Watch: Advanced New Tail Keyword Research

Every day, about fifteen percent of the queries people type into Google are completely new. Many of these are what we call new tail keywords. They happen when someone is looking for a product or service but doesn't know its actual name. For example, a business selling a unique, bumpy ornamental grass might focus its website entirely on the term no-mow grass. But a customer who saw it in a park has no idea it doesn't need mowing. Instead, they might search for lumpy moss grass or bumpy green mounds. If your website doesn't use those descriptive words, you are invisible to those buyers. To find these hidden opportunities, you can crowdsource. Show people a photo of your product and ask them what they would type to find it. This simple test reveals a rich vocabulary of natural terms you probably never considered. This approach is even more vital today with artificial intelligence assistants. When people use AI to search, the assistant often translates their prompts or photos into its own sub-queries before retrieving results. By enriching your content with natural, visual descriptions, you make sure your pages match the language of both human searchers and the AI models summarizing information on their behalf.