Most businesses that are not well-versed in SEO still understand the basics of keywords. Most companies use broad keywords or short-tail keywords in their Internet marketing strategies.
However, many businesses do not understand that narrow or long-tail keywords can also be beneficial for SEO purposes. Understanding the benefits and disadvantages of both long-tail and short-tail keywords can help your company create better marketing strategies.
What are short-tail keywords? These are the broad search terms that people use when they are researching information on the Internet. For example, they can start with a simple one-word time, such as beds. When inserted into the search box, this one word will bring up many different websites for the person to review.
Pros of Short-Tail Keywords
What are the advantages of using these types of keywords? The primary benefit is that they appeal to a broad demographic. Utilising these keywords can assist in driving significant quantities of traffic to a business’s website. Additionally, these types of keywords make it simple to discover which ones are relevant to your particular market or product offering. Additionally, they are simple to write about.
When developing web content, the keywords must flow naturally with the rest of the text. It’s straightforward to include the word “bed” into a phrase. Ensuring that your keywords are related to your content is not difficult, but it will pay dividends multiple times over, owing to Google’s increased emphasis on quality and relevant content.
Cons of Short-Tail Keywords
If short-tail keywords appeal to large readers, are easy to write about and help marketers determine which keywords are relevant for specific campaign-what could be wrong about them? One of the detriments of using these keywords is that you may attract the wrong type of traffic to your website.
If your company sells dog beds, you don’t want people looking for bunk beds to come to your website. You want people looking for dog beds, and maybe even people looking for beds for older dogs. The more words you use in a search term, the more specific the results will be.
Another con of these keywords is competition. These words are popular with web surfers, so businesses want to buy them. This can hurt your PPC campaigns and can also make it difficult for you to obtain a high search engine ranking. These types of keywords are also not beneficial for people who want to create niche campaigns.
Long-tail keywords are also known as narrow search terms. These are phrases that a web surfer will enter into a search box to look for something specific. Going back to the “bed” example, a web surfer may enter the term “bunk beds for teenagers in New York City”. By entering this specific phrase, the web surfer will receive a list of websites relevant to people looking in New York City to buy bunk beds for teenagers-it does not get much more targeted than that.
Pros of Long-Tail Keywords
If short-tail keywords are something that a person will enter when they are just starting a search, long-tail keywords are phrases that people enter when they are closer to making a final decision. The increase in conversion rates helps to compensate for a decrease in web traffic.
Most companies do not use these keywords when creating their websites or when they are formulating AdWords campaigns. So an additional benefit to long-tail keywords is that your company will not have much competition. This helps you achieve a higher search engine ranking with less effort, decrease CPC for ad campaigns and increase the relevancy of your campaigns-which can positively impact your Quality Score.
Cons of Long-Tail Keywords
While these types of keywords can help create targeted traffic for your website and offer the advantage of less competition, there are a few disadvantages. One disadvantage is that it is often difficult to write compelling copy. Think about trying to add the phrase “bunk beds for teenagers in New York City”. How many times do you think you would be able to add that phrase to a webpage and still make the overall content flow? These types of keywords can often be awkward and challenging to use in sales copy, and you do not want to appear as though you are keyword-stuffing and using awkward phrasing just to cram a keyword in an article.
Another disadvantage to using these types of keywords is that companies need to understand their market and the terms that are used to reach the organisation’s website. If the company concentrates on the wrong keywords, it will not receive the correct type of traffic.
Both types of keywords can be beneficial for a company’s Internet marketing strategy. Using short-tail keywords at the start of a sales funnel will help draw in traffic. Long-tail keywords can be applied to ad copy towards the end of the sales funnel to help bring in leads that will convert to sales. Try using both types of keywords in your marketing strategy to help increase conversion rates and web traffic.