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Types of Keywords

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Digital Marketing - Study Notes:

Keyword research

Keyword research is the process of discovering the keywords used by potential customers to find your products. You can then pick the most relevant keywords within your reach that have a good search volume.

Benefits of keyword research

Keyword research helps to inform your content development. You can use the findings from your keyword research to decide on themes for your content. If you base your content on high ranking keywords, it is more likely to appear in search results. Keyword research allows you to:

  • Get the right kind of visitors to your site.
  • Identify keywords with high search volume to use as a guide to content topics.
  • Identify content gaps on your website by comparing new keyword topics to your existing content topics.
  • Provide unbiased statistical rationale for pursuing content themes.
  • Identify new opportunities with emerging themes and trends based on what people are searching for.
  • Use SEO difficulty metrics to identify quick wins and high impact opportunities.

Long-tail and short-tail keywords

Long-tail keyword are specific keyword terms containing many words. They are easier to rank and convert, but harder to research. They have lower individual keyword search volume, but higher collective keyword search volume. They require more in-depth content, and a greater amount of it, because there are so many brands competing for these searches. So, in order to be noticed and ranked by Google, you’ll need to produce a lot of in-depth content.

Short-tail keywords are broad keywords with just a few words in the keyword. They are harder to rank and convert, but easier to research. They have a higher individual keyword search volume, but lower collective keyword search volume.

It’s worth noting that approximately 70% of all search traffic comes collectively from long-tail keywords. Searchers tend to be more detailed with their searches because they are looking for specific results in as little time as possible.

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Will Francis

Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.

Connect with him on Twitter (X) or LinkedIn.

By the end of this topic, you should be able to:

  • Identify the benefits of using personas in content marketing 
  • Critically analyse the relationship between buyer personas, target audience and content marketing 
  • Systematically analyse techniques for sharing and promoting content and for measuring content performance


    Content Marketing
    Will Francis
    Skills Expert

    This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.

    You will learn how to:

    • Apply best practices for developing and enhancing content throughout a content marketing campaign
    • Create buyer personas for use in content development
    • Develop a content brief
    • Conduct keyword research to inform a content strategy
    • Curate, personalize, and repurpose content
    • Craft a brand story
    • Schedule content development and publication
    • Promote content
    • Measure and analyze content performance

    Approximate learning time: 3 hours