Broad keywords

Broad keywords, refer to searches that have a general intent and often consist of one or two words. They are often more competitive compared to long-tail keywords, but can attract a larger search volume because of their general nature.

The use of broad keywords at SEO requires a thoughtful approach. Due to their broad and general nature, while they can have a high search volume, they can also have a low conversion yield. This is because users searching on these terms are often still in the exploratory phase of their search engine-travel and are not yet ready to make a purchase or perform an action. It is therefore essential to strategically combine these keywords with more specific search terms to increase the user experience and relevance.

In addition, it can optimise for broad keywords be challenging because of high competition in the organic results. Often, large companies and established brands will take the top positions for these terms. Yet, with a combination of quality content, a solid backlink-profile, and a focus on user experience, it is possible to get visibility for these general terms. However, it is always advisable to have a balanced SEO strategy that includes both broad and specific search terms.