How to Use Long-Tail Keywords and Related Terms: Plan Content Around Search Intent First

When using long-tail keywords and related terms, start with a specific search need and decide what the page should answer. Then use related terms to cover the necessary concepts rather than cramming an entire keyword list into an article. This article focuses on content planning for organic search: terms that reflect the same need can fit naturally on one page, while related terms that reflect different search intents may need separate pages. Mentioning a term does not mean a page will rank for it.

Long-tail keywords define the need; related terms round out the topic

Long-tail keywords are typically more specific and have lower search volumes. For example, compared with “bicycles,” “how to choose a mountain bike for beginners” more clearly signals that the reader needs buying guidance. Semrush explains that these terms typically face less competition, but that does not guarantee quick rankings. (S4, S15)

Related terms express concepts connected to a topic; they are not necessarily synonyms or variations of the same word. For example, “tofu” is related to “vegan recipes” and can appear naturally in ingredient lists and cooking instructions. However, someone looking for information about tofu is not necessarily looking for a recipe. Semrush therefore cautions that mentioning tofu in a recipe article may not help it rank for “tofu.” To address a different search intent, you need to plan content for that intent. (S4)

Gather questions first, then use data to narrow down keyword candidates

Do not choose terms to write about solely because they have the highest search volumes. First identify needs relevant to your product, service, or article topic, then determine whether readers want to learn, compare options, or make a purchase. Work through these steps:

• Collect keyword candidates from search predictions and related searches, then look for actual questions in forums and communities used by your target audience.
• Use Google Trends to observe changes in interest and seasonality, alongside keyword tools to check search volumes and competition levels.
• Group candidate terms by search intent, keeping those whose underlying needs the page can genuinely address rather than putting them all into one article.

These approaches to gathering keywords and identifying search intent appear in Welly’s content planning recommendations. (S6, S14) ChatGPT can also help brainstorm long-tail keywords, but its generated keyword lists are not a substitute for accurate search-volume data. You still need other tools to evaluate the candidates. (S7)

As part of our content services at Procrustes, we also turn questions that genuinely matter to clients into articles, with ongoing planning, writing, and updates.

Provide answers, not just keywords

After choosing long-tail keywords, make sure the content format also matches the search need. In a Wise case study presented by Semrush in 2023, pages targeting long-tail searches related to currency conversion offered conversion tools, exchange-rate charts, and instructions. The point was not merely to mention currency names, but to help searchers accomplish what they wanted to do. This was a case study from that time, not a ranking guarantee. (S20)

When writing, use related concepts to check whether the answer is complete. For example, a vegan recipe needs ingredients and cooking instructions, so explain them in the appropriate sections without adding unrelated information just to cover “tofu.” If you decide to create a separate page about tofu, first clarify which need it should address rather than simply changing the title. Decide the scope of the answer before deciding where to place the terms, so long-tail keywords and related terms help readers find useful answers. (S4)