What Are Long-Tail Keywords and Why Are They Vital For Small Business SEO?
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by | Oct 28, 2020 | Marketing Tips

SEO is a difficult practice, especially with so much competition out there. Did you know that in the UK alone there 1.2 million business websites? One of the best chances you have of boosting your visibility is by using long-tail keywords. So, what are long-tail keywords, and why do small businesses need them? Read on to find out. 


What Are Long Tail Keywords?


Long-tail keywords are specific variations of generic keywords. In simple terms, a long-tail keyword goes into more detail and narrows down a simple topic. For example, a generic keyword would be web design, but a long-tail variation could say web design platform UK. 


While most businesses want to rank for a range of keywords, your primary keyword should be relevant to your niche. The main issue with this is there are so many businesses around, going for generic keywords means it will be almost impossible to rank on the search engine results pages. 


Why Are Long-Tail Keywords Essential?


Small businesses find that by narrowing down their keywords, they have more chances of achieving first-page ranking. The vastness of the web means you can find an audience for any niche, so long-tail keywords are ideal if you want to boost your rankings. 


One significant benefit of long-tail keywords is they attract qualified leads. While a lot of people land on a website after a generic search engine query, people searching for specific items will always use long-tail keywords. 


For example, if a company offers website design, they’re in a highly competitive field and will find it difficult to gain any traction with their organic ranking. But if they narrowed down their keywords to web design for personal trainers, they’d have more chances of finding a personal trainer that is looking for someone who understands their design needs. 


Long-tail keywords can be beneficial for weeding out the browsers and going straight to the buyers. You won’t get as much traffic, but when people do come to your website, they’ll be more open to making a purchase. 


Why Is It So Difficult For Small Businesses?


If you’re about to throw in the towel with your SEO efforts, then you’re not alone! Small businesses find it so difficult to rank on the search engine results page, and the number one reason for this is their industry. 


Website design, marketing and e-commerce are three of the most popular businesses around, which means they’re also more challenging for search engine marketing. People think it’s easy to rank for these niches because they have a high keyword volume, but there’s also a lot of competition. 


Another primary reason is the budget your competitors have. It doesn’t matter how good your keyword research is, because some companies have thousands to spend on their marketing efforts. If you’re a start-up with limited funds, you’re never going to be able to compete with nationally recognised companies. 


The Bottom Line 


Now you know why long-tail keywords are vital; you can use them to improve your chances of ranking on the search engine results pages. Remember, SEO is free marketing because once you achieve first-page ranking, you’ll attract traffic without having to pay for PPC. 


The Google keyword planner tool can help you to identify some long-tail keywords that work for your niche and if you need some support, then contact Zapp today. As a specialist website management platform, we’re happy to advise and assist you on which keywords work best.