During your SEO campaign set up you come to a point where you brainstorm on keywords to target giving search engines something to rank you for. Effective keyword research will allow you to find that broad search terms like “SEO” will receive more traffic due to the broad range of phrases that can be made using that one word. A long tail search phrase like “Learn How To Do SEO” which is more specific in what the searcher was looking for.
The challenge of broad search terms in any SEO campaigns is the amount of competition you will have trying to target the same term. Using long tail search phrases you will find a lot less competition and you will find a higher conversion rate on the searches that do find you. Keep in consideration Google and most search engines do not recognize certain words as search query words. “?” “if” “for” “a” are examples of words and grammar that they don’t recognize.
If your website has a product or service to offer chances are you can set your website with keywords getting more specific as a searcher clicks deeper into the site. On your home page should contain the most used search terms and the broadest of all the terms brainstormed by you.