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Why Long-Tail Keywords Are the Key to Branding - Fast!

Writer's picture: Sorilbran StoneSorilbran Stone

Ever wonder how some people consistently dominate search results in their niche, showing up every time you seek advice on a specific topic? The secret lies in their strategic approach: they’re playing the long game, and long-tail keywords are their not-so-secret weapon.

Before we dive into how you can leverage this strategy for your personal brand, let’s have a reality check about SEO (Search Engine Optimization). I know — everyone craves instant results. But here’s the truth: SEO isn’t about achieving overnight success; it’s more akin to planting a garden than launching a rocket. Just like nurturing plants requires patience, so does developing a robust online presence.


SEO is the Long Game

Here’s the truth: SEO takes time. Months, sometimes even a year, to see significant results. And you know what? That’s perfectly okay. In fact, it’s better this way because it provides you with a strong foundation on which to grow a strong brand.


Not ashamed to tell you I've been fired from content jobs when blogs didn't lead to sales. I had a client expressed extreme displeasure at the fact that not one drink sale had been the result of the 10 blog posts they ordered or the two months worth of social posts.



Takes longer than that, mayne. And marketing isn't sales. A blog post isn't a product description. So... I got fired.


Flipside, I have another client who understands the value of SEO and that it is the long game. So, the client's invested hundreds of thousands of dollars into content and has enjoyed a 20X return on their investment. Not only that but revenue generated by organic content has consistently outpaced the revenue generated by Google Ads by 3X year after year.


I'm telling you this because (in my Darren Hardy voice) I want you to understand the cumulative and compounding power of search engine optimization.


Every piece of content you create reinforces to search engines that you know your stuff, and that you can be trusted to give advice in your industry. It’s like building your reputation — the more helpful, relevant content you publish, the more search engines trust you. So over time, they’re more likely to recommend you to the people searching for exactly what you offer.


Think of it like this: with each blog post, article, or video you create, you’re handing Google a business card to hold and pass on to someone who may need your product or services. The more cards you hand Google, the more chances it has to recommend you. Eventually, search engines start sending more people your way, because you’ve proven you’re the go-to expert in your niche. That’s the beauty of SEO — it builds momentum while it builds your credibility. And the good news is, long-tail keywords can speed up that process.


So, let’s get started on how you can make long-tail keywords your best friend when it comes to building a personal brand that dominates the search results.


What Are Long-Tail Keywords?

Definition: Short-Tail vs. Long-Tail Keywords

Let’s start with the basics. Keywords are the words or phrases people type into search engines when they're looking for something online. Short-tail keywords are broad, general terms — usually one or two words — that cover a wide range of topics. For example, if you were searching for “personal branding,” that’s a short-tail keyword. Simple, right? But there’s a catch: everyone’s searching for that. So, competition for ranking high in search results is fierce.


That’s where long-tail keywords come in. Long-tail keywords are longer, more specific phrases, usually three or more words, that narrow the search focus. Instead of just “personal branding,” a long-tail keyword might be “how to build a personal brand as a freelancer” or “personal branding tips for small business owners.” See the difference? These phrases are super specific, and fewer people are using them — which means there’s a lot less competition for brands trying to show up in search results for that search query.


Why Long-Tail Keywords Matter for Personal Branding

Here’s why using long-tail keywords to fuel your SEO efforts for your personal brand is a game-changer: long-tail keywords help you cut through the noise and target the exact audience that’s looking for what you have to offer. Think of long-tail keywords as a laser-focused spotlight shining on your personal brand in the sea of search results.

When you optimize your content with long-tail keywords, you’re not just casting a wide net and hoping for the best. You’re positioning yourself in front of a specific group of people who are already interested in your niche (👈🏽 that part's important). These are the folks who aren’t just casually browsing; they’re looking for something detailed, something that solves their exact problem. That’s important because it indicates they may be further along in the buyer's journey and need less convincing from you on whether or not they need your product or service.



A visual of the decision funnel comparing what people ask versus what kind of content they'd need to move to the next phase



Plus, because long-tail keywords are less competitive, they give you a better chance of ranking higher in search results, faster. And the higher you rank, the more visibility your personal brand gains — which means more credibility and more traffic from the right people.


I’ve really leaned into this particular strategy for staying competitive in search. I’m a BIG supporter of creating content that specifically answers:

  • client pain points

  • questions that will emerge later about trends and shifts that look like they may be happening in the industry

  • new angles for topics that I haven’t seen in the wider market yet


Yeah, you read that right - I create content around topics no one's searching yet, topics that people won't start searching for another year or two. Not just because I like to say, "I told y'all!" though I do love saying that. I do that because it positions me or the brand I'm creating content for as thought leaders and experts.


Long-tail keywords generate significantly fewer searches than more popular short-tail keywords. The casual searcher will typically go with broader terms. These broad-term searches will always have more search volume than long-tail keyword searches. But the people who find you via long-tail keyword search are far more likely to convert into sales, and do so sooner rather than later.


In short, long-tail keywords allow you to stand out in a crowded space by speaking directly to the audience that matters most to your personal brand. And as you’ll see, that’s where the magic happens when it comes to SEO.


Building Authority by Targeting Long-Tail Keywords

Niche Authority

Ranking for long-tail keywords isn’t just about getting more clicks — it’s about building authority in your niche. When you consistently rank for specific long-tail phrases, it sends a signal to both search engines and your audience that you’re an expert in your field. And this is exactly what you want for your personal brand.


Think of it like this: when people search for highly specific topics and your content shows up at the top, they start associating your name with the answers they need. Over time, they’ll come to see you as the go-to source for information in that space. This is how you build trust, credibility, and a reputation as an expert.


For instance, I know right now that if I want to learn anything about building an offer, I'm going to find content from either Myron Golden, Alex Hormozi, or Rachel Rodgers. Periodt. If I want to lean into how to market that offer, that's a Joanna Wiebe sort of thing. These are people in whose content catalogs I've found tremendous value. So, I trust their advice. But it isn't based on one article or one book or one video - that trust was built over time as I've found content from them that answers a variety of questions I may have.



screenshot of Joanna Wiebe and Copyhackers Youtube channel - experts who create content around a ton of long-tail keywords
Look at how specific the titles of these videos are! Joanna talks about everything, which means I can go to her for anything.


Long-tail keywords allow you to carve out your own corner of the internet, where you can dominate search results for the niche topics you care most about. Rather than trying to compete with massive brands for broad terms, you’re staking your claim on focused, detailed areas of your expertise. The more you show up for those niche terms, the more you cement yourself as an authority in your specific field.


SEO Benefits of Targeting Long-Tail Keywords

Let’s talk about the practical SEO benefits of long-tail keywords and how they help boost your personal brand’s visibility.


  1. Higher Search Engine Visibility: We talked about this a bit earlier in this piece, but it’s worth repeating - long-tail keywords are less competitive than broad keywords, meaning there’s a better chance for you to rank higher in search results. The higher you rank, the more visible your brand becomes. And when you show up at the top of the page, you're not just gaining content visibility; you're also building trust with searchers, who see your ranking as a mark of credibility.

  2. Qualified Traffic: Ranking for long-tail keywords doesn’t just drive more traffic — it drives the right traffic. Because long-tail keywords are specific, the people who search for them already know what they’re looking for. They’re not just casually browsing; they have a clear need or question, and if you provide the solution, you’ll attract visitors who are genuinely interested in what you offer. This means a higher chance of engagement, conversion, or building long-term relationships with your audience. (Sorilbran’s out here like, “That’s what I been sayin’ this WHOLE TIME, bruv!)

  3. Enhanced Digital Footprint: The more long-tail keywords you target and rank for, the broader and more comprehensive your digital presence becomes. Each piece of content you create for these keywords expands your reach, giving search engines more opportunities to show your personal brand to potential followers, clients, or collaborators. It’s like creating a spider web of valuable content that covers all the key areas of your niche — each part linking back to you as the central figure. Your digital footprint helps to establish your credibility and authority. 

  4. Long-Term SEO Success: Remember, SEO is the long game, and long-tail keywords are a foundational piece of that puzzle. They build momentum over time. As you continue to target and rank for long-tail keywords, search engines start recognizing you as a reliable source of information. This growing trust leads to even higher rankings, not just for those specific long-tail phrases but also for related, more competitive terms over time.


By targeting long-tail keywords, you’re positioning your personal brand to dominate your niche, boost your authority, and enjoy sustainable, long-term SEO success. It’s a strategy that doesn’t just drive results today — it sets you up for continued growth and recognition down the road.


Conclusion

When it comes to branding yourself online, long-tail keywords are your best friends. They not only help you cut through the noise but also ensure your content reaches the specific audience that genuinely seeks your expertise. By strategically targeting these keywords, you can build authority in your niche and position your personal brand for sustainable growth.


Remember, SEO is a marathon, not a sprint. Each long-tail keyword you target and rank for adds to your credibility, ultimately leading to higher visibility, qualified traffic, and enhanced digital presence. Over time, as you continue to produce valuable content that speaks directly to your audience's needs, you'll solidify your reputation as a trusted expert. So, embrace the power of long-tail keywords and watch as your personal brand rises to the top of search results, making your expertise unmistakable in your industry.


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