Generic keywords are broad, unspecific search terms that typically do not include brand names or detailed qualifiers. They are most often used by people at the early stages of their customer journey — individuals seeking information, comparing options, or researching solutions without yet being ready to make a purchase. Generic keywords are broad, general terms that aren’t specific to a brand or a long-tail query. They are characterized by not being specific, nor do they include any brand name. Users entering this type of query may be looking for information, rather than intending to buy a product. Because these keywords usually have high search volumes and broad relevance, they tend to be extremely competitive, often dominated by authoritative websites with massive digital footprints.
“Generic keywords are less specific and usually have higher search volumes.” — Clay.com
These terms are typically used by travelers still planning their trip — comparing options but not committed to any specific location, chain, or type of accommodation.
These high-level searches reflect an early-stage interest, often from first-time homebuyers, renters, or investors exploring what’s out there.
“Generic keywords generally result in high competition in search engines, as many companies fight for visibility.” — Human Level
People using these terms often haven’t decided on a specific type of cuisine or brand and are browsing options in real-time.
“Generic keywords can help build awareness but are usually not the best at converting visitors into customers.” — Clay.com
These searches often reflect a general concern or problem. Users might not yet know what kind of treatment or provider they need.
“Their lack of specificity makes them less likely to convert, but more likely to capture a large audience.” — Human Level
These searchers are often in research mode, comparing electrician types, services, or cost estimates before choosing a provider.
“Generic keywords are good for top-of-funnel awareness rather than bottom-of-funnel conversions.” — Clay.com
These users are typically at the very beginning of understanding their legal needs — trying to determine what kind of lawyer is appropriate.
Because search engines prioritize trusted, high-authority domains, it's extremely difficult for new or local businesses to break into top positions for these generic terms. Dominant players in each industry — like Zillow, Booking.com, Yelp, and Avvo — consistently occupy the first page due to:
✅ Result: Competing for generic keywords is rarely effective for newer or niche websites unless backed by a long-term strategy and serious resources.
Instead of broad terms, go after specific, high-intent phrases like:
These have lower competition, higher user intent, and often lead to better conversions.
Claim and optimize your Google Business Profile, gather local reviews, and ensure consistent NAP (Name, Address, Phone) citations. This boosts visibility in local map results, helping smaller businesses bypass national giants.
Create content that answers specific user questions thoroughly — think blog posts, service explainers, or comparison guides. Over time, this positions your site as a trusted resource in your niche.
Generic keywords offer reach but come with fierce competition and low conversion potential — especially for small or emerging businesses. However, by shifting focus to long-tail targeting, local optimization, and content depth, it's entirely possible to carve out a space in even the most competitive verticals.