Broad keyword phrases are your brand’s spotlight in a crowded search world. But before diving into how to use them like a pro, let’s rewind a bit.
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Ever wondered how some brands seem to “magically” appear in every search? Whether you type best shoes, affordable sneakers near me, or Nike sportswear deals? They pop up. That’s no accident. It’s the power of broad keyword phrases at work, a tool that, when used right, can turn your website from invisible to irresistible on Google.
Broad keyword phrases are your brand’s spotlight in a crowded search world. But before diving into how to use them like a pro, let’s rewind a bit. What exactly are keywords, and how do they shape your brand’s online visibility?
Keywords are the language of search engines. They’re the words and phrases people type into Google when looking for something. It could be “how to make jollof rice,” “digital marketing agency in Canada,” or “best skincare routine for oily skin.”
For brands, keywords act as a bridge between what people are searching for and what your business offers. That’s where keyword strategy comes in, and broad keyword phrases are one of its most valuable tools.
At Branderah, we treat keyword strategy like matchmaking, connecting what people are searching for with what your business offers in the most authentic and discoverable way possible.
Before we talk about broad keywords, it’s best to understand the two main types of keywords: short-tail and long-tail.
These are one to two-word phrases like “makeup,” “marketing,” “laptops,” or “shoes.”
They’re broad, competitive, and attract a massive amount of traffic, but not all of it is relevant.
If you sell sneakers and use the keyword “shoes,” you’ll compete with thousands of global retailers, fashion blogs, and review sites. You might get traffic, but not necessarily customers ready to buy.
Long-tail keywords are more specific phrases that indicate clear intent, such as “best running shoes for flat feet.” They attract fewer searches but deliver highly qualified leads, i.e, people who know what they want and are closer to converting.
Broad keyword phrases sit somewhere between short-tail and long-tail keywords. They’re flexible, adaptable, and can capture a wide range of related searches.
Think of them as the middle ground that allows you to reach both awareness and intent-driven audiences.
For example;
- “marketing” (too vague)
- “best Instagram marketing agency for small businesses in Canada” (too specific)
You can use a broad keyword phrase like:
➡️ “social media marketing services”
➡️ “digital marketing strategy”
➡️ “content creation tips for businesses”
These phrases are wide enough to attract traffic from related searches but still relevant enough to keep your audience engaged.
Question: What does my audience want when they search this phrase?
For example, someone searching “email marketing” might want:
- Tutorials on how to start
- Tools for automation
- Agencies that handle campaigns
When you understand intent, you can create multiple pieces of content targeting the same broad phrase from different angles.
The best SEO strategy doesn’t choose between the two; it blends them. Use your broad keyword phrase as the foundation, and layer long-tail variations throughout your content.
Example:
- Main keyword: “social media marketing”
- Long-tail variations: “how to create a social media marketing plan”, “social media marketing for small businesses”
Broad keywords perform differently across channels.
- Google Ads: Use them in broad match campaigns to capture related search terms.
- Blog Posts: Place them naturally in titles, headers, and meta descriptions.
- Social Media: Use them in captions and hashtags to improve discoverability.
When done well, they position your brand as a thought leader across a wide range while keeping your message consistent and relevant.
Need to start optimizing your brand like a pro? Visit Branderah’s website today or send a message via our Instagram page.
Reach out today — we’d love to hear from you! Let’s bring your vision to life.
