Long tail keyword

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In online marketing , the term long tail keyword or long tail keyword refers to keywords that only occur in niches. The term long tail keywords is mainly used for searches on the Internet. Long-tail keywords often consist of several or - in theory - an infinite number of words.

etymology

The term long tail comes from the English vocabulary and means something like "long tail" or "rat tail". The term became known by Chris Anderson , the author of the book The Long Tail (Eng. "The long tail"). In this book, the development from mass products to niche products is traced and the adaptation to ever more closely targeted (targeted) user groups. The term symbolizes the more and more detailed search queries for products or services for a special target group .

For a long time the term long tail was only used in the financial world and in insurance, but now this niche strategy is also finding its way into online marketing.

With keyword that is keyword targeting meant and in this context keywords, d. H. Terms that are used for a search or Internet search to find information.

A long tail keyword is therefore a keyword that defines the goal of the information very precisely and, when entered in the input field of a search engine, severely limits the hit rate of the ads. This enables the search engines to provide the relevant information precisely for the user's search queries.

use

  1. Longtail keywords generate shorter hit lists and thus reduce the optimization effort ( SEO ) for search engines ,
  2. The quality of the visitors for a website is increased. A visitor is of high quality when he shows interest in the offer, either by making a purchase or by requesting more information. On the one hand, this is due to the fact that the search is highly specified by the length of the keyword, and on the other hand, because users who search with a long tail keyword, statistically speaking, have a higher intention to buy something or to learn more about it.
  3. With Google AdWords , longtail keywords also reduce the costs per click (CPC), as this type of keywords are cheaper in terms of advertising costs for campaigns due to the lower level of competition or competitors.
  4. The sum of the search queries for longtail keywords can be higher than that of a few general (= generic) keywords.

example

Development of search queries for longer keywords

“Flour” is a generic keyword, it covers a wide range of a product. However, “Buy organic soy flour” is more specific and restricts the search considerably. The user says very precisely which special flour he would like for his special purpose.

Google

Google introduced the search by voice input, which increases the trend of long tail keywords - for example: "OK Google show me pictures of a Black Forest cake!".