What is a Keyword?

A keyword is the fundamental term or phrase that defines specific content and by which a website will be positioned by the search engines.

These are the words that a user normally enters in a search engine to locate something in particular and, therefore, we want our pages to appear as high as possible in the ranking of results that are displayed.

As we have already indicated, keywords can be terms or phrases (that is, a set of several words).

It is essential that the pages that we want to position in the search engines for certain keywords, must include these keywords in their content. Otherwise, it will be difficult to establish a link between the keyword and the content of that page.


Depending on their length and their level of detail, the keywords can be of two types:

  1. Keywords head tail / short tail: These are more generic keywords, which respond to broader themes. Due to this, they tend to have a higher number of searches and tend to provide a greater number of visits. An example could be: “cars”.
  2. Keywords long tail:  These are those keywords, usually longer, which include much more specific, less generic, information. Due to this, they tend to have fewer searches and provide fewer visits. In contrast to the head / short tail, an example of a long tail keyword could be: “cheap used cars”.

Positioning by head tail keywords usually brings more visits from the  search engines, although they are not necessarily going to be quality visits.

Long tail keywords, by including more precise information, usually provide fewer visits, but of a higher quality (a user is more likely to find cheap used  cars on a website that positions by the keyword ” cheap used cars” than one that positions simply by the term “cars “. The latter could well be an opinion forum or the site of a dealer that sells new vehicles.)

It is recommended having a good balance in positioning both head tail keywords and long tail keywords.