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The Content Marketer’s Café with Julia McCoy, Episode 3: How to Use Long-Tail Keywords Naturally In Your Content for SEO Success
Keywords = key phrases, focus keywords and secondary keywords, broad keywords, long-tail keywords… These can often pose quite a challenge to writers. It’s not the keywords themselves. Those tend to be pretty straightforward. It’s the often odd combinations of words in ways that are anything but grammatically correct. Add to that a general lack of punctuation, throw in the name of a city and state, and you have what seems like a recipe for the most awkward sentences ever written! So, how do we creatively insert a keyword in our content for best results? Let’s explore.
The competition comparison in long-tail keywords vs. broad keywords
I’ve been able to rank content just on my site, expresswriters.com, for over 11,000 phrases. Do you know what the majority of those keyword phrases are? Long-tail phrases. So when you’re looking for keywords to optimize your content with, you can either look up broad or long tail keywords.
Broad Keywords 1-2 words long Also known as: “short tail”, “head terms”
Long Tail Keywords 3-5 words
Long tail keywords are primarily better because of two factors:
Lower competition: Easier to rank for. Great opportunities for new, emerging or growing sites.
Higher buying intent (ROI): Searchers are usually looking a specific answer to their question and are much more likely to be in the buying stage. Example: “where to buy basketball shoes online” vs. “shoes” – the searcher knows exactly what he wants by searching the long tail keyword, and he/she is much more ready to buy!
Broad keywords are tempting because of the amount of traffic searching for them. But remember, you need the right traffic, not a ton of traffic, when it comes to looking at the value of keywords that will bring in real results. Which type of customer would sell today if they walked in your dress shop?
Someone who wants a “dress”
Someone who wants a black dress, size M, for an evening party next week
One of my favorite tools to research keywords with is SEMrush and Mangools KWFinder. In KWfinder, here’s what it looks like to find a low competition long-tail keyword.
For example, we looked up a keyword, blogging statistics. We wrote a blog around this as a keyword since it had a “possible rating at 50/100” – that’s since gone up to 52 – and we were able to get our blog in the top 4 results for that keyword. The left side of KWFinder is where you’ll find your gold mines – long tail keyword opportunities that you can write content pieces around. I recommend going long-form and writing one piece of content around one keyword for best results. Don’t dilute and cram too many keywords in one piece.
Natural Language in SEO
The days of keyword-stuffing your way to the first page of Google are looooong gone, but today with how smart Google is, there’s no reason you can’t do this:
[clickToTweet tweet=”Write for search engines without sounding like you’re writing for search engines, says @JuliaEMcCoy.” quote=”Write for search engines without sounding like you’re writing for search engines, says @JuliaEMcCoy.”] When it comes to writing with SEO in mind, this means using natural language – and natural variations of the words that appear in the focus and secondary keywords – instead of inserting the same exact keywords and key phrases into your text over and over again.
Let’s talk about… focus keywords + natural usage
We always ask our clients for one focus keyword per piece. But when it comes to penning the actual copy, if the exact keyword phrase doesn’t flow well, we fall back on just writing naturally. Here’s an example. For instance, this client-supplied keyword phrase:
“best ux designer Austin”
Clearly won’t work in either the title tag, meta description, or in the content (page, article, blog post, etc.). It may be an important, valuable keyword phrase for the client, but it’s a bit too clunky to use as is. Even if you think you can squeeze that kind of phrase into a sentence – such as “When it comes to finding the best UX designer, Austin has a lot of choices to offer.” Sure, once in a while you’ll be able to get away with that. But far too often, the inclination seems to be to get hung up on that exact keyword phrase. In a title tag or headline, the best approach would be to use the keyword naturally, like so:
“How to Find the Best Web and UX Designer in Austin”
You would then use variations on this keyword phrase throughout your content. Bottom line:
Don’t try to force the keyword into the copy, and don’t then use the exact same keyword or key phrase over and over. Use synonymous keywords.
Let’s talk briefly about location-based keywords. Just when you think you’ve got a handle on things, along comes a location-based keyword:
“eyedoctor in Burlington Vermont”
Remember: To Google, there is absolutely no difference between: “eyedoctor in Burlington VT” and “eye doctor in Burlington, VT” Since we’re humans writing for humans – we should always defer to using proper punctuation, grammar, and style, even in SEO writing. So, use the space between eye and doctor. When you take into account that these keyword lists being supplied to (or, in some cases, created by) us are almost always generated by such tools as Google’s keyword tool and other tools – not actual humans – it’s not surprising the keywords provided to us don’t include punctuation, proper grammar, etc.: because they were generated by algorithms/tools. It’s absolutely essential for websites to use location keywords in the page titles and Meta description tags of their pages. When it comes to using those same location keywords in the content itself – in the copy, in headings, and in image Alt tags – remember to avoid overuse.
Ways to get creative with location-based keywords
Let’s say your keyword is “gluten free pasta Phoenix.” You don’t have to jam that keyword all over your web page, article, blog post, etc. – including in the meta data for those pages. You can break it up any number of ways: pasta, Phoenix, gluten free, gluten, gluten free pasta, gluten free in Phoenix, pasta in Phoenix. That’s a lot of variation out of one phrase! It is, however, still important to use your focus keyword or phrase in the first and last paragraphs, at least one <H2> heading, and the title of the article, if at all possible. But as we’ve already discussed, make sure you’re using those keywords naturally. Ultimately, it’s about balance: be creative, use real sentences and headings, speak naturally, and don’t overdo it.
How to tell if you’re overdoing it with a keyword
It may sound silly, but it really works: simply read your content out loud and pay attention to how it feels reading the content, and listen for any awkwardness, clunky-sounding sentences or phrases, general weirdness. You should be able to hear where your writing doesn’t feel natural – it won’t easily roll off the tip of your tongue. You’ll also hear where you use a specific word too many times. And a nice side benefit to reading it aloud – even if you’re doing it silently – is you’ll almost always find places that could benefit from a bit of finesse and polish.
Did You Enjoy Today’s Episode of the Content Marketer’s Café with Julia McCoy? Come Back for More!
I hope you enjoyed the third episode in my YouTube show! Please leave a comment on the video and tell me how I’m doing, and the next topics you’d like to see. Leave a comment on today’s episode.
Come back every other Saturday for a new, short video where I teach one content marketing hack you can start using today. Subscribe on YouTube: @JuliaMcCoy.
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While the purpose of content is to be helpful and useful for readers, it also needs to appear in search engines — otherwise, you’re losing out on the potential your content could have.
Like all types of online writing, however, learning how to write content for SEO is a skill that you must learn.
With this in mind, let’s dive into how to write content for SEO, and what proactive steps you can take to make your online content visible, relevant, and interesting.
How to Write Content for SEO: 7 Steps
Here’s a sneak peek at the 7 steps we’re going to cover in today’s blog.
1. Outline and ideate the content in your head before you write it.
2. Structure your content for easy readability & long-tail keywords.
3. Format all of your content into short chunks.
4. Make your headings descriptive.
5. Nail the transition.
6. Have other people proofread your posts.
7. Have other people proofread your posts.
8. Make sure your articles are long enough to provide ample main content.
SEO stands for Search Engine Optimization. By making online content easy for the crawlers of search engines like Google to understand, good SEO principals help written material rank more efficiently. They can even make it easier for readers to find your written material online!
There are two different segments of SEO: technical SEO and on-page SEO. While technical SEO refers to the links, structure, and code of a website, on-page SEO is the keyword inclusion, length, outbound links, images, and style of a post – all of which help Google “read” it and rank it accordingly.
Both technical and on-page SEO are methods of optimizing content and getting it to rank in a favorable manner. Common SEO tactics involve keyword research and inclusion, image optimization, link building, and content formatting.
How to Create Content That Supports Good SEO: 7 Formatting & Structure Tips
Today, good SEO and good content go hand-in-hand. If your content is poorly formatted, improperly structured, or carelessly thrown together, it’s going to be difficult to shape it into something that supports effective SEO. With that in mind, here are some tips to help you correctly develop all of your blog posts, starting now:
1. Outline and ideate the content in your head before you write it.
While nobody is saying you need to sit down and create a “brain map” of your various ideas, content that supports good SEO is the opposite of an impressionist painting. Instead of being random and sudden, it is methodical and categorical. Because of this, brainstorming content is a powerful way to ensure that you’re including all of your main points and topics, and that you can use the content to input links, keywords, and other important SEO elements.
To this end, think about all of your content, with these questions, before you write it:
Who are you trying to reach?
Which keywords will you include?
What’s the overall point of your material?
What do you want the content to communicate?
By thinking through the course and structure of your content clearly, it’s easier to publish great content that lends itself nicely to SEO.
2. Structure your content for easy readability & long-tail keywords.
Great blog posts rely on great structure, and good SEO does, too. With this in mind, consider mapping or outlining your blog posts before you write them. In addition to giving you a structure to abide by, this simple task will also help you lay out your introduction, body, and conclusion, and ensure that your content is easy to read, which, in turn, makes it more reader- and search engine-friendly.
Long-tail keywords are your best friends in terms of optimizing for keywords that won’t break the bank (take too long or too much $). Read my guide here for more on how to go after long-tail keywords, including which tools to use.
3. Format all of your content into short chunks.
A large brick of text is intimidating to readers, and it will push people away. With this in mind, be sure to divide all of your content into readable chunks of text, with a beginning, middle, and end.
As a general rule, paragraphs should be only 3-4 sentences in length, and you should do your best to insert subheaders at intervals of every 300 or so words. This makes your content easier for readers to approach and helps keep it from feeling intimidating on the page. It also has the potential to improve your click-through rate, which can boost your overall SEO scores.
Look through some posts here to see examples of readable content:
Beyond just using headings, you need to know how to make them descriptive and useful. Headlines are meant to guide readers through your blog post, and headlines that are highly descriptive and include target keywords will do the best job of this. They’ll also work as a sort of advertisement on Google’s search engine results page and, if they’re written well enough, will draw more people to your content.
5. Nail the transition.
Transition words are important to your writing, and they can go a long way toward making it smoother and easier to understand for readers. While this sounds simple, it’s important to remember that good content is the foundation of good SEO, and content your customers can’t read doesn’t stand a snowball’s chance of ranking well.
With this in mind, don’t hesitate to use transition words and phrases like “However,” “Secondly,” etc. These help your readers keep pace and will work wonders to streamline your writing.
6. Have other people proofread your posts.
While you may be an effective writer and editor, having other people read your posts will cut down on errors and improve your writing. With this in mind, hire an editor or another writer to help you look over your post before you publish them. Don’t ever make a habit out of publishing something you’ve not adequately proofread since this is a recipe for mistakes and sloppiness, both of which can damage your rankings.
7. Make sure your articles are long enough to provide ample main content.
How to Write Content for SEO: 6 Critical Tips for all of Your Content
Once you’ve learned what it takes to develop content with a favorable SEO structure, let’s talk about what it takes to actually write content for SEO.
While some bloggers overlook SEO, you simply cannot afford to take this approach, especially in light of the fact that many of the things mentioned in this article, like page load time and ample amounts of quality main page content, are things that Google has been prioritizing with recent algorithm updates.
Designed to help you rank well in search engines and enjoy a wider audience, writing content for SEO is a critical part of becoming a well-known blogger in your given field.
1. Optimize your content to load quickly.
While it’s not an element of on-page SEO necessarily, page load time is a huge factor in the world of SEO, and there are certain steps you can take during the writing process to streamline load times. According to Neil Patel, 40% of people abandon web page when they take more than 3 seconds to load, so it’s essential to keep load time in mind as you craft your pages.
To determine how your site does in terms of load time, use a tool like the Pingdom website speed tool. It’s super easy to use. Just plug in your URL and location.
If the results aren’t quite what you had hoped for, there are a few things you can do to alter your on-page SEO and speed load times accordingly:
Optimize your images. Images are an important part of a good blog, and they’re critical for SEO, as well. When they’re too long, though, they can easily harm a page’s load times. With this in mind, optimize your images to load more rapidly. This involves adjusting your image sizes so that they’re not excessively large, uploading speed-friendly image formats (JPEGS are the best options), and inputting image src codes to prevent the browser from surveying the page directory in an attempt to “read” the image.
Keep redirects at bay.Redirects can destroy your page load time, so it’s important to keep them to the bare minimum. As much as you can, avoid citing URLs in your content that redirect to other URLs. This will help enhance your load time and create a better user experience.
2. Make your headlines powerful and attention-grabbing.
The headline is a huge asset when writing content for SEO. In addition to the fact that the headline is the first thing people see, it’s also one of the primary things that Google evaluates when ranking your sites. To ensure that your headlines are performing well and drawing readers, be sure to do the following:
Include relevant keywords. For best results, input your keyword phrase at the beginning of your headline to make it as prominent as possible.
Use action words.Action words make readers want to act. When your headline asks someone to click, share, or download, they’re more likely to do just that.
Address the reader directly.Addressing the reader directly makes your headlines more personal, and can grab a reader’s attention from the depths of the SERPs.
3. Write a fresh meta description and title.
Meta descriptions are the small snippets of descriptive text that show up in Google’s SERPs. If you want SEO juice, you CANNOT ignore this part.
For example, check out the meta description that appears for Express Writers in the SERPS.
While they’re easy to overlook, they’re critical for the health and wellbeing of your content’s SEO. To get the most from each meta description you write, include relevant keywords, direct your content to the reader personally, and keep it the right length (fewer than 160 characters) so that it doesn’t get truncated by Google.
While these may seem like simple steps, they’re essential to keep your meta descriptions on point and helpful to your readers.
4. Include keywords (in the right places).
Keywords used to be all the rage in the world of SEO. Today, the buzz has quieted a bit, but they’re still an important piece of on-page SEO. With this in mind, you’ll want to include relevant keywords in all of the writing you do, but take pains to not go too far with them and “stuff” your content like a Thanksgiving turkey.
As a general rule, your keyword or keyword phrase should be included in your title, subheaders, and throughout the body copy. While keyword density is only one of Google’s more than 200 ranking factors, it’s still an important thing to pay attention to and optimize for when you set out to write content for SEO.
Links are a powerful tool to help improve your SEO. While internal links (links that point back to your own content) can help direct users to your other material, external links (to high DA sources with a score of 50 or above) will help communicate to Google and other search engines that your website is authoritative and relevant, and that you value quality connections to other online content.
To use links correctly, attach them to relevant, non-stuffy anchor text and ensure that you’re using only the most relevant sites for your particular information.
6. Use the right tools and resources.
While it’s true that writing content for SEO can be tough, there are dozens of great tools and resources at your disposal. Consider using apps like the following to improve your content’s SEO and help it rank more effectively.
Yoast SEO. A simple WordPress plugin that helps optimize WordPress posts for SEO.
Hemingway. A simple app that helps writers simplify and clarify their content for enhanced readability.
Conclusion: How to Write Content for SEO, Made Simple
While it’s true that writing content for SEO can be tough, these simple tips can give you the roadmap you need to make the process easier and more streamlined than ever before.
With good SEO content comes good rankings, more readers, and increased online visibility – which is great for your content and your company. Need SEO writers to help create your content? Register for free as a client today.
If your goal is to rank well in the SERPs and draw as many qualified leads as possible through your content, aka online SEO copywriting, long-tail keywords are going to be your best friend.
Here’s a simple example to illustrate just what I mean: as it stands right now, Amazon rakes in a whopping 57% of its sales as a result of long-tail keywords!
In addition to the fact that long-tail keywords are easier to rank for because they’re generally less competitive, long-tail keywords also help you draw high-quality leads to your content because all the traffic long-tails drive is very, very relevant. I’ve relied on using long-tails myself in the last year to build up a repertoire of well-ranking, well-shared content on my blog.
Why YOU Need Long-Tail Keywords in Your SEO Copywriting Arsenal
Here’s what you need to know about long-tail keywords and how to incorporate them into your SEO strategy.
101: What are Long-Tail Keywords?
Long-tail keywords are search queries made up of three-four word phrases that are very specific to a product, good, or service that’s being sold. Long-tail keywords are the phrases search engine users are generally more likely to type in when they’re closer to purchasing an item.
Examples of long-tail keyword phrases:
Aztec printed 3×5’ entry rug (not entry rug)
juice bar in Austin, TX (not juice bar)
size S white dress for homecoming (not white dress)
The searcher who typed these phrases are looking for a very specific product and is likely to purchase it when they find it. While long-tail keywords may seem a little clunky and strange at first, they’re a powerful tool for your web-based SEO copywriting.
Photo courtesy theseoagency.net
The conversion rate for long-tail keywords is approximately 2.5 times higher than it is for head (shorter) keywords.
3 Major Reasons to Focus on Long-Tail Keywords
In the world of SEO and copywriting, long-tail keywords don’t often get as much airtime as their shorter counterparts. Unfortunately, however, marketers who neglect long tail keywords can easily find themselves in a position where they’re missing out on quality traffic and failing to produce all of the conversions that they easily could.
Here are three reasons that you should be focusing on long-tail keywords:
1. Less competition
When it comes to targeting and ranking for keywords, fewer people are going to be targeting “Salvador Dali vintage-inspired 1980’s duvet cover” than will be targeting “comforter.” Because of this, it’s much, much easier to rank for long-tail keywords than it is general search terms. While general terms may be easier to use, long-tail keywords are amazingly specific and, for the marketer who knows exactly what he or she is trying to sell, they can be a speedway toward ranking success.
Additionally, long-tail keywords that present less competition also offer lower cost-per-click prices since few marketers are targeting them.
2. More conversions
Because long-tail keywords are so amazingly specific, the people that search for them are highly likely to purchase your products. The longer and more specific the keyword is – the better. As long-tail keywords become more specific, the number of people searching for them narrows considerably. While this may seem like a frightening prospect at first, it’s important to remember that the people who are searching for that wacky Dali-inspired bedspread are highly likely to purchase it. Because of this, marketers who target long-tail keywords effectively can nab more purchases than their competitors.
3. More relevant results
Relevance is everything in today’s market and copywriters and SEOs who know how to focus on long-tail keywords will invariably provide more relevant search results for customers. Over time, this simple step can go a long way toward increasing customer loyalty, producing quality word-of-mouth advertising, and helping a brand gain dominance and build authority in a niche.
How to use Long-Tail Keywords
While long-tail keywords can provide a serious boost for your content, you’ll need to know how to use them correctly – which isn’t always easy. Follow these steps to get started:
1. Decide what your content is trying to do
Think of long-tail keywords like the ship and your content like a map. One can’t function well without the other. If you don’t know what the overall goal of your content (information, sales, conversions, etc.) is, then it’s impossible to utilize long tail keywords effectively. Because of this, it’s imperative to understand the overall purpose of your content before you start searching for long-tail keywords to beef it up.
To get this process started, sit down and write out the three top goals of your web content. For example, maybe you want it to inform people, drive email subscriptions, and produce sales. Once you’ve defined your top three goals, ensure that everything else in your content is working to support them. This includes your headlines, your social sharing functions, and the value offered by your content. If your content as a whole doesn’t work, is unreadable, or doesn’t provide value, then all of the long-tail keywords in the world won’t be enough to help it. Because of this, evaluating the structure and functionality of your content as a whole helps you lay the foundation for using long-tail keywords effectively down the road.
2. Decide who you’re writing to
No matter what kind of web writing you specialize in, marketing personas are important. By defining who, exactly, you’re writing your content to, you can provide more valuable information, tailor your language effectively, and produce more conversions. This is true for everything from introductory “How-to” articles to high-level niche content. In the case of long-tail keywords, however, it’s especially important.
Because long-tail keywords are so very specific, it’s absolutely imperative to have a solid idea of who your target audience is before you begin writing. When you visualize your ideal reader in as much detail as possible, you’re better equipped to provide valuable content specifically for them. When it comes to long-tail keywords, this can mean the difference between SEO success and flat-out failure. This is especially true for marketers who intend to use long-tail keywords in personalized emails, landing pages, or social media.
3. Use essential SEO keyword research tools
You can’t do your long-tail keyword research correctly without tools, of course. I’ll run through the main ones I use and include some top recommendations. SEMrush: This is my favorite tool. SEMrush is a hugely effective long-tail keyword research tool–currently, the leading one online. Because SEMrush allows you to see how your competitors are ranking for given keywords, it’s the stand-out tool that many professionals prefer. Additionally, SEMrush allows you to see which keywords your competitors are bidding on, so you can tailor your keyword strategy accordingly.
Marketers who don’t have a SEMrush account need to get one in order to use the platform for keyword research, but I’ll walk you through it anyway. I’ve pulled up a general keyword search on black shoes in SEMrush’s Keyword Analytics section to give you a screenshot, and below it are a few steps.
Log into your SEMrush account and navigate to the left column
Scroll to “Keyword Analytics” and click “overview”
Enter a relevant topic or keyword (your target search term) into the search bar at the top of the page and click “Search”
Once you do this, you’ll be confronted by a barrage of data. For best results, check out the “Related keywords” section or click “View full report,” below the Phrase match keyword section. From here, select any keywords that are more than 3-4 words long and consider targeting them as your long-tail phrases from now on, and narrow down by a good balance of low competition, high search volume, and relevance. (My upcoming book will have a whole chapter with more on this: it really is in art in itself to select best-fit keywords!)
Google AdWords Keywords Planner: Long hailed as the pinnacle of keyword research, the Keyword Planner offers a unique tool that can be helpful for the marketer searching for long-tail keyword ideas – namely, the “Get ideas” function. Once you’ve logged into your AdWords Keywords Planner dashboard, enter your main keyword phrase (“duvet cover,” for example) and click “Get ideas.” From there, you’ll be able to access all of the keywords featured and you can simply choose your long-tail keyword phrases from results featuring 4 or more words. Just remember it has limitations and won’t give you as much data as another tool might. AuthorityLabs, Wordtracker, UberSuggest: These are all great tools recommended by top marketers and friends of mine in the content marketing space. I’d suggest you check them all out if you’re looking for more tools to add to your category than the ones I use the most (above). Another tool: I also love BuzzSumo and use it regularly for wider topic research; it would be perfect for your long-tail keyword searches, simply by finding what’s hot on your overall topic. I like to get content inspiration from the most-shared or hottest content in my niche, using BuzzSumo.
4. Start writing
Once you’ve decided which long-tail keyword phrases you should be targeting, it’s time to create content to house them. With long-tail keywords, as with everything else, it’s important to remember that stuffing keywords will get you nowhere and that you need to incorporate keywords naturally into your content in order to make it valuable for humans and search engines alike.
Here are some general guidelines for including long-tail keywords into your content:
Use long-tail keywords in your headings. Headlines are often considered the single most important line in a piece of content. Because about 80% of people read headlines, whereas only 20% read body copy, headlines are also an outstanding opportunity for you to make a splash with your customer right off the bat. The best headline for SEO utilizes keywords early and helps make it clear exactly how the content included beneath the headline will benefit your reader. Power words, numbers, and promises to solve problems (i.e., “Four simple ways to find the duvet cover of your dreams”) are all good bets. If you’re having a difficult time coming up with an idea for a headline, use a tool like Buzzsumo to check out content that’s gone viral and then craft your headline based on those.
Use keywords naturally, always. Long-tail keywords must blend in with your content, which is often easier said than done due to the fact that, by their very nature, long-term keywords are seldom natural and low-profile. Don’t be afraid to break up the words in your long-tail phrase or add colons to make them more readable. Today’s search engines are trending more toward intention than they are literal interpretation, so they’ll have no trouble understanding your long-tail phrase.
Include keywords in your introduction. Your introduction sets the stage for the rest of your content, so it’s important to get it right. By including long-tail keywords in your introductory body content, you can immediately make it clear to readers that your content is relevant, useful, and specific, which enhances the chance that a reader will stick around to see what you have to offer.
Include long-tail keywords in subheads. Including long-tail keywords in subheads helps your readers navigate your content quickly and efficiently. It also helps back up any claims you made in your headline and help guide readers to a solution. Keep in mind that any long-tail keywords you include in your subheads should be relevant and flow naturally. This will help enhance user experience and ensure that your text is readable and relevant.
Include long–tail keywords in your conclusion. Including long-tail keywords in your conclusion helps to back up your claims, wrap up your message, and send readers away with a strong sense of relevance and purpose. Because of this, including long-tail keywords naturally in the conclusion of your content is one of the most important steps you can take.
While long-tail keywords may be confusing, this simple guide can help you get started on the path to SEO dominance.I’d also recommend Neil Patel’s guide, here.
From driving more sales to producing more conversions than you ever thought possible, long-tail keywords are a powerful tool for success in SEO copywriting. Having trouble creating content that converts? Let us do it for you! Check out our Content Shop to get started today!