Head Terms, explained properly.
What are head terms?
Head terms are short, broad and highly competitive keywords that usually consist of just one or two words. They have high search volume, but because they are so broad they can be hard to rank for, especially in a competitive industry. For example, "SEO" and "digital marketing" are head terms. They are very general, and while they attract a lot of traffic, ranking for them is difficult unless you have a well-established site with high domain authority. At BrisTechTonic we target head terms as part of a long-term strategy. We use them to build brand recognition and improve site authority, while focusing on long-tail and less competitive keywords to generate targeted traffic in the short term.
Why head terms matter for SEO
- **High search volume:** head terms typically have large monthly search numbers, so they can bring substantial traffic if you rank successfully. - **Brand recognition:** ranking for head terms helps build recognition, as users searching broad topics are more likely to see your content. - **Increased visibility:** head terms give your site visibility in the SERPs, helping establish authority in your niche. - **Competitive benchmark:** ranking for head terms can position your brand as a leader, but it often takes more effort, resources and backlinks.
Challenges with ranking for head terms
- **High competition:** broad terms have high keyword difficulty, and competing sites are often large, authoritative and resource-rich. - **Low conversion rates:** general terms attract traffic that may not be relevant or ready to convert. Someone searching "SEO" might just want general information rather than to hire a consultant. - **Keyword cannibalisation:** targeting multiple head terms across your site can cause different pages to compete for the same keywords. - **Unfocused content:** head terms are so broad that content can feel unfocused. The challenge is meeting search intent while being detailed enough to rank.
How to use head terms in your SEO strategy
While head terms are hard to rank for on their own, they are valuable as part of a bigger strategy, drawing on principles from the Moz Beginner's Guide to SEO. ### 1. Build authority over time We target head terms in the long term. Often we first target less competitive, long-tail keywords to build domain authority. As your site gains authority, it becomes more competitive for head terms. This is the foundation of long-term topical authority. ### 2. Use head terms as a foundation Head terms are the starting point for expanding keyword research. Once we target a head term, we develop a broader set of related long-tail keywords and create focused content. ### 3. Create supporting content We create pillar pages and blog posts around head terms that offer in-depth, valuable information, then link out to more specific long-tail content to capture traffic across the buyer journey. ### 4. Target related long-tail keywords We use head terms to generate related long-tail keywords. If we target "SEO", we also optimise for terms like "SEO for small businesses", "SEO services for ecommerce" and "local SEO tips". The official guidance on intent-led targeting sits in the Google SEO Starter Guide.
Head terms versus long-tail keywords
- **Head terms:** broad, high-volume keywords that are competitive and hard to rank for. Example: "SEO" or "digital marketing". - **Long-tail keywords:** more specific, lower-volume keywords that are easier to rank for and attract targeted, conversion-ready traffic. Example: "SEO services for small businesses in Bristol". Head terms increase visibility and authority, while long-tail keywords are essential for targeted traffic and conversions.
How we approach head terms at BrisTechTonic
- **Content creation:** we create comprehensive content for head terms as a foundational resource, expanding on related long-tail topics. - **Link building:** we build high-quality backlinks to pages targeting head terms to increase authority and ranking potential. - **Targeted optimisation:** we optimise on-page and off-page elements to improve the chance of ranking for competitive head terms.
Common mistakes with head terms
- **Chasing the wrong keywords:** going after high-competition head terms without a strong foundation wastes resources. Target them strategically. - **Neglecting long-tail keywords:** do not forget more specific, long-tail keywords, which capture targeted traffic with lower competition. - **Not measuring return:** given how competitive head terms are, track the return. If you are not getting conversions, refine your strategy.
Head Terms: common questions.
Should small businesses target head terms?
Usually no, at least not directly. Head terms are dominated by sites with large authority and budget. A more effective start is winning long-tail and mid-tail variations of the same topic. Authority earned at the long-tail level eventually flows up to the head term over time.
How do I tell if a keyword is a head term?
Two signals: search volume in the tens of thousands per month or more, and top-of-page results dominated by major brands, Wikipedia, or established publications with thousands of inbound links. If both apply, you are looking at a head term.
Can a long-tail strategy eventually win head terms?
Yes, and it is the most realistic path. Building authority across hundreds of long-tail variations compounds into topical authority that Google rewards on broader queries. The Bristol electrician case study is an example of this pattern in action.
Are head terms worth targeting in PPC?
Sometimes, but with caution. Head term CPCs are high and conversion rates often disappoint because intent is broad. PPC campaigns on head terms typically need careful audience layering and tight conversion tracking to avoid burning budget. Phrase or exact match tends to work better than broad match.
What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
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