Head Keywords are very competitive, usually weakly targeted keywords with a high number of searches. Usually either one word, or two word phrases, such as ?lawyers,? ?Portland dentists,? etc. See also: keyword, long-tail keywords.
What are Head Keywords?
Head keywords represent the focal, broad-level queries people use—think “shoes,” “insurance,” or “travel.” Because they are general, they tend to attract large search volumes but also face stiff competition.
These keywords are foundational for topical structure. Many sites use head keywords to anchor category or pillar pages, which then link out to more specific (long-tail) content. In this way, head keywords help shape how content clusters or hierarchies are built.
Because head keywords are so general, they often pull in mixed intent—some visitors might browse, others compare, few may be ready to convert. For new or niche sites, ranking directly for head keywords may be very difficult. But aiming for them can support brand visibility and drive broader traffic (with secondary, more specific content capturing conversion-oriented searches).
In practice, a sound SEO strategy balances head keywords with mid-tail and long-tail terms. Use head keywords for awareness and visibility, and long-tail phrases to capture intent and conversions.
Frequently Asked Questions
- Are head keywords the same as short-tail keywords?
Yes—they’re often used interchangeably. Head keywords are short, broad terms. - Why are head keywords so competitive?
Because many websites target them, and their general nature draws high volume, making ranking difficult. - Should small businesses try to rank for head keywords?
They can aim for them, but it’s usually more realistic to target long-tail or niche variations first. - Do head keywords convert well?
Not usually. Because they’re broad, they often capture people in early search stages who aren’t ready to act. - Where should I use head keywords on my page?
In title tags, H1 headings, introductory paragraphs, and URL slugs—where it makes sense and reads naturally. - How many head keywords should a page target?
Ideally one head keyword per page. You don’t want your content to compete with itself or confuse search relevance. - Do head keywords become outdated?
Yes. Trends change, search behavior evolves. You should revisit and refresh head keywords periodically.