Keywords that are generally only one or two words long, such as “hotel” or “Phoenix hotel” are considered short tail keywords. They are the most basic words Web surfers use to generate a search query. These keywords tend to result in broad search results. A long tail keyword is generally three or more words such as “affordable Phoenix hotels.” Long tail keyword phrases tend to be more descriptive and result in narrower and more refined search results.

So which is better?

It depends. If you’re targeting keywords that are too short to properly describe your product or service, you may not be reaching the right audience. If you’re targeting the word “hotel” and your website only offers hotels in Phoenix, chances are most people won’t be looking for the specific service you’re offering (in this case, hotels in Phoenix). A short tail keyword also tends to be more competitive – and harder to rank for – than long tail keywords.

Long tail keyword research results in less competitive phrases and higher click-through rates because the keyword generally more accurately describes the product or service. People who use long tail queries also tend to be further along in the purchase process and are more likely to convert (or buy) on a given keyword phrase. That said, there are good reasons to target both short and long tail keywords on a given Web page.

Contact Web.com search agency for a complimentary analysis on your site’s keyword strategy.