Keywords are the specific words and phrases people type into search engines when looking for information. They serve as the bridge between what people are searching for and the content you provide on your website.
What you’ll learn:
- The difference between “head terms” and “long-tail” keywords.
- Why different types of keywords have varying levels of competition.
- How to begin organizing your keyword strategy.
- How to identify potential keywords for your content.
Search engines process millions of different search queries every day, ranging from single words to detailed phrases. These search terms generally fall into two main categories:
- Short, broad keywords (usually 1-3 words).
- Cover general topics with wide appeal.
- Examples: “cookie recipe,” “running shoes,” or “WordPress themes.”
- Typically have high search volume but also high competition.
- Longer, more specific phrases (usually 3+ words).
- Target narrower topics with specific intent.
- Examples: “gluten-free chocolate chip cookie recipe” or “women’s trail running shoes for wide feet.”
- Generally have lower search volume but less competition.
While head terms might attract more total searches, long-tail keywords often convert better because they match more specific user needs.
Head terms with broader meaning typically face more competition from other websites, making them more challenging to rank for in search results. For example, ranking for “cookie recipe” means competing with thousands of recipe websites.
Long-tail keywords, though searched less frequently, often provide better opportunities to rank higher because:
- They have fewer competing pages.
- They match more specific user intent.
- They often indicate users who are further along in their decision-making process.
Tip: A balanced keyword strategy includes both head terms and long-tail keywords to capture different types of search traffic.
Now it’s time to start building your keyword list for the content you selected earlier:
- Create a document to organize your keywords (using a spreadsheet, text document, or even pen and paper).
- Identify 1-2 generic head terms related to your topic and place them at the top of your document in separate columns.
- Don’t worry about creating an extensive list yet—you’ll expand on these terms in later exercises.
This initial list will serve as the foundation for your keyword research in the next lesson, where you’ll learn how to find specific long-tail keywords that people are actually searching for.
