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As a general rule, when one is just starting on SEO, it’s best to stay away from broad or general keywords because these are generally more competitive. Since general keywords have a larger search volume, lots of SEO engineers are trying to optimize for the same keyword. As you will see next in Section 4.3.1, it’s a more effective strategy to focus on more specific and less competitive keywords which are called long-tail keywords; these will be explained in more detail in the following Section. 4.3.1 Long-tail Keywords Long-tail keywords are those search queries that contain three or more words; these are more descriptive and are generally much easier to rank for. Therefore, long-tail keywords should represent the bulk of any keyword generation and SEO efforts. Figure 4.8 shows an example of how long-tail keywords relate to more popular, high volume keywords. As you can see, the more popular keyword vacation has a USA monthly search volume of 13,600,000 compared to 1,300 for the long-tail keyword best all inclusive vacation packages. vacation packages: 1,220,000 2012 all inclusive spring break vacation packages: 96 great vacation packages: 12,000 canada vacation packages: 3,600 best all inclusive vacation packages: 1,300 Long-tail keywords vacation: 13,600,000 Figure 4.8: An example of long-tail keywords. Even though general keywords tend to have larger search volumes, more specific keywords (long-tail keywords) as a group, can generate a significant search volume, sometimes more than general search queries. And when applying SEO on your site, it’s easier to rank for these more specific keywords than it is for the more popular ones. Again, unless you have the 56PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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