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We can classify keywords and search phrases on the basis of their search volume. Here, we dis-
tinguish three groups as shown in the graph below.

Words with a very high search volume. This is part A of the graph. The number of search
words with a high search volume is usually limited and there is a lot of competition. We
call the A part the short tail

In the middle, we find part B. These are keywords with a considerable search volume, so
the competition will be somewhat less than in part A.

Part C is called the long tail. This part contains the most keywords and the competition
is often limited..

A

Volume The short tail

B

C

The long tail
Keywords

The graph shows that there are more keywords in the long tail than in the short tail.

When choosing keywords, it is wise to choose a mix from parts A, B and C. If there is a lot of
competition, choose more keywords from the long tail. 70% of the search queries are long tail
and you can benefit from this. Keywords with low search volumes are often specific keywords.
The keywords "iPad with green case" are much more specific than "iPad". If your page is set up
for these specific keywords, it is likely that your visitors appreciate this. After all, they arrive at a
page that exactly meets their specific search query. This will have a positive effect on conversion.

With high keyword competition, look for words and phrases that are used less frequently, but
do have a good volume: the long tail keywords

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