Long-tail vs. short-tail keywords: explained.

Long-tail vs Short-tail Keywords: Explained

Posted on By Simon Gorlak
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Good SEO is a long-term strategy. Its part and parcel is primarily the selection of the right keywords.

Which ones should you choose: long-tail or short-tail keywords?

This is a question that doesn’t have a clear-cut answer.

In this post, you will learn why both types are equally important and which one you should choose individually for your SEO strategy.

Let’s get started.

What Are Short-tail Keywords

Let’s kick off with the shorter ones.

Short-tail keywords, also known as head keywords, are brief and general search phrases typically composed of one or two words. 

These keywords generate a high search volume because they are broad and capture a wide range of user intents. 

For instance, shoes or digital marketing are examples of short-tail keywords. They are short, not defined, and you can find only general information about your query. 

However, due to their generality, ranking well for these keywords can be highly competitive and challenging.

The truth is, people default to using short-tail keywords. They are simpler to type and remember. Also, they generate a significant number of searches per month in search engines.

The probability of finding something specific googling such keywords is certainly as low as the probability of winning the lottery.

Speaking of the lottery, the phrase: how to win the lottery already belongs to the long-tail keywords, which I will mention in a moment.

What are long-tail keywords

Long-tail keywords are specific and highly targeted keyword phrases that typically consist of three or more words.

In contrast to short-tail keywords, the long ones are already well-defined. You know what you’re looking for, therefore Google will show you possibly well-adjusted results.

Read also:  Keyword Stuffing: All You Need to Know

Unlike broad or generic keywords, long-tail keywords are more detailed and cater to a niche or specific audience. For example, “best digital cameras under $500” is a long-tail keyword, while “digital cameras” is a long-tail keyword.

Even though, the before-mentioned keyword how to win the lottery, belongs to long-tail keywords.

Of course, how to win the lottery is self-evident and rather no one seriously doesn’t google it, however it happens.

Look at this screenshot:

They keyword how to win the lottery.

Yes, it takes place even pretty often.

  • Location: USA
  • Monthly Research: 9,900
  • Keyword Difficulty: 77%

In the USA (with no division for states) people search in Google 9,900 times monthly and its difficulty reaches 77%. 

In a nutshell: the phrase is difficult to position, and almost 10k people monthly google this keyword. A bit funny, isn’t it

Let’s talk about more adequate examples.

Keyword comparison

Here we’ve got 3 long-tail keywords

  • shoes
  • running shoes
  • running shoes for kids

The first one: shoes. Let’s be honest—impossible to find your new-established e-com in the first place. Poland or the USA. Markets are too saturated, already too much of worked has been put into positioning these keywords. Of course, money as well.

The second one looks better. Running shoes are searched for, but still, you could add something to find your imaginary shoes model.

The best running shoes for kids definitely win the battle. The keyword is well-defined, shows what you’re looking for, and Google will narrow down the search results only to e-coms who offer running shoes for kids.

The comparison of long-tail keywords.
Image source

Data show you the truth:

The comparison of long tail and short tail keywords.

Monthly Search Volume: 

  • Shoes: 673,000
  • running shoes: 165,000
  • best running shoes for kids: 880

The more you narrow down the keyword, the more adequate results you’ll find.

Note: don’t use too long keywords. Why? 

Nobody looks for a keyword: best running shoes for kids size 37.

But you could say: damn, the phrase is even too good! Not always. Data don’t lie.

Keyword best shoes for kids

Result: No one searches this keyword. Don’t try to position these kinds of keywords. It’s a waste of your time & money.

Which Keywords are Better

Alright, I wrote this paragraph intentionally, but there’s no right and equivocal answer.

Both—long and short-tail keywords are important.

If you add too many short ones: your website will never appear in high rankings. 

If you focus only on long ones: your website won’t gain the visibility for short ones, which are also well-searched.

Too long keywords: you know the answer. No results at all.

The ideal choice depends on your SEO goals and business status. 

Starting with long-tail keywords can help new or smaller websites gain traction, while gradually incorporating short-tail keywords as your site grows can expand your reach. 

Keep analyzing and adjusting your strategy to strike the right balance between the two, as there’s no one-size-fits-all answer in the dynamic world of SEO.

Short vs. Long-tail Keywords: Advantages & Disadvantages

Now, let’s crack down on the advantages and disadvantages of using both types of keywords for your business.

Short-Tail Keywords

Advantages:
  1. High Search Volume: Short-tail keywords typically have a high search volume because they are broad and capture a wide range of search queries. This can potentially bring a large amount of traffic to your website if you can rank well for them
  2. Brand Visibility: Targeting short-tail keywords can help increase brand visibility and awareness within your industry or niche. It’s a way to establish your presence in a competitive market.
  3. Broad Audience: Short-tail keywords can attract a broad audience, including users in the early stages of their research or buying journey. This can be beneficial for industries with a wide customer base.
Disadvantages:
  1. High Competition: The very characteristics that make short-tail keywords attractive also make them highly competitive. Ranking for these keywords can be challenging, especially for newer or smaller websites.
  2. Lower Conversion Rates: Short-tail keywords often bring in users who are in the initial stages of their research and may not be ready to convert into customers. This can lead to lower conversion rates.
  3. Lack of Specificity: They lack specificity and may not align perfectly with your products or services, potentially resulting in less relevant traffic.

Long-Tail Keywords

Advantages:
  1. Low Competition: Long-tail keywords are less competitive, making it easier to rank higher in search results. This can be especially advantageous for newer websites looking to establish their online presence.
  2. Higher Conversion Rates: Users searching for long-tail keywords tend to be further along in the buying process and are more likely to convert into customers. This can lead to higher conversion rates.
  3. Niche Targeting: Long-tail keywords allow you to target a specific, niche audience. If you offer specialized products or services, this precision can be highly beneficial.
Disadvantages:
  1. Lower Search Volume: Long-tail keywords typically have lower search volumes compared to short-tail keywords. This means that even if you rank well for them, the potential traffic may be limited.
  2. Content Depth: To effectively target long-tail keywords, you may need to create more in-depth and specific content, which can be time-consuming.
  3. Complexity: Managing a comprehensive long-tail keyword strategy can be more complex than targeting a few high-traffic short-tail keywords.

In practice, a successful SEO strategy often involves a balance between short and long-tail keywords. 

Starting with long-tail keywords can help newer or smaller websites gain initial traction and visibility. As your website grows and gains authority, you can gradually incorporate short-tail keywords to expand your reach.

And this is the best, well-proven strategy by many SEO consultants.

As I mentioned in my previous post, SEO is a marathon rather than a sprint. Emotions aside, give it some time and observe the natural, organic growth.

How to Measure your Keyword Performance

Yes, I couldn’t skip this question. Or rather matter.

They are the words and phrases that connect your content to the questions and needs of your target audience. But how do you know if your keywords are working effectively? 

And here we are.

At the first sight you’d think that Google Analytics, Search Console and SEMrush will do its job. But let’s possibly simplify it.

Here are 10 steps that will help you manage, gauge and analyze your keywords’ performance.

1/ Set Clear Goals

The first step in measuring keyword performance is to define your goals. 

What do you want to achieve with your SEO efforts? Are you looking to increase website traffic, boost conversions, or improve your search engine rankings? 

Clear objectives will guide your keyword analysis.

2/ Use Analytics Tools

Work on analytics tools like Google Analytics, Google Search Console, and third-party SEO software to track your keyword performance. Yes, certainly Senuto would be a good choice.

These tools provide valuable insights into how your keywords are performing in terms of traffic, click-through rates (CTR), bounce rates, and conversions.

3/ Monitor Organic Traffic

Keep an eye on the organic traffic to your website. Look for trends and patterns. Exchange regularly keywords if needed.

Are certain keywords driving more traffic than others? Are there specific pages on your website that are performing well for particular keywords?

A/B test your strategy anytime.

4/ Assess Click-Through Rates (CTR)

CTR is a crucial metric that indicates how often users click on your search engine listings when they see your website in the search results. A high CTR suggests that your keywords are relevant to users’ queries.

5/ Evaluate Conversion Rates

Ultimately, the success of your keywords should be measured by their ability to convert visitors into customers or leads. 

Track the conversion rates for different keywords to see which ones are driving valuable actions on your website.

6/ Analyze Keyword Rankings

Check your keyword rankings regularly. Are your keywords moving up or down in the search results? 

Tools like Moz, yes, the before-mentioned Senuto, and Ahrefs can help you track keyword rankings and identify opportunities for improvement.

7/ Consider User Intent

Assess whether your keywords align with user intent. 

This is a game for more advanced players, but pays off as heck.

Are users finding what they expect when they land on your pages? User satisfaction is a key indicator of keyword performance.

8/ Competitor Analysis

Compare your keyword performance to that of your competitors. Identify keywords that they are ranking for, but you are not, and vice versa. 

This competitive analysis can reveal new keyword opportunities.

9/ Keyword ROI

Calculate the return on investment (ROI) for your keywords. 

Determine which keywords are delivering the most value in terms of revenue or leads generated compared to your SEO efforts’ cost.

10/ Regular Review and Optimization

Keyword performance is not static; it evolves over time. 

Regularly review your keyword strategy, identify underperforming keywords, and optimize your content accordingly. Experiment with new keywords to stay competitive.

Something doesn’t work? Put it down.

Something skyrockets? Keep this pattern.

SEO, like PPC; is all about testing.

Final Thoughts & Recommendations

A smart SEO plan that uses both short and long keywords can help you succeed in the always-changing SEO world.

You need both types of keywords to successfully run your business. People use a variety of keyword forms, which in turn generates traffic for your website.

Hence, it’s essential to direct your attention towards both generic keywords and specific long-tail ones. However, before launching any campaigns, check with a proven SEO tool the monthly search volume. Why? There’s the trick.

Keywords that are excessively long, probably are not being searched for. Zero. Consequently, your campaigns (including PPC ones), could lack visibility. 

If these extended keywords aren’t being searched for, it implies a lack of demand, and ultimately —> no one will buy your offer because no one searches for it.

If you’ve chosen certain keywords, it doesn’t mean they don’t evolve. Your niche can change its needs, therefore, different search results will appear in Google.

What I recommend:

  1. Choose the appropriate keywords that possess the potential for generating search traffic.
  2. Focus on short and long-tail keywords.
  3. Don’t use too short neither too long keywords.
  4. Ensure that the keywords you select translate into business opportunities.
  5. Make sure that the content you create aligns with the purpose of users’ search queries.
  6. Keep analyzing chosen keywords, google trends and your niche.

And how do you manage your keywords?

Keep in touch with me on LinkedIn or X (ex-Twitter).

Let me know if you’d like to know something or if some magic post should be found on my blog 🙂

P.S. If you want me to make good SEO or Content for your business online, send me the question via Contact Form or LinkedIn.

Thank you, my Dear Reader!

Author Profile

Simon Gorlak
Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Copywriting, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.
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Technical SEO, SEO