Long-Tail Keywords: What are they and why are they important.

What are long-tail keywords?

A long-tail keyword is a group of words that you would use to perform a more specific search (versus a more general query). For example, consider the search query “white cotton tshirts made in Canada” versus “white tshirts”. “White cotton tshirts made in Canada” is an example of long-tail keywords, whereas “white tshirts” is a short-tail keyword.

What do they have to do with web design?

When it comes to web design, visual aesthetic and functionality are key but so is content. A beautiful, eye-catching website is great but it doesn’t guarantee visitors. You’ll want to ensure that your website shows up in search results when your potential customers are searching for the products or services that you offer. The content on your website will tell search engines what your website is about. A good web design practice is to consider using keywords in areas such as headings, sub headings, meta titles, etc. remembering to use keywords in a way that the content flows naturally. Being strategic in your choice of keywords can help search engines bridge your website and the people searching for your exact product. Think of long-tail keywords as a way of connecting your business with those customers who are already actively looking for your product.

Why are long-tail keywords important?

In terms of search engine optimization (SEO), long-tail keywords are more likely to give you a higher return on investment. Since short-tail keywords compete for more web traffic, tailoring your content to a more specific search can decrease the amount of competition you have. Because long-tail keywords are about being more specific, they can be very useful if you have a niche business. Let’s say you have a bakery that focuses on using allergy and diet specific ingredients in your cakes. By highlighting words like gluten-free, dairy-free and vegan, you could possibly gain more web traffic than another bakery website that simply focuses on the word “cakes” because there is less competition for those more specific searches.

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