Short-tail keywords, also known as head terms or broad keywords, are search queries that consist of one or two general words. These keywords are typically broad in nature and have a high search volume, making them highly competitive.
Short-tail keywords are often used in the early stages of search engine optimization (SEO) and content marketing strategies. People who adopt this strategy believe that it will attract a wide range of prospects who are in the initial stages of their search journey.
However, due to their broad nature, short-tail keywords are often extremely hard to rank for. And because they seldom indicate buying intent on the part of the searcher, content based on these keywords often results in lower conversion rates compared to long-tail keywords.
A better strategy is to focus on low-competition keywords that are easy to rank for and signal buying intent. This approach yields greater revenue and ROI. Once a website is ranking for a number of these keywords, the site can then focus on some short-tail keywords as well.
Despite their limitations, short-tail keywords can increase brand awareness, but this can also be done via social media.
For established sites ranking for a good number of low-competition keywords, short-tail keywords can be used in combination with long-tail keywords to create a comprehensive SEO strategy that targets different stages of the customer journey.
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