Long-tail keywords attract searchers ready to follow through on a clear search intent.
Keyword research often returns terms about broad topics like “cybersecurity” or “content marketing,” where there’s a lot of competition in the search results. Search-optimized content that ranks well on these keywords can capture clicks, but the chance that someone will stick around after reading it is relatively low because of all the other options.
Long-tail keywords are search queries with a clear high intent, which indicates a more niche, motivated audience. These keywords often include terms like “how to” or “best” to specify what the searcher is looking for. They also drive targeted traffic in today’s landscape of AI-powered search results, as people often use those tools for longer queries.
Targeting long-tail keywords is a great search engine optimization (SEO) and answer engine optimization (AEO) strategy that requires a slightly different approach to typical search terms. Read on to learn more.
What are long-tail keywords?
Long-tail keywords are longer, more specific phrases than typical keywords. Shorter, broader search terms typically get more search results but less engagement. Alternatively, long-tail keywords get fewer search results but more engagement. For example, someone searching for “website builders” might be casually browsing their options. In contrast, a search query for “best minimalist website builders” indicates that they’re looking for something specific that they’re ready to try.
Here are a few other examples of long-tail keywords:
- How to start an email campaign
- Best SEO keyword research tools
- Suggestions for new web designers
Due to the specific nature of the long-tail keyword, searchers often learn more about their chosen topic when they follow a long-tail result.
The importance of long-tail keywords for SEO & AEO
You need a multifaceted SEO strategy to climb the ranks in search engine results pages (SERPs). Short, general keywords are essential, but their rankings are highly competitive. Targeting long-tail keywords is a great way to optimize your content offering and diversify your SEO.
Here are just a few ways it can enhance your strategy:
Higher conversion rates
Searchers using long-tail keywords are usually looking for something specific, so they are more ready to buy or subscribe to it when they find exactly what they’re looking for. SEO articles targeting these keywords can often achieve far more clicks. They just need a well-placed call to action that tells people, “You found what you’re looking for.”
Building topical authority
Search engines like Google track how many people end their search on your site. They use this to determine your authority on a given topic. Varying your SEO strategy with mid- and long-tail keywords helps you build topical authority because they attract more engagement. After a while, you’ll notice a boost to your ranks for all the search terms you target in that topic.
Featuring in AI-generated answers
Now that search engines use AI to answer queries, long-tail keywords can get much more traffic. Large language models (LLMs) try to identify searchers’ intent and produce answers to meet it. Longer, well-optimized articles feature prominently in these AI-generated answers, which can drive traffic to your content.
How to find long-tail keywords
Finding good long-tail keywords isn’t about putting “how to” before other search terms. Here are a few methods to conduct keyword research that surfaces long-tails that'll work well in SEO content:
Google autocomplete
Head to Google.com and start typing a search query into the search bar. Before you finish it, scroll through the suggestions to find long-tail keywords with clear search intents.
For example, if you start with “Best content marketing…,” you’ll notice several autocomplete options that would make for good long-tail keywords, such as:
- “Best content marketing examples”
- “Best content marketing agencies”
- “Best content marketing courses”
Customer interviews
Speak with real customers from your target audience. Ask them what keywords and phrases they used when searching for your product or service.
You can also ask them to show you. Give them a challenge like “find a stock photo you’d use in a project management course” or “look up how to choose an investment provider,” and watch them search for it themselves. Note the keywords they use to indicate their intent, like “best,” “how to,” or “download.”
AnswerThePublic
AnswerThePublic is a keyword research tool specializing in long-tail keywords. You give it a short, broad keyword, and it surfaces a wide selection of phrases about it.
For example, looking up “children’s entertainment” gives you the following keyword suggestions:
- “What are some online children’s entertainment options?”
- “What’s good entertainment for a child’s party?”
- “How do I entertain children without a device?"
Competitor analysis
Check out competitors’ SEO to search for long-tail keywords you can incorporate into your own content. Look through their titles and headings to find phrases you might not have thought of. Then work these into the templates you use to structure upcoming SEO articles and see if they drive more traffic.
Keyword research tools
Sign up for a comprehensive keyword research tool, like Ahrefs or Semrush, that helps you optimize your content strategy. These SEO tools audit your existing articles to discover opportunities for improvement and provide keyword suggestions. They also track your search result ranking for each article so you can measure changes over time.
How to target long-tail keywords
Once you have some keywords to try, it’s time to put them to use in articles that target their search intent. Here are a few tips for how to use long-tail keywords in your SEO content:
Create niche, high-value content
Address a highly specific use case related to your keywords that only searchers with a particular intent will find. Although it’s somewhat counterintuitive, you want to discourage users without a specific search intent from clicking your article.
The goal is for everyone who clicks the link to end their search on your site, and not to hop around after they’ve seen what you have to offer. Even if it’s fewer people, a higher percentage of satisfied searchers builds more topical authority.
Optimize for conversational search
Write headings and titles that someone would find with a voice search. These phrases typically include keywords like “how do I” or “where can I,” so include these constructions in your content. Imagine a question someone might ask about your topic, then answer it directly.
Leverage internal linking
When searchers land on your site, you want them to stay, so show them you have all the information they’re looking for. Set them on a journey through your content with internal links that point them toward related topics and keywords. They’ll get the information they need and give your website some much-needed engagement.
Start implementing new keyword strategies with Webflow
A diverse content strategy can help you tap into the search volume for a wide range of queries. Targeting long-tail keywords is part of that strategy — they build your topical authority and will help you rank higher in search results.
To make the most of your SEO, you’ll also need tools to analyze your strategy, and Webflow is here to help. With Webflow built-in SEO features, you can target specific terms and search intents, then scale that approach when you find a winning keyword.
Get started with a visual, composable CMS and start attracting the right audience to your content.
Unleash your creativity on the web
Build completely custom, production-ready websites — or ultra-high-fidelity prototypes — without writing a line of code. Only with Webflow.
