Long tail keywords matter to Artists and Authors too


Tina Dubinsky

Long tail keywords
connect audiences with
creative entrepreneur websites.

Do you want to increase the visibility of your website? 

If you’re serious about marketing your artistry online, then add long tail keywords to improve search engine placement.

So, what’s a long tail keyword?

A long tail keyword is a phrase made up of three or four words specific to your business.

Do you find keyword phrases and SEO confusing? You’re not alone. Search engine updates over the last few years have even confused me. But don’t be worried by clickbait headlines like “SEO is dead.”

SEO is not dead.

Search engines roll out updates all the time. Google algorithm updates often generate anxiety and confusion. However, it keeps online marketers, and writers like me focused on providing quality content.

Rather than view an update as a problem, think of it as an opportunity to improve your website.

  • First, learn how the update affects your web pages and blog.
  • Then, if it’s not good news, implement a plan to improve the quality of your content.

Write new content. But also go back, edit and improve your existing pages.

Google’s algorithm updates affect everyone

Occasionally, search engines perform major tweaks. If you’re doing SEO right, your site ranking in search engines improves. You may also see an increase in visitors.

After an update, marketers look to website analytics to work out what’s changed.

Improve the quality of your content.

Regardless, the best way to respond to search engine updates is to improve the quality of your online content. Quality content always comes first. That’s the message from 2011, and that’s still the message now.

Ask yourself:

  • Is the content useful?
  • Is it relevant to your creative pursuits?
  • How does your article help your audience?
  • Is the article easy to read?
  • Are you writing your content from an authoritative position?
  • Are you stuffing keywords?

Your creative entrepreneur website communicates your artistic journey. So, share your:

  • Methodology.
  • Medium.
  • Processes.
  • Practice and studio space.
  • Exhibitions, book signings, and performances.
  • Style.
  • Philosophies and values.
  • Influences.
  • Information on the art you create.

How to use long tail keywords

Not that long ago keyword stuffing was a popular method for site optimization.

Okay. I may be a little guilty.

Keyword stuffing included the repetitive use of a word and its variations. While it may have initially improved ratings, it did nothing for the user experience.


As search engines rewrote their code to emphasize quality content, the focus shifted to the user. While it’s still important to use keywords, there’s no benefit to keyword stuffing.

Repeat your keyword too many times, and you may as well not have any.

The thing with keywords, aside from stuffing, is that you want to avoid using the same group of words on other pages too. Every webpage, store page, and blog post uses a different relevant keyword phrase.

Why? Well, if you use the same keyword phrase on other pages, those pages are then competing against each other for placement.

Also, when you use a search engine, Google often omits pages that are similar. When search engines scan websites for pages, it will choose the most relevant. So, it’s crucial to differentiate content and keywords.

Choose keywords relevant to your business and page content.

You need to choose keywords that match your message and what you do. If you use the same words across multiple pages, you’re just placing those pages in competition with each other.

While it’s okay to use single or a short keyword phrase, these often have more competition. So, ranking high is harder with a single keyword.

On the other hand, a long tail keyword is less likely to have lots of competition. This advice comes from Google in their Google Digital Garage training. If you’re new to marketing your creative business online, I highly recommend doing the course.

How can creative entrepreneurs use keywords to get the most out of SEO?

  1. Replace short keywords with long tail keywords.
  2. Understand what words your customer is entering into a search engine.
  3. Use words relevant to your content and business.
  4. Start your SEO meta heading and article heading (h1) with your keyword.
  5. Place the keyword phrase in the first paragraph of your article, preferably close to the start.
  6. Use the phrase in at least one other subheading of your article.
  7. Use the keywords in at least one alt description of an image.
  8. Sprinkle the phrase a couple of more times in your body text.

However, when you place your phrase in the body of your document, your reader shouldn’t stumble over it. If it reads awkwardly, then rewrite it.

The main aim of SEO isn’t to fill your text with keywords and their variations. The objective is to engage your reader. People use search engines to find answers. So, the value of your page lies in providing those answers.

Connect with your audience to make your article work

Meanwhile, the primary goal of your creative entrepreneur website is to sell what you create.

Do publish articles about your artistic practice.

Your audience wants to know what you do, how you do it and why. Art, history, its background, and application interests your readers. So, write blog articles that answer their search queries.

Videos help too.

Read your content aloud.

If the keywords in your article seem out of place, there is a good chance you are trying to impress a search engine.

Stop the flirting.

Focus on helping your audience.

And if you want to improve the visibility of your website, and earn a living from your creative deeds, take SEO seriously.

For most artists luck or artistic ability has little to do with discovery. In our online world, you have to do more than build a website.

So, give a sh*t about SEO.

Engage your audience with quality content, and get found with a sprinkle of long tail keywords.

Comments, thoughts?