Long Tail and Short Tail Keywords

Long tail and short tail keywords: SEO

Exhibit 21.5   Long tail and short tail keywords.

Keywords may be classified as long and short tail (Exhibit 21.5).

Short Tail Keywords

Short tail keywords are phrases with only one or two words. They tend to be generic, often pertaining to the category as a whole, for instance “digital marketing”, “condo for rent”, “SEO”, “shampoo”, “marketing”, “marketing analytics”, “washing machines” etc. While these keywords can generate high traffic, conversion rates are likely to be low. Additionally, it can be challenging to secure a high rank on search result pages, especially for non-market leaders.

Long tail and short tail keywords - Examples: SEO

Exhibit 21.6   The short-tail keyword “apartment for sale” (above) generates 1.44 billion results, whereas the long-tail keyword (below) yields only 17 results.

Long Tail Keywords

Long tail keywords are longer phrases that are more specific in nature. For example, “SEO — Long tail and short tail keywords”, “Condo for sale The Crest”, “Digital marketing workshop”, “anti-dandruff shampoo”, “marketing analytics for practitioners” and “front-loading low suds washing machines”.

They generate low, but better-targeted search volume that leads to relatively higher conversion rate. They also attract lesser competition. For example, in Exhibit 21.6, a prop-log.com webpage secures top search ranking for the long tail keywords that distinguish the site’s contents.

The number of keywords to target depends on the nature of your website, and its purpose.

To target large number of keywords, it is preferable to structure the site into multiple layers and pages, each page targeting a few keywords. This would normally also improve the navigation and readability of the site.

Choice of keywords must relate to the page’s role in context of the digital marketing funnel. To attract prospects, one should consider short tail, generic keywords, as well as some long tail phrases. On the other hand, it is better to use mainly long tail keywords for leads and customers.

Marketers should use short tail, category descriptive keywords to drive traffic to their home page, and long tailed keywords to direct customers to product pages where the likelihood of conversion is higher.

Less established companies should aim for long tail keywords that better describe the unique features of their product offering, to score higher ranking on search engines. These companies are compelled to advertise for short tail keywords.


Use the Search Bar to find content on MarketingMind.

Marketing Analytics Workshop

Marketing Analytics Workshop

In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Is marketing education fluffy too?

Experiential Learning via Simulators | Best Way to Train Marketers

Experiential Learning via Simulators | Best Way to Train Marketers

Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.