What is a midtail keyword?
The term midtail keyword is defined as follows:
A mid-tail keyword is a compromise between the two extremes: the highly competitive, highly sought-after short-tail keywords and the less competitive, longer, more conversion-oriented long-tail keywords. For the short-tail keyword “shoes” and the long-tail keyword “shoes women fall ankle boots leather”, the mid-tail keyword would be “shoes women fall”. A mid-tail keyword is two to three words long.
The use of mid-tail keywords can be particularly interesting for Amazon Advertising, formerly Amazon Marketing Services, as the more precise definition of Amazon keywords allows campaigns to be controlled in a more targeted manner. When using short-tail keywords in manual Sponsored Products campaigns, the match type “Broad” is usually selected in order to cover a wide range of search queries. However, this approach also leads to the campaigns generating wastage, and without targeted controlling, potential is wasted with this type of campaign. When creating Amazon advertising campaigns with mid-tail keywords, it is advisable to select the “Phrase” match type.
Influence Amazon ranking with mid-tail keywords
When optimizing the Amazon product detail page, it can be worthwhile to target mid-tail keyword search queries by precisely mapping these “phrase search queries”. Amazon measures its own product listing with a higher relevance. For example, if a customer searches for the mid-tail keyword “small purse ladies” and this search query appears as a phrase in the bullet points or the product description, the item is assigned a higher relevance to the search query.
The most frequently used mid-tail keywords can be found using Amazon’s auto-suggestion function. Amazon’s auto-suggest shows the most frequent search queries of users. This approach allows the most frequent search queries to be identified.
