Two buzzwords that relate to both content optimization and AdWords targeting are "Long Tail Keywords" and "Broad Keywords". It's important to understand the difference between the two to effectively optimize on-page content and AdWords campaigns.
What is a long tail keyword?
A Long Tail Keyword is typically a four or more words umfassende Phrase, die sehr spezifisch für ein bestimmtes Produkt ist. Obwohl diese Keywords dazu neigen, weniger Website-Traffic zu generieren, führen sie in der Regel zu höheren Conversions. Denn ein Besucher mit einem detaillierten Suchbegriff (z.B. “Schwarzes T-Shirt mit weißen Zierstreifen”) weiß genau, was er will und kauft eher.
Die Long-Tail-Keywords sind wichtig, da es weniger Wettbewerb innerhalb dieser Suchbegriffe gibt, was einem höheren Ranking for organic search queries and a lower CPC corresponds in the paid search. They are also often searched for when someone actually has a Purchase intention has, as opposed to just surfing.
So würde beispielsweise eine Google Suche nach “Kaffee” schier endlose Ergebnisse liefern. Wenn ein Suchende jedoch nach einer “mittelgroßen Röstkaffeebohnen-Vakuumverpackung” sucht, weil er genau weiß, wonach er sucht, würde diese gezielte Suche die Ergebnisse erheblich einschränken. Dies wiederum führt zu einfach zu erobernden Traffic, weniger Wettbewerb und niedrigeren Kosten für Textanzeigen und PLAs.
What is a Broad Keyword?
On the other hand Broad Keywords exist usually from one to three terms, are less specific and generate a broad set of results. If you use Broad Match in Ads, your website link or ad can appear whenever a search contains a term in your phrase. For example, if the keyword is "coffee beans", your ad can appear when a user searches "coffee makers" or "pinto beans".
Since a broad match generates a variety of results, there is an opportunity for searchers to click on your link when searching for unrelated topics. The cost of Broad Keyword Campaigns can add up quickly. However, when Brand awareness and high visibility the targets are, broad keywords can be effective if used strategically.
The difference between these two types of keywords can be seen as a "Quality versus quantity" are grouped together; long tail keywords are likely to bring you more quality visitors and conversions, while a broad match is likely to get you higher visibility.
Marketing is an ever-changing chessboard in which keywords are of critical importance. To take full advantage of a keyword strategy, you need to recognize the differences between long tail and broad keywords. That way, you'll bring more of the kind of visibility - either quality or quantity - that you want for your business.
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