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Looking for a way to pump up your website’s search engine optimization (SEO), bring in more search traffic and increase your conversions? If so, you’ll want to learn more about long-tail keywords.
These are longer phrases that people are searching for online, often when they’re ready to buy or are looking for precise information. The best part is, it’s usually pretty easy to rank for these keywords, so you’ll save yourself time and effort.
Let’s take a closer look at long-tail keywords and how you can add them to your website to bring in more traffic and increase conversions.
Long-tail keywords are low volume, hyper-focused keywords that people use when searching, especially when they’re ready to buy or want answers to concrete questions on a subject.
Today, the concept of the “long tail” refers to the length of the search query (three or more words), but that’s not where it originated. It originally described the part of the graph these types of searches occupy when SEO experts graph search queries out. Short-tail keywords are the higher volume search queries that spike at the head of the graph, while the long-tail ones stretch out longer on the graph because there are more of them.
There are three reasons why you should focus on long-tail keywords in your SEO efforts.
It’s easier to rank for long-tail keywords because fewer websites compete for them. For example, a keyword like “website builders” has nearly 390 million results in Google, meaning you’ll need to beat all of them to rank No. 1.
The long-tail keyword “best website builders for ecommerce,” however, is a better option as you’d only need to outrank 8.1 million websites.
People searching for long-tail keywords are, generally speaking, further into the buying cycle than someone searching about the topic more broadly. These people already know the basic info about the subject and want an answer to a specific question. They search with more focus and intention and look for retailers, reviews and more, making the long-tail keywords convert more often.
People who use long-tail keywords are looking for particular information, so they’ll spend more time on a site they find in the search results. You’ll get more organic search traffic and decrease your bounce rates as they stick around longer.
Now that you know what they are and how they affect your SEO, it’s time to learn how to find long-tail keywords for your website.
Use these tips to find the best long-tail keywords for your website.
Fire up your favorite tool and look at the long-tail keywords that are already bringing traffic to your website. Brainstorm related or similar long-tail keywords to the ones you already rank for. Stick to ones related to the top five that appear in this report, as people are already searching for them.
Google’s autocomplete feature is a helpful way to find long-tail keywords since it uses actual words and phrases people are searching for. So, you type in “best website builders … ” and Google offers several suggestions like “for artists,” “for online stores,” “for hobbyists” and more.
At the bottom of every search results page, Google displays a “Searches related to” list. These are, you guessed it, other related search terms people have used. Each of them is a long-tail keyword you could use to drive traffic to your website.
Answerthepublic is a fantastic keyword research tool that generates question-focused keywords using the autocomplete data it mines from search engines. Enter your short-tail keyword on the site, and it’ll display a mindmap of all the questions people are asking with it. Here’s what it found for “website builders.”
Image Credit: via AnswerThePublic
Download your answers, and you’ve got a starting list of long-tail keywords to optimize your site for.
Tools like Google Trends and Exploding Topics can help you identify new search trends that you can use to develop your long-tail keywords. Google Trends lets you search for your keywords while Exploding Topics has created visualizations for various categories of keywords and periods. The company’s weekly newsletter can help you identify the long-tail keywords before they blow up so you can optimize your site for it earlier.
Once you’ve identified your long-tail keywords, it’s time to create content for them and optimize your existing website for them. Make sure you’ve picked the right keywords for your SEO strategy. Otherwise, you won’t enjoy the higher conversions and search results for them. Look for search terms that match your business goals and are relevant to your site visitors. The rest will take care of itself.
“Harry Potter” creator J.K. Rowling said she refuses to “bow down” to criticism about her recent comments on transgender people.
Rowling published a lengthy post on her blog website Wednesday in response to the backlash and her concerns over “new trans activism.” She has been under hefty scrutiny about her thoughts on transgender identity from the LGBTQ community along with Eddie Redmayne and Daniel Radcliffe, who starred in the Harry Potter film franchise.
“I refuse to bow down to a movement that I believe is doing demonstrable harm in seeking to erode ‘woman’ as a political and biological class and offering cover to predators like few before it,” she said.
Rowling drew outrage Saturday on Twitter when she criticized an opinion piece published by the website Devex, a media platform for the global development community, that used the phrase “people who menstruate.” Rowling implied it should have said “women.”
The famed author continued with another thread speaking about the concept of biological sex. She said she felt compelled to tweet her thoughts about her experience with domestic abuse and sexual assault.
“I stand alongside the brave women and men, gay, straight and trans, who’re standing up for freedom of speech and thought, and for the rights and safety of some of the most vulnerable in our society: young gay kids, fragile teenagers, and women who’re reliant on and wish to retain their single sex spaces,” she said in her post Wednesday.
Rowling’s tweets caused a firestorm of responses from the LGBTQ community and others who were upset with her words. A Harry Potter fan group tweeted its disapproval of Rowling’s post and encouraged followers to donate to a group that supports back transgender women.
Redmayne, who starred in two “Fantastic Beast” films of the “Harry Potter prequel series, disagreed with Rowling’s comments on Twitter. The Oscar-winning actor said that his transgender friends and colleagues are tired of the “constant questioning of their identities.”
“Trans women are women, trans men are men and non-binary identities are valid,” said Redmayne, who played a transgender woman in the 2015 film “The Danish Girl,” which earned him an Oscar nomination. He joined Radcliffe who also disapproved of Rowling’s thoughts on transgender identity.
On Monday, Radcliffe published a lengthy essay about Rowling’s tweets on a website for a nonprofit organization dedicated to crisis intervention and suicide prevention for LGBTQ people. He said “transgender women are women.”
“Any statement to the contrary erases the identity and dignity of transgender people and goes against all advice given by professional health care associations who have far more expertise on this subject matter than either Jo or I,” the actor said.
IBM has quit the facial recognition technology business, citing concerns that it can be used for mass surveillance and racial profiling.
The move comes amid ongoing protests following the death of George Floyd on May 25–while in police custody in Minneapolis–that have thrust racial injustice and police monitoring technology into the spotlight.
The tech giant’s CEO Arvind Krishna explained IBM’s decision in a letter sent to U.S. lawmakers Monday.
“IBM no longer offers general purpose IBM facial recognition or analysis software,” he wrote. “IBM firmly opposes and will not condone uses of any technology, including facial recognition technology offered by other vendors, for mass surveillance, racial profiling, violations of basic human rights and freedoms, or any purpose which is not consistent with our values and Principles of Trust and Transparency.”
AMAZON’S FACIAL RECOGNITION CAN NOW DETECT ‘FEAR’ AS ACTIVISTS BLAST USE BY LAW ENFORCEMENT
IBM’s decision to stop building and selling facial recognition software is unlikely to affect its bottom line, since the tech giant is increasingly focused on cloud computing while an array of lesser-known firms have cornered the market for government facial recognition contracts.
The Armonk, N.Y.-based IBM is one of several big tech firms that had earlier sought to improve the accuracy of their face-scanning software after research found racial and gender disparities. But Krishna, the company’s new CEO, is now questioning whether it should be used by police at all.
“We believe now is the time to begin a national dialogue on whether and how facial recognition technology should be employed by domestic law enforcement agencies,” he wrote. “Artificial Intelligence is a powerful tool that can help law enforcement keep citizens safe. But vendors and users of AI systems have a shared responsibility to ensure that AI is tested for bias, particularity when used in law enforcement, and that such bias testing is audited and reported.”
IBM had previously tested its facial recognition software with the New York Police Department, although the department has more recently used other vendors. It’s not clear if IBM has existing contracts with other government agencies.
AMAZON SLAMMED BY AI RESEARCHERS FOR SELLING ‘BIASED’ FACIAL RECOGNITION TECH TO COPS
Many U.S. law enforcement agencies rely on facial recognition software built by companies less well known to the public, such as Tokyo-based NEC or the European companies Idemia and Cognitec, according to Clare Garvie, a researcher at Georgetown University’s Center on Privacy and Technology.
A smaller number have partnered with Amazon, which has attracted the most opposition from privacy advocates since it introduced its Rekognition software in 2016.
IBM’s decision was welcomed by California Democratic Rep. Jimmy Gomez.
“Smart move by @IBM as we KNOW #FacialRecognition tech as a law enforcement tool is NOT ready for primetime. Back in ‘18, @amazon’s software misidentified me & other Members of Congress — mostly people of color — during an @ACLU test,” he tweeted Monday .”This tech needs legislative guardrails NOW.”
AMAZON DROPS SECRET AI RECRUITING TOOL THAT SHOWED BIAS AGAINST WOMEN
The ACLU test found Amazon’s facial recognition software falsely matched 26 California state lawmakers, or more than 1 in 5, to images from a set of 25,000 public arrest photographs. The ACLU said that over half of the false positives were people of color.
In a blog post on Wednesday, Mike Leone, a senior analyst at ESG Market Research, said that IBM’s move will not stop facial recognition being used by law enforcement and government.
“Facial recognition will continue on its gray area trajectory with or without IBM,” he explained. “But what IBM has done, specifically Arvind Krishna, is bring attention to a growing concern that needs far more national and global attention.
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“The use of facial recognition needs to be scrutinized for bias and privacy concerns. It needs oversight,” he added. “It needs guardrails. Usage, especially from law enforcement and governing entities, needs to be transparent.”
Fox News’ Christopher Carbone and the Associated Press contributed to this article. Follow James Rogers on Twitter @jamesjrogers
5 min read
Opinions expressed by Entrepreneur contributors are their own.
Right now, you need to practice social — not emotional -— distancing. Amid the ever-changing chaos, your team deserves an empathetic leader who deeply understands what individual people are going through. Making the right managerial and executive decisions are challenging enough during good times — and even harder amid a global pandemic.
Having lived and worked around the world, I cannot think of a more necessary time for empathy. The playing field has changed for the foreseeable future. Unless you adopt empathetic leadership principles quickly, you may find yourself the captain of a sinking ship filled with crew members suffering from analysis paralysis and traumatic shock.
Related: 3 Ways Increasing Your Empathy Makes You a More Effective Leader
You may already be familiar with the value of empathy in leadership, at least on a theoretical level. The Wall Street Journal notes that roughly one in five organizations provides soft-skill training opportunities for staff to learn the art of leading with empathy. If you’ve been through a similar workshop, you might not have realized how important that training was until now.
Difficult situations reveal why empathy is important in leadership, and crises like COVID-19 drive the lesson home. Teams led by people who possess high emotional intelligence tend to work hard and persevere through rough patches. They also develop deeper bonds of trust, which are essential when employment statuses seem all too fragile.
Right now, plenty of workers are dealing with tremendous fear. Those guided by empathetic leaders will likely have an easier time working through their stresses, while others operating under a “business as usual” manager may become disengaged and resentful. Make no mistake: Leaders will be judged by how they react during this historic moment. Of course, leading with empathy is not an innate ability. Even if you have a high emotional intelligence quotient, you may need a refresher course in empathy and leadership. Here are a few strategies to practice:
To attune yourself to your team’s feelings, you must get in touch with your own emotions and understand how to express them. Marc Benioff, the head of Salesforce, showed signs of empathy when he tweeted his eight-point plan for dealing with the coronavirus. Point seven asked every CEO to wait 90 days before resorting to layoffs. If you have to furlough personnel, be graceful and compassionate about it. Don’t coldly layoff 95 percent of your employees via a video like Cirque du Soleil did at the start of the crisis, a decision that garnered negative attention.
Take time to recognize and express your emotions as well as help your team work through their fears. Add a daily reminder in your calendar or phone to stay grounded. That little “ping” will remind you to reflect every day on what you’re feeling and what’s going on. In time, you will be able to tune in emotionally without a physical reminder.
Related: Does Empathy Have a Place in Your Workplace?
The only way your team will be vulnerable with you during this difficult period is if you learn to listen without judgment. Leading with empathy often involves saying nothing at all and sometimes agreeing that you are sad, confused or angry, too. According to work published in The Journal of Behavioral Science, 70 percent of successful people say they feel like imposters from time to time. Imagine how refreshing it would be for your team members to hear that you also struggle and will not use their feelings against them.
One caveat: Don’t allow yourself or your team to wallow too long in sessions focused on negative emotions. Instead, enable honest discussions and then pivot the conversation toward positive solutions. However, be aware of the language you use when you want to refocus your team. For example, in English, we tend to use “I feel” when we really mean “I think.” If you say, “I feel like you all need to get back to work,” then you are telling your team what to do, not empathizing. Consider your words carefully after team members open up; you want them to feel heard, not ignored, when you gently move the conversation in an optimistic direction.
Now is not the moment to assume you know everything bothering your team. Ask employees, “What keeps you up at night?” Their answers may surprise you. Seem a little touchy-feely? Maybe. But your team members will hear your words as an indicator of your interest. Salesforce’s report “The Impact of Equality and Values Driven Business” reveals that when leaders pay attention to their employees’ needs, the employees are 4.6 times more apt to produce stellar work.
Related: Successful Leadership Tactics in a Time of Crisis
You may discover that getting to know team members on a deeper level helps you notice when they’re not on their A-games. If you see someone struggling, intervene before their work completely falls apart. Part of the importance of empathy in leadership is being able to provide emotional guidance and encouragement that will help everyone develop personally and professionally.
Uncertain times call for unparalleled leaders. Show your humanity with a heavy dose of empathetic leadership. Empathy will not only motivate your team through crisis, but it will help you deal with your own conflicted feelings, too.
Filmmaker Ava DuVernay has been elected to the film academy’s Board of Governors for the first time.
The Academy of Motion Picture Arts and Sciences announced its new members Wednesday, which include the “Selma” filmmaker, “A Star is Born” producer Lynette Howell Taylor and casting director Debra Zane. The academy has increased the number of women and people of color on the board.
Incumbent governors reelected include Whoopi Goldberg, “Dolemite Is My Name” screenwriter Larry Karaszewski and Participant Media CEO David Linde among others.
The organization that puts on the Oscars said that the number of women on the 54-person board has gone from 25 to 26 and people of color from 11 to 12.
The Board of Governors represent each of the academy’s 17 branches and work to set the organization’s strategy, finances and “fulfillment of its mission.”
DuVernay, who was nominated for her documentary “13th,” has been an active and vocal member of the film academy for years. She recently backed up David Oyelowo’s assertion that members of the academy threated to squash “Selma’s” awards chances after they wore T-shirts with the words “I Can’t Breathe” to the film’s New York premiere in 2014 in honor of Eric Garner.
The academy responded on Twitter condemning the threats, writing, “Ava & David, we hear you. Unacceptable. We’re committed to progress.”
The Oscars this year are facing unprecedented challenges as a result of the pandemic. In April, over a month after theaters closed and a number of film festivals were cancelled as a safety precaution, the Academy announced revised eligibility requirements for this year, allowing movies that debuted on a streaming service to be considered for an Oscar.
Academy president David Rubin and CEO Dawn Hudson told the AP at the time that their response to COVID-19 will continue to be fluid. No decisions have been made yet as to plans for the annual Governors Awards, which are typically held in the fall in Los Angeles. And at the moment the 93rd Academy Awards are still a go, set for Feb. 28, 2021, in Los Angeles.
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3 min read
Opinions expressed by Entrepreneur contributors are their own.
Market ups and downs, emotional ups and downs, working from home, and a recession has caused many companies and individuals to have feelings of uncertainty, fear, and doubt. This is a natural reaction. But how do we overcome these feelings and move forward?
Brigham Tomco is the CEO of Emmersion Learning. He shared with me some keen insights on how to overcome these recent challenges.
Related: Prepare for the Worst, Hoping for the Best
“I learned many life lessons growing up as a competitive athlete,” Tomco said. “A recurring message from my coaches that I heard through the years when my teams were struggling, in a slump or overmatched was ‘stick to the fundamentals’ or ‘get back to the basics.’ Uncertainty and turmoil often cause us to forget or abandon what brought us success in the first place. At the time when we need stability the most, our inclination is to try something new instead of sticking to what we know works.”
Brigham played football college. On day one of his “two-a-days,” the defensive coordinator introduced him to EDDs — also known as Every Day Drills. He explained that after warmups each day, the team would divide into their position groups and work on the same set of drills every day so that they would master and maintain the fundamentals. And wouldn’t you know it? The team got really good at those fundamentals. They became part of each player’s subconscious and helped the entire team through adversity.
Related: How Your Small Business Can Survive the COVID-19 Pandemic
I think of the EDDs in my life that give me strength and stability.
When life gets busy and stressful, I forget to do these things. In reality, our EDDs must be done every day and need to take priority.
I believe that my EDDs for my personal life are also essential to my success as an entrepreneur and CEO. If I don’t stick to my fundamentals in my personal life, it has a negative impact on my ability to thrive as a leader. In business, there is an additional set of EDDs that I think is important to success.
Related: 4 Surprising Silver Linings to COVID-19
I find that as the inevitable peaks and valleys of life come, I find strength, peace, and success by sticking to the fundamentals.
Brigham reminds us that in these challenging times, the basics of both our personal and business lives are essential to keeping us grounded and successful. Let’s not allow COVID-19 to break us down, but rather see it as an opportunity to recenter, refocus and recommit to the simple EDD’s that brought us to where we are today and can take us where we want to go.