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Understanding Long Tail Keywords and How they Play a Role in Your E-commerce Content Strategy

June 26, 2023 | Author:  Cassidy Burns

Are you looking to boost your e-commerce conversion rate with better SEO? Long tail keywords, while often overlooked by advertisers and marketers, are an important part of boosting rankings. In fact,  56% of customers use search terms of at least three words, whereas only 7% use a single word or an acronym. Furthermore, 20-25% of Google search queries are unique which means that there is a great potential for long-tail keyword optimization.

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By implementing long-tail keywords into your content and campaigns, you can target customers who have a specific idea in mind when searching the web. And when it comes to e-commerce content strategy, identifying long-tail keywords is an important part of your overall SEO plan to create more targeted content that can draw in interested shoppers.

In this blog post, we'll cover what exactly long tail keywords are, why they're important for e-commerce businesses, and how to begin leveraging them today!


What are Long Tail Keywords and How Do They Help You with SEO?

Long tail keywords are specific, niche terms that have lower search volume but higher conversion rates than more generic and commonly used words or phrases. Long tail keyword phrases are composed of three or more words, often specially targeted toward particular products, services, or topics.

For example, instead of searching for ‘shoes’ an online shopper may search for ‘blue leather shoes size 10.’ This more detailed search term is an example of a long-tail keyword. Long tail keywords are also beneficial because they help you narrow down your target audience, so you can focus on the customers who are more likely to convert.

By incorporating these long-tail keywords into your website's content and metadata, you can better target potential customers and increase your chances of appearing higher in search results. While they may not bring as much traffic as shorter, broader keywords, long-tail keywords can have higher conversion rates and bring in more qualified leads.

Search engines understand long tail keywords better than ever before, and they can actually help you to rank higher in search engine results pages (SERPs) by boosting the relevance of your website or content. As mentioned earlier, 56% of customers who search use phrases with at least three words so it's important to think about how you can incorporate them into your e-commerce content strategy.

In addition, long-tail keywords are able to flesh out the search intent of potential shoppers. By understanding how customers are searching, you can better tailor your content and product offerings to their needs.

What Are the Benefits of Using Long Tail Keywords?

Using long tail keywords has a number of benefits including targeting highly specific audiences, getting better-qualified leads, increasing conversion rates, reducing competition levels, and improving your website’s ranking on search engine results pages (SERPs).

Increase Targeted Traffic

Long tail terms are generally less competitive than generic head terms. This means when customers type these specific phrases into their search engine, they are more likely to find your website or content since there is less competition from other web pages.

Improve Your Rankings

Long tail keywords have lower search volume but higher relevance which means when incorporated into your website’s content and metadata, they can help you to rank higher in SERPs. This improved ranking can drive more targeted traffic to your site as well as increase the visibility of your products to potential customers.

Increase Conversion Rates

By understanding the search intent of potential customers and incorporating long-tail keywords into your content, you can better target shoppers who are more likely to convert. This targeted approach increases the chances that these visitors will purchase from your website or subscribe to your newsletter.


How to Find Long Tail Keywords

Finding long-tail keywords requires some research and effort, but the benefits are worth it. Here are a few ways you can get started:

1. Research your competitors.

Take a look at what your competitors are doing in terms of SEO and keyword optimization. This can help you identify phrases or words that they may be targeting and give you a better idea of how to focus your efforts.

2. Use keyword research tools.

Utilize keyword research tools such as Google Keyword Planner,  Moz, or SEMrush to find relevant keywords that are related to your products and services. SEO tools like these can help you discover valuable long-tail keywords that may have more potential for conversion than the more generic terms.

Moreover, these SEO tools also provide keyword ideas and other related searches and popular search queries that can help you come up with new ideas and phrases to target. Aside from keyword suggestions, these keyword tools also show search volumes, competition ratings, search rankings, search demand, organic traffic, and other metrics that can help you narrow down your focus and define long-tail keywords that are worth targeting.


3. Analyze your website’s search data.

Take a look at the search queries that are bringing visitors to your website and see if any of them would make good long-tail keywords. This can help you identify long-tail keyword ideas that are already bringing in customers to your store and give you an idea of what kind of search terms to target in the future.

4. Monitor search engine trends.

Set up search engine alerts or use tools like Google Trends to monitor emerging trends in your niche or industry. This can help you identify long-tail keywords that can be used for content creation, product development, and marketing campaigns.

Finding the Right Long Tail Keywords

When picking out specific long-tail keywords from your research, it’s important to remember a few key points:

Choose keywords that are relevant to your business. 

As mentioned above, long-tail keywords can help you target the right customers and get more qualified leads. Make sure the words you pick are specific to your industry and relate to what your website or store is selling.

Consider the search intent of your customers. 

Think about what people are looking for and how they might phrase their searches. For example, if someone is looking for a particular product or service that your store offers, consider using the name of the product or service in your keyword phrases.

Focus on quality over quantity. 

Quality long-tail keywords are more important than quantity. Focus on phrases that offer a higher ROI and provide you with increased traffic, conversions, and qualified leads. As you analyze keywords, check their search volume, competition level, and relevance to your store.

For instance, most long-tail keywords have relatively low search volume but can still be valuable if they are highly relevant and have the potential to bring in qualified leads. Especially if they have a specific search intent such as “where to buy” or “shop” followed by a product or service name. This signifies that the person is actively searching for that item and may be more likely to convert.

Use keyword modifiers.

Adding phrases like “best”, “cheap”, “reviews”, or “near me” to your keyword phrases can help you capture different types of search queries.

Test different variations. 

Experiment with different keyword combinations to see which ones perform best for your store. This can help you refine your SEO strategy and maximize the potential of long-tail keywords.

How to Incorporate Long Tail Keyword Phrases into Your E-commerce Content Strategy

Once you have a clear idea of your competitive keywords, you can then use those keywords to create content that is optimized for organic search. Here are a few tips on how to incorporate long tail keywords into your content marketing strategy:


Use keyword phrases in blog post titles, meta tags, and descriptions.

Incorporate specific keyword phrases into the title of your blog posts and page headlines as well as the meta tags and description for each piece of content. This will help you optimize your content for search engines and make it easier for customers to find what they’re looking for.

Write blog posts or pages that are keyword-focused.

Create content based on specific long tail keywords so that it can be easily found by search engines and potential customers. Make sure you use the keywords throughout the post in a natural way, while still providing valuable content that is interesting and informative.

Optimize product descriptions with long tail keywords.

Take advantage of your product descriptions to let customers know about all the features of the items you offer by using relevant keyword phrases. This will give them more information about your products as well as help you rank higher in search engine results.


Long tail keywords are a vital tool for any e-commerce business. They can help you get better rankings in search engine results, target the right customers, and generate more qualified leads. By researching, selecting, and optimizing long-tail keywords for your store, you can increase your visibility online and drive more traffic to your website or store.

By following these tips and leveraging the power of long-tail keywords, you can create content that is optimized for organic search and attract more qualified leads to your e-commerce store. This will ultimately help you generate more sales and grow your business. Looking for SEO services? Reach out to our team of SEO experts at BlueTuskr! 

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