Importance of long tail keywords

The Importance of Long-Tail Keywords in SEO

Long-Tail keywords give you the opportunity to set yourself apart from the competition and define what makes you special.

Head Keywords and Long-Tail Keywords

Imagine you had an iPod or MP3 player with 10,000 songs, some of you may even have such a collection.  A very small number of songs will be played very regularly, while a very large number of songs will be played only a couple of times. But at some point, pretty much every song will be played. 

The small number of ‘popular or liked’ songs that are played regularly are like the ‘head keyword’ terms you use in a search, while the large number of songs that are played only occasionally are the ‘long tail’ phrase or question based search terms.

Just like the popular songs that are played regularly and receive the most attention, head keywords compete for the user’s attention in a search while long-tail phrases are refined and more specific – think AC/DC’s ‘Back in Black’ (the head keywords) compared to ‘It’s a long way to the top if you want to Rock n Roll’ (the long tail). This may not be the best example, but you get the idea.

Use Long-Tail Keywords to Drive Quality Traffic

With the internet, it is possible to target audiences that are large, even if the product or service is only wanted by a very small percentage of people. The vast nature of the internet can make your niche product profitable and the ranking on long tail keywords is a lot easier to establish and maintain than head keywords, for which there could be a large amount of competition. Focusing on long tail keywords will ensure you drive quality traffic to your site because they are more specific and in most cases more relevant. 

If long tail keywords drive quality traffic, then it stands to reason that the searcher may be further down the purchase journey and therefore may be closer to buying your product or service. 

Speak to Your Niche

Long-Tail keywords give you the opportunity to set yourself apart from the competition and define what makes you special. Give some thought to this differential and define your niche. Here’s an example: Suppose you provide overnight cruises in the Bay of Islands, New Zealand. Instead of competing against much larger day cruise operators for the keywords ‘bay of islands cruise’, use words that speak to your niche and reflect what the audience is looking for in a more specific way i.e. ‘Overnight Adventure Cruise Bay of Islands’. 

Use Your Business Purpose To Determine

Long-Tail Keywords And Create Content

Think about your Business Purpose – what do you really exist for? Using the cruise example, the purpose might be – to give customers an experience that they will remember for the rest of their lives. Use your purpose to draw inspiration for defining your long-tail keywords. You can then build content around these long-tail ideas that will benefit your SEO. 


– Head Keywords are like the popular song that everybody plays

– Long-Tail keywords give you the opportunity to set yourself apart from the competition and define what makes you special.

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About the Author Chris Ogles

Chris is a Client Success Manager at Konnector working with a portfolio of clients to help them achieve their digital marketing and business goals. His specialities include: Search Engine Optimisation, Online Advertising, Inbound Marketing, Growth Strategy Advice and Advertising Performance Improvement Techniques. Chris is certified in Google Ads and holds a Certificate in Digital Marketing from the Marketing Association of New Zealand.