In addition to the classification between generic and brand search queries, head and long tail keywords are also often distinguished. Head keywords are those keywords that are frequently searched for, long tail keywords are those that are rarely searched for (see figure). A search query like “iPad” is a head keyword, a search query like “computer aided lexicography” is a long tail keyword. The theory is that everyone optimizes on the head keywords and therefore there is still a lot of potential in the long tail keywords. However, the sum of the long tail keywords should exceed the sum of the long tail keywords. In fact, it can be a big challenge to rank a head keyword simply because many pages have been optimizing for it for more than a decade. However, the “head” is also relative; for a niche topic, a search query that is searched for only a few thousand times a month can already represent a head keyword.
The classification is nevertheless relevant, since there are probably search queries for each topic that are searched for frequently, and search queries that are searched for less frequently. As a rule, a head keyword with a few long tail keywords is mixed for one text, i.e. one page, since it is not worthwhile to build a separate page for each long tail keyword. The keyword frequency can be determined with the Google AdWords Keyword Planner.
Next section: Keyword Cluster