It can be difficult for a website to rank highly on search engines using a keyword strategy that only allows for content that is optimized with one word at a time. It results in competition that is impossible for smaller companies and bloggers to compete with.
For example, a small clothing boutique wants to optimize the content on its website using the word ‘clothing’. This keyword is relevant to the content on the site and to what the boutique has to offer, but using just one word means they will have to compete with larger retailers that have a lot more optimized content for that world. That will leave the clothing boutique’s results many pages in the SERPs.
Instead, it is advisable that websites utilize long-tail keywords, or keyword phrases, in their content. Using the example above, a small clothing boutique could utilize long-tail keywords like ‘women’s clothing boutique’ and ‘colorful summer dresses’.
This strategy also allows for the intent of the user. When searching ‘clothing’, a person maybe wants to shop online, is looking for a brick-and-mortar store, or wants to find second hand clothing. Long-tail keywords eliminate the confusion and better match content to a user’s query.