A user is casually searching the web for anything related to seo. He/She then typed in “seo” in the search box. The search engine fetches and retrieves a list of indexed websites offering such. Now, imagine your site is shown on keywords relevant to your niche and see your business listed on top of the Search Engine Results Page.
From a marketer’s point of view, an increase in awareness could equate to an increase in sales. And establishing an online presence could gain you this benefit. But what now?
This is where keywords become relevant and crucial in your marketing strategy.
Keywords
In Search Engine Optimization context, keywords are particular words or phrases that best describe your site with the intent of being found by your audience called “search queries”.To be found, you should create content that speaks well with your target audience, let’s say know their language and culture, and start from there.
The idea of ranking for certain keywords is to establish your site to your niche and drive organic traffic to the site. Organic traffics are users visiting your site through a search query by clicking your organic listing in the search results. Once your site is established for relevant keywords, your site will start to appear in the search results for free.
But the process boils down to choosing what you should be targeting as there are two types of keywords: short and long tail keywords.
Short Tail Keywords
Short tail keywords are what are known as “head terms”. They are basically 1 to 3 words typed in by users to either search for a definition of a word, or read an article about it, the results are collective and broad which makes it an unprofitable target when it comes to SEO.
Long Tail Keywords
Long tail keywords are keyword phrases with more than 3 words focused specifically on what you offer with lesser competition. As an advertiser, focusing your efforts on long tail keywords could deduce a lot more of the searcher’s intent and be found peculiar keywords.
Comparison of short-tail and long-tail keywords
To further see the comparison of both keyword types, here’s a table that defines their standing in the playing field:
Volume
There’s no doubt short tail outweighs long tail when it comes to volume. The number of searches of short tail is higher due to the collection of unspecified focus. Long tail searches may be lesser but fight back on later categories.
Competition
Long tail competitions are lower than short tail due to the particular keywords being optimized.
Short-tail keyword competitions could include international and local brands, articles, videos, and images, and the list could go on and on. To prove the point, here’s a screenshot of a search done on Google.com using the short tail keyword “seo”:
While long-tail competitions only limit to competitors or local competitors which in SEO view be low, achievable, and profitable. Achieving an established position in a low competition long tail keyword could prepare you well for the years to come.
To show the deduced results of using long tail keyword, here’s a screenshot of a search on Google.com using “seo albury wodonga” as the search query:
The search engine fetches and retrieves websites that offer SEO and are in the Albury Wodonga region. The focus of the search was funneled down to the need of the user thus showing only relevant sites. Being seen on a long tail keyword search query gives you a higher chance of views turning into leads/sales.
Cost
Expected results for short tail keywords are not guaranteed due to the high competition. Establishing your site for short tail keywords could take years and still the results do not last long for the competition is already high and still growing.
While long tail keywords have lower competition meaning the cost for optimizing the site will be lesser and gain positive results in a matter of months and achieve an established position in a year.
If you’re going to run a PPC campaign, the higher cost is to be seen when targeting short tail keywords for competitions are higher. And opting to target long tail keywords are cheaper and only appears on top of the search result to users who are ready to purchase.
Conversion Rate
Short tail may bring in an increase in views and users, but the conversion is underwhelming. Let’s say a chosen short tail keyword has 10,000 searches per day and gains you 100 clicks but only 1 or 2 customers were converted. Why? Users being broad on their search queries are still undecided and researching.
An image from SEOPressor shows the traffic and conversion rate by keyword length:
There is no doubt that the longer the keyphrase the higher the conversion rate. User’s being specific on their search query have done their research and have the mindset to purchase. And targeting long-tail keywords guarantees you a decreased bounce rate and increased conversion.
Take Away
Short tail keywords still work for big businesses with a website having relevant, niche-rich content, established domain authority, and a strong brand but if this is not you then optimizing for long tail keywords is your best bet.
Long tail keywords may have low volume searches but promise you a higher conversion rate, lower cost, and lower competition focused mainly on what you offer.
But the decision is still up to you, know your business, define what you offer, and see what fits best to your needs. Perhaps asking for help from an SEO professional would help you decide. Remember to choose wisely!
Mind of Business 
