So, you’re looking to understand the topic of long-tail SEO? Read on to discover how leveraging these targeted search strategies can improve your website’s visibility, attract the right audience, and ultimately drive more meaningful engagement.
A long-tail SEO search
What is long-tail SEO?
To first answer this, it’s important to have a basic understanding of SEO so make sure you give our guide below a quick read.,
SEO Basics: The Simple SEO Guide for Website Owners [UPDATED]
Long-tail SEO is a way of optimising your website to attract visitors who are searching for very specific topics or questions.
Instead of trying to rank for broad, highly competitive search terms like “cosmetics” or “sofas,” a long-tail SEO strategy focuses on more detailed, niche search queries that people use when they want to find something precise.
Think about it this way, if you owned a wooden furniture shop in Birmingham, it would be tough to rank highly for “wooden furniture” in Google because you’d be competing with a mixture of massive blog publications, big brands, national retailers, and online retailers from all over the internet. But if you optimised your website for “wooden furniture Birmingham”, you’d stand a much better chance of appearing in front of the right audience, i.e. people who are local and ready to buy what you’re offering.
The reason this works so well is that most online searches aren’t simple, one-word queries.
People type (or speak) into search engines in the way they naturally think or have become accustomed to. Instead of searching for “fitness tips”, they might ask, “how to lose weight at home.” Instead of “cheap flights,” they might search for “best budget European airlines”.
By tailoring your website and SEO strategy to these highly specific searches, you’re likely to target and reach an audience that already knows what they want. This means they’re more likely to engage with your content, product, or service.
And the best part? You’re not competing with the biggest players in the industry because you’re targeting a more focused audience.
What are long-tail keywords?
We’ve touched upon long-tail searches above, but a search is subtly different to a keyword in SEO.
To understand the basic differences and grasp what a keyword is, check out below first.
Long-tail keywords are a representation of long-tail searches, the specific words or phrases that we use in SEO to optimise a web page.
They reflect natural language patterns, often mirroring how someone would phrase a question or describe a need in detail. These keywords align closely with user intent, meaning they reveal not just what a person is searching for, but why they’re searching for it.
Because long-tail keywords are more descriptive, pages optimised for these terms tend to filter out irrelevant traffic, attracting people who are looking for very specific information.
This makes them especially valuable for businesses and content creators who want to connect with an audience that is actively seeking something particular, rather than just browsing for general topics.
Long-tail keyword examples
The long-tail SEO example above mentioned a search for “wooden furniture Birmingham”.
If we then choose to have a page optimised for “wooden furniture Birmingham”, perhaps the homepage of the website, this becomes our long-tail keyword.
Other examples of long-tail keywords are provided below:
- “What are longtail keywords in SEO”
An informational keyword to represent businesses and marketers looking to improve their understanding of SEO. - “Birmingham luxury hotels”
A transactional keyword for travellers seeking premium accommodations in Birmingham. - “UK mortgage lender comparison”
A transactional keyword targeting homebuyers comparing mortgage options online. - “Birmingham vegan restaurants”
A local keyword aimed at diners in Birmingham, who are interested in plant-based cuisine. - “Affordable car insurance UK”
A transactional keyword phrase targeting UK residents seeking budget-friendly insurance plans. - “How to save money”
An informational keyword representing readers looking for practical tips to reduce expenses. - “Birmingham used car dealers”
A local keyword for customers searching for reliable pre-owned vehicles in Birmingham. - “UK refurbished laptops deals”
A transactional keyword aimed at tech-savvy shoppers looking for quality refurbished laptops. - “UK flat rental listings”
A keyword phrase for prospective tenants exploring rental properties across the UK. - “How to start a podcast”
An informational keyword representing individuals interested in creating and launching a podcast.
These are generally three or more words that make up a phrase, each one narrowing the search to a more and more specific topic, service or product. Obviously the narrower the search, the lower the search volume but a fewer searches will often mean a higher quality as your website will more closely match their search intent and requirements.
What are short-tail and long-tail keywords?
Short-tail and long-tail keywords differ in length, specificity, and competitiveness. They are brief, often just one or two words, and tend to be broad in meaning. They attract large search volumes but are highly competitive, making it difficult for most websites to rank for them.
Because short-tail keywords lack detail, the intent behind them can be vague, meaning users searching these terms may be looking for a wide range of information rather than something specific. Long-tail keywords, on the other hand, focus on clear, precise topics, which makes them less competitive but more effective at reaching an audience with a defined purpose.
What are short-tail and long-tail keywords? A visual representation
To better understand the difference between short-tail and long-tail keywords, let’s break down the examples further:
1. Short-tail keyword: “Jewellery”
This is a broad and highly competitive search term. Someone searching for “jewellery” could be looking for anything—definitions, different types of jewellery, historical significance, or even how to make it. Because the intent is unclear, businesses targeting this keyword would have a harder time attracting the right audience.
2. Medium-length keyword: “Silver Jewellery”
This phrase adds some specificity but is still somewhat broad. The searcher has now refined their interest to silver jewellery, meaning they likely have a better idea of what they’re looking for. However, they could still be researching styles, learning about different types of silver jewellery, or looking for places to buy. While this keyword is more targeted than just “jewellery,” competition will be relatively high.
3. Long-tail keyword: “Buy Silver Jewellery Online”
Now, the search intent is clear. The user isn’t just exploring the topic, they’re looking to make a purchase. The addition of “buy” and “online” indicates that they are ready to shop, making this keyword highly valuable for eCommerce businesses. Because it’s more specific, fewer websites compete for this exact phrase, giving those who optimise for it a better chance of ranking well in search results.
Understanding the difference between short-tail and long-tail keywords is a critical part of having a successful SEO strategy that balances visibility with targeting the right audience. It also potentially saves you a lot of time and effort trying to optimise your content for a keyword that has little chances of ranking or driving traffic.
How to carry out long-tail keyword research?
Google search bar
The simplest and often most effective option is to use a standard Google search bar and look at the predictions. This will usually provide some great ideas.
Google search to find long-tail keywords
Using “People also ask” or “People also search for”
It’s not just the search bar, but other panels in Google search results can provide some invaluable ideas, like “People also ask” and “People also search for“.
Identify keywords using “people also ask”
Identify keywords using “people also search for “
Google Keyword Planner
The Google Keyword Tool (a part of Google Ads) is free and simple to use. Not only will it tell you the number of average searches for any long-tail term you identify, but it will also offer other suggestions.
Google Keyword Planner to find relevant short-tail and long-tail keywords
Finding long-tail keywords without relying on Google is also possible using the right tools and techniques.
Here are four other great options.
AnswerThePublic
This tool generates long-tail keyword ideas based on real search queries from people. By entering a broad topic, you’ll get a visual map of questions, comparisons, and phrases people commonly search for, making it great for content ideas.
Ubersuggest
Developed by Neil Patel, Ubersuggest provides keyword suggestions, search volume, and competition data. The free version lets you discover long-tail keywords that have lower competition but strong search potential.
Reddit & Quora
Browsing forums like Reddit and Quora can reveal exactly what questions people are asking about a topic. By paying attention to how users phrase their questions, you can uncover long-tail keyword opportunities that may not show up in traditional keyword tools.
Ahrefs Free Keyword Generator
Ahrefs offers a free keyword tool that pulls keyword suggestions from Bing, YouTube, and Amazon. While it won’t give you as much data as the paid version, it’s still a great way to find long-tail keywords beyond Google.
Using long-tail keywords in SEO
Once you have developed your list of long-tail keywords, you will need to use them effectively to maximise their SEO value.
Use long-tail keywords in your title and content
Here are some ways to use them:
- in the URLs of your website pages and blog posts
- in the meta tags (page title and meta description)
- in the headings, sub-headings of your web pages
- in the copy of your web pages
- in your anchor text for links
For further reading on producing great content and optimising for modern SEO, check out below.
Why Good Content Matters: SEO Content Creation Guidelines [UPDATED]
What about long-tail link building?
You can also consider using long-tail keywords in hyperlinks (the link anchor text) to link to your internal web pages, blog posts, and also when linking to external sites.
To search engines like Google, long-tail links appear more ‘natural’ but also closer to what your website visitors are actually looking for. In otherwords, they are generally more descriptive and valuable as they provide clear context about the linked content.
Unlike generic anchor text like “click here” or “read more,” long-tail links give both users and search engines a better understanding of what to expect when they follow the link.
For example, if you’re linking to a guide on SEO strategies, using anchor text like “best SEO strategies for small businesses” is far more useful than just “SEO.”
This not only improves user experience but also helps search engines associate your page with relevant topics, potentially boosting your rankings.
By linking to specific pages using descriptive text, you make it easier for search engines to understand your site’s hierarchy and for users to navigate your content more effectively. Over time, this can enhance your website’s authority and increase its chances of ranking for a wider range of search queries.
Further reading
For additional help and advice on SEO and keyword planning, you may find our guides below useful.
SEO Keyword Analysis & Planning: How to Choose the Best Keywords For Your Website
Final thoughts
If done successfully, the use of long-tail keywords and links will do more than improve your ranking for those specific queries.
As search engines continue to evolve, prioritising intent-driven searches and user experience, businesses that embrace long-tail SEO will have a significant advantage over others. Whether you’re optimising blog content, eCommerce pages, or service-based websites, focusing on detailed, relevant long-tail keywords will set you up for long-term success.
For help or support from a professional SEO company, look no further than Opace. Just get in touch with our friendly team, we’re here to help.
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