Keywords, long-tail keywords, and focus keywords are central terms in the field of search engine optimization (SEO). They help to structure content in a way that makes it easier for search engines like Google to find and index it.
Keywords are terms or phrases that users enter into a search engine to find specific information. For website operators, it is important to incorporate relevant keywords into their content to increase visibility for appropriate search queries. Keywords should be placed meaningfully in both the text and in headings, meta tags, and image descriptions.
Long-tail keywords are longer, more specific search terms that often consist of three or more words. They tend to have a lower search volume than general keywords, but usually have a higher conversion rate. This is because long-tail keywords reflect more targeted search intentions. For example: while “shoes” is a general keyword, “red running shoes for women size 38” would be a long-tail keyword. They are particularly suitable for niche markets or to address more specific target audiences.
Focus keyword (also: focus key phrase) refers to the central keyword that a specific piece of content is optimized for. It should appear in the URL, the page title, the headings, and several times in the text – but without keyword stuffing. The focus is on relevance and natural integration.
The targeted use of these three elements significantly contributes to the SEO strategy. Good keyword research forms the foundation for successful content. Tools like Google Keyword Planner, Ubersuggest, or Ahrefs help to identify suitable keywords and long-tail keywords, thereby greatly improving discoverability in search engines.