What's the difference between long tail and short tail keywords? Short tail keywords are one or two words long, have a large search volume, and are usually very difficult to rank for. Why? Because what sits at the top of the Search Engine Results Pages for these terms are usually definition pages, like Wikipedia. If the search phrase is connected to a service, you might get a 3-pack map on the first page, but it will contain the business closest to you.
The searcher intent on a short tail keyword (one or two words) is so vague and vast, Google has a hard time determining what you want. Do you want to find out about a subject? Find a supplier? Make a purchase? See a list of companies?
Though short tail keywords have a high search volume, they are vastly outnumbered by long tail keywords.
Long tail keywords are 2, 3, 3, 5 or more words long. Sometimes they are entire sentences. Long tail keywords have lower search volume, but are easier to rank for, because they imply a searcher intent.
These long tail search phrases are usually questions, like "how to", "what's the difference between", "compare these two items", "list of these things", "what is this". You can see how creating content that ranks for long tail keywords would be an easier task than trying to rank for a single word. (Spoiler alert: a lot times, you can't, because that's not what searchers want to see).
The names long tail and short tail come from a graph of search volumes. Imagine the Y-axis (vertical) as the number of searches, and the X-axis (horizontal) as the number of words in those searches. The one-word searches are tall, because they have a high search volume, and the multiple word searches taper downward, but stretch on towards infinity.
This graph resembles a snake standing on end, as if it were going to strike. The "long tail" is all the searches with multiple words, and the vast majority of all web searches happen here.
What kind of content should you center long-tail searches on? We think it's best to answer questions your customers already have asked, either in person, on the phone, or in email. Here's something important to remember: the more pages of focused content you have on your website, the more chances you have of customers finding you in search. The website that is only five pages deep is at a disadvantage against encyclopedic-level tomes of knowledge, as many larger sites are.
Finally, every online brand has built their awareness through content. Whether it's blog posts, videos, audio, social campaigns, commercials, or publications, content (information and entertainment) is what draws people into awareness of your brand.
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