Traditional keywords are remnants of an obsolete strategy. In older days of SEO, it was possible to pick out a handful of short keywords and keyword phrases, stuff them into as much content and as many links as you could, and eventually rank for them. This is because Google’s algorithms once favored quantity as much as quality, and compared user queries to existing web content in one-to-one comparisons.
Today, Google uses a system of semantic search, which means it analyzes the intent behind a user query, then searches the web for potential answers. Combined with the fact that SEO is a much more competitive space for short keywords, long-tail keyword phrases are the best way to go when writing content and building an SEO campaign. Unfortunately, it’s hard to come up with new long-tail keyword ideas that attract significant traffic.
There are many strategies you can use to overcome this and generate dozens of new ideas in relatively short order.
Google likes to be helpful to searchers, and it does this by attempting to better understand them. Using information it’s aggregated from millions of searches, Google offers a convenient “related searches” section at the bottom of each SERP. For the searcher, this prompts a series of related and further elaborating searches, but for the search marketer, this is offers some key insights. For example, if you search for one of your own products, you can look at the “related searches” to see what else your customers typically search for—and these are typically presented in the form of long-tail keyword phrases.
UberSuggest is a great tool for harnessing this power. It extracts information from Google’s auto-suggest feature, giving you hundreds or even thousands of different long-tail keyword ideas based on a single initial keyword entry. Take your pick.
Another great strategy to find new keyword ideas is to take a look at what’s worked so far on your current site. This assumes, of course, that you’ve already written and syndicated some great content. Head over to Google Analytics and take a look at some of the most popular pages and blog posts of your site. Do the same thing with your social profiles. Are there any themes that people really seem to respond to? Are there any new ways you could present these themes?
You can also figure out how people are finding you using Webmaster Tools. Under the “Search Traffic” tab on the left-hand side, select “Search Queries.” Here, you’ll find a list of keywords for which you’re currently ranking on the first page. If you reset the parameters to include a much longer list of keywords, you’ll also find keywords and phrases for which you are on page two or three—these keywords are a prime opportunity for rank building.
Similarly, you can look at your closest competition for inspiration in coming up with new topics and long-tail keyword phrases. See what types of articles they’re posting on their blogs and which ones seem to be the most popular among their target audience. Do they answer a specific type of question? Think about how you can answer this question in a new way, or how you can answer a similar question. Remember, it’s a bad idea to copy anything your competitors have already done, but there’s nothing wrong with using their content as a jumping-off point for your own.
Google Trends is a handy tool to see what people are searching for and how those search patterns have changed. This is especially useful if your company offers a niche product line—here, you’ll be able to tell which keywords have risen and fallen in popularity, along with other related keywords which may have defied the norm. Use this in conjunction with social listening software, which will be able to tell you what types of topics are currently trending on blogs and social media. Use these bits of information to come up with topics that belong to your niche but also relate to current trends.
Oftentimes, the best long-tail keyword phrases are common user questions that need answered. It’s easy to write posts around these topics, and they tend to get a lot of traffic. The problem usually lies in trying to figure out what types of questions your customers have. By browsing blogs and forums, you’ll have a direct route to these questions being asked in real time. Look for threads pertaining to questions you know how to answer and take action—you can even use these threads as link building opportunities in the short term.
Sometimes, you get so busy trying to figure out what people want to read that you forget the fact that you can just ask them directly. Your followers are hungry for new content, and many of them already have an idea of what they would most like to read. Conduct a user survey or ask casual questions to uncover new long-tail keywords worth pursuing.
Once you come up with some ideal target keyword phrases, head over to Google’s Keyword Planner. Here, you’ll be able to run a report and see exactly how much traffic each of your ideas receives. Eliminate any that receive little to no attention, and focus your efforts on those that remain.