• Impact Web Design

2/6 The 3 Types Of Keywords In SEO

Updated: Aug 26, 2021

In natural referencing, there are 3 categories of keywords:

  1. Short-Tail Keywords

  2. Medium-Tail Keywords

  3. Long-Tail Keywords

  4. No Blah-Blah


1. Short Tail Keywords

Made up of a single word , they benefit from a very high search volume and therefore logically, from a lot of competition. Example: “Car” or “Jacket”.

The problem with these generic keywords is that they usually don't convert very well. The intentions of Internet users are very different. When a person searches “Jacket” on Google, they will find websites selling different types of jackets: leather, velvet, for sport, skiing, a wedding, gardening... Suffice it to say, finding a position in all of this is quite difficult.

2. Medium Tail Keywords

Composed of 2 to 3 words (maximum), they have a high search volume but a considerably lower volume when compared to generic keywords (at least 2,000 monthly searches).

They are more precise and specific, such as "electric vehicle" or "suit jacket." The competition is reduced, and you have a better chance of positioning yourself. To position yourself on the top page of Google for these targeted keywords, you will need to generate high-quality content and obtain a modest number of backlinks.

Be aware, I'm not suggesting they're challenging to access; rather, it's very interesting to target short keywords on a more specific niche while working hard on its content.

3. Long Tail Keywords

They are usually composed of four or more words and are highly specialised. Long-tail keywords include phrases like "study digital marketing online" or "affordable student vehicle."

These keywords are not often searched on a monthly basis (typically 30 to 400 searches per month). However, when these keywords are combined, they generate a significant amount of traffic! Long-tail keywords are also less competitive since they are not in high demand.

The best aspect about these keywords, though, is that they attract highly qualified traffic. Despite the fact that they perform few monthly searches, those that search for its keywords have a specific goal and are generally your target audience. Although the traffic is smaller, the conversion rate is greater.


Before proceeding, bear in mind that your keywords do not have to be directly connected to the product or service you are selling. This is a common mistake made by business owners. You should also consider secondary intentions!

Remember that product keywords are generally very competitive, and that your potential customers aren't just looking for what you're selling. For example, if you own an e-commerce site that offers aquarium, you may target the following secondary keywords:


Not only:

  • Cheap aquarium

  • Buying an aquarium

  • Best aquarium

This is the Impact Web Design approach. If you can persuade your reader with great content that is not commercial and adds value, this reader is extremely likely to buy your product one day.