How to go after the long tail keywords (and why it matters!)

•

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BrightonSEO presentation on how to target long-tail keywords and track cannibalization through a data studio dashboard template.

Marketing

How to go after the
long tail of keywords
(and why it matters!)
Paola Didonè | Ayima Ltd
@latenitebird

Number of words in query
Search
volume
“Red dress” 74,000 SV

Number of words in query
Search
volume
“Red dress” 74,000 SV
“Long red dress” 5,400 SV

Number of words in query
Search
volume
“Red dress” 74,000 SV
“Long red dress” 5,400 SV
“Cotton red dress” 260 SV

“Long tail kw are low search
volume, speciﬁc keywords typically
including at least 3 words”
@latenitebird

Long Tail
Of 9 billion searches,
92% get 10 searches or
fewer...
Ahrefs US Database
Number of words in query
Search
volume
Head term
Mid-tail

“Targeting long tail keywords
can improve conversion because
of the more speciﬁc intent”
@latenitebird

There are 234 words in this
product description.
Product pages?
@latenitebird

Category & product trafﬁc split
@latenitebird

Refocus this effort into facet
pages to target LT keywords
Product pages?
@latenitebird

The page is answering all
variations of People Also Ask
questions:
Category pages?
@latenitebird

These are all queries that
have around 50-60 SV
Category pages
- FAQ section
@latenitebird

Facet pages
- FAQ section
● Copy length: 53 words
● Long tail keywords:
○ 6x5 plastic garden shed -
80 SV
○ 6x5 shed plastic - 40 SV
@latenitebird

Rule #2: Check what is ranking for
the keywords you want to target

Are there dedicated pages for the keyword?
@latenitebird

Rule #3: How low is the lowest
search volume you should go after?
@latenitebird

As usual, it depends: check the market size
Head term
search volume
Long-tail kw
search volume
@latenitebird

Always start by researching
the main head term
@latenitebird

Example: 6x5 plastic shed
● You can check this manually
and choose lower search
volume keywords
@latenitebird

Use APIs to work at scale: SEMrush
● When using the API, ﬁlter
results by:
○ Low search volume
○ Number of keyword
variations you want
@latenitebird

Questions: Answerthepublic
● When using the API, ﬁlter
results by:
○ Low search volume
○ Number of keyword
variations you want
@latenitebird

Who’s ranking for the main term?
● If different type of pages are
ranking on page 1 of SERP,
choose a transactional page
and an informational page
@latenitebird

Check what they are ranking for: Ahrefs
@latenitebird

Use this template:
Current ranking
URL & its position
@latenitebird

Use this template:
Current ranking URL
& its position
Trafﬁc the current ranking
URL is getting (if any)
@latenitebird

Use this template:
Current ranking URL
& its position
Trafﬁc the current ranking
URL is getting (if any)
Based on your internal
resources and
competitor research
@latenitebird

Regularly update your keyword
mapping with changes
implemented and trafﬁc
obtained
@latenitebird

Use this data studio
template:
@latenitebird

We implemented SEO
copywriting with long tail
keywords on more than
1500 pages
@latenitebird

@latenitebird
Trafﬁc post-implementation

@latenitebird
Tracking of keyword ranking post-implementation

@latenitebird
Tracking of URLs post-implementation

1. No need to always build additional pages
2. Research at scale and check competitors
3. Build a keyword mapping document and
update it
4. Build a keyword cannibalisation tracker
@latenitebird

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How to go after the long tail keywords (and why it matters!)

1. How to go after the long tail of keywords (and why it matters!) Paola Didonè | Ayima Ltd @latenitebird

6. Post migration @latenitebird

10.

14. What are long tail keywords anyway?

15. @latenitebird

16. @latenitebird

17. Number of words in query Search volume

18. Number of words in query Search volume “Red dress” 74,000 SV

19. Number of words in query Search volume “Red dress” 74,000 SV “Long red dress” 5,400 SV

20. Number of words in query Search volume “Red dress” 74,000 SV “Long red dress” 5,400 SV “Cotton red dress” 260 SV

21. “Long tail kw are low search volume, speciﬁc keywords typically including at least 3 words” @latenitebird

22. Long Tail Of 9 billion searches, 92% get 10 searches or fewer... Ahrefs US Database Number of words in query Search volume Head term Mid-tail

23. “Targeting long tail keywords can improve conversion because of the more speciﬁc intent” @latenitebird

24. Where to target long tail keywords?

25. There are 234 words in this product description. Product pages? @latenitebird

26. Category & product trafﬁc split @latenitebird

27. Refocus this effort into facet pages to target LT keywords Product pages? @latenitebird

28. The page is answering all variations of People Also Ask questions: Category pages? @latenitebird

29. These are all queries that have around 50-60 SV Category pages - FAQ section @latenitebird

30. Facet pages? @latenitebird

31. Facet pages - FAQ section ● Copy length: 53 words ● Long tail keywords: ○ 6x5 plastic garden shed - 80 SV ○ 6x5 shed plastic - 40 SV @latenitebird

32. Rule #1: Check your internal resources

33. Rule #2: Check what is ranking for the keywords you want to target

34. Are there dedicated pages for the keyword? @latenitebird

35. Rule #3: How low is the lowest search volume you should go after? @latenitebird

36. As usual, it depends: check the market size Head term search volume Long-tail kw search volume @latenitebird

37. As usual, it depends: check the market size Head term search volume Long-tail kw search volume @latenitebird

38. How to research them at scale

39. Always start by researching the main head term @latenitebird

40. Example: 6x5 plastic shed ● You can check this manually and choose lower search volume keywords @latenitebird

41. Use APIs to work at scale: SEMrush ● When using the API, ﬁlter results by: ○ Low search volume ○ Number of keyword variations you want @latenitebird

42. Questions: Answerthepublic ● When using the API, ﬁlter results by: ○ Low search volume ○ Number of keyword variations you want @latenitebird

43. Check competing pages

44. Who’s ranking for the main term? ● If different type of pages are ranking on page 1 of SERP, choose a transactional page and an informational page @latenitebird

45. Check what they are ranking for: Ahrefs @latenitebird

46. Check what they are ranking for: Ahrefs @latenitebird

47. Check what they are ranking for: Ahrefs @latenitebird

48. Avoiding cannibalisation

49. 1. Keyword mapping

50. Use this template: @latenitebird

51. Use this template: Current ranking URL & its position @latenitebird

52. Use this template: Current ranking URL & its position Trafﬁc the current ranking URL is getting (if any) @latenitebird

53. Use this template: Current ranking URL & its position Trafﬁc the current ranking URL is getting (if any) Based on your internal resources and competitor research @latenitebird

54. Example @latenitebird

55. Regularly update your keyword mapping with changes implemented and trafﬁc obtained @latenitebird

56. 2. Cannibalisation dashboard

57. Ayima ART Report @latenitebird

58. Ayima ART Report @latenitebird

59. Use this data studio template: @latenitebird

60. @latenitebird

61. @latenitebird

62.

63.

64. Successful example

65. We implemented SEO copywriting with long tail keywords on more than 1500 pages @latenitebird

66. @latenitebird Trafﬁc post-implementation

67. @latenitebird Trafﬁc post-implementation

68. @latenitebird Tracking of keyword ranking post-implementation

69. @latenitebird Tracking of URLs post-implementation

70. Number of clicks increased by 19%

71. What to remember

72. 1. No need to always build additional pages 2. Research at scale and check competitors 3. Build a keyword mapping document and update it 4. Build a keyword cannibalisation tracker @latenitebird

73.

74.

75. Thank you

How to go after the long tail keywords (and why it matters!)

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