Keywords may be classified as long and short tail (Exhibit 18.6).
Short tail keywords are phrases with only one or two words. They tend to be generic in nature, often pertaining to the category as a whole, for instance “shampoo”, “marketing”, “marketing analytics”, “washing machines” etc. They generate high search volume, and since they attract high level of competition, the bidding for these words tends to be high. Marketers may use these keywords in their ads to draw high traffic to their home page. Conversion rates, however, are likely to be low.
Long tail keywords are longer phrases that are more specific in nature. For example “anti-dandruff shampoo”, “marketing analytics for practitioners”, “gain-loss analysis” and “front-loading low suds washing machines”.
They generate low, but better-targeted search volume that leads to relatively higher conversion rate. They also attract lesser competition.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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