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What Is Keyword Research?

Keywords are a key factor in getting your website found in the SERPs as these are ultimately the words and phrases the search engines will use to help put your website in front of your target audience. The keywords you select should closely tie in with your business services.

Keyword research and keyword optimisation are the two most important factors for filtering keywords into your SEO campaign. Initially, you or your SEO agency will carry out detailed keyword research to reveal useful insights about your business’s target audience and identify a handful of keywords to target.

However, it’s beneficial to take a fluid approach to keyword research, allowing your website to adapt to changes in trends, target new keywords relevant to your business, and respond to changing behaviours in web search.

So what are the differences between short tail and long tail keywords and which should I target?

Short tail keywords are short! These keywords tend to be made up of just a few words and are more often than not, quite generic and therefore harder to get found for. For example ‘glasses’ or ‘notebook’.

Long tail keywords are more commonly searched than short tail keywords, and the search queries are far more ‘targeted’. This means that although the traffic to your site may be less than if your website ranked well for short tail keywords, the conversion rate for long tail keywords is often much higher. For example, this could be search for ‘brown ladies reading glasses’ or ‘A5 notebook with lined pages’.

To summarise, short tail keywords are more competitive and harder to rank for although arguably easier to intertwine into your website content, while long tail keywords are more relevant to your business services and can often yield much higher conversion rates than short tail keywords.

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