The great debate between long tail and short tail keywords
There is usually a lot of debate around the right keywords to choose when designing an internet marketing strategy. Some argue to focus all efforts on what are called long tail searches. These are searches that are made up of multiple terms, such as slip and fall attorney in saint louis missouri. These are very targeted searches but tend to have lower volumes than the alternative short tail searches. Those arguing for focusing on searches like injury lawyer point to the shear volume of searches performed as clear evidence on their importance. I believe both are important. The only question is when to focus on these variations. The proper strategy can be the critical key to internet success.
When looking at organic search rankings, which is where about 75-80% of searchers go first, you must focus your attention on the short tail searches. The job of search engine optimization is to increase the value of your website. These short tail keyword groups are highly searched and also highly competitive. Therefore requiring the website to be highly valued in order to obtain rankings. But in doing so, we tend to see ranking for many other keyword groups beyond the ones targeted. So for example, you would focus your optimization efforts on getting rankings for michigan bankruptcy which is very competitive and highly searched. Once the value and rankings are obtained, typically rankings for terms like home foreclosure prevention in michigan which is much less searched and far less competitive as long as there is good content regarding that also on the website.
Now pay per click advertising is a completely different strategy. Because of the nature of the searchers who click on a PPC ad (and because your money is on the line), conversion is everything. Several studies found out that long tail keywords have a much higher conversion rate on paid ads than single word or double word keyword groups. The more detailed search is evidence of a sophisticated searcher who knows exactly what they are looking for… and ultimately more likely to take the next step of either picking up the phone or contacting the advertiser.
So the “long and short” of it is (wink)… they are both important keyword groups that must be incorporated into your internet marketing strategy.
Comment from Brian Farrell
Time February 17, 2010 at 3:10 pm
Great article Stephanie. I think it’s also important to look beyond keyword length, and really focus on conversion. Ultimately, you’ll want to measure whether or not the long or short tail keyword created an inquiry.