Internet keyword searches are becoming far more specific, as users refine their language to include Long Tail Keywords. Using a straightforward example, we explain how a user creates a long tail keyword search.

The aim of every search marketing or SEO campaign is to create a site that scores top ranking on the most popular search engines and to do this the use of long tail keywords is a method employed by the most socially aware site creators and SEO experts. The top keywords can and will appear in both your site and your competitors. But good SEO and SEM practitioners know that this is only half the battle. Internet users are becoming much more specific in the terminology they use, wrapping long tail keywords around your primary search keywords to create a long tail phrase. These phrases are far more specific and indicate traffic that knows exactly what it wants.

Take for example, the key phrase ‘Acme Snowboards’. The keywords here indicate a specific brand and product and all companies selling ‘Acme Snowboards’ online would invariably incorporate these keywords into their SEO content. However, detailed research has shown that these short tail phrases are being used far less than long tail keyword searches. A long tail version of the above example would probably read ‘Find cheap Acme Snowboards in the UK’. The searcher is specifically looking for ‘cheap’ versions of the product and in a particular geographic location.

Translating this into effective SEO content is a simple matter of incorporating these additional long tail keywords into your site text, but making sure that the wording is used as it appears in the long tail keyword phrase. In this instance, the easiest way to bring it into your text would be to include it in a call to action, giving you the opportunity to use that exact phrase. Consequently, you have just added all those using that particular phrase (or the additional long tail keywords in other combinations) to your traffic. As these users are specifically looking for a ‘cheap Acme Snowboard in the UK’, they are therefore far more likely to convert to a final sale.

Long tail searchers know exactly what they want and are ready to buy. By including them in your SEO or search marketing campaign and giving them exactly what they want, you are far more likely to convert their initial search into a sale.