Short tail versus long tail keywords.
Which ones should you be using on your website? Hi, I’m Oliver for Mechanised and
today I’m going to discuss the use of short tail and long tail keywords. So, the
first question you have to ask yourself is what do you want to achieve from your
website? Do you want lots of visitors or do want people ready to buy from you? So what are short tail keywords? Short tail keywords are search phrases containing
one to three words. If you want to attract lots of visitors to your website
then optimising for short tail keywords is the most effective way to do this.
However, if you’ve never done any SEO before or it’s a new website, you’d be
joining the back of the long queue to get to page one. For this example we’ll use a footwear website. Ideal short tail keywords will be; trainers, Adidas trainers and women’s Adidas trainers. As you can see they’re quite general
searches. So what are the pros and cons of using short tail keywords? One of the
pros is that it has high search volume, which means you be getting lots of visitors to your website. The cons is that it’s high competition which means that your
competitors will want to rank on page one for the same keyword, there will be a
low intent to purchase because it’s a general search and there’ll be a low
conversion rate because the visitor will land on a general page.
In summary short tail keywords have a high search volume but also a highly
competitive and harder to rank in Google. But with a bit of hard work, patience and
strategy it is possible to rank above your competitors. So what are long tail
keywords? Long tail keywords are search phrases containing more than three words.
The beauty of long tail keywords is that 70% of searches on Google and made up of long tail keywords. Sticking with our footwear website, ideal long tail keywords would be Adidas Yeezy Boost trainers, or Adidas trainers designed by Kanye
West. The challenge with long tail keywords is
that they’re more specific. They have a lower search volume they’re short tail
keywords, but and it’s a big but, the visitor will land on the specific
page and have a higher intent to purchase. Don’t forget that if you’ve not
optimised your site for long tail keywords you’re going to be missing out
on these opportunities. So what are the pros and cons of long tail keywords? One of the pros is that there is low competition, which means that everyone’s going to be ranking for these keywords. There’s going to be a higher intent to
purchase because the customer is searching for a specific item and
there’s going to be a higher conversion rate because the visitor is going to
land on the page they are looking for. And the cons is that there’s a low
search volume. This graph shows the relationship between high competition
and the probability of conversion for short and long tail keywords. When long tail keywords are used you can see that conversion increases as competition
decreases. Long tail keywords account for 70% of Google searches, so the best
strategy is to optimise for long tail keywords and that way you can catch
customers searching for something specific. If you optimise for long tail
keywords then by default you’ll be also optimising for short tail keywords so
you’ll cover all bases. You’ll be ranked high for long tail
keyword searches capturing customers with high intent to purchase also you’ll
start to climb the ranks for short tail keywords increasing your organic traffic.
So how can you apply this to your website? Well in my opinion optimising for long tail keyword searches is a great start if you’re a brand new website or
if you’ve never done SEO before. Targeting long tail searches will get
you ranking quickly in Google and also increase your organic traffic. If you do
have to rank for your short tail keyword it is possible but it’s just going to take
time to get to page one. Let me know in the comments how you’re using long tail
keywords in your SEO strategy.