Definition
A query for the term “marketing.”
Query or search query refers to words (search terms) that are typed into a search engine in order to get information from the Internet. [1]
A query, which normally includes a keyword or keyword phrase, initiates a search and results in a search engine results page (SERP) with both organic (unpaid) and paid listings. [1][2]
Head terms are search terms that are short, popular, and straightforward (e.g. helicopter skiing). They’re called “head terms” based on a bell-curve distribution of keyword usage that displays the high numbers of most-used terms at the “head” end of the bell curve graph.
Tail terms (or long-tail terms) are search terms that are very specific, long phrases that include one or more modifiers, such as cheapest helicopter skiing near Banff BC. [3]
They’re called “tail terms” based on a bell-curve distribution of keyword usage that displays the low numbers of little-used terms at the “tail” end of the bell curve graph. Although long, specific, and lesser-used tail terms have low CTRs, they are less competitive (and therefore cheaper) and often catch buyers at the end of the purchase decision process. This means that, even with low click-through numbers, tail terms can have good conversion rates. [3]
References
- Cambridge Dictionary, SEARCH QUERY | English meaning – Cambridge Dictionary
- American Marketing Association, AMA Dictionary.
- SEMPO (Search Engine Marketing Professional Organization), SEM Glossary.