You probably came across the term long-tail keywords when looking at Search Engine Optimization (SEO) or Podcast Visibility Optimization (PVO) recommendations. But what are long-tail keywords exactly? How to find those and incorporate them into your PVO strategy?
What are long-tail keywords?
Put simply, long-tail keywords are longer and more specific keywords phrases that listeners are more likely to search for particular content. They can be hugely valuable if you know how to leverage them to optimize the visibility of your podcast.
Put differently, long-tail keywords are keywords people are searching for but aren’t the most searched ones. However, they do represent a significant number of searches and help increase the number of listens of your podcast.
Let’s take an example: if you are producing a podcast around marketing, chances are that your show will never appear near the top of a search for “marketing on Apple Podcast or Spotify. There is simply too much competition. But if, for example, you specialize in marketing for luxury brands, then keywords like “luxury fashion marketing”, “luxury marketing” are going to be easier to rank for and will be putting your show right in the ears of your target audience.
Why are long-tail keywords important?
So long-tail keywords are less common and more specific, but why bother if they are less common? Good question. In aggregate, long-tail keywords represent a significant number of searches and often the majority of searches. Long-tail keywords also represent a less competitive area than the most common ones, allowing you to surpass other podcasts in rankings.
As long-tail keywords are more specific, often multi-word phrases, they represent more precisely what the potential listener is looking for. Being found on those more specific requests is more likely to result in listeners giving your content a try.
How to find long-tail keywords for your podcast?
To find long-tail keywords, you should know your audience well: who they are and what type of words they use when searching for your content or others like yours. You should also consider listeners’ intent: what specific and relevant search terms are they likely to use?
A standard tip is also to leverage Google and its autosuggest function. Google excels at offering common suggestions or keyword extensions, and you may find some long-tail keywords opportunities that way.
Long-tail keywords and Podcast Visibility Optimization
By including the right long-tail keywords in your Podcast Visibility Optimization (PVO) strategy, you will see better rankings and gain new listeners. Also, by continually refining this strategy over time, you can dominate over the long haul.
A common mistake that podcast publishers make is only to target single-word keywords. Then they wonder why their podcast’s rankings are so low. Multi-word keywords are usually searched for less often but will also be less competitive. This is an opportunity, and optimizing against a set of several long-tail keywords is a common PVO strategy, especially for less visible podcasts.
Many podcast producers assume that if they put a keyword into their title or show description, they will rank magically for this keyword and get a lot of listeners for free. This might have been true 5 years ago, but it is not the case anymore as the number of podcasts increases and the search algorithms evolve. Nowadays, it’s about identifying keywords that fit your podcast and its stage (new or established).
When launching a podcast, it’s essential to identify long-tail keywords and try to dominate those niches before competing for the bigger, more inclusive, and very competitive keywords. It may take a little while to see the benefits of using long-tail keywords, but don’t let that scare you off. As explained above, long-tail keywords are a more intentional, listeners-ready user base than short-tail keywords.
It’s also important not to try to do too much at once. If you find certain long-tail keywords don’t work as expected after 4-5 weeks, discard those and move on to the next ones.
Podcast Visibility Optimization isn’t a one-size-fits-all recipe. To maximize your visibility and grow your audience, you’ll need a balanced strategy that includes keyword optimization, strong visuals, and great content. With a long-tail keywords Podcast Visibility Optimization strategy, you’ll be well-equipped to rank higher and get more listeners. Keep in mind, though, that PVO is not a “set it and forget it” endeavor: once you’ve implemented your long-tail keyword strategy, be sure to track your keyword rankings regularly.