Short-Tail vs Long-Tail Keywords: How (and When) to Use Each

Long-tail keywords are specific phrases that attract niche audiences, while short-tail keywords are broader terms that reach a wider audience. Read on to learn the key differences between the two.

The power of keywords for your search engine marketing or SEM strategy doesn’t just depend on relevance. The type matters, too.

Long-tail and short-tail keywords work toward achieving the same goal. However, they do it differently.

Knowing the key differences between these two types can help you properly tweak your marketing strategy, cut costs, and get to the top of the search engine results pages, or SERPs. Let’s dive in.

The competition to rank highly for short-tail keywords is often fierce. (Image:  Unsplash)

What are SEO keywords?

Keywords are, well, key to improving your website’s SEO (search engine optimization) performance.

When you search for something on Google or another search engine, you’re presented with a list of websites in order of their relevance to your query.

If you’re looking for designer handbags, for instance, you’ll likely see top search results from brands like Kate Spade, Coach, Gucci, and the like.

So, how does Google’s algorithm know which websites to recommend? The search engine crawls the internet to find the right keywords for a given query.

If your website has the proper keywords sprinkled throughout, Google will register your site as a relevant source for the query.

There are a few different types of keywords, broken up by things like search intent, but two of the most commonly referred to by marketers are long- and short-tail keywords.

Integrating both short- and long-tail keywords throughout your website and other content you publish can help improve your SEO performance, leading to more organic search traffic and more website visitors overall.

Long tail keywords vs short tail: what is the difference?

Long-tail keywords are highly specific search terms that attract niche audiences. On the other hand, short-tail keywords are broader and more general, aiming to reach a wider audience.

The terms “short-tail” and “long-tail” come from their positions on the “search demand” curve.

If we take all search queries performed on Google over a month and order them by their search volumes, the resulting graph shows long-tail keywords in the “long tail” of the curve due to their lower popularity.

Meanwhile, short-tail keywords occupy the “fat head” of the curve because of their higher search volumes.

Long-tail keywords, like “digital marketing services in Boston,” target niche audiences and often have higher conversion rates due to their specificity. They attract searchers who know exactly what they’re looking for.

In contrast, short-tail keywords (also known as head keywords), such as “digital marketing,” appeal to a broader audience and generate higher search volumes. However, they face greater competition and usually have lower conversion rates.

Which are better, long-tail or short-tail keywords?

Both long-tail and short-tail keywords have their pros and cons. Short-tail keywords come with hefty competition, but ranking in the top 10 isn’t impossible.

However, it might take years–yes, years–of consistent SEO strategy and building quality backlinks.

But once you get there, the rewards are worth the wait:

• A lot of traffic: High rankings for short-tail keywords bring in substantial traffic.
• Strong backlinks: Ranking high often means you’ve built valuable backlinks, which you can leverage to boost other pages on your site through internal linking.

Long-tail keywords shine for different reasons:

• Lower competition: They’re generally less competitive, making it easier to land the top spots.
• Highly specific: Long-tail keywords typically attract site visitors with a specific intent, often leading to higher conversion rates.
• A lot of options: There’s a much higher number of long-tail keywords to target, giving you more opportunities to reach your audience.

However, you’ll need to rank for many long-tail keywords to achieve a significant volume of traffic. But if these keywords are relevant to your business, the traffic can be incredibly valuable.

So, which is better? The reality is you need both. Balancing short-tail and long-tail keywords is key to becoming a go-to resource in your field. Focus on topical long-tail keywords to establish authority and complement your short-tail efforts.

This strategy ensures you capture both broad and niche search traffic, boosting your overall visibility.

Short-tail keywords: Pros and cons

Short-tail keywords (also called “head terms” or “broad terms”) typically contain up to three words, such as:

• Swimsuits
• Red roses
• Digital marketing services

When you think about your business, these short terms are the first words that usually come to mind. They’re also the first terms to come to the consumer’s mind when they’re looking for something online.

Short-tail keywords can be the same for a variety of businesses. For “red roses,” this keyword could apply to a local flower shop, an ecommerce shop, a big-box chain store, and the list goes on.

That’s why the competition to rank highly for short-tail keywords is often fierce.

Short-tail keyword pros

• Appeal to a broad target audience: Shorter keywords are excellent traffic drivers for your website, thanks to their high search volume.
• Easy to determine: They don’t require extensive target audience research or keyword search. You can likely come up with a dozen short-tail keywords or more with a quick brainstorming session.
• Easy to use: Short search terms can be used to create a great variety of easy-flowing content, helping to shape your overall content strategy.

Short-tail keyword cons

• High competition: Everyone wants to drive significant traffic, avoid extensive keyword searches, and write easy-flowing content — that’s why these keywords are costly to bid on.
• The wrong type of traffic: Short-tail keywords are more general than their larger counterparts — for example, “French tips” could apply to nail salons or those trying to learn the French language.
• Low conversion rates: Short-tail keywords can generate numerous clicks, but the number of people who convert is usually lower. WordStream reports that 56% of buyers who search use queries of three or more words, while only 7% use one word or an acronym.

Overall, short-tail keywords can generate a lot of traffic for your website, helping with brand awareness and improving rankings.

But you might also see an increase in your bounce rate if your web visitors don’t get what they’re expecting from your site.

Long-tail keywords: Pros and cons

Also called “narrow search terms” or “keyword phrases,” these keywords are more specific than their short-tail partners — for example:

• Swimsuits for toddler boys
• Fresh red rose bouquets near me
• Digital marketing services in Boston

By entering such a keyword, searchers are more likely to find what they’re looking for. Often, the more specific the search, the higher the likelihood of purchase intent.

While you may generate less traffic with long-tail keywords than you would with shorter terms, more of your visitors are likely to convert.

Long-tail keyword pros

• Low competition: The cost per click for long-tail keywords is usually much lower since you only compete against companies in a specific niche.
• Intent: People who use narrow search terms are usually closer to the bottom of the sales funnel than those who use short-tail keywords.
• Conversion rate: Searchers with high intent are more likely to convert.

 Long-tail keyword cons

• Specifics: It takes more time, research, and effort to identify long-tail keywords your target audience may be searching for — and sometimes, you could be bidding on an “empty” term.
• Content implementation: Unlike broad terms, long-tail keywords can be harder to use in your content organically.
• Low volume: 95% of all search queries in the Ahrefs U.S. database get fewer than 10 searches per month

Overall, long-tail keywords are harder to identify and implement into your SEM campaign. However, they require a lower budget and provide a higher conversion rate, as Yoast explains.

Do you need short-tail keywords?

Long-tail keywords are generally cheaper, more specific, and have a higher conversion rate. More than 90% of all search queries comprise long-tail keywords.

So, why do you need short-tail keywords anyway?

While it’s possible to design a campaign based solely on long-tail keywords, working without narrow terms can be tough since you may not generate sufficient traffic.

Lastly, if you avoid short-tail keywords altogether, it may take a while to achieve your specific marketing goals.

Before using long-tail keywords in your content, consider testing them with PPC ads. (Image: Unsplash)

How short-tail and long-tail keywords work together

An efficient SEO strategy involves a balanced use of both keyword types. Here are just a few ways these keyword types complement each other:

• Short-tail keywords create a foundation for long-tail keywords. Without brainstorming for broad terms, it’s hard to identify efficient long-tail keywords. Narrow terms grow around broad terms.
• When creating content, you can dilute long-tail keywords with broad terms. This helps you avoid keyword stuffing, which can get you penalized by search engines.
• Short-tail keywords target the top of the sales funnel, while long-tail keywords work closer to the bottom.

Each keyword type contributes to achieving the final goals of your marketing strategy.

Pro tip: Don’t be fooled into thinking short-tail keywords always have higher search volumes. As Ahrefs points out, this isn’t always the case. 

How to find short-tail keywords

Finding short-tail keywords is somewhat easier than discovering efficient narrow terms. You can get quality keyword ideas by:

• Brainstorming what terms might bring users to you.
• Analyzing your website and traffic.
• Seeing what works for the competition.

How to find long-tail keywords

Long-tail keyword research is more complicated since it’s hard to identify which phrases your target audience is likely to use. You can find long-tail keywords by:

• Using Google suggestions, related searches, and Google’s autocomplete function for shorter terms.
• Wielding different keyword research tools like Moz and SEMrush.
• Analyzing which keywords work for your website.
• Browsing forums, boards, and social media groups to see what people are asking about.
• Listening to your customers. The questions they ask and the language they use can provide great insights into potential long-tail keywords. Use surveys, feedback forms, and direct interactions to gather this data.
• Looking at what your competition is doing.

Pro tip: Before using long-tail keywords in your content, consider testing them in your PPC  campaigns.

When to use short-tail and long-tail keywords

In digital marketing, using short-tail and long-tail keywords simultaneously can help you achieve impressive results. Of course, the percentage of each keyword type in the strategy depends on factors like your goals and budget.

HawkSEM’s SEO manager, Alyssa Mountz gave us some valuable insights into long-tail and short-tail strategies.

“The most typical strategy is a Pillar Page/Topic Cluster strategy where pillar pages, pieces with 1,500-plus words, are reserved for targeting short-tail keywords and topic clusters, pieces that are around 500 words, are reserved for long-tail keywords,” says Mountz.

“It’s less about whether the keyword is long or short, it’s more about the competitiveness, but the more competitive keywords, most of the time, are short-tail and the less competitive KWs are long-tail.”

If your main goals are brand awareness and lead generation, you may want to add more broad terms to your tactics. Since these terms bring in more organic traffic, you’ll be able to spread the word about your company quite quickly.

If you’d like to shift the focus to higher conversions and cost efficiency, lean more toward long-tail keywords.

Don’t let the lower search volume fool you: the users who do make their way from a Google search to your website are more likely to convert into satisfied customers.

As always, monitor the results so you can iterate and modify them accordingly. It’s nearly impossible to improve your content marketing strategy if you aren’t learning from each campaign.

Balancing short- and long-tail keywords

Beginners are often left scratching their heads when it comes to integrating short and long terms into their keyword strategy. But with a little planning, it becomes second nature.

The balance your business needs depends on understanding your goals, target audience, and market dynamics. Depending on your industry and products, the ratio of each keyword type may vary. Here’s how to strike that balance:

Strategic use of short-tail keywords

Short-tail keywords are ideal for primary topics, overarching categories, and main pages. These broad terms help you rank for general searches and draw in a diverse audience. Use them for:

• Top-of-the-funnel content: Articles and pages designed to attract a broad audience.
• Navigational queries: Pages that guide users to your main products or services.

Leveraging long-tail keywords

Long-tail keywords excel in targeting niche audiences with specific search intents. These keywords are perfect for subtopics, detailed blog posts, and specific product features. Use them for:

• Product pages: Emphasize detailed features and benefits.
• Blog posts: Address niche topics and answer specific customer queries.
• Subcategories: Create in-depth guides and informative content.

Tools and metrics for keyword balance

PPC tools like Google Keyword Planner, and SEO tools like SEMrush and Ahrefs are invaluable for assessing both short-tail and long-tail keywords. Key metrics to consider include:

• Monthly search volume: Frequency of keyword searches.
• Keyword difficulty: A score from 0 to 100 indicating how challenging it is to rank for them
• Cost-per-click (CPC): Helps evaluate the commercial value of the keyword.

A balanced approach typically involves targeting a mix of medium-difficulty keywords (scores 31-70) for a good balance of traffic and competition and some high-difficulty keywords (scores 71-100) for long-term gains.

Mountz uses the following metrics to decide what type of content is created:

“Once I have my keywords I assign the pillar page topic which will target a broad, short-tail keyword and I gather long-tail keywords to inform supportive topics to create topic cluster pages that will be linked on the pillar page,” explains Mountz.

For example, a pillar page could be ‘Everything You Need to Know About Baby Teeth,’ targeting the short-tail, high-volume keyword baby teeth.

A topic cluster page that could be an internal link on the pillar page could be, ‘What Are The Stages of Baby Teeth?’ targeting the long-tail key stages of baby teeth.

Keyword placement and avoiding stuffing

Carefully place keywords on your webpages. Ensure primary, short-tail terms are included in the metadata and H1 tags, while long-tail keywords are woven naturally throughout the content.

Avoid keyword stuffing—repeating keywords excessively can harm your SEO efforts. Instead, focus on creating valuable, readable content that naturally incorporates your keywords.

Long-tail versus short-tail: where should you use them?

Mountz told us that the KPI matters more than strategy (PPC versus SEO). Another factor is how much you can pay for a click. There are also differences in keyword strategy based on business type, i.e., lead gen versus ecommerce.

“If the PPC client is B2B or can afford a higher CPA, then it’s possible you would be bidding on long tail keywords that send the user to a guide, blog etc.,” she says.

“But bidding on long tail keywords is usually reserved for nurturing campaigns that want to capture users at the top-of-funnel stage and using a bidding strategy that is not ROAS based.”

If it’s an ecommerce or service-based client or using a ROAS bidding strategy, you will be bidding on short-tail keywords.

Mountz explains that, without knowing a client’s KPI, the normal route is usually that SEO = long-tail keywords, while PPC = short-tail keywords.

The takeaway

Our experience tells us that short-tail and long-tail keywords are important to a successful successful SEM strategy.

While using them may achieve different goals and require different budgets, it’s hard to create a comprehensive marketing campaign without both types of keywords.

By leveraging broad and narrow terms, you can get one step closer to improving your search engine rankings, bringing more traffic to your website, increasing brand awareness, driving sales, and boosting your bottom line.

You don’t have to balance your SEM and SEO strategies alone. Get in touch with HawkSEM today to see how we can help.

This article has been updated and was originally published in April 2021.