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Navigating the Google Keyword Landscape: Insights from SEMrush Report

Businesses and marketers are constantly racing to remain ahead of the curve in the dynamic world of digital marketing as SEO continuously evolves. The recent SEMrush report regarding keyword searches on Google offers a wealth of facts that can assist us in changing our strategies as we find ourselves towards the back end of 2023. The importance of choosing and using the correct kind of keywords — Head Terms, Medium Tail, and Long Tail — cannot be overstated during this exciting change. Let’s explore how the current winners, “Facebook” and “iPad,” have been dominating Google searches in order to better comprehend these categories.

Understanding the Keyword Spectrum

Before we delve into the fascinating insights from the SEMrush report, it’s crucial to understand the three primary keyword types that can redefine your SEO strategies:

Head Terms

Head Terms, often termed as “short-tail keywords,” are broad, general, and highly competitive keywords usually consisting of one or two words. These keywords have a high search volume but also come with high competition. Due to their generic nature, they might not bring the most targeted traffic.

For instance, “Facebook,” which has emerged as the top search term in Google according to the SEMrush report, is a classic example of a head term. It is broad, popular, and searched by millions globally.

  1. Medium Tail Keywords

Positioned between head terms and long-tail keywords, medium tail keywords strike a balance between search volume and specificity. These keywords usually consist of two to three words and offer a more targeted approach than head terms, yet still maintain a substantial search volume.

In the current context, “iPad deals” could serve as a prime example of a medium tail keyword. It’s not as broad as just “iPad,” but not as narrow and specific as a long-tail keyword would be.

  1. Long Tail Keywords

Long-tail keywords are phrases that are generally longer than three words and highly specific. These keywords might have lower search volumes compared to head terms and medium tail keywords, but they can attract highly targeted traffic, often resulting in better conversion rates.

For instance, “latest iPad Pro features 2023” can be considered a long-tail keyword. It’s highly specific, catering to individuals looking for the latest features of the iPad Pro in 2023, hence potentially having a higher chance of converting.

Unveiling the Champions: Facebook & iPad


Dominating the Google search landscape, “Facebook” stands as a testimony to the power of brand recognition and its influence on search behaviour. As a head term, “Facebook” attracts a massive volume of searches, indicating that users prefer direct searches to access popular platforms rather than typing the URL or using bookmarks. For marketers, this underscores the importance of building a strong brand presence that resonates with audiences on a wide scale.


Not far behind, “iPad” secures a prominent position in the top searches, highlighting the significant brand presence of Apple products in the digital sphere. As a head term, it caters to a wide variety of search intents, from exploring new releases to seeking customer service. This diverse search behaviour around “iPad” can provide significant insights for marketers aiming to create targeted content strategies.

Beyond the Horizon: Harnessing Keyword Strategies

With the insights gained from the SEMrush report, businesses can adopt a more specific approach to keyword optimisation. Crafting a strategy that integrates head terms, medium tail, and long-tail keywords can offer a ‘multidimensional’ approach to SEO.

Broad Reach with Head Terms – Utilise head terms to gain visibility and reach a wider audience. Brands can create content that addresses general topics related to these keywords to tap into their massive search volumes.

Balanced Approach with Medium Tail Keywords – Employ medium tail keywords for a more balanced strategy, attracting users with more specific intents, and potentially higher engagement rates compared to head terms.

Targeted Engagement with Long Tail Keywords – Leverage long-tail keywords for creating highly targeted and detailed content, catering to niche audiences and potentially achieving higher conversion rates.

As the digital landscape continues to evolve, understanding and adapting to the changing keyword trends can be the key to successful SEO strategies. The recent SEMrush report serves as a beacon, guiding marketers to navigate the complex terrain of Google keyword searches. By understanding and utilising the dynamic keyword spectrum, ranging from head terms to long-tail keywords, businesses can craft informed and effective SEO strategies that resonate with their target audiences.

Harness the power of insights like those from SEMrush, and propel your brand to new heights in the digital realm. It’s time to redefine your digital presence with informed and strategic keyword optimisation!

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