Let’s face it, it’s difficult to compete with giant companies when it comes to keywords. Using generic search terms isn’t likely to give your clients an advantage when it comes to SEO. Instead, according to a Search Engine Land article written by Kristopher Jones, companies should be using long-​tail keywords to rank higher.

HubSpot defines long-​tail keywords as, “keyword phrases that aim to capture search traffic from a specific, often 3+ word search query.” Jones says that, while these keywords may have lower search volumes, there’s less competition for them. He has a few tricks to make them the successful SEO boost your clients need.

Focus on Local Search

When consumers are trying to find a physical retail location, they’ll often use long-​tail keywords, such as [insert business type] “near me,” “in [city],” or “in [state].” Thanks to the rising popularity of voice search, longer searches like those have become the standard when searching for nearby businesses. And 76% of people who sought out local businesses on their phones visited an establishment featured in their search results within 24 hours, reports Jones. He says, “If you own a car wash, using ‘car wash’ will put you up against more competition. By choosing keywords that are geared toward your city and surrounding areas, competition will tend to decrease. Not only will you be competing with fewer results, but the searches you get will also have a good chance of being more qualified than someone searching broad terms.”

Target the Researchers

More people are conducting research on the products they’re considering before they go looking for a business to purchase them from. They’ll use longer searches to look up more specific information to help them make the best decision and that is when long-​tail keywords can help your client’s business be discovered. Jones gives the example of how the search phrase “black turtleneck” will progress to “cashmere black turtleneck” to “cashmere black turtlenecks on sale.” “Intent keywords such as ‘best,’ ‘cheapest’ and ‘discount’ will have a lower search volume,” says Jones, “but the few people who are searching for them can be worth much more than a larger, less interested audience.”

Information on purchase intent, as well as demographic and marketing information on Sponsored Search Result Responders can be found on their profile on AudienceSCAN on AdMall by SalesFuel, as well as similar information on related audiences, such as E‑Commerce Shoppers.