Does It Matter What Keywords I Use?

When choosing your keywords, the goal is to choose words that will rank the highest in the search engines, while keeping you Pay Per click advertising costs down.

There are three types of keywords:

Single keywords - One keyword, which targets a broad range of visitors.
Keyword phrases - (2-3 words) Narrows down the search for specific buyers.
Long tail keywords - (3 or more words) Targets a specific audience and often increases your chance for a sale.

SINGLE KEYWORDS
Single keywords are usually the words that first come to mind when you search for something. They are usually used to target a large audience and they normally don't cover anything specific. Single or generic keywords are very competitive and very costly to bid on.
An example: If you picked the keyword "BABY," what is the first thing that comes to mind?
(Competing pages) Baby names ? 339,000 Babies R Us ? 7,750,000 Baby food ? 13,700,000 (Competing pages).
As you can see, the most common words are searched quite frequently, which means the bids or the Pa Per Click cost is very high.
By using single keywords you miss potential customers because there is nothing specifically focused on. A potential customer may search "Baby," but if they are looking for thermometers or information about their child's cough, they may scroll down and either click on something else or continue with another search. This is where keyword phrases come into play.

KEYWORD PHRASES
Keyword phrases are 2-3 words linked together, i.e. men's designer jeans. If someone were searching for a specific kind of jeans, they are more likely to search for the specific name as opposed to "Jeans." Linking these words together will target a specific market and increase your chances of a sale.

LONG TAIL KEYWORDS

There are three things that are more likely to happen when you use long tail keywords.
1. You will get more traffic on a specific topic.
2. You will keep your PPC (Pay Per Click) costs lower.
3. People are more likely to purchase from you because they are looking for something specific.
Long tail keywords are three or more words grouped together. Let's say a buyer has a dog with fleas. Would they be more inclined to search "Dogs" or "Dog with fleas ? get rid of fleas ? Treatment for fleas?
By using long tail keywords, you may not get everyone searching for dogs, but you will attract a specific group of people looking for a resolution to a problem. These are the people who are more likely to make a purchase.
There are two types of people browsing the net; the freebie seekers and the buyers. The freebie seekers will search for free information and fill out the "get free stuff" forms and surveys with no intention buying anything. The buyers are searching for something specific and ready to purchase.
Let's say someone searching for cell phone battery. They are more likely to type in their browser "cell phone battery" instead of "cell phone." It could mean that they need a battery and they are ready to make a purchase on the spot.
In order to make a sale you have to attract the buyer, present what they want, and make them and offer they can't resist.

ATTRACT + OFFER + SALE = $$$$

http://www.i-marketinginfo.com/the-difference-between-a-long-and-short-tail/38/

http://www.webcredible.co.uk/user-friendly-resources/search-engine-optimisation/link-text.shtml

http://tools.seobook.com/general/keyword-information/