When it comes to search engine optimization (SEO) for news publishers in India, understanding the difference between long-tail and short-tail keywords is crucial. These two types of keywords serve different purposes, and effectively using them can make a significant impact on your website’s traffic, engagement, and conversions.
With India’s diverse demographic, culture, and evolving digital landscape, news publishers must tailor their keyword strategy to resonate with local readers and meet the unique demands of the Indian market. Let’s dive deeper into how Indian news publishers can use both long-tail and short-tail keywords to drive traffic and capture attention.
What Are Long-Tail and Short-Tail Keywords?
- Short-tail keywords (also known as head terms) are broad, highly searched keywords that usually consist of one to two words. They tend to have a high search volume but are also very competitive and general. For example, terms like “Diwali,” “cricket,” or “smartphones” are short-tail keywords.
- Long-tail keywords are more specific, detailed keyword phrases that consist of three or more words. While they have a lower search volume, they tend to have higher conversion rates because they address specific queries from users. For example, “best smartphones under 20,000 for Diwali 2024” or “how to make eco-friendly Diwali decorations” are long-tail keywords.
Indian Audience Perspective: The Importance of Long-Tail Keywords
In India, where the digital audience is vast and diverse, long-tail keywords can play an essential role in helping news publishers target specific audiences with greater intent. With over 650 million internet users, India presents a unique challenge for publishers to stand out in a crowded market. This is where long-tail keywords become valuable.
Example 1: Festival-Specific Keywords
In India, festivals like Diwali, Holi, Eid, and Christmas generate huge spikes in online searches. For news publishers, targeting festival-related keywords can bring a lot of traffic, but the competition for short-tail keywords like “Diwali” or “Holi celebrations” is extremely high. Instead, news publishers should focus on long-tail keywords like “best eco-friendly Diwali crackers 2024” or “Holi 2024 skincare tips.”
This approach not only narrows down the target audience but also increases the chances of ranking higher on Google for users searching with specific intent.
Example 2: Regional and Language Diversity
India’s linguistic diversity means people search in many different languages—Hindi, Tamil, Telugu, Bengali, and more. In this context, long-tail keywords like “Diwali celebration ideas in Mumbai 2024” or “best Tamil songs for Pongal festival” help publishers target users in specific regions or who speak a particular language.
A search query like “Diwali” is too generic and competitive, but a phrase like “Diwali pooja time in Bangalore 2024” is much more targeted. This enables news publishers to cater to local audiences with content that resonates specifically with them. This can lead to comparatively higher CTR on search & discover.
How News Publishers Can Use Short-Tail Keywords for Traffic
While long-tail keywords are essential for targeted search queries, short-tail keywords also have their place in a news publisher’s SEO strategy. Short-tail keywords are ideal for generating awareness and attracting a broad audience.
Example 3: Breaking News and Trending Topics
When news breaks in India, especially around key events such as general elections, cricket tournaments, or Bollywood releases, using short-tail keywords like “Indian elections,” “IPL,” or “Bollywood movies” can help capture a large audience. These terms have high search volumes, particularly around such events, and can drive significant traffic to a news publisher’s website.
For instance, during the IPL season, short-tail keywords like “IPL scores” or “IPL schedule” have extremely high search volumes. News publishers should ensure they are covering these trending topics, using short-tail keywords to capture the attention of users looking for updates.
Balancing Short-Tail and Long-Tail Keywords
An effective keyword strategy for Indian news publishers involves striking a balance between short-tail and long-tail keywords. Here’s how to integrate both:
- Attract Broad Traffic with Short-Tail Keywords: Use short-tail keywords for high-traffic pages or breaking news. For example, “Diwali news” or “IPL updates” can serve as umbrella keywords for broader coverage. These keywords will bring in readers who are generally interested in these topics but might not be looking for anything specific.
- Convert with Long-Tail Keywords: Once users land on your page, long-tail keywords come into play by targeting specific searches. Articles with titles like “best budget smartphones for Diwali shopping” or “eco-friendly Holi color brands in 2024” provide depth, catering to readers with clear intent to take action, whether it’s buying a product or learning something specific.
- Geo-Targeting with Long-Tail Keywords: India’s regional diversity offers an opportunity to geo-target content using long-tail keywords. For instance, “Diwali celebration ideas in Gujarat” or “Durga Puja recipes for West Bengal” help publishers reach local audiences more effectively than a general term like “Diwali celebration.”
- Topic Clusters: Develop topic clusters by creating a central article based on a short-tail keyword and surrounding it with more focused long-tail keyword articles. For example, an article titled “How to Celebrate Diwali” could be supported by related long-tail articles such as “Top 10 Diwali decoration ideas for 2024” or “Traditional Diwali sweets recipes.”
Tools to Identify Long-Tail Keywords
News publishers should use SEO tools to identify relevant long-tail keywords for the Indian market. Tools like Google Keyword Planner, SEMrush, or Ubersuggest can help find long-tail keywords with low competition and decent search volumes.
Additionally, using Google Trends to monitor the popularity of short-tail keywords in India can help news publishers stay on top of trending topics, which are essential for real-time content and breaking news.
With a rapidly growing digital audience, India offers unique opportunities for news publishers to capitalize on both short-tail and long-tail keywords. While short-tail keywords help capture the broader attention of readers, long-tail keywords can effectively target specific queries, providing valuable content to users who are looking for detailed information.
For Indian news publishers, using a combination of these keyword strategies will not only boost organic traffic but also improve audience engagement and affiliate conversions. By understanding the behavior of Indian internet users and their search preferences, publishers can better serve their audiences and grow their digital footprint in this competitive landscape.
