搜索引擎优化 (SEO) 不仅仅是企业在线展示的“必备”营销工具——它不是一种选择！为在线搜索的客户在正确的时间以数字方式出现在正确的位置，对于任何希望获得竞争优势、保持相关性和扩大受众的组织来说都是至关重要的。

The discipline of SEO covers a wide of variety of topics, but a prominent one is keywords. Here specifically we’re going to flesh out long tail keywords!

什么是长尾关键词

Most keywords refer to a single word or couple of words that match together to create a searchable phrase that users type into a search engine in order to find results. Long tail keywords are formed of between three and five words usually (though no such numeric limit actually exists) and are, by their nature therefore, more specific and less common.

The term ‘long tail keyword’ comes from a book called The Long Tail by Chris Anderson, which focuses on the niche of markets and products, and how successful focusing on a specific sector or area can be.

例如，标准关键字搜索可能是“粉红色运动鞋”但是长尾关键字搜索将是“pink Nike trainers size 5”。

长尾关键词如何工作？

The longer nature of long tail keywords compared to briefer search terms means they are more specific and will as a result drill down more specific (and hopefully relevant) search results. For search engine users, they present an opportunity for more appropriate results and ideally, less clicks to find exactly what they want. For businesses, they present an opportunity to target more niche markets.

一般来说，长尾关键词的竞争力低于更通用的关键词，因为它们旨在更好地反映用户如何进行查询。它们更有可能为网站吸引高质量的流量，这可能会提高转化率。

通常，长尾关键词不是搜索引擎用户输入的第一个搜索查询。用户输入更通用的搜索词，发现通用结果，然后使用长尾关键字深入到更具体的结果并不少见。

How Do Keywords Form Part of an SEO策略?

统计数据表明，现在超过 70% 的搜索查询是使用长尾关键字，语音搜索是影响消费者行为的一个关键因素。

Users are more likely to use the same types of phrasing they would in colloquial speech, in such searches – an evolving behaviour recognised and catered for by Google with their focus on NLP（神经语言程序设计） in search algorithms to produce relevant results. This high level of long tail keyword search means that including these keywords in an SEO strategy is imperative.

Long tail keywords should be used to create 博客文章, web pages and other relevant content to explain the specific topics within the agreed product or service pillars of the business. Together, the relevant long tail keywords should create a cluster of information around each pillar topic, with the algorithms behind the search engines depending on these to connect users with exactly the details they’re looking for.

一旦上传，企业应该监控每条内容的表现并继续围绕短发领域产生相关内容ll（弥合差距并在尚不存在的地方提供信息）和 success（继续构建用户认为有用的内容）。

长尾关键词应与其他关键词类型一起关注，作为一部分提高网站内容质量和数量的整体协同努力。

不同的关键词排名难度级别

最常用的通用搜索词，就其本质而言，在网上竞争最激烈。这意味着企业很难为他们获得高排名。

长尾关键词往往更容易让企业获得高排名，因为它们的搜索量更少，而且更加具体。通用搜索词位于搜索的头部，少量关键字具有极高的搜索量。长尾关键词构成了数以百万计的搜索词，所有搜索词的搜索量都非常低。这让围绕长尾关键词的数字营销和内容制作变得更加普遍和繁荣。

The type of keyword being used or focused on isn’t the only factor that contributes to the difficulty or ease of ranking. Other such determinants include the content type, the 域权威 (DA) of the website on which the content is published and the links to and from the content piece.

如何确定要关注的相关关键词

有多种关键字研究工具，所有这些工具都会提供相关建议关键字组合（通用和长尾）、它们的竞争级别、搜索量和 CPC（每次点击成本）费用。但是，应谨慎使用这些研究工具，因为它们通常是独立于有形的人工输入而创建的，并且可以基于理论而非实际用户行为，特别是在相关关键字可能包含模棱两可的词或短语的领域。

理想情况下，一旦确定，企业应着眼于竞争低、流量高的长尾关键词。

仅查找关键词并制作包含它们的内容是不够的。相反，企业应该寻求将长尾关键词纳入全面的 SEO 策略，以改善网站的所有领域的可访问性和相关性，并将定期内容创建作为其中的一部分。

At Woya Digital, we have a team of SEO experts who work on creating to best improve our customers’ competitive advantage. to learn more!