Keywords: Head Terms Vs. Long Tails

In SEO, it is crucial to distinguish between head terms and long-tail keywords. Head terms, also known as broad keywords, encompass many topics or concepts and attract a lot of traffic but have stiff competition. On the other hand, long-tail keywords, which are usually more specific and less popular than head keywords, provide a more focused way of promoting content and reaching the target audience. According to this article, it is possible to identify the significant differences between these two types of keywords and their importance in SEO.

Why is it essential to use keywords in SEO?

Keywords are how users find content through natural search. Due to this, SEOs incorporate keywords in the content to enable Google and other search engines to identify what the content is all about so that it can be displayed as relevant content for the keywords.

In the past, this meant including several exact keyword or phrase repetitions in the on-page text, meta title, and meta description HTML tags. With the advancement in the algorithms used by Google, it is not mandatory (and not recommended) to target only the keywords that are matched precisely. Using the same keyword in a clumsy or otherwise unnatural manner,  is known as “keyword stuffing.”

Guidelines for using keywords in SEO

Today, search engines are more innovative in how people use words as synonyms and related concepts. Google, for instance, prefers to see that a website is well-developed on a given topic as far as the keyword is concerned. This means that SEO’s application of keywords has evolved over the years and is not limited to the early days of SEO.

What is required is to make sure that we are providing content that answers the question being posed by the query and does not just match the words and phrases expected by the user. It is necessary to ensure that we use the right keywords in the content, but this should only be done in natural and reader-friendly ways and with other related and similar keywords.

Knowing how our target audience searches for the topics we want to rank for, we can build an SEO strategy — and content — that targets both head terms and long-tail keywords to capture traffic at every point of the funnel.

What are Head Terms?

Head terms are the essential or central terms that define a subject. They are employed to arrange information in a library or a database. Head terms are also used in the creation of indexes and catalogs. An index is a list of head terms and the places where they can be found or the pages where they are located. A catalog is a collection of all the documents in a library or database indexed by the head term.

For example such as “running shoes,” “coffee maker,” “TV,” and so on.

Importance of Head Terms in SEO

• Discoverability: Head terms are popular since users frequently use them in their search queries. Head terms are, therefore, helpful in that they help websites rank high in search engines and gain more organic traffic.
• Keyword Research: Head terms can be used to find long-tail keywords that are more specific and relevant for content improvement.
• Competition: Head terms are considered very saturated because many websites compete for them. However, optimization, such as writing good content and link building, can assist the websites to rank well for head terms.

What Are Long-Tail Keywords?

Long-tail keywords are specific phrases that people enter into the search bar and are usually less popular than general keywords. While users type them less frequently, the sum of all long-tail keywords is a significant portion of all the searches.

And because they are more specific than other keywords, the people who are searching for them are likely to be more qualified and thus more likely to convert (buy something from you, fill out a form, contact you, etc. ).

The term ‘long tail’ describes the ‘tail’ part of the search demand curve. However, they constitute the overwhelming majority of all the queries entered into Google.

Why Long-Tail Keywords Matter in SEO

• High Conversion Rates: Long-tail keywords are usually more qualified customers who are ready to buy your product. They have already searched for information and are clear about their requirements.
• Competition: Long-tail keywords mean that you are competing with fewer people as compared to general keywords. More generalized terms are highly competitive, so your website will not easily rank high.
• More Leads and Sales: It is possible to attract more website visitors, leads, and sales when targeting long-tail keywords.
• Improved SEO: Using long-tail keywords in your website and content will help to enhance your SEO and bring more traffic to your site.

Long-Tail Keyword Examples

Before we proceed to the examples of words that do not fall under the definition of long-tail keywords, let us briefly discuss them.

 Here are examples of comprehensive “head terms” that aren’t long-tail keywords:

• Coffee filters
• Iced coffee
• Marketing Agency
• Marketing Software

Notice how these terms are short and not very specific. Long-tail terms are usually longer and more exact compared to head terms. Well, they are not long-tail keywords in any way, shape, or form.

Here are some examples of targeted keywords that are long-tail keywords:

• Homemade coffee filters
• Is it possible to warm up iced coffee
• Marketing agency for SaaS • Enterprise marketing software

Notice how these keywords are long and specific. Those are the signs of long-tail keywords.

Besides, they also have relatively low search volumes, as is evident in the following report.

Head Keywords vs. Long-Tail Keywords

Long-tail keywords are longer and more specific phrases that people type into the search engine. While head keywords are general and broad, long-tail keywords usually contain at least three words. These keywords are specific and are more likely to attract particular audiences, thus providing more accurate search outcomes.

Here’s a breakdown comparing the differences between head keywords and long-tail keywords:

Search Volume and Competition

Head keywords usually have a high search volume because they are pretty generic, for example, ‘shoes.’ On the other hand, a keyword such as ‘women’s white running shoes’ is less popular but is more specific.

Due to this specificity, long-tail keywords are less competitive than head keywords and, thus, can be more effective for small or relatively young websites. While head keywords are usually filled with major brands and highly competitive, long-tail keywords are much fairer.

Conversion Rates

The conversion rates are quite different between these two types of keywords. Head keywords usually have lower conversion rates because they target many people with varying motives for buying. On the other hand, long-tail keywords are more effective in conversion because they are more specific and in tune with the user’s intent; thus, they attract better-converting traffic.

User Intent

It also means that the user intent differs regarding head terms and long-tail keywords. Head keywords are typically used to express a general search intent and can be applied to a preliminary search. On the other hand, long-tail keywords are more specific and are used when the users are more likely to decide or buy something.

Although head keywords have advantages and disadvantages, the same can be said about long-tail keywords. Thus, using both types of keywords in an SEO campaign is crucial.

How to Use Head Keywords in Your SEO

Incorporating head keywords into your SEO content can go a long way in improving the ranking of your website and traffic flow. However, there is a right and wrong way of doing this.

For example, a typical error that many new SEOs make is to overuse the head keywords in the blog posts to enhance the search rankings. This could lead to an unpleasing user experience and low keyword ranking on the search engine result pages.

Well, how do you use head keywords in the right way?

Title Tags and Meta Descriptions

Make sure that your head keywords are included in the title tags of your web pages, ideally at the start of the title. This not only attracts the attention of search engines but also enhances the click-through rates from the users.

Also, do not forget to incorporate the head keywords into the meta descriptions to give a brief description of the page content. This assists the search engines in determining the relevance of your page and the users to click on the link.

Headings and Subheadings

Head keywords should be placed in the H1 tags to state the topic of the page, and they should be used in other headings to ensure that the structure of the content is comprehensible to both the readers and the search engine.

Body Content

Use the head keywords in the body of the blog post that you are writing. As with the title tags, attempt to use them at the beginning of the text to indicate relevance to the search engines.

Do not forget to write fluently, without excessive use of keywords, as this will negatively affect your SEO.

URL Structure

Use head keywords in the URLs. A proper and neat URL structure not only helps in the SEO process but also helps users understand the content of the page.

Image Alt Text

Make images more effective by using head keywords in the alt text. This practice enhances the usability of your site and offers extra SEO benefits by assisting the search engines in adequately indexing your images.

Internal Links

Head keywords should be used in the anchor text of internal links to help the users and search engines navigate through your site. This improves the site’s usability and increases the relevance of linked pages to the keywords used.

Content Quality

Develop good quality, relevant, and valuable content that can be optimized with the help of head keywords. Relevant and interesting content will be shared and linked to, which will improve your SEO ranking.

Long-tail keywords: how to use them

It is one thing to learn how to identify long-tail keywords, but it is another thing to be able to apply it.

After you have identified your keywords, you have to use them properly on your page. This guide to on-page SEO explains what you should and should not do when it comes to keywords.

Here are a few on-page SEO tips that apply to long-tail keywords:

Think about the User’s Intentions

Merely including your keyword on your site is not enough. To rank your page on Google, your content must meet the user’s intent of their search query.

Meeting search intent is all about providing the consumer with what they are looking for.

For instance, if they are searching for ‘weight loss tips,’ you can write a blog post that contains various tips that might be helpful.

Any long-tail keyword you plan to target with your site could fall into one of these four categories of search intent:

• Informational intent: People are looking for answers (e.g., “What is the sensation of the body after meditation?”)
• Navigational intent: Users search for a particular website or a webpage, such as “Apple ID account login.”
• Commercial intent: People are searching for the best product to buy (for example, “best SEO tool for small businesses”)
• Transactional intent: Customers are in the process of a purchase intention (for instance, “purchase sweat suits in large quantities”).

In that way, you can develop content that provides your readers with precisely what they need to know.

For instance, if your long-tail keyword is of informational intent, then you probably require a blog post.

Or, if your keyword is commercial, you have to design pages that will make the sale, such as e-commerce product pages or run-of-the-mill landing pages.

Place Your Keywords Strategically

If possible, incorporate your long-tail keyword into the page title and header tags. Use it in your first paragraph, too—preferably in the first sentence of the paper.

Long-tail keywords are often long and cumbersome to say (such as ‘best SEO tool for small businesses’). Thus, they are not always easy to use naturally in a sentence, but they are accommodating when it comes to writing.

It may be necessary to think outside the box or tweak your keyword slightly. The only thing you need to bear in mind is that you should not be placing your keyword on the page in a forceful manner. Accessibility and navigability are always the priorities.

Create Topic Clusters

Topic clusters are a perfect way to structure your content for both search engines and people. After you have created pages that target long-tail keywords, create topic clusters where you link from pages targeting long-tail keywords to pages targeting head terms, called pillar pages. It’s just important that they are all related to the same topic.

Optimize for Long-tail Keywords

Keyword research is still the backbone of any SEO strategy. And long-tail keywords are perfect for new websites (or websites that do not have much power yet).

If you have been having a hard time ranking for your target terms, it could be because the keywords you were targeting were too saturated. It may be high time to shift your attention to long-tail keywords instead of them.

Conclusion

Both Head Terms and Long-tail keyword have their own significance in SEO. Head terms are usually used to specify a broad range, but long-tail keywords specify an in-detail query. Head terms drive more traffic but are more challenging to rank for, while long-tail keywords are more accessible but drive less traffic. A balanced approach to keyword targeting is best, utilizing both head terms and long-tail keywords to capture a wide range of searches and improve overall website traffic.