Some years ago Long-tail keywords was an effective way to gain search traffic and much easier to rank for in comparison to “head” keywords aka targeted keywords. Before the launch of Hummingbird update Long-tail keywords kind of dropped off the radar in the SEO world.
With the release of Hummingbird infrastructure update, it approached search engines in a new clever way making use of new technology and existing features. The update was named for its speed and accuracy hence the name “Hummingbird”.
This infrastructure updated sparked the resurgence of Long Tailed Keywords. The idea is Hummingbird will take a search query using long-tailed keywords (e.g. what is the best hotel to stay at in Brisbane?), and try to work out the context of the question instead of picking out the exact keywords within the question. The ultimate aim is provide a search result that actually answers your question.
Long Tail Keywords are back in the Game!
The Hummingbird introduced the opportunity to use more long tail keywords. According to Kissmetrics more people are asking questions when they conduct a search in Google, rather than typing specific keywords and more people are using their mobile devices to search.
What are long-tail keywords?
Long tail keywords are phases used to search for very specific information or products. For example “shoes” is very generic and specific, but “red Nike mens running shoes” is an instance of a long tail keyword phase. The number one benefit of using long-tail keywords is their potential for conversion. Writtent points out that users who search with long-tail keywords are already near the buying cycle. The potential customer that uses these long-tail words (4 words and more) is more informed, and thus further down the sales funnel.
Having Long-tail keywords are a good addition in your SEO strategy alongside exact keywords as they can boost your traffic and conversions. For the most part, writing original, engaging, informative content that answers users questions will help you with your digital marketing efforts. As the saying goes content is King!