When it comes to SEO and paid ads, you’ll often hear two keyword terms pop up: long tail and broad match. They might sound like jargon, but understanding the difference is key to running smarter campaigns and creating content that actually connects with your audience.
Let’s start with long tail keywords. These are those longer, highly specific phrases – usually four or more words, that describe exactly what someone is looking for. For example, instead of typing “interior paint,” a shopper might search for “Sherwin-Williams flat eggplant paint”. That’s a long tail keyword.
Do they bring in as much traffic? Not usually. But here’s the magic: the traffic they do bring tends to be more qualified. Someone searching for “boys’ size 12 maroon t-shirt” knows exactly what they want, and they’re much more likely to buy. Long tail keywords also mean less competition, which makes it easier to rank higher in organic search and spend less on paid clicks. They’re basically the sweet spot for small and mid-sized businesses trying to compete with bigger players.
Now, compare that with broad keywords. These are shorter, often just one to three words—like “interior paint”. Because they’re so general, they generate a huge range of results. If you’re running a broad match ad for “interior paint,” your ad could show up for related (and sometimes totally unrelated) searches like “Interior primer paint” or even “paint brushes”. That can drive visibility, but it can also mean wasted clicks and higher costs if you’re not careful.
So which is better? It depends on your goal. Think of it this way:
- Long tail keywords = quality. Less traffic overall, but better chances of converting.
- Broad keywords = quantity. More traffic and visibility, but less control over relevance.
The smartest strategy often blends both. Use broad keywords when you want reach and awareness, and lean on long tail keywords when you’re ready to capture buyers who know exactly what they’re after.
At the end of the day, it’s not about choosing one over the other, it’s about knowing how each works and using them intentionally to meet your business goals.