In the world of SEO and keyword research, long-tail keywords refer to long search queries.
For example, if someone were looking to upgrade their digital marketing skills they could either search for
- digital marketing
- learn digital marketing online for free
where #2 would be a long-tail keyword.
Short-Tail vs. Long-Tail Keywords
Short-tail keywords are broad, generic, have higher search volumes and more competition,
whereas long-tail keywords are a more refined search query; they have more intent, lower search volumes and fewer competitors.
The important difference here is a matter of search intent. Web traffic with more search intent is also more likely to make a conversion, such a purchase from your website.
For the example of digital marketing, someone that searches for learn digital marketing online for free is clearly looking for educational resources, and therefore has more search intent.
Yet it’s not clear what the intention is when someone is searching for digital marketing.
Are they looking for an agency? A freelancer? An online course? Who knows.
So if you’re promoting a free digital marketing course, you’ll definitely get more traffic from the digital marketing keyword,
however you’ll have a better conversion rate with learn digital marketing online for free.
Bonus: due to fewer competition, long-tail keywords are also easier to rank for on SERPs.
| Short-Tail Keywords | Long-Tail Keywords |
| broad, generic search queries high search volume lots of competition on SERPs low search intent but lots of organic traffic example: digital marketing | refined, specific search queries lower search volume fewer competition on SERPs greater search intent and conversion rate example: learn digital marketing online for free |
Building Topic Clusters with Long-Tail Keywords
Interestingly, you could target short- and long-tail keywords at the same time by building topic clusters.
This is accomplished by creating cluster pages for long-tail keywords, which itself builds up topical authority for a short-tail keyword.
Short-tail keywords naturally have high competition, and topical authority will help you compete for them by distinguishing your website as an expert, reliable resource.
With the example of digital marketing, you can publish cluster pages for:
- how to get started with digital marketing
- what is digital marketing
- is digital marketing still relevant
- best digital marketing tools
- learn digital marketing for beginners
Brainstorming Long-Tail Keywords
Part of the keyword research process is to adapt the mind of your target audience.
Think about:
- what kind of problems are they facing?
- what are their painpoints?
- why would they be searching for your solution?
- who would need this solution the most?
Thankfully, there are plenty of free keyword research tools that provide suggested keywords for your suggested topics.
For further reading, check out this keyword research walkthrough.