Generic keywords
In short
Generic keywords are broad search terms that name a category or topic without showing what the searcher wants to do. Examples are "marketing software", "lead generation", or "CRM". They have high search volume and high competition.
Because intent is mixed, the people searching them include students, researchers, competitors, and buyers. In paid search that means higher cost per qualified lead. In SEO it means a long road to rank and a lot of irrelevant traffic.
Generic vs. specific keywords
Generic keywords are not bad. They are best for awareness, and poor for direct conversion.
- Generic: "sales software". Broad, expensive, unclear intent.
- Specific or long-tail: "sales engagement software for small SaaS teams". Narrower, cheaper, clearer intent.
- Branded: A company or product name. Searchers already know the vendor.
How to use generic keywords well
In paid search
Use phrase or exact match, and add a long list of negative keywords for jobs, free, definition, and course. Watch the search terms report weekly and cut terms that spend without qualified leads.
In SEO
Do not aim a single page at a generic term. Build a topic cluster of specific pages that link to a broader guide, and let rankings on the specific terms lift the broad one over time.
In content and ads
Pair a generic term with a qualifier that reflects your ICP, such as industry, role, or company size. This filters out low-fit traffic.
Example
Say a team bids on "project management software" and gets many clicks but few demo requests. Searches for "project management software for construction firms" get far fewer clicks but a higher share of demos. The team moves budget toward the narrower terms and keeps a small test budget on the broad one.
Common mistakes
- Judging on clicks: Measure cost per qualified opportunity, not click volume.
- No negative keywords: Broad terms leak budget into irrelevant searches.
- Skipping them entirely: Some generic terms still earn awareness and feed retargeting audiences.
Generic keywords FAQs
What are generic keywords?
Generic keywords are broad search terms that describe a category or topic without a specific need, such as "email marketing" or "CRM". They bring high search volume but mixed intent and strong competition.
What is the difference between generic and long-tail keywords?
Generic keywords are short and broad, with high volume and unclear intent. Long-tail keywords are longer and more specific, with lower volume but clearer intent, so they usually convert at a higher rate and cost less to target.
Are generic keywords worth bidding on in paid search?
Sometimes. They work for awareness and audience building if you control spend with tight match types and negative keywords. For lead generation, specific and high-intent terms usually give a better cost per qualified opportunity.
How do you target generic keywords in SEO?
Build a cluster of specific pages that cover subtopics in depth, link them to a strong overview page, and add qualifiers for your audience. Ranking for a broad term typically comes after you win the narrower terms around it.
