Fat Head Keywords: What Are They (When & How to Use)

When it comes to navigating the world of SEO, keywords are the ultimate compass. They come in different categories, from commercial to long-tail keywords. Among these different categories, there’s one special category known as “fat-head keywords.

What exactly are fat-head keywords? When should you use them? And how can you use them effectively? Read on to find out!

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What Are Fat-Head Keywords?

Fat-head keywords are short, concise search terms that consist of one or two words. They are the broad, general queries that users enter into search engines. 

For instance, if someone is looking for information on digital cameras, the search term “digital cameras” is a classic fat-head keyword. 

To put it simply, fat-head keywords encompass the broadest and most competitive aspects of a particular niche or industry.

Characteristics of Fat Head Keywords

  • High Search Volume: Fat-head keywords boast significant search volume, meaning that they are frequently typed into search engines by users seeking information, products, or services.
  • High Competition: Due to their popularity, fat-head keywords are highly competitive. Numerous websites and businesses vie for top rankings, making it challenging to secure a prominent position in search results.
  • General Nature: Fat heads are usually general and do not specify precise information. Instead, they act as the entry point for users exploring a topic.
MacBook user searching Google

Importance of Fat Head Keywords

Fat-head keywords are critical because they represent the initial point of contact between users and your website.

When you understand and effectively use these keywords, you can boost your online visibility, attract more visitors, and increase your chances of converting them into customers or readers.

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Who Should Use Fat-Head Keywords?

For small websites or those just entering the online sphere, a gradual approach to fat-head keywords is often the most practical.

Initially, it’s essential to focus on building a solid foundation by targeting long-tail keywords. These more specific phrases may have lower search volumes, but they also face less competition.

This approach allows smaller websites to establish themselves as authorities in niche areas, attract engaged audiences, and steadily increase their domain authority over time.

As small websites grow and accumulate more content and backlinks, they can progressively tackle more competitive fat-head keywords.

This strategic progression ensures that they don’t spread themselves too thin and that their content is optimised for terms they have a realistic chance of ranking for.

In contrast, large websites with high domain authority have the advantage of already having a robust online presence.

They can be more aggressive in targeting competitive fat-head keywords since they possess the necessary authority, backlinks, and resources to do so effectively.

These websites can leverage their existing strength to capture broader and more competitive markets, attracting larger audiences and solidifying their position as industry leaders.

When to Use Fat-Head Keywords

Understanding when to employ fat-head keywords in your digital marketing strategy is crucial to achieving success in the online landscape. 

These chunky, one- or two-word search terms carry considerable weight, making it essential to discern the most opportune moments to utilise them effectively. 

Let’s delve into the scenarios and strategies for deploying fat-head keywords. 

Building Visibility

One primary reason to incorporate fat-head keywords into your content is to build your visibility. These keywords are like signposts on the digital highway, guiding search engine users towards your website.

When your goal is to reach a vast audience, fat-head keywords should be a focal point of your strategy. By ranking well for these high-traffic terms, you increase the likelihood of attracting a broad spectrum of potential customers or readers.

Competitive Niches

In fiercely competitive niches, gaining a competitive edge is key to success. While it may seem daunting to contend with established players, fat-head keywords offer a unique opportunity.

Though it can be challenging to rank at the top for these competitive terms, a well-thought-out approach can help you secure a prominent position within your niche.

For instance, if you’re in the fashion industry, targeting keywords such as “clothing trends” or “designer brands” can help you establish a strong presence.

Informative Content

Content is King on a table on a desk

When your aim is to offer introductory or general information, fat-head keywords are your allies. Users searching for knowledge on a certain topic often start with these broader search queries.

As an example, if you run a travel blog, focusing on keywords like “best travel destinations” can lead a diverse audience to your site, giving you the opportunity to engage and convert visitors.

Navigational Queries

Fat-head keywords are frequently used in navigational queries where users are seeking specific websites or brands. Incorporating these terms into your content can help users locate your site more easily.

For instance, someone looking for a popular online store may simply type “Amazon” into their search engine, making it essential for Amazon to target and rank for this fat-head keyword to ensure they’re discoverable.

How to Use Fat-Head Keywords Effectively

Effectively using fat-head keywords in your marketing strategy requires a thoughtful approach that maximises their potential.

These high-traffic, broad search terms can be a game-changer for your online presence when harnessed correctly.

Here are some essential strategies for making the most of fat-head keywords:

Comprehensive Keyword Research

The foundation of any successful fat-head keyword strategy lies in thorough keyword research. So, utilise keyword research tools to identify relevant keywords in your niche that fall under the “fat head” category.

Be sure to pay attention to key metrics such as search volume, competitiveness, and trends to select the most promising terms.

Related: What to Do After Keyword Research

Keyword research

Quality Content Creation

Once you’ve identified your target fat-head keywords, it’s time to create quality content around them. 

Your content should be informative, engaging, and well-structured. Craft articles, blog posts, or landing pages that provide real value to your audience.

On-Page Optimization

Optimise your content for search engines by strategically placing fat-head keywords in crucial areas. These areas include the title tag, meta description, headings, and content body.

However, avoid keyword stuffing, as this can harm your SEO efforts. Ensure that your keywords fit naturally within the context of your content.

User Experience

A positive user experience is important for retaining visitors and attracting search engine traffic. Ensure your site is well-designed, mobile-responsive, and easy to navigate. Fast page loading times and clear calls to action can also improve user experience.

Link Building and Backlinks

Building a network of internal and external links can boost your SEO efforts. Create internal links to connect your content and enhance the user’s journey through your website.

Additionally, seek opportunities for backlinks from reputable sources, which can improve your website’s authority and search engine ranking.

Monitor and Adapt

Keep an eye on the performance of your fathead keywords over time.

Utilise analytics tools to track your website’s traffic and search engine rankings. If you notice changes in user behaviour or keyword trends, be prepared to adapt your strategy accordingly.

Diversify Content

While fat-head keywords are essential, it’s also wise to diversify your content strategy and use different types of keywords. 

You should incorporate middle keywords and long-tail keywords to capture a more specific and engaged audience. This can help you cater to various user intents and expand your reach.


In summary, understanding the effective use of fat-head keywords in your digital marketing and SEO strategy is essential for broadening your online presence.

Whether you opt for these high-traffic terms or long-tail keywords, a well-balanced approach can help you reach your target audience and achieve your online marketing goals.

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Phillip Stemann
I'm Phillip, and I've been in the SEO game since 2020, where I took it under the skin. I've grown multiple websites to thousands of clicks, and I'm sharing all my SEO knowledge through my content and YouTube channel. I started as a curious mind at 13 years old, programming and programming for many years before I discovered SEO. I then started with the technical part of SEO as it came naturally to me with my technical background, and then I took on all parts of SEO. I love helping other people grow their websites, and I help my clients do the same.

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Fat Head Keywords: What Are They (When & How to Use)

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