There is no single recipe for keywords. There are two major types of keywords – longtail and broad – and both of these can power your site higher in the search engine results pages (SERPs).
These are generic keywords. These broad keywords have very high search volume but given their high search volume there is high competition for these and it is more difficult to rank for one of these keywords. ‘Cat’ is an example of a broad keyword.
In comparison longtail keywords are narrower in focus. They have more words in a single keyword phrase. Since less number of websites is trying to get ranking for these longer keyword phrases, you can find it is a little easier to get high SERP position for these. An example of a long tail keyword phrase could be “”best cat training guide.”
Which Keywords I should use?
For getting the best results, it is recommended that you make use of both the types of keywords when you are creating content for your website. At times, you will be left with no option but to use a particular type and at times you will select both types on purpose.
One example could be the registering a domain or a web 2.0 blog. It might be difficult to find the exact domain name for a broad keyword because most of the broad keyword domain names are already snapped up by others. In such a case you will sift through your keyword list and get a domain name matching one of the longtail keywords in your keyword list.
There will be certain cases where you just want to be at the top of the SERP rankings – in such situations you will be left with no option but to choose a longtail keyword on purpose, irrespective of whether it is a domain name or a web 2.0 property.
Many internet marketers have recommended longtail keywords strongly. It is true that most of the longtail versions will bet less search volume but if you mange to get ranked higher in the SERP for those longtail keyword phrases, there are high chances that you might be dominating authority in that niche because your competitors might have tried to rank for a few broad keywords phrases only.
Important thing is that consumers always type in search field the longtail keyword phrases when they are looking to buy something. Extending our previous example, if someone is willing to spend some money on cat training guide, he will most likely search with a a longer keyword version.
From another perspective, when someone just types the word dog in the search field, we are not sure whether he wants a pet dog, pictures of dogs, other facts about a dog or even in the meanings of dog in slang which is reserved for someone who regularly mistreats his girlfriend. You simply can not be sure of the visitors’s purpose, therefore, the traffic will not be targeted and may potentially be worthless.