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Thank you all for your answers...very helpful!

EJD, Maybe you've read it already but if not, be sure to absorb the info available here: How To Do Keyword Research - The Beginners Guide to SEO - Moz In answer to your question,  generally, the more words in your target key phrase, the fewer other websites you'll be competing with in the search results, as most marketers tend to focus on the top tier words. By definition though, the further out you are on the "tail", the fewer searches there are being performed for that phrase.  Less  competitors means it's easier to rank highly but less searches means there's less traffic for you, even if you are on the top of the results. You'll find that your list of keywords will vary in their competitiveness and as there aren't any good/easy keyword tools out there for doing long tail keyword research for terms with very small amounts of traffic, some amount of your traffic is going to be acquired by experimentation.  As a learning experience, I'd recommend that you go ahead and optimize a page for the "online dyslexia test for children" phrase and build your pages and your knowledge from there.  While you're in between optimization tasks on that first page, take time to become very familiar with the rest of the optimization guide, as all of that info will be helpful in coming to terms with your keyword research.