Does it make sense to pursue long-tail keywords with low search volume
-
Hi Moz community,
I need your insight into what would ensure better rankings. Some of the pages that I am optimizing are dedicated to niche products targeting specific verticals and the main keywords have really low average search volume (below 50). I'll give you an example (these are not the exact keywords, just an example to illustrate my dilemma): if my long-tail keyword is "student information management software" with search volume of 20, when do I stand better chances to gain search visibility: by optimizing the page for this long-tail keyword and incorporating it in the title tag, or by pursuing more generic keywords with higher search volume: "student" and "information management software"? If I am targeting short-tail keywords, will the page also rank for long-tail searches that are a combination of these keywords? In other words, which scenario gives better chances to rank higher: 1) pursuing short-tail keywords with high search volume in the title-tag 2) pursuing fewer long-tail keywords with lower search volume that are a combination of those in scenario 1?
Thanks in advance for your help!
-
Yes, this makes sense! Big thanks for sharing your insights, Kevin!
-
Yes, they will. However, Google will weigh the exact phrase differently. If all other factors are removed, Google will likely rank the optimized page with the long tails higher as opposed to the keywords being fragmented. Do a query of the long-tail to see if any result pops up for the exact phrase (using quotes). If you see many pages that come up, probably an indication of value and create an optimized page.
-
Kevin, thanks for your answer! In fact, my question is more around organic search, not PPC, but good observation on the quality score as well! What about when you are optimizing pages targeting specific verticals - this means that the search volume of the keywords will be even lower. Let's say my page is about mobility solutions for the healthcare vertical. If I pursue "mobility solutions" and "healthcare" separately (keywords with really high search volume), won't I also capture the searches for "healthcare mobility solutions" (low search volume)?
-
No problem!
Optimize for the long-tail keyword in question. Going more generic with your on-page elements and content is likely to dilute your other pages. You can use generic terms in content, but treat those as opportunities for internal linking, pointing generic keywords towards the page you're targeting for that particular generic term.
-
Logan, big thanks for your answer. This has been our understanding as well, so you validated our approach. Do you optimize the page copy and the title tag for the same long-tail keywords, or in the title tag you go for more generic terms/ high-level topics?
-
I would pursue optimized long-tail landing pages as long as you have resources and the page provides value.
For example, you noted "student information management software" & "information management software". If you only offer "student information management software" and no other, you should optimized for that page with those terms. If your company offers many types of "information management software", these should link to the different types (including student) on child pages. By doing so, you will have a chance for two pages to appear in the serps. In my experience, since these long-tail landing pages convert much higher because of less competition (see Logan's chart), the resources are typically worth it. Furthermore, since these long-tail landing pages are more optimized, your Quality Score will be higher in PPC and you will pay less and better visibility of your ad. Good luck!
-
Yes, it definitely is beneficial to attack long-tail keywords in your content strategy. This chart is my go-to point of reference any time this topic comes up. It very clearly illustrates the need for long-tail targeting in a comprehensive SEO strategy. Not to mention, your competitors are most likely NOT putting the time and effort into it, so you can get some pretty big wins in that regard.
-
long tail keywords tend to come up with much much better quality leads, meaning they will be less likely to bounce from your site.
Long tail keywords also tend to have less lookups and cheaper ad cost for the same reason, but again, are highly accurate when they do end up showing up as part of your ad campaign or as an organic result. There is less competition for them too oftentimes.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Finding less competitive keywords
Hello, How Moz can help me in finding less competitive keywords for a site based on omega masticating juicer. I had tried other tools but i am not satisfied with it. Kindly tell me the process to find it. Thanks.
Keyword Research | | romanjames0 -
Keywords ranking however the URL shown is not related to the ranked keyword?
Hi, Some of our ranked keywords and URLs are not related. e.g. the served URL is not optimised for the specific keyword, any ideas? Thank you Daniela
Keyword Research | | EurekaSolutions0 -
How to finalize the keywords for SEO?
Hi, I use the following method for keyword research: Create a long raw list of keywords. Use Google AdWords Keyword tool to find monthly searches. Find raw competition. Find direct competition (via allinanchor: search operator) Calculate KEI (Keyword Effectiveness Index) Calculate KOI (Keyword Opportunity Index) Is there any other (better) way to execute the keyword research? Or is finalizing/selecting the keywords only on the basis of monthly searches sufficient? In short, how to select the best keywords from a long list? Thanks & Regards
Keyword Research | | IM_Learner0 -
How long is the google sandbox these days?
Hello, We have a site that is in the google sandbox www.thewealthymind(dot)com How long is the sandbox these days?
Keyword Research | | BobGW0 -
Analysing more than 5 keywords?
I have the habit of analysing 80 to 100 keywords per topic and I really do not see myself exporting 20 5-lines Excel sheets and then merging them before getting to analysis itself. Is there a way around this (very strict) limitation?
Keyword Research | | ResourceLab0 -
Is it important to have exact keyword in your URL
I have researched exact keywords and noted a four word phrase which has fairly good numbers for exact keyword local searches a month with low competition. If I was to make it as my web address it would mean having www. (18 letters).co.uk Is it important to have the exact keyword in the URL for ranking purposes? Is an 18 letter web address either side of the www and .co.uk too long?
Keyword Research | | TCWorkouts0 -
Keyword Variations?
Hi, can anybody tell me if it is useful to optimize the following keyword in all 3 Versions?
Keyword Research | | mbase22
As I know google separates the 2 words as if using a hyphen - so it would be the same as if just using a space between the words.
But if you search for the different Versions in google there are different SERPS for every of this versions? Not many users will search using a hyphen between the words I guess - butt I saw some few keywords tipped in with hyphen in my google analytics report. And I want to be on top 😉 Piloten Ausbildung Piloten-Ausbildung Pilotenausbildung thx!0 -
Supporting arabic keywords
i am trying to start add arabic keywords to my campaign and its not working , can you help me on this ? thanks in advance
Keyword Research | | omarfk0