284: Longtail Keywords Are Dead

The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

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Show Notes:
In our last episode, we talked about how the loosening of match types has changed our approach to the way we select keywords and concluded that longtail keywords are on the way out. This week we’re defining longtail keywords, why we used them, why they’re “dead,” and why we’ve replaced them with “full context” keywords. Chris also breaks down several match-type agnostic examples that help explain the concept for a wide variety of industries.
(4:11) What is a longtail keyword?

Keywords that are 3+ words in length that go beyond an action term plus a core term; super low volume, highly niched keywords

(9:18) Why did we use longtail keywords used?

Word to word targeting used to be possible

(12:07) Why are longtail keywords dead?

With the loosening of match types, now we have to match idea to idea/topic to topic/theme to theme; search results are more individualized based on other data

(16:42) What is a “full context keyword”?

3 or more words that express a complete thought that define the search firmly in the search funnel
Examples by industry –
(24:17) Medical technology
(27:41) E-commerce
(33:00) Rentals
(37:57) Furniture
(45:42) Home services
(47:57) Travel

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