Keyword, is a word or phrase that users type into search engines to find information, products, or services. It is the core targeting unit of SEO efforts.
Keywords are analyzed according to different classifications:
- Length: Short-tail (1-2 words, broad and competitive) and long-tail (3+ words, niche and targeted).
- Intent: Informational, navigational, transactional, commercial investigation.
- Brand: Terms that include a brand name and those that do not.
- Locality: Terms that include geographic modifiers such as “near me.”
To choose the right keyword, Search Volume, competition (KD), CPC, and intent metrics are evaluated together. Instead of a high-volume term with high competition, a niche term that is closer to conversion is often more efficient.
Tip: Rather than trying to target too many keywords on the same page, assign one primary keyword + a few supporting keywords to each page. This prevents cannibalization and helps you produce focused content.