Why focus on long-tail keywords?
Long-tail keywords are longer, usually two to five words, and more specific keyword phrases in comparison with short-tail or generic ones, which are more commonly searched. Short-tail keywords generate more search traffic. Why then should you concentrate on long-tail keywords? Because they will bring “quality” traffic to your website. As they are more specific, they will usually have a higher conversion value. Customers who are “late” in their buying cycle and already know what they are looking for are using very specific search phrases to seek out their target purchase. Another advantage of long-tail keywords is that they are easier to rank in search engines than generic ones. Instead of focusing on just a few highly competitive generic keywords, it is therefore, recommendable to target more easily ranked long-tail keywords.
Google’s algorithms and context
The most comprehensive and ambitious search algorithm, Google’s Hummingbird, is about synonyms but also about context. What does that mean for long-tail keyword page optimization? The content should be well rounded, not just including keyword targets but also related words or phrases which are semantically close to the keywords. In scientific terms, Latent Semantic Indexing (LSI) is a system used by Google and other major search engines that determines the relationship between terms and concepts in content.
Long-tail keyword generators
But how do you decide on which long-tail keywords to rank? You are probably wondering which keywords or phrases potential visitors would type in Google to find you. In an attempt to improve SEO traffic for long-tail keywords, you can start by brainstorming variations of long-tail keywords which are relevant to your business. There is also software that does that for you. There are many great tools that can help you find long-tail keywords related to your product: Google keyword planner, Keywordtool.io, LSIGraph, Ubersuggest.io and a host of others. These tools can show you keywords suggestions, help you get insights of the search volume for the specific keyword, and tell you which keywords are ranked highest by your competitors. Unlike the above-mentioned tools, Event Registry does not show you the most common keywords that people type in search engines but rather which keywords are mentioned most frequently in news articles. We will showcase some examples of how to use Event Registry coupled with long-tail keyword generators as a means of finding keywords related to the product or service you are writing about.
Event Registry and context
Event Registry collects news articles published by over 100,000 news publishers worldwide in 15 languages. By searching for a particular concept (person, organization, location or anything else that has a Wikipedia page) you can generate keywords, which are related to it. The tool uses artificial intelligence for text mining and extracting information from news articles. It also offers you the possibility of searching for keywords that connect two different concepts, as seen in the example below.
If you are writing an article or a blog, Event Registry gives you an overview of topics that you should cover in order to get more visibility on the internet. You can also use it for effective keyword targeting, thus finding keywords relevant to your product and achieving optimised search engine listings. You can do a keyword research and analysis to find out what your audience is already reading about in the media. By using natural language processing technology, Event Registry allows you to search for a particular topic in several languages. That will give you an idea of which topics and keywords your audience is most familiar with.
Finding top keywords in news articles
Go to the Event Registry website, click on “Articles” button on the top menu and type in the concept or keyword you are interested in. You can filter your results by the news source, time of interest or by adding additional keywords. We wrote a blog post on how to search on a particular topic, where you can learn more about narrowing down your search results.
Example of combining two topics
To illustrate on an example, we have searched for articles that write about “Deep learning” and “Artificial intelligence” – both currently very hot topics.
After obtaining several thousand articles with the search, we can aggregate these results and see the top mentioned concepts. These give us a clear and intuitive list of top keywords related to the searched topics.
Additionally, we can also analyse how these top concepts are interrelated between each other. We can compute this by analysing how frequently individual pairs of concepts occur together in the same article in the search results. We can visualize these relations as a graph where nodes are the concepts and there is an edge between two nodes if they occur together frequently enough. The resulting graph can be seen in the bottom figure.
Did you like the topic we wrote about? Check out the blog post from Learnopy, which featured our tool and inspired us to write this article.