General keywords are usually single-word keywords that people tend to type in when starting a search for some product or service about which they do not have much initial clarity. At this stage of the search the person is undertaking a ‘broad’ search using ‘general’ keywords; keywords that describe the product in generic terms. General keywords normally correspond to ‘broad-match’ keywords. After some preliminary information is gathered through this broad search process, the searcher normally narrows down the search through more precise search terms, usually ‘phrase-match’ or ‘exact-match’ keyword phrases.

‘General’ keywords help to draw in large volume of website traffic (visitors). However, many of these visitors are often at a preliminary stage of their buying decision process and not yet ready to buy. Hence, the potential for conversion of the hits (visitors clicking on the website) is low. On the other hand, people who key in specific search terms (keyword phrases more precisely describing the product, including long–tail keyword phrases of 3-4 keywords) are at an advanced stage of their buying decision process. Hence specific phrase-match or exact-match keyword phrases have a greater conversion potential (though lower volumes) and improve the ROI of the website.

‘General’ keywords are needed to draw in traffic volumes and increase site visibility but most of the traffic may be unproductive (low conversion). Specific keywords are needed for conversion and ROI but traffic volume is low. This is an unavoidable trade-off and a judicious mix of ‘general’ and ‘specific’ keywords needs to be arrived at through keyword research for the success of a website.