In the world of SEO and digital marketing, long-tail keywords have become essential for attracting highly targeted traffic with relatively less competition. Unlike head terms, which are broad and highly competitive, long-tail keywords tend to be longer, more specific, and cater to a distinct user intent. This distinction makes them invaluable to digital marketers and content creators who aim to rank for more nuanced search queries. Finding and utilising long-tail keywords can lead to a significant improvement in search engine rankings and conversion rates.
This article will explore how to find long-tail keywords with a focus on user intent. We’ll break down what long-tail keywords are, why they’re important for SEO, and guide you through various techniques and tools you can use to uncover them.
What Are Long-Tail Keywords?
Long-tail keywords are phrases or search terms that typically consist of three or more words. They are characterised by low search volume and competition, but they are often more targeted and aligned with specific user intent compared to short, broad keywords. For example, instead of searching for “shoes”, a user might search for “best running shoes for flat feet”, which is a long-tail keyword.
Although each individual long-tail keyword may receive fewer searches, when combined, long-tail keywords make up the majority of search engine queries. Studies show that approximately 92% of all search terms receive fewer than 10 searches per month. This makes them highly valuable for businesses looking to connect with niche audiences or users who are closer to making a purchasing decision.
Why Are Long-Tail Keywords Important for SEO?
Long-tail keywords offer two significant advantages: low competition and high conversion rates.
1. Lower Competition
Ranking for highly competitive, broad keywords is often a time-consuming and costly endeavour, especially for new or smaller websites. Competing against well-established brands or websites with substantial domain authority can be challenging. Long-tail keywords, on the other hand, are less competitive, making it easier to rank on the first page of Google or other search engines.
For example, a general search for “link building” might yield millions of results, while a more specific query like “best link building software for small businesses” would face considerably fewer competing pages.
2. Higher Conversion Rates
Long-tail keywords also tend to convert better because they reflect more specific user intent. A person searching for “lawn care tips” might be looking for general information, but someone searching for “best lawn care services in Taunton” is more likely to be ready to hire a service provider. By targeting these more specific queries, businesses can attract users who are further along in the buyer’s journey, resulting in higher conversion rates.
How to Find Long-Tail Keywords with User Intent in Mind
Now that we understand the importance of long-tail keywords, let’s dive into various techniques for finding them. These methods will help you uncover valuable keywords that align with user intent, driving traffic that is more likely to convert.
1. Google’s “Searches Related To” Feature
One of the simplest and most effective ways to find long-tail keywords is to use Google’s “Searches Related To” feature. After performing a Google search, scroll to the bottom of the search results page. There, you’ll find related queries that people commonly search for. These are often long-tail keywords that you can use to inspire content ideas or to optimise existing pages.
For example, searching for “home security systems” might return related searches like “best home security systems for apartments” or “DIY home security system installation”. Each of these suggestions offers a more specific and user-intent-focused keyword.
2. Use Keyword Research Tools
Several keyword research tools are designed to help you discover long-tail keywords. These tools often provide search volume, competition level, and keyword difficulty scores, allowing you to focus on terms that are not only relevant but also easier to rank for. Here are some of the most popular tools:
- Semrush Keyword Magic Tool: This tool is great for finding long-tail keywords. Enter a seed keyword, set the filter to display keywords with four or more words, and you’ll get a list of relevant long-tail keywords. Semrush also provides important metrics such as keyword difficulty and search volume.
- Answer The Public: This tool focuses on generating question-based keywords. It’s particularly helpful for discovering long-tail queries framed as questions, such as “how to care for indoor plants” or “what is the best time to plant tomatoes”.
- Ubersuggest: Ubersuggest scrapes Google Autocomplete data to provide hundreds of long-tail keyword suggestions. You can filter results based on the number of words in the phrase, search volume, and more.
3. Leverage Google Autocomplete
Google Autocomplete is a built-in feature of Google search that predicts what a user is searching for based on popular queries. To find long-tail keywords, start typing a broad keyword into Google’s search bar and watch as Google provides suggestions. Each suggestion is a potential long-tail keyword with real user demand.
For example, typing “best hiking shoes” might prompt suggestions such as “best hiking shoes for women” or “best hiking shoes for wide feet”. These suggestions can form the foundation of content that targets very specific user needs.
4. Explore Online Forums and Boards
Forums are an excellent resource for discovering the exact questions and concerns people have regarding a particular topic. Niche communities often discuss products, services, or industries in great detail, giving you a treasure trove of long-tail keyword ideas.
To find relevant forums, search for “your keyword + forum” or “your keyword + board”. Browse through the latest threads and note the common questions and phrases used by the community. For example, a pet care forum might contain discussions like “best food for elderly dogs with sensitive stomachs”, providing you with long-tail keyword inspiration.
5. People Also Ask Boxes
Another way to discover long-tail keywords is to pay attention to Google’s “People Also Ask” boxes. These boxes appear in the search results and contain questions related to the user’s query. When you click on one of these questions, more related questions are revealed.
For example, searching for “SEO strategies” might show questions like “What is the best SEO strategy for small businesses?” or “How to implement SEO for local search”. These questions offer valuable long-tail keywords that reflect user intent and can guide your content creation.
6. Analyse Competitors’ Websites
Analysing competitor websites is a useful tactic to find long-tail keywords. Tools like Semrush and Ahrefs allow you to enter a competitor’s domain and see the keywords they rank for. You can filter the results to find long-tail keywords that are driving traffic to their site.
By identifying gaps in your competitor’s strategy or finding keywords they rank for that you haven’t targeted, you can develop content optimised for those specific long-tail queries.
7. Quora and Other Q&A Sites
Quora, like forums, is a goldmine for keyword research. Users ask detailed questions on a variety of topics, and their questions are often long-tail keywords. Simply enter a broad keyword into Quora’s search bar, and you’ll see questions related to that topic.
For example, typing “content marketing” might yield questions like “What are the best content marketing strategies for small businesses?”. Each question is a potential long-tail keyword that reflects high user intent.
8. Google Search Console
Google Search Console is a powerful tool for tracking your website’s performance on Google. It also provides insight into the long-tail keywords you’re already ranking for. In the “Performance” section of Search Console, you can see which queries are driving traffic to your site and how they rank.
This data can be used to optimise your existing pages for long-tail keywords that are already bringing in traffic but may not be fully capitalised on. By improving on-page SEO for those keywords, you can increase your chances of ranking higher and driving more targeted traffic.
9. Google Trends
Google Trends allows you to track the popularity of specific keywords over time. You can use it to spot trending long-tail keywords and to see whether interest in certain topics is rising or falling. By identifying growing trends, you can optimise your content for long-tail keywords that are gaining momentum.
For example, you might find that a phrase like “sustainable home products” is becoming increasingly popular. This keyword could then guide the creation of content focused on eco-friendly living, which could attract an audience with strong user intent for purchasing such products.
Common Misconceptions About Long-Tail Keywords
Despite their benefits, long-tail keywords are sometimes misunderstood. One common misconception is that long-tail keywords don’t generate enough traffic to be worthwhile. While it’s true that individual long-tail keywords may receive fewer searches, the cumulative traffic from targeting multiple long-tail keywords can be substantial.
Another misconception is that long-tail keywords are only useful for blogs. In reality, long-tail keywords are valuable for all types of content, including product pages, landing pages, and even paid ads.
Conclusion
Finding and using long-tail keywords with user intent in mind is an essential strategy for improving SEO performance and driving conversions. These keywords not only help businesses rank higher with less competition but also attract more qualified leads who are further along in the buyer’s journey.
By leveraging tools like Google Autocomplete, Semrush, Answer The Public, and forums, as well as analysing competitors and using Google Search Console, you can uncover a wealth of long-tail keyword opportunities. Incorporating these keywords into your content strategy will help you connect with the right audience and achieve your business goals.
Whether you’re optimising existing content or creating new material, understanding and targeting long-tail keywords aligned with user intent is the key to long-term SEO success.
