Everyone wants to rank number one on Google, which is exactly why everyone cannot rank number one. That’s where SEO (Search Engine Optimisation) comes into play.
A keyword doesn’t need to be a single word. For example, when a user searches for ‘WordPress themes’, he may be expecting a search engine to display various perspectives of WordPress themes, such as: What is a WordPress theme?, From where can I download it?, How to install it or upload it to a website? or How to design WordPress themes? As you can see, there are multiple things that are covered in the broad keyword phrase of ‘WordPress themes’.
The shorter the keyword, the broader the range of results will be. In other words, shorter keywords are typed into Google much more often and are, therefore, more competitive.
Let’s look at the next example, which is the following keyword phrase: ‘WordPress themes for a blog’. This is a somewhat lengthy or long-tail keyword, but it is too specific or narrow in terms of ‘meaning’. This lengthy keyword tells a search engine that the user needs ‘WordPress themes for a blog’ and not for a ‘portfolio site’ or not for some ‘news website’ or ‘review website’.
A very long-tail keywords phrase would be ‘Free responsive WordPress themes for blog’. This is too specific or very narrow in terms of targeting the audience.
These three different search phrases show you exactly why long-tail keywords are critical to your SEO campaign if you are looking for highly targeted traffic. When you search for ‘WordPress themes’, you will get a lot of unrelated results compared to when you search for ‘free responsive WordPress themes for a blog’. If your company is trying to market free responsible WordPress themes for a blog, then your content should be SEO’d to reflect this.