Really, What are Keywords? Are They All The Same?

What are Keywords Anyway?


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Video Transcription for “What are Keywords anyway?”

Now, we’re going to talk about keywords and we’re going to start with the question is, ‘what are keywords’?

What are keywords?

What are Keywords?
What are Keywords?

Keywords are just basically the phrase that you type into a search bar; if it’s Google or if it’s Amazon, whatever site you go to, YouTube, the words that you type in that search bar to find content that you want to have, that is the keyword or keyword phrase. So, we’ll shorten it to ‘keywords’ but it also means ‘keyword phrase’, it could mean ‘forwards’, I mean we’ll still call that a keyword in the digital marketing world. It doesn’t matter what website you go to, so if you go to YouTube and you search up for funny cat videos, that is your keyword phrase or your keyword; if you go to Amazon and you search up Nike shoes, that is your keyword phrase. It doesn’t matter the website, if there is a search bar, whatever words you type in there to find information, those are your keywords. It’s giving an indicator of what it is that you are looking for, the user intent behind it.

So, are all keywords exactly the same? No, not really. There are different types of keywords and the first type of keyword we’re going to talk about is called ‘the fathead’ and you’ll also see this online is ‘fat head’ or ‘short tail’, I often call them short tail but fat head is another way to use it and it’s probably the better way to describe it.

What are keywords and what is a fat head keyword?

Fat Head Keyword Examples
Fat Head Keyword Examples

Well, a fat head keyword is a category keyword, the broad category keyword. In this example, we have Animation and Animation movies. Now, depending on who you talk to, the second one that’s animation movies, it’s debatable on whether or not the category is animation or animation movies and some people might say that this is actually a fathead keyword. But I just kind of want to tell you that fathead keywords, depending on the company you work for or what the language you want to use, it’s basically the broad category, right, there is only the big category is ‘animation movies’. For this example, we’re going to use, I would argue that this is actually probably the fathead.

That leads us to the next level, which is the Chunky Middle.

Deep dive into “What are keywords”. Specifically, what are chunky middle keywords? What are the differences between a chunky middle and a fat head keyword?

Chunky Middle Keyword Examples
Chunky Middle Keyword Examples

Chunky middle keywords, they start to add descriptors to it. So, if you hear someone or read someone say ‘chunky middle’ or ‘medium length’, ‘medium tail’, they’re talking about keywords that have descriptors to it, they start to alter the user’s intent and what it is they’re actually looking for. So, for example, we have Animation movies were one of our fatheads or short tail keywords and we modify it into a chunky middle by putting in 2016. So, 2016 Animation movies, now we’re starting to filter down what is it that we’re actually looking for.

When we’re looking for 2016 movies, 2017 and 2015 we don’t want, we only want 2016. The other one that we have below is Animation. We’re modifying this one into a chunky middle by saying ‘the best animation software’, we’re really modifying this one and adding descriptors because now, we’re not just looking for animation, we’re not looking for animation movies, we’re not looking for animated drawings, we are looking for software and not only that, you can argue that that might be a fathead but we’re not looking just for any software, we’re looking for the best software; not the newest, not the worst, not the cheapest but the best. So, the chunky middle adds descriptors to our original keyword.

The next one is the Long Tail Keyword.

Diving further into “What are keywords?” What are long tail keywords?

Long Tail Keyword Examples
Long-tail Keyword Examples

Long tail keywords add even more descriptors to it. So, in green on this first one, our fat head, we have Animation movies, our category, and then we modified it by putting 2016, so 2016 Animation Movies and we modify that even more by saying ‘2016 Animation Movies that made $50million at the box office’.

Now, that is a very particular phrase, we can even say 2016 Animation movies that are made in April or released in April. You can see that we’re adding more and more descriptors to what it is that we’re actually looking for. Bottom one – Best Animation Software – is our chunky middle keyword and we’re making that into a long tail keyword by ‘best animation software that run on Mac’.

Now, the search volume behind these, which we’re going to show you, is that these long tail keywords get less people searching for them but that’s OK because it allows us, as a small company, to be able to go after these keywords that maybe a large corporation might not spend the time to do.

The power of long tail keywords

Now a deep deep deep dive into “What are Keywords?”. Focusing on what keywords should you optimize for?

The Lower of long tail keywords
Importance of Long-Tail Keywords

To show kind of example of the power of long tail keywords, I created a Sheet and what I did is I went ahead and I went into this tool that we’re going to talk about later called Keyword Sheeter and I typed in the word ‘animation’ and I popped out all these keywords.

You’ll see I have search volume behind them, so I have the keyword and then the search volume. And so, I created this spreadsheet of keywords and I put in the keyword and then the length of the keyword, so that’s how many words are in it, so this is one, one two, one two three, so you can see that those correspond and then I have the volume for each of these keywords. And I went ahead and I just did it-for- and this is going to be a perfect representation, but I did it for 60 keywords and then I generated some graphs. So, you can kind of start to see some interesting things that are happening.

For the word, the category had the fathead – Animation – you’ll see that there’s a really high volume. We only have one word in here that has the length of one, which is Animation and there’s almost a million people that are searching for it, right? But then, you look and you’ll see all of these other ones, look at these twos, there’s a ‘two’ right here that’s 40,000, there are some ‘twos’ below, let’s see, almost half a million, throw down another 10,000.

So, there’s some twos in here and you’ll notice that, all of a sudden, that these twos they have less volume, even this really high two down below, Animation Movies, which we used in our examples as a fathead, even that one has a really high volume of half a million but that half a million is half of those keyboard with the length of one. And so, any time you do a keyword research and there’s only one keyword, like the length of one, a really really big fathead, that volume is going to be huge. And 99.9999% of the time, once you add a second word to it, it’s going to be cut drastically nearly in half. But you’ll see that through here, we have the length and we have the volume and just by me going through 60 different keywords and adding up the totals, you’ll see, all of a sudden, all of these twos, these keyword lengths twos, their volume – all of these 40s, 100s, 500,000, whatever it is – all of these volumes add up to be more than this keyword with the length of one, this fathead.

These chunky middles, there’s more volume, more people are searching for these each month and that’s what I mean by volume – is the number of people searching for it -there’s more searches on these ones. And you’ll see the threes and the fours and the fives, they’re really not showing up on the graph but the problem is that I only spent 15 minutes to do this and if I went in here, I can modify basically all of these chunky middles to put out hundreds and hundreds and hundreds of long tail keywords.

Just to show you, so I’m going to come in here and I’m going to modify this to Animation software and look at all of these long tail keywords that I’m starting to collect. Some of them are medium, you know, they’re chunky middle but man, if I just let this run, I’m going to have tons of Long Tail keywords.

If I went through and I had all the time in the world to go through all of these and to add all of these 10s up and these 50s up and these 30s up, over and over and over again, what we’d actually find is we’d find that this three, this four and this five, their search volume is going to be a lot higher than the ones and even the twos, there’s just so many of those keywords. And this is also, just kind of a quick proof. So, again, I typed in the length and I created a different graph, so this is the number of keywords that have one. So, there’s only one keyword on this list out of the 50 that has the length of one and all of a sudden, it shoots up to 19 where I have two and then 19 where I have three, and if I kept going, this is going to be even higher and then we already have 14 at four.

Another graph to kind of show this, which is a better one, so I’m going to show you this from, they’re are absolutely an amazing company, make great search engine optimization tools, have a wonderful conference for digital marketing called ‘’ that I’ve been to. And you’ll see on this article, there’s kind of an example. Again, they have the fathead, the chunky middle, it’s kind of a slope, right, these are the number of monthly searches. Now, this kind of shows weird because here we have the number of keywords, look at, there’s 70% percent of all searches that happen are long tail keyword. And if I take this right here, this whole infinite chunk, and I kind of tilted it to the number of keywords that are searching for it, again, you can already start to see it right here, there’s more volume behind all of these; if I collected all of the chunky middles and I added all of their volume together, it’s going to be way more than the monthly searches for this fathead, if that makes sense.

So, all of these 40s, all of these 90’s, all of these everything’s that I add together, it’s going to pop up. So, I imagine if I did this for infinity, it would be like one down here, probably two up here and then three and then four is going to be way off the screen and it’d take tons and tons of data entry time for me to do that but it would show up that way. And same with the keyword length, like this three is going to be way up higher if I kept going and this four is going to be way up higher if I kept going. But just because of the amount of time, you can’t see it but I just wanted to show you this drastic jump between these two and really, the drastic jump between these two as well – the length – like it’s already starting to after 60 for the length of two, the volume to reach it.

Which is amazing news for us because that means there is so much content that can be written and there’s so many different niches in our content that we can find and we just have to find them. And really what’s great too is once we do keyword research and we start to come up with keywords that we want to optimize for based upon our content mission statement, that now all of a sudden, when we add all those volumes up and we create a really good page that cross-pollinates and has maybe three or four or five different keyword phrases involved into it and it satisfies people’s needs, all of a sudden, this one page that we have that is a long tail keyword or a chunky middle, man, we can optimize and get lots of traffic that way.

So, that’s the tail, that is all about short tail keywords or fathead keywords, chunky middle keywords and long tail keywords.

Now with that being said, when you’re doing a keyword research, really try to focus on those chunky middles – those two to three keyword phrases – and push yourself beyond that to even the fours. Don’t be afraid in the fives, don’t be afraid of this volume where it says that there’s only 170 or 110 or this 20 right here, that’s OK.

And again, I want to show you why some people might just stop off, I know this a long video, why some people might say, let’s go back here, that the Animation Movies are a fathead. So, here, you’re going to see Animation movies, this is almost a million views, right, people looking for it and then all of a sudden, if I bump up and I find Animation Movies 2018, there’s none because we’re not in 2018 yet or we just barely are. But here we go, 2017; so, it went from a half a million from the category head, add another word to it and there’s a third or a fourth of the volume. That’s why some might argue that this is a category head. But that just depends on the language that your organization uses.

That’s keywords and keyword volume and the importance of long tail keywords and chunky middle keywords. Now, go out there and start doing some keyword research in the next videos.