags are important for structuring your pages and articles. Without them, your article would be just an irrelevant and difficult to read block. In addition, they also serve to ventilate your text.
Here are my tips for properly structuring a page for natural referencing:
- A only level 1 title (h1) per page, it defines the subject of the page;
- The h1 has your target keyword;
- Level 2 titles (h2) are the sub-ideas of your article;
- The h2 are synonyms or related vocabulary of your target keyword;
- The h3 divide your sub-ideas;
- Ditto for the h4 which divide the H3;
- The h5 and h6 are useless;
- Don’t skip levels going from 1 to 3 for example.
Some additional tips
Following the previous tips will already optimize your article, but here are some additional tips to reference it even better:
- Write a meta description that makes you want and with a call to action;
- Choose 1 to 2% density of the keyword;
- Bold some important words related to your keywords;
- The most important advice: write a quality and original article !
You are ready to generate maximum traffic!
Keyword research is not the most fun part of SEO, but it is crucial because it will decide the traffic that Google will bring you. Indeed, if you don’t optimize it, it’s a big loss of visitors.
I hope this article has convinced you to include long tail keywords in your articles, but also in your entire strategy.
In the meantime, do not hesitate to make a good editorial calendar that includes the subject of the article, but also the targeted keyword. Content marketing is very effective with a good SEO strategy.
Do you have interesting results with long tail keywords?