If your head term is [puppy training], a long-tail keyword might be "positive puppy training for labradors in amsterdam". Using the tools mentioned in step 3 will also help you find more long-tail variations of your keywords. Don't forget to add your long-tail keywords . Put your head term in the first column and add multiple columns for your long-tail keywords. This will also help you create a proper site structure later on . The longer your search term, the deeper into the site structure its landing page will belong.
Whether you should go after long-tail keywords depends largely mexico mobile database on your competition. If your niche is highly competitive, you will have a hard time ranking on the competitive head terms. If you have little competition, you will be able to rank more for your head terms. So you need to do some benchmarking for SEO.
The keywords to Google come from your keyword research. Start with the terms that are most "head" to you. Look at the search engine results pages SERPs. These are the sites that, once you have optimized your content, will compete for such a keyword. Look closely: Do you see professional sites? Corporate sites? Are you an "equal" to these companies? Does your site fit in with these sites? Is your company a similar size and does it have the same amount of influence in your niche?