Short vs. Long-Tail Keywords

If you’ve already delved into our article on selecting the perfect keywords for your website, you’ll know that the landscape of keyword research has evolved. Keywords are no longer mere strings of text; they’ve transformed into the diverse ways users express their queries to search engines like Google. Say goodbye to the old-school approach as we unravel the true essence of keywords in this blog post.

What’s the Difference Between Short- and Long-Tail Keywords?

If you ask an AI machine, here’s what they’ll say:

• Short-tail keywords are short, one- or two-word phrases that are more general in nature. They have a high search volume, meaning that many people search for them every month. However, they are also very competitive, meaning that it can be difficult to rank for them on search engine results pages (SERPs).
• Long-tail keywords are longer, more specific phrases that have a lower search volume. They are less competitive than short-tail keywords, but they can be more effective in attracting targeted traffic to your website.

Short-tail keywords tend to attract more general traffic, while long-tail keywords tend to attract more targeted traffic. General traffic is less likely to convert into customers, while targeted traffic is more likely to convert.

But let’s focus on that last part – it’s really important – it’s all about the audience’s intent. You want your website to rank for all those words. But you only have product pages. Someone who has never heard of your brand is going to do some more research, look at reviews, or compare you to other brands before they purchase. So if you only have one page, with one type of content, how can you fully explain what that user is looking for? To get more visibility with that audience, earlier in their shopping journey, you need to set some keyword targets and do some keyword research.

Shift from Keywords to Topics

Your website shouldn’t be a one-size-fits-all kind of deal. You will need to create unique pages, components, videos, or other type of content that solves your users problems. And you’ll need to make sure it’s organized in a logical way on the site.

You’ve got audiences, you’ve got keywords, and you’ve got questions. When it comes to short- and long-tail keywords let’s think of them in terms of intent to buy rather than short- and long-tail. If you compare where it was and where it is, Google’s done a miraculous job (and so have other engines) on understanding user intent. But if you break down the muddy years in between, you can see the shift from a keyword-specific focus out to a topic cluster:

1. Picture it, it’s the year 2000 and society didn’t end from Y2K. People are using Google 200 million times a day. And everything is based on a pretty basic algorithm about backlinks and keyword placements. Users knew if they type in short search phrases and Google found something like what they put in!
2. These short tail keywords became competitive because the simple algorithm was easy to game. Put keywords in this place. Get backlinks from that site on a exact phrase. It was almost too easy. In an effort to provide their users the best experience, Google evolved its algorithm, relying more on signals for experience, expertise, authority, and trust.
3. To earn those signals, our long-tail keywords were organized into supporting content topics, published in an organized way, marked up with technical code so Google could read it more easily. By making our sites more accessible, also meant we enabled to Google to create its Knowledge Graphs – that connected things, not strings – using E-E-A-T signals to promote high-quality content.
4. Every search engine has its version of E-E-A-T signals, so rather than focusing Search engines used that information to develop better UX for their customers, the searchers. This included updating their algorithms to better guess what each user wants to see, but also to improve the way that information is displayed so users stay on Google longer.
5. As Search Generated Experiences (SGEs) are more the norm, we will continue to see Google evolve this further. I can easily imagine some robotic/digital integration where Concierges, Information Stands, and other places looking for basic information are powered by robots run on Bard.

In the past, long-tail keywords served as descriptive phrases that complemented head terms or short-tail keywords. Back then, achieving a high ranking for those short-tail keywords seemed like a Herculean task as every website wanted them. However, times have changed, thanks to Google’s algorithm enhancements, so now, strategically placing head terms and bolstering your website with pages of long-tail descriptive phrases opens up multiple opportunities to connect with users at various stages of their shopping journey. This crucial point cannot be emphasized enough.

What is a keyword topic?

A keyword topic encompasses a range of phrases that share a common subject or theme. It serves as the foundation for structuring a website’s information and content. Before diving into content creation, it’s essential to identify these topics and their related groups of phrases. This underscores the importance of clarifying to your teams the reasons behind conducting thorough keyword research, crafting a strong content strategy, and concentrating on ranking for specific variations. For example, if you live in a suburb of Denver, CO and own a home, you might need a plumber. What are the types of queries you might search?

• denver plumbers
• plumbers in denver
• residential plumber in denver
• water softener installation and repair
• plumbers in lakewood colorado
• plumbers near arvada colorado

In the past, each of these keywords used to require a separate page, each covering a slightly different topic but often similar to other location pages I’d create. However, in today’s landscape, thanks to advancements in search engine technology, it’s time to shift our perspective. Instead of focusing solely on individual pages, we should align with our customers’ mindset. We can consolidate these topics into fewer unique pages, establish internal links connecting them, and then develop comprehensive content that supports these phrases. These efforts create a cohesive web presence, like a “surround sound,” for a website aiming to reach Denver customers. The result is a more streamlined approach without the complexity of managing multiple pages.

In today’s search world, I find that the strict classification of keywords into short and long tails is less pertinent. Instead, I advocate for content strategies that encompass the entire spectrum of topics users search for. Identifying head terms can certainly help pinpoint the central theme of a topic. However, the key lies in creating and linking all pertinent content strategically. This approach fosters the awareness that Google requires to comprehend the essence of a website’s concept. I acknowledge the significance of traffic generated by these terms, but I prefer to assess their quality in conjunction with the broader topic cluster guiding users’ searches.

Create Keyword Targets and Topic Clusters

Ok, let’s take that plumber example a little further and help them identify some basic topic clusters for their site:

1. Short tail keywords are – effectively these are the most competitive because they have the most searches (they’re short, therefore more common). But if this is what they’re searching, how do you get your site to rank? Well you make sure to write all about the topic clusters you want to rank for.
   • denver plumbers
   • plumbers in lakewood colorado
   • arvada plumbers
   • emergency plumbing services
2. The topic clusters revolve around a blend of less competitive and business-focused needs. This list serves as an example of typical searches made by Lakewood residents seeking plumbing services. If this were my client, I would present the full list and its associated topic clusters, along with an assessment of competitiveness, to formulate a comprehensive, long-term content strategy encompassing the necessary pages and links to enhance visibility.
   • residential plumbers
   • water softener installation and repair
   • water heater repair
   • toilet repair

Develop Content Around Clusters

Alright, enough with the strategy talk; let’s dive headfirst into crafting content for these clusters. Believe it or not, it’s kinda like assembling a puzzle, but without those frustrating missing pieces. To kick things off, I prefer to iron out the page structure with some snazzy Page Titles – it helps keep things on track, and trust me, it’s easier than herding cats.

• Homepage: Acme Plumbing – Denver Plumbers Serving Lakewood and Arvada
• Services: Residential Plumbing Services – Acme Plumbing
• Emergency Services: Emergency Plumbing Services for Lakewood and Arvada, CO
• Contact: Lakewood, CO and Arvada, CO Plumbers – Acme Plumbing

If there were any services the plumber has that are the most profitable to them, I’d consider building unique pages. This is on the assumption there are things to put on that page, like testimonials or photos of work that we can highlight via blog posts about jobs. So, sometimes your content strategy literally depends on what’s available. But sometimes it identifies the purpose to create that content.

Striking the right balance of keywords in use on your site is the golden ticket for your SEO strategy. Short-tail keywords are helpful for getting topics started, but the long-tail ones show you your customers’ intent as they lure in a highly specific and engaged audience. So, don’t put all your eggs in one keyword basket; embrace the power of both by creating topic clusters to maximize your online presence and reel in success.

More tips for using keywords on your website:

• Do your research. Use a keyword research tool to find out how many people are searching for your target keywords and how competitive they are.
• Choose a mix of short-tail and long-tail keywords. A good mix will help you attract both general and targeted traffic.
• Use your keywords throughout your website. Include your keywords in your website’s title, meta descriptions, headers, and body content.
• Optimize your images for SEO. Add your keywords to the alt text and file names of your images.
• Build backlinks to your website. Backlinks are links from other websites to your website. They can help improve your website’s ranking in search engines.