{"id":6176,"date":"2022-10-18T13:57:17","date_gmt":"2022-10-18T13:57:17","guid":{"rendered":"https:\/\/www.business-ereputation.com\/glossary\/broad-keyword\/"},"modified":"2025-12-22T14:46:28","modified_gmt":"2025-12-22T14:46:28","slug":"broad-keyword","status":"publish","type":"glossary","link":"https:\/\/www.business-ereputation.com\/en\/glossary\/broad-keyword\/","title":{"rendered":"Broad keyword"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><h2>Broad keyword (broad query): a simple definition for retailers and the self-employed<\/h2>\n<p>A <strong>broad keyword<\/strong>, also known as a <strong>broad query<\/strong>, is a deliberately general term or phrase used to capture a wide range of <strong>Google<\/strong> searches. Unlike a precise or localized keyword, a broad keyword contains neither detailed intent nor a clear geographic context. <\/p>\n<p>For example, terms like &#8220;plumber&#8221;, &#8220;restaurant&#8221;, &#8220;sports coach&#8221; or &#8220;insurance&#8221; are broad keywords. They cover many possible needs, but without indicating what the surfer is really looking for. For a retailer or independent contractor, these keywords are often attractive on the surface, as they generate high search volumes.  <\/p>\n<p><strong>Source<\/strong>: HubSpot, <em>Broad Keywords vs Long-Tail Keywords<\/em>, 2024<br \/> <a>https:\/\/blog.hubspot.com\/marketing\/broad-keywords<\/a><\/p>\n<h2>Why do we also talk about a broad request?<\/h2>\n<p>The term <strong>broad match<\/strong> is frequently used as a synonym for broad keyword, particularly in the world of online advertising. In <strong>Google Ads<\/strong>, broad<em>match<\/em> allows Google to display an ad on related searches, synonyms or semantic variants, even if the exact query does not match the keyword entered. <\/p>\n<p>In SEO, the logic is similar. A broad keyword triggers the display of a wide variety of results, as Google seeks to interpret overall intent rather than a specific request. <\/p>\n<p><strong>Source<\/strong>: Google Ads Help, <em>About broad query targeting<\/em><br \/> <a>https:\/\/support.google.com\/google-ads\/answer\/2497836?hl=fr<\/a><\/p>\n<h2>Broad keyword and e-reputation: a challenge often underestimated<\/h2>\n<p>Broad keywords are highly exposing to e-reputation, as they are often associated with comparisons, rankings or review platforms. A broad search such as &#8220;locksmith&#8221; or &#8220;web agency&#8221; may bring up directories, Google reviews, comparators or third-party articles even before the official site. <\/p>\n<p>For a local company, this means that the perceived image is largely shaped by external sources. Without a clear strategy, the brand becomes invisible or lost in the shuffle. The broad keyword is therefore not neutral. It is a field of reputational exposure, but rarely a lever for direct conversion.   <\/p>\n<p><strong>Source<\/strong>: Search Engine Journal, <em>How Broad Keywords Impact Brand Visibility<\/em>, 2023<br \/> <a>https:\/\/www.searchenginejournal.com\/broad-keywords-seo\/<\/a><\/p>\n<h2>High volume, low intention<\/h2>\n<p>Broad keywords are characterized by <strong>high search volume<\/strong>, but <strong>vague intent<\/strong>. Someone typing in &#8220;restaurant&#8221; may be looking for a definition, photos, a job, a recipe or a specific establishment. Google must then offer very generic results.  <\/p>\n<p>For a merchant, positioning on a broad keyword often means attracting poorly qualified traffic. The bounce rate is generally high and the commercial impact limited. In e-reputation, it can also generate expectations that are misaligned with the actual offer.  <\/p>\n<p><strong>Source<\/strong>: Ahrefs, <em>Broad Keywords and Search Intent<\/em>, 2024<br \/> <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">https:\/\/ahrefs.com\/blog\/search-intent\/<\/a><\/p>\n<h2>Broad keyword versus long-tail keyword<\/h2>\n<p>The opposite of the broad keyword is the <strong>long tail<\/strong>, made up of longer, more precise and often localized queries. Where &#8220;plumber&#8221; is a broad keyword, &#8220;plumber emergency water leak Versailles&#8221; is a long tail. <\/p>\n<p>For freelancers, the long tail is generally more accessible, less competitive and far more profitable. It also gives you greater control over the display of your <strong>Google Business<\/strong> Profile, reviews and practical information, all of which are central to your local e-reputation. <\/p>\n<p><strong>Source<\/strong>: Moz, <em>Broad Keywords vs Long-Tail Keywords<\/em>, update 2023<br \/> <a>https:\/\/moz.com\/learn\/seo\/long-tail-keywords<\/a><\/p>\n<h2>When a broad keyword can still be useful<\/h2>\n<p>Broad keywords are not useless on principle. They can play a role in a brand awareness strategy, particularly for well-known brands or for educational content designed to capture a large audience upstream of the customer journey. <\/p>\n<p>For example, a consulting firm can work on a broad keyword like &#8220;digital strategy&#8221; to establish an image of expertise, provided it accepts high competition and an indirect return on investment.<\/p>\n<p><strong>Source<\/strong>: Content Marketing Institute, <em>Awareness Keywords in Content Strategy<\/em>, 2023<br \/> <a>https:\/\/contentmarketinginstitute.com\/articles\/awareness-content-keywords\/<\/a><\/p>\n<h2>Risks associated with a strategy focused on broad queries<\/h2>\n<p>Focusing exclusively on broad queries runs a number of risks. Competition is fierce, often dominated by large platforms. Results are unstable, sensitive to algorithmic updates. Finally, conversion is low, as user intent is not yet ripe.   <\/p>\n<p>From an e-reputation point of view, this can also dilute brand image. The company appears on queries that are too general, without context, making it difficult to differentiate and add value to customer reviews. <\/p>\n<p><strong>Source<\/strong>: Bpifrance Cr\u00e9ation, <em>Choisir ses mots-cl\u00e9s pour une strat\u00e9gie efficace<\/em>, 2022<br \/> <a>https:\/\/bpifrance-creation.fr\/encyclopedie\/communication\/strategie-numerique\/choisir-ses-mots-cles<\/a><\/p>\n<h2>Broad keyword: a visibility indicator, not a priority objective<\/h2>\n<p>The broad keyword, or broad query, should be seen as a <strong>market indicator<\/strong>, not as a primary objective for a local business. It helps to understand the competitive environment and major trends, but rarely generates qualified contacts. <\/p>\n<p>For independent retailers and entrepreneurs, the priority remains the combination of precise, local and intention-oriented keywords. It&#8217;s this approach that makes it possible to control visibility, strengthen e-reputation and turn search into a lasting customer relationship. <\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"1024\" height=\"435\" alt=\"Is Google my business free? - 3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719 - Business Ereputation\" title=\"3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel\" src=\"https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719-1024x435.jpg\" class=\"img-responsive wp-image-6083\" srcset=\"https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719-200x85.jpg 200w, https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719-400x170.jpg 400w, https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719-600x255.jpg 600w, https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719-800x339.jpg 800w, https:\/\/www.business-ereputation.com\/wp-content\/uploads\/2022\/10\/3002779-5-etoiles-icone-notation-examen-symbole-plat-gratuit-vectoriel-e1666180994719.jpg 1176w\" sizes=\"(max-width: 1024px) 100vw, (max-width: 640px) 100vw, 400px\" \/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><h2>Are you looking to optimise your Google listing? Want to get genuine, positive customer reviews?<\/h2>\n<p>Discover the simple method that will ensure you always rank first and ahead of your local competitors on Google My Business.<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.business-ereputation.com\/en\/the-method\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Discover the method<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","glossary-cat":[],"class_list":["post-6176","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Broad keyword - 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