Hi, Marshall and Gary here,

Before we jump in and start developing a keyword list for a small business, we need to understand some of the associated keyword terminology.

We commonly refer to basic or top level keywords. This simply means the ones you have selected first are the obvious ones that relate directly to the description of the product or service you offer. For example, if you were in the Golf market, you would have a basic or top level list that would include golf, golfing and golfers. These are also an example of what’s referred to as single keywords.

Short tail keywords represent the next level. These contain two words. For example, golf course, golfing tuition and golfers guide.

Now long tail keywords (or keyword phrases) are those that usually contain 3 or more connected keywords. For example golf course design, golfing tuition videos, golfers guide to putting. Long tail keywords are generally more descriptive and are more targeted to specific market niche.

Related keywords are those that broaden the range of market sectors that you can target. For example, again using golf, related keywords may include, sport, outdoor activities, hobbies and recreation.

You may hear a reference to deep keywords. These are simply those that drill down deep into a particular niche market. For example golf can be drilled down into men’s golf and ladies golf, left handed men’s golf, right handed men’s golf, left handed ladies golf, right handed ladies golf, right handed men’s golf driving, right handed men’s golf putting, etc etc. We think you get the idea.

A negative keyword is also an important concept to understand. An example of this would be words like free, cheap, second hand, near new and bargain. Even though these words when combined with your basic (top level) or long tail keywords may attract a healthy search volume, you generally don’t want to have them related to your product or service.

So now that you are armed with the basic terminology it is time to develop your basic or top level keyword list. The starting point is simply to identify the broader market that you serve. For example if you were a dental surgeon you would start with, dentist, dentistry and dental. These are good examples of single keywords.  The next level down is short tail keywords that could include, dental surgery, paediatric dentistry, dental surgeon and family dentist.

In the next post we will look at how to expand your keyword list to include long tail and keyword phrases and look at how to go broad and deep.

Your business buddies
Marshall and Gary