Variant topics are the different ways a topic can be expressed as a search query through the reordering of words and adding modifiers for specificity.
Variants are essential to:
- Understanding search potential through the volume of the synonyms.
- Surfacing different user intents.
- Building supporting content for cluster creation.
Two Types of Variants
Topic variants can be either short-tail or long-tail. Short-tail are referred to in this manner because the phrase tends to be short in length. These terms are characterized by:
- Typically having a broad intent.
- Higher volume.
- Usually works as a foundation for a cluster.
- Higher likelihood of unqualified traffic.
“Photo editing software” is one example of a short-tail variant.
On the other hand, long-tail variants:
- Display more specific intent.
- Have lower search volume.
- Can support a cluster.
- Are more likely to bring of qualified traffic.
“Free photo editing software for Android” is an example of a long-tail variant.