usually refer to a unique company name. The unique name is easy for Google to match to the page. However, when the name of the company is similar or the same as the name of another activity, then achieving the first position in search engines requires taking appropriate actions on the brand phrase. (example of a brand name - GOJAMA)

are the most difficult to position, these are popularly searched phrases. They are good for large companies, smaller entities should focus on other solutions that are more effective for them. (example of a general phrase - positioning)

they are more precise and should be the focus of smaller actors. They detail products or services, have less competition, and there is a great variety of them. The number of searches is lower than the number of general phrases, but the probability that the user finds the page is much higher. (example of long tail phrase - Gojama positioning services)

which are used to generate traffic to the website using them on Social Media. (example of an informational phrase - Pomeranian Voivodeship)