Many clients ask me, “What long-tail keywords do you recommend?” and “How do I find them?” It’s as if they think there’s a magic formula. While there’s no secret, understanding some best practices before you start searching for long-tail keywords is crucial. Let’s debunk some common myths and set you on the right path for keyword research.
Myth #1: The longer the keyword, the better
Many believe that long-tail keywords must be lengthy to be effective. However, this isn’t always true. Think about it: most searchers, including ourselves, tend to use as few words as possible. For instance, if I were researching long-tail keywords, I’d likely search for “long-tail keywords” or “long-tail keywords AdWords,” not “how do I find and add long-tail keywords to my account in AdWords.” Who has the time?
The reality
While longer tail keywords are usually less competitive and cheaper, they also attract fewer searches. Extremely specific keywords might even trigger Google’s “Low Search Volume” warning, meaning they’re practically invisible. Even without this warning, overly long keywords might not attract enough searches to meet your goals.
Instead of just “long-tail,” aim for “longer tail” keywords. Sticking to 3-4 terms helps you target specific, less competitive keywords without ending up with phrases nobody searches for. Filling your account with such keywords leads to clutter and won’t contribute to positive performance. And as you might know, a clean and organized account is essential.
Myth #2: I can rely solely on long-tail keywords in my account
This myth is common in competitive industries where popular keywords seem too expensive, especially when starting with AdWords. The temptation is to avoid high-cost keywords altogether and rely solely on long-tail alternatives.
The reality
While technically possible, relying only on long-tail keywords makes achieving advertising goals challenging. The reason they are less competitive is simple: fewer people search for them. Relying solely on them will leave you waiting for significant results.
Myth #3: Long-tail keywords guarantee cost savings and a competitive advantage
The allure of long-tail keywords often stems from the desire to save money by avoiding competitive, expensive, general keywords. While logical in theory, the reality is more nuanced. Long-tail keywords can offer some cost savings and a competitive edge, but mainly because they attract fewer searches and clicks. Simply put, fewer clicks mean lower costs.
The reality
While long-tail keywords can save money and reduce competition, focusing solely on them won’t magically solve all your advertising problems. You might pay less, but the lower search and click volume can hinder your ability to achieve the same lead and conversion goals as with higher-volume keywords.
The Optimal Approach to Long-Tail Keywords
Now that we’ve debunked some common myths, let’s discuss the right approach to long-tail keywords.
Combine short-tail and long-tail keywords
Search demand drops as keywords become more specific. Instead of avoiding either, use a mix of general, high-volume keywords and longer-tail variations. This broader approach allows you to analyze the performance of more descriptive phrases and identify those that convert effectively. This combination provides a clearer picture of searcher intent and their mindset when seeking specific products or services.
Leverage your account’s search data and metrics
Your account’s search data is invaluable for understanding how people search for your business. When using short-tail keywords for research, you can analyze search volume for specific queries and determine if there are enough impressions, clicks, etc., to justify adding them as keywords. For instance, analyzing search queries based on impressions can reveal popular searches with clicks and even conversions that you haven’t added as keywords yet.
Pay attention to match types on longer tails
Restricting match types too much can hinder your long-tail keyword strategy. If a long-tail keyword underperforms, check if its match type is too restrictive. For example, an exact match for “[improve my account with long-tail keywords]” requires searchers to use that exact phrase, which is unrealistic. Consider broader match types like phrase or broad match for greater flexibility.
Don’t abandon underperforming long-tail keywords immediately
It’s easy to get frustrated with specific keywords that don’t meet performance expectations. However, before deleting low-volume keywords, consider their potential. If you believe a keyword has merit, investigate factors like restrictive match types, high-bidding generic keywords dominating searches, etc. Sometimes, a simple adjustment like increasing the bid, changing the match type, or rephrasing the keyword can improve performance. The key to long-tail keywords lies in understanding user search behavior, leveraging your account data, and experimenting with different strategies to find what works best.