What are keywords?
In a very summarized way, keywords are terms composed of one or more words and represent the way users write in their online search.

Long tail keywords

Long tail keywords are keywords composed of 4 or more words, representing a more detailed search.

Because they are more specific, they have a low search volume and lower competition, however, on the other hand, they represent more closely the content they intend to disseminate. This last aspect is especially important with regard to the definition of keywords when creating an ad in Google ads: the more specific the keywords defined are, the more likely the ad will appear only to people looking for that specific product/service, thus reducing the probability of paying for clicks from visitors who are not looking for exactly what your company offers.

The same happens in a content marketing strategy: long tail keywords can place your page in a higher position in the results ranking, since, as mentioned before, they have lower competition, making it easier to obtain a good positioning in the search engines.

Consider de following example:
If you use keywords such as "box", "wood" and "infusions", which correspond to broader searches, your product will hardly appear to someone who is interested in it, ending up being "lost" in the midst of a great diversity of different results.
However, if you choose "wooden boxes to store infusions", as it is a more specific search term, the chances of your product being found increase exponentially.

Advantages of using long-tail keywords:

1 - More qualified clicks
As mentioned earlier, long tail keywords are more assertive and specific, thus attracting clicks from visitors who are actually looking for the product your brand offers.

2 - Lower bounce rate
By attracting more qualified clicks, the probability of visitors leaving your website without any type of interaction decreases, thus contributing to a decrease in the so-called bounce rate.

3 - Improved organic positioning
As already explained, opting for long-tail keywords in a content marketing strategy ends up generating faster results in terms of positioning in search results (SERP), since competition is lower. Furthermore, it is also important to consider that a reduced bounce rate is interpreted by Google as a sign of interest and relevance of your website's content, also contributing to improve your organic positioning.

How to use a long-tail keyword strategy


1 - Do keyword research
Start by defining which terms are most relevant to your business.
To help you in the process, you can use tools such as: Keyword Planner, SEMrush, Keyword Tool or Ubersuggest.

2 - Use synonyms
When defining keywords, it is important to put ourselves in the consumer's mind and think about the type of keywords that they can use to search for your product, and the truth is that they do not always use the words that we sometimes imagine. For this reason, it is important to use different synonyms, in order to increase the probability of getting the search terms used by potential customers right.

3 - Pay attention to the size
Long-tail keywords must be at least 4 words long. However, this does not mean that you should work with keywords that are too long and make them too specific. Try to maintain a balance between keywords that are neither too generic nor too specific.

4 - Produce quality content
Producing quality content is a 'rule' that applies to any strategy that involves creating content.
Worry about producing content that answers to your customers' questions and needs, reconciling them with the use of long tail keywords.



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