The Google algorithm is evolving and so are the SEO strategies to be used. While it used to be in good taste to focus on a single keyword, Internet users’ behaviour has changed. Indeed, the requests made are becoming more and more specific.
Also, a long tail SEO strategy can help you meet these increasingly specialized demands. The long tail refers to keywords that are taken one by one and report little traffic on a website, but which, when combined, can attract a significant number of visitors. A long tail usually has more than three keywords.
Although still little used, it remains an efficient and indirect way to improve its positioning on Google’s SERP. Today, 70% is on a long tail.
There is no need to try to fight on very competitive requests, since you may not always find yourself in the first ones of the SERP. It is better to position yourself on longer requests, but to guarantee your visibility.
The long tail is a new playground. Long tail keywords are easier to reference because they are very specific.
A higher conversion rate
If your Internet user submits a very detailed request, you will necessarily answer it in a more detailed way than with a single keyword. Working with less generic and therefore less competitive, but more accurate requests will ensure quality traffic to your site.
A long tail strategy ensures a real link with demand and therefore maximizes your conversion rate.
More precise answers
Some Internet users know exactly what they are looking for. It’s up to you to give them exactly what they want! A very precise Internet user is one who is ready to make a purchase.
If your Internet user is looking for the ideal furry companion, his request will not be limited to “cat” or “dog”.
It is a question of asking the right questions about the criteria that could be your own. What would that cat or dog be like? Of what race? What colour? Is he weaned? Would it come from a farm or the SPA? In which district?
A range of possibilities
The long tail is in constant evolution and represents a well of opportunities. Don’t miss an opportunity to position yourself on as many requests as possible. This can only benefit you since 20 to 25% of long tail requests are new and therefore still unknown to Google and search engines.
Another notable fact is that half of Internet searches could be voice searches (and therefore potentially long tail) by 2020.
Moreover, the long tail is an innovative strategy that must not be self-sufficient. Coupled with quality content and an optimal netlinking strategy, a long tail strategy is much more effective.