Choosing phrases and specific keywords which are appropriate to the specific services, products or content of each page of your web site is a critical aspect of search engine optimization (SEO).

There are two types of general or generic keywords. They consist of one of two keywords in length. They are referred to as:

• Long-tail
• Head terms

More specific keywords and phrases that consist of three or more words in length are commonly considered tail terms.

For example, the keyword “design” could be considered a head term or long-tail; the keyword “charlotte web design” could be considered a tail term.