A semantic core of keywords is the foundation for website promotion in search engines. The keywords themselves are divided into several types based on their frequency—the number of searches for a keyword. Internet marketers still believe that low-frequency or long-tail keywords are unsuitable for website promotion because they can’t generate traffic comparable to high-frequency keywords. However, long-tail keywords are considered low-frequency keywords. And with them, the situation is slightly different. With the right approach, they can become an effective tool for increasing traffic.
What are long-tail queries?
Long-tail queries (LT) have low frequency and clearly express user intent.
Their length doesn’t matter. Low-frequency queries generally consist of three or more words, but precise queries of one or two words are also included in the “long-tail” category.
The relationship between search query frequency and conversion is clearly illustrated by the search demand curve:
- There are a lot of users around the world who are interested in smartphones, entering a simple and high-frequency query “smartphone”;
- You can identify a narrower audience that is interested only in Samsung smartphones – the basic keyword for this category with a lower frequency is “samsung smartphones”;
- Further along the demand curve, queries have lower frequency, for example, “Samsung Galaxy smartphone”;
- In the final part, specialists consider a long list of queries, the frequency of which can range from one to five impressions per month or even be zero, for example, “samsung galaxy series list and price.”
The search demand curve shows that a huge number of low-volume keywords form the so-called “long tail.” The potential of this long tail has begun to increase with the development of search engines and the SEO field as a whole.
There are three main categories of long-tail queries:
- thematic;
- complementary;
- mixed.
Thematic long-tail queries
They point to a specific topic. The most accurate ones are suitable as primary keywords for pages you want to promote for low-frequency queries.
For example, “how to learn to swim crawl.” The query has a low search volume: up to 540 impressions per month without specifying a region. Besides special elements (ad blocks, videos, and lists of local businesses), the search results consist entirely of relevant content that accurately answers the user’s query.
Thematic long-tail queries have the following characteristics:
- relatively complex formulation;
- high detail;
- precise intent.
The search results for these terms are low-competition and consist of pages with a specific, narrow focus. Using a smart promotion strategy, you can reach the top of relevant LT searches without much effort.
Complementary long-tail queries
They point to a specific topic, but due to their low frequency they complement one or more broader themes.
Let’s say the query “sneaker lacing technique” has a search volume of up to 10 impressions per month. The search results will include not only pages about sneaker lacing techniques but also pages about boot lacing techniques.
The search volume for “shoe lacing,” also related to this topic, is higher—over 1,600 impressions per month. This is the key feature of complementary LTs: increased competition due to their visibility in search results for general queries.
Using this type of long-tail keywords in SEO is a more subtle approach. It’s necessary to simultaneously promote high- and medium-volume keywords.
Mixed long-tail queries
They cannot be neatly categorized into either of the two previously mentioned categories. Mixed LTs can relate to a specific, narrow topic, but also encompass several broader ones.
Examples of mixed long-tail queries:
- Queries with pronounced seasonality are “SEO trends 2022”.
- Names of organizations, specific places, cultural products (films, books, performances) – “science museum nemo”.
- Low-frequency queries with a toponym include “where to buy a car in Odessa.”
Due to the specific nature of these keywords, search engines don’t receive the necessary data to provide analytics for them in tools like Google Ads. However, there are some ways to analyze long-tail queries and even specific tools. I’ll discuss them below.
Why are LT queries relevant for search?
According to Google, 15% of search queries are new, generated by users every day. These statistics are driven by low-volume queries. By refining or more complexly formulating their intent, users create new search queries, which influence ranking algorithms.
Voice search
The rise of such a large number of long-tail queries is partly due to the popularity of voice search. Accessories, voice assistants, and products like Google Home have fueled the demand for natural language search.
Search engines have begun to better understand the context of phrases and slang, adapting to conversational queries. Conversational speech is evolving dynamically, so search engine algorithms are constantly being refined to accurately recognize voice search queries.
Its popularization also works in reverse: users’ constant generation of variations of the same query or phrase forces search engines to consider them identical. This occurs to compensate for the increasing number of search queries.
Question form
In addition to voice queries, people often use questions. Moreover, the same question can be asked in different ways (using introductory words or clarifying details). And search algorithms are learning to understand these LTs.
At the same time, systems can mistake variations of the same query for the same thing. How can we understand when this happens and why?
Conduct an N-gram analysis. An N-gram is a specific sequence of n elements. In the context of keywords:
the query “music” is a 1-gram;
The query “what music can be used on TikTok” is a 6-gram (a sequence of 6 words).
Representing a query using an N-gram allows us to understand its naturalness, as well as the weight of each element n within the phrase.
Let’s say you want to optimize content for long-tail queries related to the topic “exercise bikes.” The query “which inexpensive exercise bike is best to buy” would be best broken down using n-grams. Then, conduct a partial n-gram analysis—manually modifying each individual word in the phrase and observing how and to what extent the search results change.
In some cases, you can use paid and free tools for n-gram analysis in SEO.
For example:
- !SEMTools;
- PEMAVOR;
- NGram Analyzer.
Specifically, in the case of exercise bikes, replacing the words “inexpensive” with “budget,” “exercise bike” with “exercise bike,” and even “buy” with “choose” will not play a significant role.
Issue before changes:
Issue after changes:
But a more noticeable change in search results will occur when the word “inexpensive” is replaced with “cheap”:
In any case, when analyzing the search results, it should be taken into account that the basis of the query topic depends precisely on the word “exercise bike”, since it fully characterizes the intent.
Representing queries using N-grams isn’t a panacea, nor is adapting them to voice search. However, they demonstrate that long-tail keywords are relevant for search. Statistics and search engine behavior are already signaling to SEO specialists that using long-tail keywords in SEO should be considered a method with great potential.
The Effectiveness and Benefits of Long-Tail SEO
In addition to adaptability to voice search, long-tail keyword promotion offers at least three clear advantages.
Low competition
Most websites are promoted by high-frequency search queries. In Ukraine, the search query “buy iPhone 12” returns 21,500 results on Google, while “buy iPhone 12 128GB” returns up to 100. A small number of competitors in search results can make it easier and faster to reach the top, but this doesn’t mean there will be no competition.
Despite low search volume, consumer demand may be medium to high. Therefore, when promoting low-volume keywords, monitor search results and competition levels.
High conversion rate
This feature can be considered from the perspective of the sales funnel.
It includes:
- Awareness. At this stage, the user learns about a specific product and its purchase option.
- Interest. The user develops an interest in the product and a desire to purchase it.
- Desire. The need has been formed, and the user wants to purchase the product.
- Action. A person buys a product to satisfy a need.
For example, when searching for “buy a toothbrush,” the user isn’t yet fully aware of their need; they don’t know the different types of toothbrushes and haven’t yet chosen a specific model. However, when searching for “buy an Oral B electric toothbrush,” the first two stages of the funnel have been completed; the user knows exactly what they want and is just a few steps away from making a purchase.
The specificity of low-frequency queries is that they are more targeted: the user can formulate their need more specifically, and therefore is more inclined to take the target action.
There are also additional benefits of promoting via LT.
Promotion by general keywords of a specific topic
To exploit this feature, promotion using complementary long-tail queries is most suitable, as it presupposes the presence of key thematic, high-frequency queries. Search engines understand the topic of a query and can identify similar keywords that relate to the same intent. Therefore, the search results for long-tail queries may include some results for the primary keyword.
But there’s also a reverse process worth considering: with proper optimization, low-frequency queries can improve a site’s ranking for key high-frequency queries.
All three advantages of long-tail promotion can be represented through the principle of competitiveness:
- Top positions for high-frequency queries are not always achievable, especially in highly competitive niches with large promotion budgets.
- These challenges are prompting SEO specialists to abandon the simple, banal, and ill-considered strategy of directly competing with top-ranking sites and instead focus on less-than-attractive long-tail queries.
- By choosing a more “subtle” promotion strategy in a highly competitive niche using low-frequency keywords, you can achieve greater targeted traffic and, as a result, a greater number of targeted actions.
How to find long-tail queries?
The key preparatory step before promoting long-tail content is finding them. This can be done in several ways.
Searching for LT using Google Search Console
First, to find long-tail keywords, export the list from the “Performance” tab in Google Search Console. This contains keywords for which your site already ranks. Typically, most of these are long-tail keywords.
This way, you’ll find ready-made, basic long-tail queries that don’t require creating separate pages or extensive content. Search engines will immediately recognize them as suitable for your website pages.
Use search suggestions
Google search suggestions are perhaps the most effective way to find long-tail queries. Simply start typing a phrase in the search bar, and the system will automatically complete it in a pop-up window. Moreover, this process works on the principle that the longer the phrase you enter, the less frequently searched you get.
Example on Google:
You should also pay attention to additional blocks with related queries on the search results page; they may also contain useful low-frequency queries.
Never ignore this method when selecting a list of long-tail keywords, as all queries from search suggestions are real and natural for the user.
Search via Serpstat
Serpstat is a paid tool with the most comprehensive set of features for selecting long-tail keywords.
The service allows you to search for key phrases and filter them by the required frequency level.
Additional sections of the tool will help you find long-tail queries:
- “Similar phrases.” This will allow you to find similar and complementary low-frequency queries and expand the list;
- “Search Suggestions.” It doesn’t contain query statistics, but it’s suitable for quickly selecting native long-tail keywords—the ones most natural for everyday human speech;
- Using “Search Questions,” you can easily gather information on a specific topic. It’s ideal for creating FAQ sections on commercial pages and for creating the basis for website blog content.
Search via Ahrefs
The second paid tool on our list. Its functionality is similar to Serpstat: you can select queries and filter them by highest and lowest search volume. The Questions report displays search queries on the desired topic.
The service has several very convenient features:
- Display multiple keyword categories for your query at once. In the dedicated Keyword Ideas section, you’ll see information on keywords, search queries, long-tail complementary phrases, and related phrases.
- Displays the top pages for a specific query with detailed information about the link profile and the main keyword.
- Displaying the top pages on similar topics.
The tool stands out for its well-developed database for English-language searches. If you’re targeting the Americas, Europe, or other regions, be sure to check it out.
There are numerous third-party websites for finding long-tail keywords, with free or trial versions available. For example, AnswerThePublic can show a whole cluster of search questions for a given keyword.
Use all possible methods for selecting long-tail queries, examine search results for them, cluster lists and filter out unnecessary ones to ultimately compile a list of the most suitable keywords for promotion.
How to navigate the long tail
After collecting relevant queries, it’s time to decide on the right promotion strategy. To do this, it’s important to understand how search engines generate search results and how they interpret query intent.
Let me remind you that there are three types of LT queries. And each of them characterizes the search engine’s intent.
| Request type | Search engine actions |
| Thematic LT queries | The system includes only thematically relevant target pages in the results for a specific query. |
| Complementary LT queries | Includes results for more frequently used queries in the search. |
| Mixed LT queries | Makes the output mixed. |
Promotion by thematic long-tail queries
Search results for thematic LT consist entirely of thematic materials that accurately answer the user’s query.
Here is the search result for the query “how to find low-frequency queries”.
It consists only of materials relevant to a specific search query. Therefore, the most successful approach would be to create a separate page and promote it for a thematic LT or semantic search term.
A semantic group may consist of variations of a key phrase:
- “how to find low-frequency queries”;
- “how to collect low-frequency queries”;
- “How to select low-frequency queries.”
The search results for each keyword will look virtually identical, but there will still be some variations. This gives you a choice of how to promote, depending on your budget and time. You can create a highly targeted page for each element in the group and promote it separately. Or you can create a general page with more comprehensive content and promote it for several keyword variations at once.
You can go further and collect even less frequent queries using geotags, comparisons of terms, more complex question forms, and so on. You can create a separate section on your website for a specific topic and include pages with questions and detailed answers, each of which will be promoted for a specific query.
The key to this promotion scheme is to ensure that the search results do not contain a large number of competitor pages that contain large-scale content promoted by high-frequency queries.
Using this strategy, you’ll attract more traffic by ranking high for each long-tail keyword. This is easier than trying to rank high for one or two high-frequency keywords in a competitive niche. Each page may attract a small amount of traffic, but together they will generate a significant volume. Moreover, traffic from long-tail keywords will be more targeted.
Promotion by complementary long-tail queries
Search results for complementary LTs are generated by a large number of pages promoted for high-frequency queries. When choosing this type of promotion, avoid creating separate pages for each query. You’ll waste a lot of effort and budget, and search engines will consider them part of a larger topic.
Therefore, complementary keywords should be used in promotion only as a supplement. By analyzing the top search results for them, you will find the main queries in the topic: these can be both thematic long-tail queries and mid- or high-frequency queries.
In this case, base your promotion strategy on the main queries, and create additional paragraphs or information blocks for complementary long-tail phrases, such as an FAQ block.
If you can rank for the primary keyword with such a page, most of the short-tail keywords that complement it will also rank. This will help you get more traffic from complementary long-tail keywords.
Promotion by mixed long-tail queries
The mixed LT search results include both pages that specifically satisfy the user’s intent and pages that relate to a broad, related topic.
The promotion strategy for keywords with this ranking feature is flexible. You can promote queries as complementary, or, conversely, as thematic.
In the first case, it is necessary to create large materials that will include many low-frequency queries and blocks with additional information, as well as significantly increase the page’s authority for search engines by pumping up the link profile.
In the second case, you need a highly focused piece of content or several pieces of content for specific queries, covering the topic in full. It’s also important to link them together and to other content on the site using internal links.
The choice of strategy depends on your time, budget, and skills. But one thing is clear: high-quality, unique content that’s useful to users is one of the most important factors when promoting long-tail keywords.
Study the top keyword search results and create a list of content that should be included on the page and the features that make a page high-quality. This could include technical optimization (for example, loading speed) or search engine requirements for content. This list will serve as a foundation for building quality content around long-tail keywords.
Remember
Low-frequency queries are a type of long-tail keyword that clearly express user intent. With the growth of voice search in particular and SEO in general, they are becoming increasingly attractive for SEO. They have low competition, high conversion rates, and the potential to rank immediately for similar high-frequency keywords.
Before you can progress through the LT, you need to find them. A number of tools will help you do this:
- Google Search Console;
- Google search suggestions;
- Serpstat;
- Ahrefs;
- websites for selecting low-frequency queries, for example, AnswerThePublic,
There are three types of long-tail queries:
- thematic – indicate a specific topic, the results for them consist of landing pages;
- complementary – complement one or more broader topics, will be included in the search results due to low frequency
- pages on related topics;
- mixed – relate to both a narrow topic and cover a broader one, the results will be mixed.
Each of these types has its own promotion scenarios.
Long-tail SEO is a fairly flexible tool that, when used correctly, can generate a huge amount of targeted traffic to a website. However, don’t get hung up on low-volume keywords or focus on creating 100 or 200 highly targeted pages filled with generic content.
Properly integrate long-tail keywords into your project’s semantic space, improve content quality, analyze your website’s niche, and monitor global search engine performance for long-tail keywords. All of this is the key to successful long-tail website promotion.
Source: Netpeak
