Search behavior has changed completely over time & consumers no longer shows interests in searching a single tail keyword. Let’s take an ideal scenario of step-by-step buying path that a customer travels on the way to make a purchase.

• Consumers are now aware of the products.
• Consumer looks for information about the products for possible purchase.
• Consumer evaluates alternatives to product (features, specifications, pricing, etc…).
• Consumer makes their purchase decision.
• Consumer finally take the decision & completes the transaction.

So it is best to think about getting more visitors & less conversions via single word keywords Vs less visitors & more conversions from long tail keywords.

I have also been into discussion regarding this, So I researched a bit about some of the targeted keywords which client suggested and this is what I found

Keywords

• Gym
• Fitness
• Lifestyle
• Healthy
• Celebrity
• Personal Training
• Aerobic
• Yoga
• Fitness Club
• Member Events
• Now you will find it interesting to see how Google Trend reacts on the above keywords
• Yes, the searches are consistent or all going down.
• Hard to identify Behaviour: When we search a singular term in search engines. It gets difficult to identify a user behaviour on what he/she is looking for. For eg. if somebody types in “Gym”. What will you consider
• Do you want to know about “Gym”
• Do you want to know about “Gym Clubs”, if so where, Indonesia, Africa or what else?

Google Suggestions: Everyone is aware of Google suggestions, so whenever we type in search queries, Google suggests variation of keywords to be searched for & user is most likely to click on relevant suggested keyword.

Competition: Single word keywords are incredibly difficult & expensive the win the race. They attracts too broad range of traffic & results in low conversions. And if you are searching informative keywords like searching for countries or celebrity names. Wikipedia dominates the first position and it is next to impossible to beat wikipedia.