Increasing your website traffic by optimizing it for keywords with low query volume is possible. Provided you identify them first.
The term “long tail” was coined in 2004 by former Wired editor Chris Anderson. Refers to queries consisting of one or more keywords with low search volume. The long tail therefore does not necessarily have a large number of words.
Advantages of this request style, it especially has weak competition, traffic quality and high conversion rate. For example, it has had very good results with a player like Amazon. This one sells 80% of its products in small quantities thanks to it. Thus it generates a turnover equal to and even higher than that of its best sellers.
How to go longtail fishing? While short tail keyword research leads to the creation of optimized pages based on previously defined keywords, often with the use of the usual SEO tools, long tail research actually leads to a variety of approaches.
It should also be noted that the long tail strategy is often complementary to the short tail strategy. The objective may be to obtain quantitative but also qualitative visits. “The combination of the two is essential for an SEO strategy,” says Jean-Baptiste Bessière, SEO consultant at Pixalione.
Unsuitable usual tools
The specificity of long-tail keyword research therefore mainly comes from the fact that these are keywords with a low search volume. However, this renders many tools inoperative, such as Google Search Console, which “hides” a large number of keywords, or Google Suggest and AnswerThePublic, which are based on queries with a large search volume.
SEOs can also be wary of using “classic” SEO tools. “The main specificity of long-tail keyword research derives mainly from the limitations that tools such as SEMRush, Ahrefs, Sistrix can sometimes encounter…”, explains David Groult, SEO manager at Noiise. “Although they have vastly improved with increasingly comprehensive databases, thinking about a long-tail strategy goes beyond just search volume. So we need to add a layer of marketing thinking and stop being ‘tool dependent’ to build effective strategies .”
It approaches (almost) without tools
To get around this problem related to the tools usually used, the creative stands out in particular among the SEOs questioned. “We often see nuggets – keywords whose search potential displayed by marketplace tools (SEMrush, Ahrefs, Sistrix, etc.) can appear close to zero, and for which traffic is actually there in the end,” says David Groult. To find these “rare gems”, David Groult often uses concatenation formulas in Excel. “This allows you to build keyword foundations quickly. For example, adding a city name or a color name to your keyword.”
Digital and editorial strategy consultant at IH3C Consulting, Lucie Rondelet, for her part, brainstorms, looks for ideas out of the ordinary and robots. “This is beneficial for SEO and more generally for the world of the Web. I made this choice to avoid using keywords that are systematically offered by keyword recommendation software.” To know the search volume of the keywords found, she uses Keywords Everywhere, which displays the search volume, CPC and competition on web pages.
This approach has allowed it, in part, to attract more than 50,000 visits a month to each of its three sites, without SEA or advertising.
Google tools hijacked
To find long tails, some SEOs still try to use tools, in a more advanced and sometimes original way. Bruno Guyot, co-founder of Blaise & Bruno Acquisition Marketing, uses Google Analytics 4 to fetch long queues from DSA campaigns, for Dynamic Search Ads, from Google Ads. The specificity of a DSA campaign consists in using the textual content of a site to target ads and make them appear on relevant queries.
“It is enough to submit a page to Google Ads to advertise on it. Without having to provide keywords, Google transmits those that seem relevant to it. It is then possible to retrieve these keywords in Google Analytics, associated with Google Ads. The opportunity to find long queues that you can’t normally target in Google Ads.” In fact, below 25 searches per month, Google refuses to advertise the keyword, which is typically a long tail. The Mountain View study invokes the risk of identification, linked to privacy.
“On the e-commerce side, Google Analytics can also give us the actual searches made by users on the site using the internal search engine”, Bruno Guyot develops. “Very interesting long tails can be achieved in this part.”
Automation for e-commerce
Another method used in long tail research, automation, especially in e-commerce. “To realize this, just look at the SEO strategies of the main French e-commerce sites such as La Redoute, Leroy Merlin, ManoMano or Decathlon. They publish product listing pages en masse on their landing page”, breathes David Groult. “These automated page builds are done through a technique called searchdexing… or even spamdexing, if you look at the black hat side. They deliver incredible results for these sites. These ‘landing’ pages very often account for the majority of SEO traffic, capturing traffic from millions of nested keywords.”
Finally, the industry also uses rules in the use of “bezels” on some sites. “For example, if someone selects ‘tshirt + red + woman’, this will automatically create a URL that Google can crawl. The site will then have a page that exactly matches the facet,” explains Jean-Baptiste Bessière.
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