The keyword 'plumber' is highly competitive; 'replace bathroom tap Amsterdam-Noord' much less so. Searches like these bring in fewer visitors, but those visitors are more likely to become customers.
What does this mean in practice?
Long-tail keywords are longer, specific searches that each get few searches on their own. For example, 'replace bathroom tap Amsterdam-Noord' instead of 'plumber'. Together, they make up a large share of all searches.
Why does this matter for your business?
For short, general keywords, the competition is huge. Long-tail keywords are easier to win. People who search this way usually know exactly what they want and are more likely to get in touch.
Examples and best practices
- Make a list of your specific services, the problems you solve and the areas you work in.
- Create pages or FAQ blocks that answer detailed questions.
- Use your customers’ language, not jargon.
- Check Search Console to see which long search queries you are already found for.
How we do it at Ikoon
The Content Power Pack is made specifically for long-tail keywords: regular new pages that answer specific questions and cover specific services in your area. With Local SEO+ (town and neighbourhood pages), you are also found for searches that include your town or neighbourhood.