Mastering Keyword Strategy: Big, Middle, and Small Keywords Explained
When I discuss SEO strategies with our clients, or even when we get into a general discussion of keywords within the context of ranking them on the search engines, we will almost definately need to talk about Big, Middle and Small keywords.
Any keywords that you end up choosing to create your content will end up in one of the Big, Middle or Small keyword buckets, so it is important to get our basics right.
Navigating the world of SEO requires a robust keyword strategy. Depending on your current site and your strategy, there are times that using one of these keyword types will have more impact than the other.
Understanding the differences between Big, Middle, and Small Keywords can significantly impact your site's visibility and conversion rates. I still (and think will continue to) meet people that are not sure of what these terms mean or how to differentiate them, so I hope this post can start as a starting point to understanding big, middle and small keywords better.
Table of Contents
- Basic Concepts
- Competition Levels
- User Intent
- Content Strategy
- Keyword Research Tools
- Types of Content for Middle Keywords
- Conversion Rates Across Keyword Types
- Competitiveness of Big Keywords
- How Long Until You See Results For Each Keyword Type
- Wrapping Up
Basic Concepts
Big Keywords
Big Keywords are typically single words or short phrases that receive over 10,000 searches per month. While they attract broad audiences, they often lack specific user intent, making them highly competitive and challenging for smaller sites to rank for.
Middle Keywords
These keywords have a search volume ranging from 1,000 to 10,000 searches per month. Middle Keywords usually consist of two or three words and offer a more balanced competition level compared to Big Keywords, making them an attractive target for many businesses.
Small Keywords (Long-tail)
Small Keywords, or Long-tail Keywords, receive up to 1,000 searches per month. These are more specific phrases that clearly indicate user intent and often lead to higher conversion rates. They are the easiest to rank for, particularly for new websites or those with lower authority.
Over 90% of all search queries are small keywords. However, small keywords are responsible for only around 3% of the total search volume. 1
A common misunderstanding is that Small Keywords are more words than other keywords. It is common to see long Small Keywords, but it is not necessarily so. The point is how specific the search keyword is.
For example, if you search for "dentist implant tokyo" you will get 810K results, while a search for "molar implant tokyo" will get you 247K results.
Competition Levels
Big Keywords
Due to their high search volume, Big Keywords are fiercely competitive. Major corporations and well-established sites often dominate these rankings, making it difficult for smaller or newer websites to compete.
Middle Keywords
Middle Keywords strike a balance between search volume and competition. They provide more attainable ranking opportunities than Big Keywords, especially for businesses looking to grow their online presence gradually.
Small Keywords
With lower competition, Small Keywords are a viable option for new or smaller sites aiming to build authority and improve search rankings. These keywords often represent a cost-effective strategy for gaining visibility.
Keywords have a competition and that results in what we call "keyword difficulty level". I have written a comprehensive guide about keyword difficulty here.
User Intent
Understanding user intent is crucial for effective keyword strategy. Big Keywords may attract traffic but often have unclear user intent, making it challenging to tailor content effectively. In contrast, Middle and Small Keywords present clearer intent, allowing for more targeted content creation.
Consider these two keywords: "cheap cars" and "cheap second hand cars in Tokyo".
"cheap cars" is a Big Keyword with a lot of traffic but because the nature of it being a Big Keyword, the intent is unclear: It might mean that the search is looking for average prices for a research, or just looking around for cheap cars.
On the other hand, "cheap second hand cars Tokyo" represents a Small Keyword which is specific and have clearer intent. It might still mean a researcher looking for car prices in Tokyo but it can also mean someone looking to buy a second hand car in Tokyo.
My colleague Geraldo wrote about Understanding User Intent in his blog post here
Content Strategy
Mix of All Keyword Types
A well-rounded SEO strategy incorporates Big, Middle, and Small Keywords. Focusing solely on Big Keywords can be inefficient due to high competition. Instead, leveraging a mix of all types can help maximize reach and conversion.
Targeting Smaller Keywords First
For newer sites, starting with Small Keywords can help build authority and organic traffic. As your site grows in authority, you can gradually shift focus to Middle and eventually Big Keywords.
This post about targeting mini-volume keywords by Grow & Convert has good data to show the effectiveness of targetting just the Small Keywords.
Focus on Audience Needs
Middle and Small Keywords naturally lend themselves to more specific content, which can drive engagement and conversion. Understanding your audience's needs allows you to create content that resonates and adds value.
As I wrote above, understanding your user intent, and pairing that with a Small Keyword strategy can be a potent way to get conversions.
Keyword Research Tools
Keyword research tools are essential for identifying relevant Big, Middle, and Small Keywords. These tools help analyze search volume, competition, and trends, enabling you to generate a comprehensive list of keywords based on relevance, search volume, and difficulty.
One of my favourite tool is Kafkai (can't help it, can't I?). It allows me to look at the keywords alongside it's ranking versus my competitors, while also giving me access to other keyword data such as search volume and competition.
Types of Content for Middle Keywords
Middle Keywords are ideal for longer-form blog posts, product comparisons, how-to guides, and targeted informational content. These content types allow for deeper discussions and cater to specific user queries, enhancing engagement and authority.
Conversion Rates Across Keyword Types
Small (Long-tail) Keywords
Small Keywords often boast the highest conversion rates, around 36% 1, due to their specificity and clear user intent. They indicate higher purchase intent, making them a valuable target for businesses.
Middle Keywords
Middle Keywords generally achieve better conversion rates than Big Keywords. Their specificity allows for more targeted content, reflecting clearer user intent and improving conversion potential.
Big Keywords
With broad or uncertain intent, Big Keywords typically have the lowest conversion rates. While they attract significant traffic, converting this traffic into sales or leads can be challenging without clear intent.
How Long Until You See Results For Each Keyword Type
Big Keywords
Achieving results with Big Keywords can take several months to a year or longer, especially for new or less authoritative websites. The high competition requires significant effort and resources.
Middle Keywords
Middle Keywords offer potential results within 3-6 months, depending on niche competitiveness and content quality. They provide a more accessible target for growing websites.
Small Keywords
Results from targeting Small Keywords can often be seen fastest, typically within 1-3 months.1 Despite their limited traffic, they offer lower competition and can be quicker wins.
Wrapping Up
Treat these insights as markers on a map: each keyword type offers its own route toward reaching the right audience at the right moment. Balancing Big, Middle, and Small Keywords is less about picking favorites and more about orchestrating a framework that resonates with your audience’s needs while steadily enhancing your visibility and authority.
