What Keywords Are Your Potential Customers Using?

A big piece of the inbound marketing puzzle is SEO and content. At the center of those pieces are keywords. But when I - as an Inbound Marketer - am putting together campaigns, strategies, and content calendars, I'm often asked, How can you tell people are using or searching for certain keywords?

There's a plethora of blogs on SEO and keywords out there – but not much on this specific topic, hence this blog. And because I’m a “the more details the better” kind of girl – I’m going to take a few steps back and start at the beginning, so you’re equipped with as much knowledge as possible.
So, What is a Keyword?

Technically speaking, a keyword is “an informative word used in an information retrieval system to indicate content of a document.” Thanks, Google. Now, in English; a keyword – in HubSpot’s words – is most often, “a word or phrase that is a topic of significance.” 

Seems pretty simple, right? It is – although you should know there are four different kinds of keywords:
1. Broad Keywords are shorter words – most often one word on its own. Although these keywords are easily applied to your industry or company, they are likely easily applied to many companies within your industry.
2. Fat Head Keywords are similar to broad keywords but are usually made up of two or three general, broad keyword.
3. Chunky Middle Keywords are where those keywords that are most competitive and least competitive cross over. Jabez LeBret describes them as the “keywords and phrases that real potential customers are typing into search engines everyday.”
4. Long-Tail Keywords are typically longer phrases or a series of words that are a bit more specific to who you are – both your company and within your industry.

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