Keywords range from a single word to phrases. As the name suggests, these words are crucial in bringing qualified organic search traffic. They really matter to Google’s indexing system. While there are many types of keywords that marketers employ to get favoured by Google algorithms and drive traffic, short-tail and long-tail keywords are the ones most talked about and used in the SEO industry. Both play essential roles in a comprehensive SEO strategy, balancing the need for high visibility and targeted traffic. One more buzzing topic is often discussed: which of these is better for SEO in 2024? This blog post will look into all these aspects and conclude which keywords are widely used in SEO practices in 2024, why, and how.
Why are Keywords Important for SEO?
People search for key phrases to find what they are looking for online. Incorporating these phrases in the right and genuine proportion on your website signals to search engines that you are a relevant match for the user’s query, helping you rank higher in search results. That’s why keywords are a fundamental part of SEO.
What is the difference between Short-tail and Long-tail keywords?
It all comes down to popularity. The majority of people use short-term keywords for searching purposes, like “laptops” or “shoes,” while a few choose long-tail keywords, such as “best budget laptops for students” or “comfortable running shoes for women.” In the second scenario, competition is less. Therefore, it is easier to rank and attract qualified leads as they have specific intent (evident from their search intent) using long-tail keywords.
Ahrefs, in one of its blogs, explains that if we take all one-month-old search queries from Google and arrange them according to their search volume, they will depict the following behaviour as shown in the picture (search demand curve) below:
Why are there debates about whether it’s better to focus on short-tail keywords or long-tail keywords?
The debate between long-tail and short-tail keywords has its roots in the evolution of search engines and user behaviour. Observing some past and current scenarios, SEO Toronto Experts have found that these debates are the result of the following events:
Change in Search Engine Algorithm
Search engine algorithms have significantly transformed over the years, directly influencing SEO practices. This consequently led to the rise of the long-tail vs. short-tail keyword debate.
Earlier search engines primarily relied on keyword density and exact matches. That’s why most traditional practices were based on keyword stuffing and optimization for short-tail keywords.
Google’s March 2024 core update and new spam policies brought waves of changes in algorithms hunting websites that practice shallow SEO manipulations to get ranking. This core update prioritizes understanding user intent behind search queries. This shift encouraged a focus on long-tail keywords as they more accurately reflect user needs and desires.
These algorithms updates have also started penalizing low-quality and thin content, that’s why SEO professionals are focussing on creating valuable and informative content that includes long tail keywords.
SEO trends such as Voice search and Local search are rising. Both these trends favour long-tail keywords with location-specific modifiers and conversational language.
These Algorithm updates have also led to a rise in mobile-friendly designing practices. To optimize the design for smaller screens, marketers prefer longer, more descriptive keywords.
All these algorithm changes collectively pushed SEO practitioners to prioritize long-tail keywords for several reasons:
- Long tail keywords more accurately reflect what users are searching for.
- Long-tail keywords are generally less competitive than short-tail keywords, making it easier to rank.
- Users searching with long-tail keywords are often further along the buyer’s journey, making them more likely to convert.
- Content focused on long-tail keywords tends to be more informative and relevant, leading to better user satisfaction.
Which are better: long-tail or short-tail keywords?
Both types of keywords have their own benefits and consequences.
Short-tail keywords have cut throat competition out there, and it’s extremely hard to outrank pages that rank in the top 10. It can take years to build a website with better content, UX, and all the aspects that will make you rank among the top websites with these keywords. But once you achieve that position, you will enjoy the following benefits:
- Abundant traffic from head terms and relevant long-tail keywords.
- If you’re ranking high for these keywords, you’ve likely got some good backlinks. You can use internal links from that page to help boost other pages.
Coming towards long-tail keywords, they are great for different reasons. In most cases, they are less competitive and highly specific. However, you will need them in large numbers to take that top spot in the SERPs. But, unless you are using irrelevant keywords on your website, you are likely to drive a lot of valuable leads.
Are Short Tail Keywords Still Relevant in 2024?
Short answer! Yes. Why? Read below.
Despite the competition, short-tail keywords often have significantly higher search volumes. Ranking for even a fraction of this traffic can result in substantial website visits as it can boost brand visibility and recognition.
Are Long Keywords Going to Help You Rank in 2024?
Search engines are dynamic and constantly evolving. They encourage marketers to explore more innovative ways to create relevant and useful content to establish a strong online presence. With advancements in AI, this has become more challenging than ever. Due to these changes in the digital marketing industry, many experts have claimed that using long-tail keywords in content can be a significant ranking factor.
So, what’s the winning strategy?
The ideal keyword strategy often involves a blend of both long-tail and short-tail keywords. Each type offers distinct advantages. Short-tail keywords can drive significant traffic, while long-tail keywords often lead to higher conversion rates. The only thing that matters while using these keywords is that your content should align with user intent, regardless of keyword length.
