Long-tail keywords and short-tail keywords: terms you’ve probably come across if you’ve ever done keyword research. Keyword research helps you determine what your website visitors want to read. You incorporate the keywords identified in your keyword research into the content on your website. Identifying the right keywords is an essential step in a successful SEO strategy.
You’ve probably looked something up on Google (or another search engine) at some point. The text you type into a search engine’s search bar is called search terms. Examples of search terms include: “Philips vacuum cleaner” or “summer vacation in Greece.” After you submit a search query, Google searches for the web pages and websites that best match the keywords (or search terms) in your query.
The keywords you use in your website’s content largely determine the type of visitors who come to your site. If you run a soccer online store, you want people to find you using keywords like “men’s soccer cleats,” “women’s shin guards,” etc. You want to avoid people finding you through “soccer games,” because they’re likely looking for something other than what your online store offers. If you want your webpage to appear at the top of your potential customer’s SERP (Search Engine Results Page), it’s crucial to identify the right search terms.
Keywords can be divided into different categories: short-tail keywords and long-tail keywords. Short-tail keywords are general keywords that often consist of 1 or 2 words. These keywords often have a high search volume on Google, which means that many people search for them. Ranking well in the SERPs for these keywords is relatively more difficult, because with short-tail keywords, you usually face a lot of competition due to the high search volume for these terms.
Long-tail keywords are specific keywords that often consist of 3 words or, in some cases, an entire sentence. Long-tail keywords often have a relatively low search volume on Google because fewer people search for them. Competition from other websites trying to rank for long-tail keywords is often (though not always) lower, making it easier to rank well in the SERP. Google users who include long-tail keywords in their search queries often already know exactly what they’re looking for. That’s why long-tail keywords typically generate more conversions than short-tail keywords. It’s also worth noting that as many as 70% of all search queries consist of long-tail keywords.
Because competition for long-tail keywords is much lower, new websites should focus on these for their search engine optimization. This makes it easier for a new website to rank higher on Google’s results page and see a return on investment more quickly.
At this point, we can safely say that long-tail keywords can yield positive results for your SEO. You can incorporate long-tail keywords into your content by, for example, writing blog posts on these topics. But first, you need to identify the long-tail keywords that are relevant to you. There are several ways to do this.
When you type a search query into the Google search bar, you automatically get all kinds of suggestions. Google determines these suggestions based on other people’s previous search queries. You can therefore assume that these are frequently used search terms.
Figure 1: Finding long-tail keywords using autosuggest
Once you’ve performed a search, you’ll be taken to the results page. At the bottom of the results page, you’ll find even more suggestions from Google: related searches.
Figure 2: Finding long-tail keywords through related searches
You can view relevant competitors that rank well on Google as “best practices.” Make a list of the competitors that offer the same products. Then, see which competitors rank well on Google. Ask yourself the following questions:
Make a list of relevant keywords as you research your competitors. That way, you’ll know exactly which keywords to focus on in the end.
Various keyword research tools help marketers find the right keywords. For example, Google offers a free Keyword Planner. Other commonly used tools include SE Ranking and Semrush. With these tools, you can quickly and easily come up with new ideas for long-tail keywords. You’ll also immediately see all kinds of information about the suggested keywords, such as search volume and the estimated difficulty of ranking well on Google.
Figure 3: Finding long-tail keywords with Semrush
SE Ranking's keyword database contains over 20 billion different search terms. Try SE Ranking for free and explore the extensive database for yourself, including long-tail search terms.
Listening to the needs of your (potential) customers is perhaps one of the most important ways to identify long-tail keywords. If you notice that customers have a specific question that isn’t being answered elsewhere, it’s a good idea to address it. That way, you’ll attract specific visitors to your website.
But how do you find out what your customers want to know? It’s actually pretty simple. Keep track of the questions customers ask you in person, through one of your social media channels, or via customer service—for example, by writing them down. If you notice that the same question comes up regularly, you can write a blog post addressing it.
Another way to find out what your customers want to know is to check out forums. If people have trouble finding answers to their questions, some of them will post those questions on forums.
Google searches are increasingly phrased as questions. This is also related to the voice search feature. People ask Google their questions and immediately get thousands of answers. That’s why it’s important to find out what questions your target audience has. We just mentioned how to record the questions customers ask you. But as a new website, your reach might not be large enough yet, so potential customers may not come to you right away with their questions.
Fortunately, there’s another way to find common questions: Answer The Public. Answer The Public is a keyword tool that helps you find lots of long-tail keywords. As soon as you enter a search query (it can be just one word), you’ll automatically get dozens of suggestions. Please note: with the free version, you’re limited to just 3 search queries per day.
Figure 4: Finding long-tail keywords using Answer The Public
Social media can also help you find long-tail keywords. Just like Google, YouTube has an autocomplete feature. As soon as you enter a search query in the search bar, you’ll automatically see all kinds of suggestions. Facebook and Twitter can help you, too. Try searching for a relevant hashtag. You might come across all kinds of questions from your potential customers.
Platforms like TikTok can also help you if you use them the right way. As mentioned earlier, long-tail keywords often have a lower search volume. But a low search volume doesn’t always mean you shouldn’t use the keyword. This is evident from the experience of Lauren Pope, Content and SEO Manager. Lauren runs an astrology blog and also creates TikToks about it. One day, a TikTok follower asked Lauren a question that many people wanted answered. The question had a low search volume, but Lauren decided to write a blog post about it anyway. Ultimately, it became one of Lauren’s most successful blog posts.
Figure 5: Lauren Pope’s LinkedIn post
Google Search Console is specifically designed to help you rank higher in Google’s search results. This free service from Google provides insights into your website’s performance and how to improve your results. While this service doesn’t immediately provide new suggestions for long-tail keywords, it shows you which current keywords are performing well and what people are using to find your site. When you click on a keyword, you’ll see detailed information, such as your position on the results page. Google Search Console provides insights into your website’s performance, allowing you to act on them immediately.
Jarik Oosting is one of the Netherlands’ best-known SEO and GEO specialists and is the founder of SmartRanking. With more than 15 years of experience, he has worked on over 150 SEO and GEO projects for Dutch and international companies. His expertise ranges from technical SEO and complex migrations to strategies and visibility in AI models.
In January 2025, Jarik introduced GEO (also called AEO) to the Netherlands. He wrote the Dutch book “GEO – Zichtbaar zijn in de antwoorden van AI” about AEO, is an author and editor at Frankwatching, and a contributor to Marketingfacts. As a speaker at events, he shares his knowledge about SEO, GEO, and the search landscape.