Long tail keywords: delving deeper

There has long been a debate about how to best get found in online searches. Focus on (short-tail) head terms or long-tail keywords?

This is some basic information on the subject.

Little fish in a big pond, or a big fish in a little pond?

Here is an interesting blog post. It provides compelling data for the cause of long tail keywords.

After analyzing 1.5 billion (with a “b”) Google searches, the author came up with some interesting statistics:

• 14% of Google searches use 1-2 words.
• 22% of Google searches use 3 words.
• 23% of Google searches use 4 words.
• 42% of Google searches use 5 or more words.

So about 85% of all Google searches use three or more words (which are known as long-tail keyword searches). That is reason enough to focus on your long-tail keywords.

Okay. I see that long-tail keyword searches are popular. So what?

As queries get longer, their search volume plummets: “96.54% of all search queries in the US have less than 50 searches per month." The proverbial pond is indeed small.

You should aim to be the so-called big fish in this small pond of search results. There are millions of small ponds, or low-volume web searches out there being made. Searches made by shoppers looking to buy your unique item.

Because these long-tail searches are so, well, LONG, we have some hope of being at the top of results. We can be right there, ready to reel in buyers. (Oh, wait a minute. I am getting my illustrations mixed up, ha ha.)

"…around 40% of all searches [worldwide] are coming from billions of long-tail keywords that have less than 50 searches per month."

Are we the big fish in a small pond?

Pulling in searchers for one or two small “ponds” of search results is one thing. But there are millions of small ponds of 50 searches. If we can rank as the big fish for many of them, positive results can add up.

Takeaway

Aim to be that “big fish” of top search results in many small ponds. Increase your long-tail reach. Refine your long-tail search terms. Use lots of them by writing rich content for your listings. "Own" those small ponds of long-tail search terms.

Who has lots of time to invest in refining key word search terms? Vintage sellers often sell a large variety of items. This another time when the advantage can be for sellers who specialize. They can better target their market with search terms.

Be the big fish. Own those small search ponds. Use various search phrases to try to increase the reach of your shop or website.

Harness the power of long-tail keywords. Draw in as many searchers as possible to your listings.

Sell, sell, sell!

What are long tail keywords?

For Etsy sellers, relevancy is critical. When buyers search, we want our items front and center. 

How do we pick the best terms for describing our items in titles and tags? For that we need a little computer code lingo.

Long Tail Keywords

"Long tail keywords" refer to keyword phrases made up of three or more words.

“Head” terms, or “short tail” terms are the more commonly used general search phrases, generally two words. 

Because people use head terms more often than long tail keywords, the head terms bring in more traffic. Although Long tail keywords are less popular, they are more targeted to specific searches and have less competition. 

An example would be the contrast between the head term “metal bowl” versus the long-tail keywords “vintage white enamelware bowl.” 

Why Should I use Long-Tail Keyword Phrases?

Use a blend of terms to describe your items, both short-tail and long-tail keywords. If you have two or more similar listings, try out different long tail phrases for each. Broaden your reach. Different folks use different keywords to find items. Be sure that your items get found by every buyer searching for your item. 

Monitor your results. Tweak your listings if necessary.

A recent question to Etsy Admin about using long tail keywords:

Q: Is it better to have long tail keywords that are semi popular opposed to long tail keywords that are high in competition on Etsy?

Admin: When deciding between targeting keywords, always err towards the keyword that is most relevant to the product. The best case scenario would be to find keywords that are relevant that have search volume, but that is not always the case. I would try to use a combination of both long tail and head terms to describe the product, when applicable.

The reason long tail keywords are important is that they convert much better than head tail (general) keywords, because they are so specific. For example if someone searched for "purple and orange knit sequined scarf" and it exists on Etsy, the person will likely consider buying it because the chances of finding something that long tail is slim.

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Want to know more? Digging deeper into long-tail keywords.