Keywords are some of the most common targets of an SEO expert. They constitute short phrases, sets of words and, in some cases, a single word, which people search for on the web.
For instance, someone seeking a pet shop in West London might enter “dog store Fulham” into Google. These are the keywords for that search. One or two-word keywords are often termed “short-tail” keywords, while longer search terms will be called “long-tail” keywords.
SEO experts compete to make the websites they represent feature higher on Google’s SERPs listings when certain keywords are typed in (which are relevant to the website or brand being represented). In general, the larger the volume of certain keyword searches, the greater the competition to rank for that keyword.
