Long tail keywords are three and four word phrases that are very specific to what you are selling. The closer a prospect is to purchasing the more specific their search will get. Optimizing on long tail keywords allows you to target you niche audience and stand out amongst your competitors.
Here is a very basic example of how a search might go for someone searching for widgets.
Let's say you make widgets for industrial machinery specific to the material handling industry.
A prospect researching widgets might first search the term "widgets." First, that broad keyword most likely has fierce competition for the top spot on search engines and will include a host of products that don't apply to the prospect anyway leading him/her to continue searching.
Then the prospect might search for "widgets for industrial use." Although this category may be closer to what they are searching for and have less competition than the broad keyword, they will still most likely continue their search for a product more compatible to their needs.
When the prospect has done most of their research into widgets and are looking for a specific solution, they may type in "widgets for material handling equipment." If you have optimized on this long tail keyword your website is more likely to be in one of the top 4 spots that capture 57 percent of the click through during a search, and you have effectively led the prospect to your door.
Strategically selected long tail keywords can lead qualified prospects to your site and increase your conversion rates.
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