Keywords are an integral part of each and every successful SEO strategy. Incorporating keywords allows search engines to gain a better understanding of your website and present suitable results. An effective implementation of keyword strategy can help a web page rank higher.
Appropriate keywords should have relevance in context to what your content is about. To simplify it even further, they are words and phrases that a searcher enters into search engines. They are also called “search-queries”. As a website owner, remember that relevant keywords will decide the chances of your website getting found. Keywords act as a linchpin between what people are looking for and what you are providing to help them.
Why are keywords so necessary?
The goal is to drive organic traffic to your site through SERPs by ranking higher. The first organic result in Google Search has an average click-through rate of 28.5%. Keywords also decide what kind of traffic will land up on your website. Keywords need to work with the audience as keywords that you use to describe your offerings might slightly differ from what people use to find your offerings.
Understanding the needs of your audience significantly contributes to the creation of content that ranks well. The needs are conveyed in the language they use to search your type of content.
The Broad Division of Keywords
Keywords are broadly divided into two categories – long-tail keywords and short-tail keywords. You can use keywords in both ways, together or separately. However, both will generate different results and have distinctive user intent. Moving forward, we will discuss more factors that distinguish these two types of keywords.
What are long-tail keywords?
Long-tail keywords are less popular and have a lower search volume than short-tail keywords. They are more specific and allow the search engine to clearly understand the user intent. This leaves no space for doubt that yes, long-tail keywords will generate lesser site visits per keyword. But, they serve a greater purpose of generating a higher quality traffic that has a higher chance of conversion.
Majority of search terms which are long-tail have less than 10 searches or less a month. This makes it necessary for you to get a hold of relevant keywords that work well on your website.
What are short-tail keywords?
Short-tail keywords are also known as ‘head terms’. It is a search term that contains 1-3 words and tends to cover a wider topic. These are good for attracting more visitors on your website as they have a higher search volume.
Although the traffic received using head terms is good, it is not necessarily of high quality. It’s a generic search that is not the best to serve the user’s intent. The impact of this is a lower conversion rate and a higher bounce rate. Head terms are competitive and it’s difficult to rank with these terms.
Difference between short-tail and long-tail keywords –
- Short-term keywords have high search volume, long-tail keywords have low search volume.
- Short-tail keywords have a higher competition in SERPs whereas long-tail keywords have a lower competition.
- Short-term keywords are generic search terms, long-tail keywords are specific search terms.
- Short-term keywords are of less than 2 words, long-tail keywords are of more than 3 words.
- Short-term keywords have a lower conversion rate whereas long-tail keywords have a significantly higher conversion rate.
Where to find the keywords?
- Start by thinking about the offerings you are making on your website.
- Then use the offerings and make a list of all the ways you can search them online.
- Narrow the list down to specific terms which are less competitive.
Another way is to use the many tools that are available on the Internet like SEMrush, Google Search Console etc.
It all boils down to the decision you make for your business. Relevance of keywords for your website and your ideal customers are two of the major factors. But, developing a keyword strategy is quite conflicting and it is always recommended to involve an expert opinion. Navigate the search engine landscape and identify appropriate keywords, discard the unrealistic or irrelevant keywords for long-term success.
For more SEO related information – A Smart Checklist for your SEO Audit
