Keyword Phrases

The Foundation of Good SEO

Starts with Optimized Keywords

Keywords are the foundation of the off-site and on-site content for your business. Simply put, your website should be dedicated to promoting the right Keywords and the correct Keyword Phrases for the services or products you offer. You also need to consider how your customers will search for your services or products online. Think of your Business’s Keywords as being grouped into two distinct categories: Broad Keywords and Long-Tail Keywords.

Anatomy of a Search

User Search

Potential clients use Keyword Phrases to search for a particular service on search engines like Google.

User Submits Search
Search Engine Crawl

Search Engines then take the Keyword Phrases and find the local businesses that are most relevant.

Search Crawlers Scan the Submission
Search Engine Results

The Search Engine returns a list of local businesses that have the best score for that Keyword Phrase.

Relevant Results are Returned

Broad & Long-Tail Keywords

Broad Keywords are inherently general and therefore they are more competitive. A marketing campaign focused on Broad Keywords will result in more generalized and less specific traffic. Your conversion rate will be lower than with Long-Tail Keywords as the broad scope of your Keywords increases the chances of not being exactly what the searcher was looking for.

Broad Keywords

Broad Keywords are more general and therefore, they are more competitive. A marketing campaign focused on Broad Keywords will result in more general traffic. However, your conversion rate will be lower as the broad scope of your Keywords increases the chances of not being exactly what the search user was looking for.

Examples of Broad Keywords
  • Plumber
  • Clothes
  • Cleaning
  • Restaurant
  • Handyman
  • General Contractor
Long-tail Keywords

Long-Tail Keywords are more precise and focused on finding a particular client. They include a string of Keywords, where each keyword further filters the search criteria to pinpoint looking specifically for your product or service.

Examples of Broad Keywords
  • Reliable Residential Plumber
  • Women’s Winter Clothes
  • Professional Office Cleaning Services
  • Authentic Italian Restaurant Near Me
  • Affordable Local Handyman
  • Licensed General Contractor for Kitchen Remodel