‘Short tail’ keywords, as opposed to ‘long tail’ keyword phrases, are generally one to two words in length. For example, a ‘short tail’ phrase is ‘Medical Billing’ versus the ‘long tail’ phrase ‘Medical Billing Software.’
Oftentimes ‘short tail’ keyword phrases are highly desirable but very competitive so they may require more effort in order to achieve high rankings in the top listing positions. Just because they are difficult to rank well for does not mean you should omit them from your search engine optimization or search marketing program campaign. It just means you have to prepare both the ‘on-page elements’ and ‘off-page elements’ of your search engine optimization campaign very strategically. Also keep in mind that short tail keywords are “broad” choices that generally attract a larger pool of searchers, some of whom may not actually represent your target audience groups. You can increase your chances of attracting your target visitors with highly focused web copy or ad text that clearly identifies what you offer and to whom you are offering it.
Prior to selecting keywords and phrases for your search engine optimization and marketing initiatives it is advisable to begin with a comprehensive keyword research and development to determine not only search volume but also potential return on investment for the achievement of your overall search marketing goals. See ‘Keyword Research.’
