What Are Short and Long-Tail Keywords?
Left – Source: Neil Patel
Short-tail terms are very broad in nature. For example the term “shoes” – plugging this into a search engine would provide many results that are generic and very difficult to rank for organically due to high competitiveness. Only focusing on attaining traffic from these short-tail terms will usually bring traffic that will be less likely to convert. The reason behind this is most broad term searches are based off consumers who have most likely just started their conversion journey and are in the “awareness” phase, making them less inclined to convert.
Long-tail terms are more specific, such as “Nike women’s size 6 running shoes”. These terms usually have lower competitiveness rates in relation to broad terms which often makes it easier to rank organically. A greater benefit of targeting these long-tail terms is that consumers searching in this space are more likely to convert and are closer to the “purchase” stage in the decision process.
Below: Customer Buying Cycle.