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Long tail website positioning – when is it worth it?

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Table of Contents:

  1. What is long tail SEO and what are the benefits?
  2. How do I find long tail phrases?
  3. How and when is it worth using long tail SEO?
  4. Panda algorithm and the EAT principle

There are many SEO strategies out there and one of them is the long tail technique. This positioning is based on the optimization of pages for key phrases with the so-called long tail. Such expressions usually consist of a few words and are precisely defined. Their special feature is relatively low competitiveness and a high chance of conversion.

What is long tail SEO and what are the benefits?

Long tail SEO is a commonly used positioning strategy. It can positively affect the conversion, both in e-commerce and on company websites, blogs or industry portals. The long tail SEO technique is primarily the technical optimization of the website and the creation of substantive content – these activities are carried out using long tail phrases, which may consist of three or more words. Their special feature is a close match (for example, product name), low search level and little competition. An example of a long tail query on Google could be:

  • how to bake a duck to keep it juicy (590 searches per month);
  • hp pavilion 15 laptop (480 searches per month);
  • white shoe cabinet with seat (140 searches per month) 54

According to a study conducted by the Advanced Web Ranking portal, long tail in the search engine accounts for approximately 70% of all queries. Users are much more likely to look for specific information / products / services, hoping that the results will be the best match. If Google does not display interesting information, the Internet user is more likely to generate a new query instead of going to the other page of the search list.
Achieving high positions for long tail phrases can positively affect your conversion rate. An analysis of this phenomenon was carried out, among others, by Neil Patel (co-founder of Crazy Egg, KISSmetrics, author of a blog about e-marketing). According to him, traffic obtained from long-tail queries leads to conversions approximately 35% of the time.

The most important benefit of a long tail SEO strategy is more traffic and a higher conversion rate. The fundamental part of such positioning is the quality of the content created. Content must not only contain long-tail phrases, but also explain the topic in depth. Otherwise, the website will start to have a high bounce rate, because Internet users will not be interested in the website’s content.
A correctly implemented long tail SEO strategy allows the website to expand its audience. In this way, the website can be tailored to a specific target audience as long tail queries are extremely detailed. This technique is especially often used in highly competitive industries (real estate, loans, dietary supplements). Long tail SEO effects tend to show up quickly because fewer sites on the web want to be displayed on the type of keywords.

How do I find long tail phrases?

The website owner can search for long tail phrases on his own. Specialized tools that analyze various word combinations are used for this. The software suggests which exact phrase is least competitive. As a rule, the lower the number of searches per month, the fewer pages compete for high positions on Google, which greatly facilitates the implementation of a long tail SEO strategy.

Ahrefs – Keyword Generator

Ahrefs is a tool mainly used in the context of link analysis. The software also has a functionality called Keyword Generator. The app will provide you with a keyword analysis for free with similar phrases along with the amount of monthly Google searches. In order to get results matched for long tail SEO, the filter “Questions” should be applied instead of “Phrase match”. In addition, Ahrefs uses the keyword difficulty indicator to inform whether a specific phrase is highly competitive in the Google search engine.

Long tail website positioning - when is it worth it?

Source : Ahrefs

Surfer SEO – Keyword Research

The Surfer SEO tool is an extensive software for searching key phrases and content analysis in terms of positioning. The application requires a paid subscription, but has a free extension to the Chrome search engine – Keyword Surfer. The plugin is compatible with the Google search engine in any language version. The tool tells you how often specific keywords are searched for each month. The use of Keyword Surfer is based on the classic use of Google: the plugin does not have any individual interface. Keyword information is displayed directly in the search list.

Ubersuggest – Keyword Analyzer

Ubersuggest, the Keyword Analyzer option, is also a free long tail search tool. The software allows you to generate three queries a day. In the full version, the user can additionally analyze historical data on keywords. After Keyword Analyzer is finished, go to the “Ideas” tab to see related phrases. When using this tool, we recommend that you analyze the phrase that matches exactly. Keyword Analyzer for overly general phrases displays equally common hints, so few of them have a long tail.

Long tail website positioning - when is it worth it?

Source : Ubersuggest

SEMSTORM – Keyword hints

The SEMSTORM tool is also used to search for long tail phrases. The software is paid, but it has some free functionalities. One of them is making keyword suggestions. The app does have one major downside, though: it doesn’t show how often a particular word is searched on Google. However, you can select phrases that show potential, then analyze them with Keyword Surfer or Ahrefs. SEMSTORM adds many pronouns, prepositions, and conjunctions to each phrase. Thanks to this, the tool creates suggestions, which makes it easier to search for long tail phrases.

Long tail website positioning - when is it worth it?

Source : SEMSTORM

How and when is it worth using long tail SEO?

The long tail SEO strategy must be properly implemented to bring the expected results. The key issue is the correct optimization of all subpages. Each URL should be displayed on Google for separate keywords – otherwise, we deal with cannibalization of key phrases, which can lead to a significant decrease in conversion. In long tail SEO, the essence is played by a blog (or other medium responsible for publishing content). This is where content rich in long-tail key phrases will be available. Text written with the use of long tail will start to appear high in the search engine, which will bring more traffic. Then the audience should be redirected to the main categories (internal linking), thus increasing the chance of conversion. This process is called traffic evaluation.

A simple example: a new online furniture store is launched on the web. Such a site will not achieve high positions for phrases such as “bedroom beds” or “couches” in a short time. The main obstacle is huge competition – top sites have been operating for years and regularly invest in SEO. However, the new online store is not doomed to losses in advance. In such a situation, a long tail SEO strategy and patience come in handy. The website may have product categories optimized for highly competitive phrases: they will not generate traffic immediately and will be in a low position. However, with the help of a blog and long-tail expressions, it is possible to gain recipients – and then through internal linking, the traffic will be redirected to categories (or immediately products), which will make the Internet user a customer. Not only new websites use the long tail SEO strategy. 

This technique is useful within every website, allowing you to reach a wider audience. Its implementation can take place at almost any time – long tail phrases should be selected and then optimized for inappropriate subpages. In some industries, achieving a high position is really difficult, because large companies dominate the top positions under popular phrases. Their marketing budget (eg SEO) is huge. The implementation of the long tail technique is therefore primarily an opportunity for smaller websites that want to appear on the web. They can use slightly less busy phrases, for which the competition is much less. allowing you to reach a wider and wider audience. Its implementation can take place at almost any time – long tail phrases should be selected and then optimized for inappropriate subpages. In some industries, achieving a high position is really difficult, because large companies dominate the top positions under popular phrases. Their marketing budget (eg SEO) is huge. The implementation of the long tail technique is therefore primarily an opportunity for smaller websites that want to appear on the web. They can use slightly less busy phrases, for which the competition is much less. allowing you to reach a wider and wider audience. Its implementation can take place at almost any time – long tail phrases should be selected and then optimized for inappropriate subpages. In some industries, achieving a high position is really difficult, because large companies dominate the top positions under popular phrases. 

Their marketing budget (eg SEO) is huge. The implementation of the long tail technique is therefore primarily an opportunity for smaller websites that want to appear on the web. They can use slightly less busy phrases, for which the competition is much less. In some industries, achieving a high position is really difficult, because large companies dominate the top positions under popular phrases. Their marketing budget (eg SEO) is huge. The implementation of the long tail technique is therefore primarily an opportunity for smaller websites that want to appear on the web. They can use slightly less busy phrases, for which the competition is much less. In some industries, achieving a high position is really difficult, because large companies dominate the top positions under popular phrases. Their marketing budget (eg SEO) is huge. The implementation of the long tail technique is, above all, an opportunity for smaller websites that want to appear on the web. They can use slightly less busy phrases, for which the competition is much less.

Long tail website positioning - when is it worth it?

Panda algorithm and the EAT principle

Implementing a long tail SEO strategy may seem simple in theory, but in practice it requires analytical, content marketing and technical optimization skills. The content created must be of high quality – all kinds of articles should cover the topic covered. The Panda algorithm watches over the texts published on the web, which lowers the position of spammer websites and websites with thin content. Keyword stuffing also won’t work. Panda rewards matter-of-factness and adaptation to the users.

Website owners interested in long tail SEO should be familiar with the EAT principle (Expertise, Authoritativeness, and Trustworthiness – i.e. expertise, authoritativeness and credibility), which is described in the Search Quality Raters Guidelines. It is a set of rules and guidelines that Google employees follow when assessing the quality of content. Google algorithms operate on similar principles – therefore understanding EAT allows you to create content that is friendly to both the search engine and users. Information on this subject is especially valuable for the owners of websites such as “Your Money or Your Life”. These are health and money-related websites, so they have a significant impact on the lives of your audience. Such sites without solid substantive value cannot count on high positions on Google. The Search Quality Raters Guidelines make it clear that more is not better. In Google, the ranking factor is not the length of the texts, but their value. Therefore, long tail SEO must be based on the highest quality content.

Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.


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