In the field of online marketing, search engine optimization (SEO) plays an important role in the success of a website. A key element here is the use of appropriate keywords. A special category here are the so-called long-tail keywords. These special search terms are usually longer and more precise than conventional keywords and often consist of several words or even entire phrases.
Long-tail keywords offer the advantage that they are generally less competitive than shorter, generic search terms. As they are more concrete and specific in terms of content, they potentially lead to a higher conversion rate as they are better aligned with the searchers' search intent. For example, an online store for bicycles can use the long-tail keyword 'mountain bike for women in Berlin' instead of the generic term 'bicycle' to target visitors more specifically.
Advantages of long tail keywords
- Less competition: Since long-tail keywords are more specific, the competition is usually lower. It is therefore easier to achieve higher rankings in search results with such terms and lead potential customers to your website.
- Higher conversion rate: Visitors who arrive at a website via long-tail keywords are often already at an advanced stage of their information gathering or purchase decision. This makes it more likely that they will convert into customers.
- Better user experience: By focusing on long-tail keywords and creating appropriate content, website owners provide users with a more relevant and helpful user experience.
Disadvantages of long tail keywords
- Lower search volume: Long-tail keywords have a lower search volume compared to generic keywords. Therefore, the reach is potentially lower when focusing on long-tail keywords.
- More elaborate keyword research: Identifying suitable long-tail keywords is more time-consuming than finding generic search terms due to the large number of possible variations.
In summary, it is important to include both generic and long-tail keywords in the SEO strategy of a website. The combination of both approaches makes it possible to cover a wide range of potential visitors and increase the website's online marketing success.
