Keywords
Keywords are the words and phrases people type into search engines when they look for information, products, or services. They are the foundation of every SEO strategy: keyword research drives decisions about website content, page structure, and ad campaigns. Common types include short-tail, long-tail, branded, informational, and transactional keywords.
Choosing the right keywords decides whether your website reaches the right audience at all:
- 95% of all search queries in the US get fewer than 10 searches a month. An analysis of a database of 4 billion keywords shows that long-tail keywords make up the vast majority of search volume (Ahrefs – Long-tail Keywords Study)
- The top result on Google gets 27.6% of all clicks. A study of 4 million search results found that the top three positions together get 54.4% of clicks, and only 0.63% of users click a result on the second page (Backlinko – Google CTR Study)
- The average page ranking #1 also ranks in the top 10 for roughly 1,000 other keywords. A well-chosen primary keyword brings visibility for hundreds of related queries, too (Ahrefs – Also Rank For Study)
- 58.5% of US searches end without a click on any result. That makes optimizing for featured snippets and structured data even more important (SparkToro / Datos – Zero-Click Search Study, 2024)
FAQ
What is the difference between short-tail and long-tail keywords?
Short-tail keywords are short, broad terms (e.g., “shoes”) with high search volume but fierce competition. Long-tail keywords are more specific phrases (e.g., “women’s road running shoes”) with lower volume but a much higher conversion rate. According to Ahrefs, long-tail keywords make up 95% of all queries (Ahrefs).
How often should I update my keyword strategy?
Search behavior keeps changing. A 2024 study by SparkToro and Datos (130,000 devices) showed that the share of zero-click searches is growing. We recommend reviewing your strategy at least once a quarter and responding to seasonal trends and search engine algorithm updates.
Is it enough to optimize a page for one keyword?
No. Ahrefs analyzed 3 million search queries and found that the page ranking #1 also ranks in the top 10 for about 1,000 other keywords on average. What matters is choosing the right core topic and covering related queries naturally (Ahrefs).
Sources:
- Ahrefs – Long-tail Keywords Study – analysis of a database of 4 billion keywords
- Backlinko – Google CTR Study – analysis of 4 million search results
- Ahrefs – Also Rank For Study – study of 3 million queries
- SparkToro / Datos – Zero-Click Search Study (2024) – data from 130,000 devices
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