In SEO, two prominent keyword categories often take centre stage: short-tail keywords and long-tail keywords. These terms describe the nature and structure of keywords, influencing everything from search engine rankings to search volumes and even audience engagement.
A good understanding of the difference between short-tail and long-tail keywords can significantly impact how businesses approach their SEO strategies and improve website rankings. But are there any differences between the two that go beyond word length and specifics?
What Are Short-Tail Keywords?
Short-tail keywords are broad and generic search terms, typically made up of one or two words. Because of their simplicity and wide-reaching nature, they are often the starting point for online searches. For instance, a user searching for “clothes” may not yet know whether they’re interested in hoodies, collar shirts, or T-shirts. These keywords don’t dive into specifics, making them more about general exploration than purchasing intent.
One of the main strengths of short-tail keywords is their ability to attract a large number of searches. Because they cater to a wide audience, they generate high traffic volumes. This can increase brand awareness or introduce your website to new visitors if the goal is brand exposure or establishing an online presence.
However, this broad appeal can also be a drawback. The lack of specificity means the audience you attract may not be particularly engaged or ready to take action.
Many users searching for broad terms are still in the early stages of gathering information and may not be interested in making a decision or purchasing. Despite these challenges, short-tail keywords can still be helpful for a broader SEO strategy. When inputting these keywords, it depends on your goals and what you aim to achieve.
What Are Long-Tail Keywords?
Long-tail keywords are long and specific search phrases often consisting of three or more words. They are used by people who have a good idea of what they are looking for.
Unlike short-tail keywords, long-tail keywords narrow the focus to address precise needs. For example, if someone Googles “best running shoes for flat feet under $100,” they aren’t just browsing; they know exactly what they want and are looking for the best deals and offers.
One of the greatest strengths of long-tail keywords is their ability to attract targeted traffic. This makes sense, considering how specific long-tail keywords can be. The trade-off is that while the search volume of long-tail keywords is lower, the quality of traffic is often higher.
Long-tail keywords also align with natural language searches, especially in the context of voice search. Tech-savvy users tend to phrase their queries conversationally, such as “How to bake gluten-free chocolate chip cookies.” Optimising for these queries ensures content remains relevant and accessible to today’s search habits.
While they may generate less traffic than short-tail keywords, they often yield better results by addressing the exact needs of a well-defined audience. This precision allows small businesses to stand out in their market rather than compete with industry titans serving a more general and broad audience.
Key Differences Between Short-Tail and Long-Tail Keywords
1. Search Volume
We briefly touched upon this, but one of the most apparent differences between short-tail and long-tail keywords lies in their search volume. Short-tail keywords always dominate the top of search results simply because they are so broad and universal.
Search terms like “AI” or “technology” would have millions of monthly searches due to their general nature and relevance to various topics. Are people looking for AI chatbots? AI tools? AI art generators? It can be anything. As a result, the short keywords are ideal for businesses looking to achieve broad visibility or target a large market segment.
Meanwhile, long-tail keywords are much more specific and naturally have lower search volume. A particular term like “how to host a virtual game night with friends from different time zones” isn’t exactly a hot topic among the general populace. However, it does cater to a much smaller and more focused group of people who would benefit from that term.
Of course, the more narrow your targeted audience is, the less traffic you get. So, balancing visibility and quality traffic helps businesses optimise both reach and relevance.
2. Competition Level
When it comes to keyword competition, short-tail and long-tail keywords are on opposite ends of the spectrum, the yin and yang.
Short-tail keywords are highly competitive because of their broad appeal and high search volumes. These terms, like “healthcare” or “law firms,” are often targeted by large, established brands with significant resources and advertising budgets.
These brands dominate the search results for short-tail keywords by leveraging their authority, backlinks, and various comprehensive SEO strategies. For smaller or newer businesses, it’s akin to a small fish competing in search rankings with a big fish.
On the other hand, long-tail keywords present a more accessible opportunity. Their specificity naturally leads to lower competition, and significant competitors will likely overlook them. For instance, a keyword like “best exercise equipment to lose belly fat” is much more focused and less likely to be targeted by major competitors.
A smaller number of competitions allows websites to achieve higher rankings more quickly, especially if their content directly addresses the user’s intent.
3. Comparing User Intent
If someone searches for a “Thai food restaurant near me that is open,” their intent is clear—they are looking for a Thai restaurant nearby, likely with the goal of dining out soon. This is a perfect example of how user intent works.
The searcher has already decided on the type of cuisine they want and their geographic preference. Their query shows they are ready to act, whether visiting a restaurant or ordering food.
In contrast, a search like “restaurants” reflects much broader and less defined intent. The person might be exploring dining options in general. This kind of short-tail keyword query is more exploratory, targeting users who are still in the early stages of their decision-making process. They could look for anything from fine dining to casual cafes or fast-food chains.
That’s not to say short-tail keywords are useless; they are far from it. For instance, a Thai restaurant might optimise long-tail keywords like “authentic Thai food restaurant in Singapore” to attract users who are ready to dine while targeting broader terms like “Thai cuisine” to build awareness and attract curious visitors.
Understanding this distinction is critical for businesses. Short-tail keywords can help attract a broader audience and build awareness, but the traffic they generate is less targeted and may not result in immediate engagement or conversions.
4. Conversion Rates
It should come as no surprise that short-tail keywords often have lower conversion rates because casual browsers may have vague intent. Someone searching for “face cream” might explore various options, from budget-friendly brands to luxury skincare, without a clear idea of what they want to purchase.
Long-tail keywords are inherently more targeted, which translates to higher conversion rates. These keywords are used by individuals who already know what they’re looking for, making them more likely to act. For instance, someone searching for “organic face cream for sensitive skin” has specific expectations that the business can meet.
This level of detail helps businesses connect with users whose intent aligns with their products or services. CTAs such as a “Buy Now” button or filling out a contact form help convert leads to sales.
Understanding this difference is key to optimising businesses’ SEO strategies. Short-tail keywords drive a large amount of traffic, while long-tail keywords are used for higher conversion rates. Striking the right balance between these two keywords ensures businesses can build brand awareness while achieving their conversion goals.
5. Cost For Paid Advertising
Let’s face it: Pay-per-click (PPC) advertising campaigns can be expensive.
Short-tail keywords are more expensive because of their broad appeal and high demand. Since these keywords attract a large audience, advertisers bid high prices to secure their desired keywords. This means that bidding on short-tail keywords often requires a substantial budget, making them challenging for smaller businesses with limited funds.
Long-tail keywords, on the other hand, are a more affordable option for PPC campaigns. The lower the competition, the lower the bid. Instead of targeting a broad keyword like “insurance,” a business might focus on “affordable health insurance plans for freelancers” to target the growing number of gig and remote workers.
The reduced competition for such detailed keywords means a lower Cost-Per-Click, allowing businesses to reach a highly targeted audience without overspending.
6. Content Relevance
Relevance is everything in SEO. Search engines always rank your site based on how valuable and relevant your content is to users. The more relevant and valuable your content is to users, the higher your site will rank.
For instance, a blog post optimised for the keyword “fitness” might cover general topics like workout tips or diet suggestions, but it may not provide the detailed insights a user searching for a specific fitness goal, like “strength training for beginners,” is looking for. This mismatch can leave visitors unsatisfied, resulting in lower engagement or high bounce rates.
Conversely, a blog post that contains keywords like “best strength training exercises for beginners” allows businesses to craft content that directly addresses what users are searching for. This level of specificity resonates more deeply with the audience, as it delivers solutions or answers that feel personalised and useful.
7. Ranking Placements
Short-tail keywords are incredibly difficult to rank, especially if you are targeting the coveted first page of Google. Popular brands and high-authority websites often dominate these rankings because they have spent years, if not decades, building strong backlink profiles, creating extensive content, and investing in robust SEO strategies.
A keyword like “shoes” is likely to be owned by well-known brands like Adidas or Nike, leaving little room for smaller players to break through without substantial resources and effort.
In contrast, long-tail keywords make it much easier for businesses to rank for niche markets. The pinpoint specificity naturally reduces competition, as fewer websites are optimised for these precise search terms.
For instance, a keyword like “mountain bikes for beginners” may have a lower search volume but offers businesses a better opportunity to rank on the first page of search results for people searching that term.
The ease of ranking for long-tail keywords also means businesses can achieve results more quickly. Instead of spending years trying to climb the rankings for short-tail keywords, focusing on long-tail keywords allows businesses to gain visibility faster, build credibility, and drive targeted traffic to their site.
8. Role In Voice Search
The rise of voice search has impacted how marketers and businesses interact with SEO.
Short-tail keywords, while effective in traditional typed searches, are less suited to voice search because they lack the conversational tone and natural phrasing that users tend to use for voice assistants. A person might type “bed and breakfast” into a search engine, but when using voice search, they are more likely to use the 5W1H and ask, “What’s the best place for bed and breakfast near me?”
Long-tail keywords, on the other hand, are perfect for the conversational nature of voice queries. These keywords often mimic how people naturally phrase their questions or statements, making them highly effective in capturing voice search traffic. Queries like “affordable yoga classes in downtown Singapore” or “how to fix a leaky kitchen tap” closely match the phrasing people use when speaking.
Businesses looking to stay competitive must adapt their SEO strategies to include these conversational, natural language keywords. While short-tail keywords still have their place, they are less effective in capturing the nuanced, context-driven queries that voice search generates.
9. Adaptability To Trends
Short-tail keywords are known for their stability over time. Because of their broad and universal nature, they tend to remain consistent regardless of changing seasons, trends, or user behaviours.
Keywords like “fast food” will always be relevant as long as people are searching for McDonald’s and KFC, and “fitness” will continue to attract users interested in health and wellness. While short-tail keywords offer stability in SEO and content planning, they also limit their ability to capitalise on emerging or seasonal trends that are often more niche or specific.
Now, what about long-tail keywords? They trade away their stability for adaptability by tailoring to current trends and shifting user behaviours. This agile approach allows businesses to stay relevant by addressing what people are searching for at any given time.
For instance, a business optimising for “best chocolate cookies for Christmas 2024” caters to seasonal demand and positions itself as a timely and up-to-date resource. Similarly, a term like “top AI apps for weight loss” aligns with modern interests, particularly if the content includes new app releases or recent developments in the fitness industry.
This flexibility allows long-tail keywords to respond quickly to market changes, while short-tail keywords provide year-round stability and reach.
10. Long-Term SEO Benefits
Businesses all want good ROI and value. The difference between short-tail and long-tail keywords becomes apparent when considering long-term SEO benefits.
While valuable for driving traffic, short-tail keywords require a consistent effort to maintain rankings. Their broad nature and high search volume make them competitive, with businesses competing to rank for the top spot. A competitive keyword like “marketing” would always be targeted by global corporations, making it difficult to stay on top.
Long-tail keywords offer more stable and consistent long-term benefits. Because they are specific and cater to niche audiences, they face less competition, making it easier to maintain rankings once they are achieved.
The steady nature of long-tail keywords allows businesses to build lasting value over time. Content optimised for these keywords continues to drive relevant traffic, often with minimal updates needed. This makes them an ideal choice for businesses aiming for sustainable growth without the constant pressure of competing for high-demand keywords.
Conclusion On Long-Tail Vs Short-Tail Keywords
An effective SEO strategy isn’t about choosing one type of keyword over the other—it’s about finding the right balance.
By using short-tail keywords to build awareness and attract broader traffic while leveraging long-tail keywords to engage specific, high-quality audiences, businesses can optimise their efforts for both immediate results and long-term success.
The best marketing agency knows how to utilise both long and short-tail keywords to boost a business’s site ranking and get it to the top rank of Google’s first page within 90 days. You don’t pay at all if we don’t meet our promise.
Frequently Asked Questions About Long-Tail Vs Short-Tail Keywords
What Is The Best Way To Combine Long-Tail And Short-Tail Keywords?
Use short-tail keywords for broader visibility and long-tail keywords for specific content or product pages to attract relevant traffic and boost conversions
What Tools Can Help Identify Effective Long-Tail Keywords?
Tools like Google Keyword Planner, Ahrefs, and Ubersuggest can provide insights into specific, low-competition long-tail keywords.
When Should You Prioritise Short-Tail Keywords In Seo?
Prioritise short-tail keywords when aiming to increase overall brand visibility or when you have the resources to compete in highly competitive markets.
Are Long-Tail Keywords Effective For Driving Local Traffic?
Yes. Long-tail keywords like “best coffee shop in downtown Singapore” are highly effective for driving local traffic and enhancing visibility in local search results.
Should Businesses Focus On Long-Tail Or Short-Tail Keywords?
Small businesses should focus on long-tail keywords as they are easier to rank for and attract a more relevant audience.
When Should Businesses Invest In Paid Ads For Long-Tail Keywords?
Yes. Investing in long-tail keywords for paid ads can be cost-effective and drive high-quality traffic with a better chance of conversion.