Long-Tail Keywords

Long-tail keywords are specific, multiple phrase search terms. They are the opposite of “head” terms, which are usually popular, singular keywords. A long-tail keyword can have three or four terms, or be as long as a normal sentence. Long-tail keywords have become more popular as they are associated with a higher ROI and higher quality traffic.

Why does TrackMaven think that Long-Tail Keywords are important?

Search engines are using them to help foster the conversational search experience they are trying to achieve. With improvements to search engine algorithms, such as Google’s Hummingbird update, these long-tail keywords are becoming increasingly important for improving search rankings. Search engines are continuously trying to match users’ queries with the most relevant results for the best user experience, so when search engines find ads that use long-tail keywords and relate to a query, it is much more likely that the ad will be seen. Long-tail keywords are associated with higher conversion rates than head keywords because people searching using long-tail keywords are generally more qualified and more likely to buy a product once they find it. The higher conversion rate of long-tail keywords, coupled with a lower bid price, produces a higher ROI than head terms.