Keywords are the cornerstone of an SEO campaign and hold a prime importance in every SEO decision making. However, a lot of businesses persist to focus on the top keywords, ignoring other strategies that could potentially deliver better results. One of those strategies is the utilisation of long-tail keywords.

Seizing the opportunities long-tail keywords provide can help you determine which markets have less competition, hence allowing your content to rank higher, earlier and convert more.

Here are 3 reasons why website owners should make it a habit to include long-tail keywords in their SEO campaign:

Lower Competition

Two of the most common mistakes many SEO strategists make when diving into search marketing are the overemphasis of keyword volume and the underestimation of keyword competition.

Broad keywords are likely to have high search volume, but when you come to think of the number of websites that will rank for a broad keyword like “jeans”, you have little chances of knocking your competition out. So if ever you are running a small local fashion boutique consider your competition from popular retailers like Calvin Klein, Guess or Levi’s. That is why it is imperative to focus on your specialty. Perhaps you sell slim-cut dressy jeans, then use the keywords “slim-cut dressy jeans.” While this may get less search volume than “jeans”, you are rest assured of the less competition for this long-tail keyword.

Improved SERP Rankings

Search engines have shown significant trends in the recent years and one of them is its focus on natural and more intuitive searches. In simpler words, search engines can easily process natural-sounding searches. For instance, a person planning a vacation in Perth may type in “where to find affordable accommodation in Perth”, and therefore get results that are better matched to the query.

So if your pages are optimised for “affordable accommodation in Perth” you will appear higher in the SERP compared to a page that is optimised for “accommodation” only.

Higher Conversion Rate

People that are using long-tail keywords when searching are looking for something very specific and chances are they have spent considerable amount of time already narrowing down their search. That said, broad keywords do not convert pretty well since users are technically doing their research and might still be doubtful of what they want. On the good note, if “slim-cut dressy jeans” leads someone to your page that is filled with slim-cut dressy jeans, there’s a good chance that they will convert.