It’s no secret that keywords are at the heart of both SEO and PPC campaigns for online marketing. In SEO, having the right keywords in your website’s content can help you rank well in organic search results. For PPC, bidding on the right keywords can help you appear at the top of search results while managing your costs effectively. But if you’re managing your own online marketing strategies, it’s essential that you understand how long-tail keywords factor into both of these campaign types. Keep reading to learn more.

What Are Long-Tail Keywords?

Long-tail keywords are longer, more specific keyword phrases that visitors are more likely to use when they’re getting closer to making a purchase. Unlike broad keywords such as “shoes” or “marketing,” long-tail keywords include more detail, like “women’s waterproof hiking boots size 9” or “best digital marketing services for dentists.” These phrases may have lower search volume individually, but they tend to attract more qualified traffic to your website—in other words, more people who are looking for exactly what you’re offering.

Long-Tail Keywords and SEO

Long-tail keywords in an SEO campaign help websites rank for niche topics. Because these phrases are less competitive than short, broad keywords, it’s often easier to achieve a higher ranking in search engine results. This improved ranking can give you a steady stream of organic traffic from users who are looking for exactly what your business offers.

Additionally, long-tail keywords align better with user intent. Someone searching for “affordable wedding photographer in Austin” is likely further along in the buying journey than someone searching for just “wedding photographer.” Optimizing your content for these types of keywords can improve both the quality and conversion rate of your website traffic.

Long-Tail Keywords and PPC

In PPC advertising, long-tail keywords are just as valuable—if not more so. These keywords usually have a lower cost-per-click (CPC) than broader terms simply because there is less competition for them. That means you can stretch your advertising budget further while also targeting users with higher intent.

Using long-tail keywords in your PPC campaigns allows for better ad targeting and more relevant landing pages. For example, if someone searches for “emergency plumber near me open 24/7,” your ad can directly match that query, leading to better click-through rates and potentially lower costs.

Understanding what keywords to use in SEO and PPC can be tricky, and it’s often a good idea to hire an expert for help. Working with a PPC agency in Kansas City allows you to tap into expert advice regarding how to utilize long-tail keywords in all of your online marketing campaigns, so you can get better results for a lower cost.