Despite the changes coming into SEO with the new algorithms designed to improve the user experience, keywords are still one important ranking factor. They are the ones who tell the user and Google what the main subject of a piece of content is, and from them a site or webpage is better positioned for certain searches.
Long-tail keywords allow content to be focused on terms with lower search volume but less difficulty in positioning, making it easier to get to the top positions on Google.
This doesn’t mean that keywords should be misused, because Over-optimize content Adding these words unnaturally can result in Google penalizing a post and even removing it from your search results page (SERP). This means that there is a balance to be struck in introducing keywords into the content.
On the other hand, not all keywords are created equal. For example, Main keywordsused to define the subject of a page can be short, such as: “Learn Chinese” or “Technology”. The problem with these keywords is that they usually have a lot of competition, so it becomes very difficult and expensive to get the first results of the SERPs with them.
Fortunately there are the so-called Long-tail keywords or long-tail keywords. These are longer compositions that can range from three words to a full sentence. These long-tail keywords allow for better content positioning as they are based on very specific searchesthat tend to have a lower search volume, so they usually have very little competition. For example, a long-tail keyword could be “The best YouTube channels for learning Chinese”.
With that in mind, it’s not uncommon for the main keyword to have a volume of 5 or 10,000 searches per month, but a long-tail keyword not to exceed 200. Despite what it seems, that’s good because it is much easier for the pages and websites on a budget to place these terms.
Let’s see how it could be done:
– Search intent and goal: Nowadays, keywords need to be linked to the search intent of the user. That means they have to have a clear goal, what does the reader want in terms of content? For what purpose was the content created? Content can be educational, attract customers, promote a new brand or product, or study audience needs. It is important that the content target and search intent match, but this requires a good understanding of the target audience and their needs. If you want to attract new customers, you need to know what keywords they are searching with and use them to create relevant content.
– Look for the words: Above all, Google values the user experience, so it is not enough to use the keyword with the most search volume. On the contrary, it is better to use a low volume keyword, but one that will attract an engaged and interested audience who will share the website and leave comments. There are many tools on the market for searching for keywords, many of them for free. Typically, when searching for a topic, basic keywords are shown as the result. To find a longtail, you have to take the basic results and run them through the tool again to view other suggestions, or you can use tools like Answer the public, which offer results in the form of questions where they are long-tail keyowords.
– Place the keywords in the content: The selected long-tail keywords must not only be placed in the content itself, but must also appear in the URL, in the meta description, in the subheaders (where it is possible to introduce variations of the keyword) and also in the titles. Of all these areas, the title is the most important as it will be the primary focus of user attention. It’s important to create eye-catching titles that sound natural without clicking.