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What Is Keyword?
SEO
Quick Answer
Keywords are the specific words and phrases people type into search engines — the foundation of SEO, since a page can only rank for a search term if it actually addresses what that term means.
Keywords vs. Long-Tail Keywords — What's the Difference?
| Keywords | Long-Tail Keywords | |
|---|---|---|
| Length | Often short, broad | Longer, more specific phrases |
| Competition | Higher | Lower |
| Example | "plumber" | "emergency plumber open now near me" |
Why Do Keywords Matter for a Small Business?
- Targeting the right keywords means your content actually matches what your real customers search.
- Long-tail keywords are often more achievable for a small business to rank for than broad, highly competitive ones.
How Does Keyword Research Work?
- List the actual questions and phrases your customers use, not just industry jargon.
- Use a free tool (Google's own autocomplete, or a dedicated keyword tool) to check search volume and competition.
- Prioritize specific, lower-competition phrases you can realistically rank for. See the full keyword research guide linked below for a step-by-step process.
Key Takeaways
- Keywords are the actual words your customers search.
- Long-tail keywords are usually more realistic targets for a small business.
- One primary keyword per page keeps content focused and rankable.
How NetNav Helps
NetNav identifies which keywords your current content is realistically positioned to rank for, and which gaps exist.
Frequently Asked Questions
What are long-tail keywords?
Longer, more specific search phrases — they typically have lower search volume individually but are easier to rank for and often convert better.
Do I need expensive tools for keyword research?
No — Google's own autocomplete and "People Also Ask" results are free and reveal real search behavior.
How many keywords should one page target?
Usually one primary keyword per page, with a few closely related terms naturally included — targeting too many dilutes relevance for all of them.