If you are going to write copy that attracts your target audience and ultimately compels them to convert, you need to include keywords in that copy. Some of the most effective terms you can include are called "long-tail keywords."

What are "long-tail keywords"?

They are keywords that are three to five-plus words long. In fact, the longer the long-tail keyword is, the higher the chance that it will rank well. Long-tail keywords are more focused and generally lead to more tailored results, as well as attract potential consumers who are ready to buy. People who put long-tail keywords into search engines like Google “are specifically interested in [a business’] offer, so they are closer to the point of purchase in the sales funnel.”2

The downside to long-tail keywords is that they may generate less traffic overall. However, the quality of the traffic they do produce is better.

Key facts about long-tail keywords:

• “70% of all queries on the web are made up of long-tail keywords.” 3

• “Conversion rates for long-tail keywords are 2.5 times higher than for broad terms.” 4

Regular keywords vs. long-tail keywords:

Regular keyword: "keychains" – very general, low chance of conversion

Long-tail keyword: "keychain with phone charger" – more specifically, the higher chance of conversion

Activity Steps:

Reread the Chapter Five sections: “Choosing the Best Keywords” and “Keyword Don'ts.”

Select two or three products or services your business is going to sell.

Find two long-tail keywords for each, keeping in mind your potential customer’s intent during your search.

Write a description of each product or service incorporating the long-tail keywords. The descriptions can be a paragraph each in length. These descriptions might accompany the product photos on your website, for example, or could be the description that pops up when a product image is clicked on.