What Are Long-Tail Keywords and Why Do They Matter for Deathcare Marketing?

Targeting the right long-tail keywords can help boost conversion rates on your deathcare website. But before you can target these phrases, you must understand what they are and how to find them.

What Are Long-Tail Keywords?

The name doesn’t come from the length of the phrase, though long-tail keywords do tend to be longer than others.

The name comes from statistics. If you consider all relevant keywords to a topic, some of those phrases are searched for more than others. Graph the search volumes from largest to smallest and you get a curve with a long “tail” that stretches out toward the lower right of the graph. This long tail reflects keywords that have lower search volumes but tend to be much more specific.

The term long-tail keyword refers to the placement on the graph.

Examples of Long-Tail Keywords

Keyword research for the topic “funeral service” indicates that “funeral homes near me” gets 100,000 to 1 million monthly searches. Searches such as “simple cremation,” “Catholic funeral,” and “cremation cost near me” all get between 1,000 and 10,000 searches a month.

“Natural burial near me,” “direct cremation costs near me,” and “affordable burial and cremation” each get 100 to 1,000 per month. These are the long-tail keywords for this topic.

Why Are Long-Tail Keywords Important?

Deathcare firms should target long-tail keywords with some of their content marketing for three reasons:

  • There’s typically less competition. While it’s not always the case, and you should always conduct keyword research to find out, long-tail phrases tend to have less competition and are easier to rank for.
  • They’re more specific. Typically, as you move toward smaller search numbers for a keyword, the more specific the phrase is. That makes sense because fewer searches are indicative of a more niche need. Consider the example above: Fewer people are looking for information about Catholic funerals than funerals in general. This specificity helps you better target your content to specific searchers’ needs and intents.
  • Conversion rates are higher. Tighter targeting helps boost conversion rates, which means the people who do come to your page from that search result are more likely to sign up for more information, make an appointment or purchase services.

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