5 Broad Categories of Keywords & their Uses

Keyword research is one of the foremost tasks under the SEO Checklist of a digital marketer. Choosing the right keywords for your website must have always been a tough job. The success of the keywords chosen for the website to rank depends highly on specificity and value. Some keywords may have a high search volume but can lack specificity and value. Let us find out what are the different types of keywords that can be used and when.

1. Targeting keyword:-

a. Market segment keywords:

Market segmentation helps businesses divide a broad audience into smaller, more defined groups based on shared characteristics. By understanding these groups, companies can create more personalized and effective marketing strategies.

Key Market Segments

Demographic Segmentation: Categorizes customers by age, gender, income, education, etc.
Example: Marketing luxury products to high-income individuals.
Geographic Segmentation: Targets customers based on location (country, city, region).
Example: Promoting winter wear to customers in colder regions.
Psychographic Segmentation: Focuses on customers’ values, interests, and lifestyles.
Example: Targeting eco-conscious consumers with sustainable products.
Behavioural Segmentation: Based on customers’ behaviour toward a product, such as usage, loyalty, or benefits sought.

Benefits

Efficiency: Target specific groups, avoiding wasted efforts.
Personalized Messaging: Tailor marketing for higher engagement.
Improved Product Development: Create products that fit the needs of each segment.

Market segmentation allows businesses to connect with the right audience, driving higher customer satisfaction and growth.

b. Customer-defining keywords:

These are specific terms that describe the characteristics, interests, and behaviours of your target audience. They help businesses tailor marketing and product strategies to resonate with the right customers.

Examples of Customer-Defining Keywords

Age and Gender: “Millennial moms” or “retired men.”
Occupation: “Freelance graphic designers” or “healthcare professionals.”
Interests: “Fitness enthusiasts” or “book lovers.”
Challenges: “Small business owners struggling with cash flow” or “busy parents seeking easy meals.”

Benefits

Better Targeting: Focus on the right audience.
Personalization: Craft engaging, relevant content.
Improved SEO: Enhance visibility in search results.

By using customer-defining keywords, businesses can create personalized marketing campaigns that attract and convert their ideal customers.

c. Product keywords:

Product keywords are terms that describe your products, helping customers find them online. They improve search engine visibility and drive traffic to your listings.

Types of Product Keywords

Generic: Broad terms like “running shoes.”
Branded: Includes brand names, e.g., “Nike running shoes.”
Long-Tail: Specific phrases like “blue waterproof running shoes.”
Product-Specific: Focus on features, e.g., “lightweight running shoes.”

Benefits

Increased Visibility: Helps your products appear in searches.
Higher Conversions: Attracts targeted customers, boosting sales.
Better SEO: Improves ranking on search engines.

By using relevant product keywords, you can enhance your online presence and grow your sales.

d. Branded keywords:

Branded keywords are search terms that include your company or product name, such as “Nike shoes” or “Apple iPhone.” These keywords help boost brand recognition and attract customers already familiar with your brand.

Types of Branded Keywords

Exact Brand Keywords: These include only the brand name or slight variations.
Example: “Nike” or “Nike shoes.”
Branded Product Keywords: Combines the brand name with specific product names or types.
Example: “Nike Air Max sneakers” or “Apple MacBook Pro.”
Branded Navigational Keywords: Keywords that users enter when searching to visit a brand’s website or a specific page.
Example: “Nike official site” or “Apple customer support.”
Branded Long-Tail Keywords: More specific searches that include the brand name with additional terms describing product features or benefits.
Example: “Nike running shoes for women” or “Apple iPhone 14 with 256GB storage.”

Benefits of Branded Keywords

Higher Conversions: Targets customers who are actively searching for your brand.
Improved SEO: Strengthens your brand’s presence in search results.
Brand Loyalty: Reinforces trust with existing customers.

Using branded keywords enhances visibility, boosts customer trust, and drives more sales by focusing on your brand’s unique identity.

e. Competitor keywords:

Competitor keywords are terms related to your competitors’ brand names, products, or services that potential customers search for. Targeting these keywords helps you capture the attention of their audience.

Types of Competitor Keywords

Direct Competitor Keywords: These are terms related to your competitors’ specific brand names or products.
Example: “Adidas shoes” or “Samsung Galaxy S.”
Competitor Product Keywords: Focus on specific products offered by competitors, allowing you to position your alternatives.
Example: “Adidas Ultraboost running shoes” or “Samsung Galaxy S22 features.”
Competitor Comparison Keywords: Keywords that users search for when comparing your product to a competitor’s.
Example: “Nike vs Adidas running shoes” or “iPhone vs Samsung Galaxy.”
Competitor Navigational Keywords: Keywords used by users who are looking for a competitor’s website or specific pages.
Example: “Adidas official store” or “Samsung online shop.”

Benefits of Competitor Keywords

Increased Traffic: Attracts customers considering rival brands.
Market Insight: Helps identify gaps in competitors’ offerings.
Competitive Advantage: Positions your products as alternatives.

By leveraging competitor keywords, you can draw in customers and gain a competitive edge in your industry.

f. Geo-targeted keywords:

Geo-targeted keywords are search terms that include a specific location, helping businesses target customers in particular regions, cities, or neighbourhoods. These keywords are essential for local SEO and businesses offering location-based services or products.

Types of Geo-Targeted Keywords

City-Based: Keywords with city names, e.g., “pizza delivery in New York.”
Region-Based: Broader area keywords, e.g., “best coffee shops in Southern California.”
Neighborhood-Based: Hyper-local keywords, e.g., “laundry services in Brooklyn Heights.”
Proximity-Based: Includes terms like “near me,” e.g., “car repair near me.”

Benefits of Geo-Targeted Keywords

Increased Local Visibility: Attracts nearby customers searching for local services.
Higher Conversion Rates: Targets users with immediate intent to buy or visit.
Reduced Competition: Competes in a smaller, more specific market, improving ranking.

Geo-targeted keywords help businesses connect with local customers, drive foot traffic, and boost regional sales.

2. Keywords by Length:-

Keywords by Length refer to the categorisation of search terms based on their word count.

a. Short-tailed keyword:

Short-tailed keywords (also known as head keywords) are broad, one- to two-word search terms that have high search volumes but are very general. They capture a wide range of search intent but are highly competitive.

Examples of Short-Tailed Keywords

Single Word: Keywords like “shoes,” “laptops,” or “coffee.”
Two-Word Phrases: Slightly more specific, e.g., “running shoes” or “gaming laptops.”

Benefits of Short-Tailed Keywords

High Search Volume: Attracts large numbers of search queries.
Brand Awareness: Increases visibility across a broad audience.
Broad Audience Reach: Casts a wide net for potential customers.

Short-tailed keywords help in boosting visibility but may require more effort to rank due to higher competition and broad intent.

b. Mid-tailed keyword:

Mid-tailed keywords are moderately specific search terms consisting of two to three words. They strike a balance between broad reach and targeting, offering a good combination of search volume and relevance.

Examples of Mid-Tailed Keywords

Two-Word Phrases: More specific than short-tailed, e.g., “running shoes men” or “laptops 2025.”
Three-Word Phrases: Targeted but not too niche, e.g., “affordable gaming laptops” or “best coffee machine.”

Benefits of Mid-Tailed Keywords

Moderate Search Volume: Higher traffic potential with less competition than short-tailed keywords.
More Targeted Audience: Focuses on users with clearer search intent.
Better Conversion Rates: Helps attract relevant customers likely to convert.

Mid-tailed keywords offer a balance of visibility and targeting, making them ideal for driving relevant traffic while maintaining manageable competition.

c. Long-tailed keyword:

Long-tailed keywords are highly specific search terms, usually consisting of three or more words. They target a niche audience with clear intent and have lower search volumes but higher conversion potential.

Examples of Long-Tailed Keywords

Three-Word Phrases: More specific, e.g., “best running shoes men.”
Four or More Words: Highly targeted, e.g., “affordable gaming laptops under $1000” or “best coffee machine for small kitchens.”

Benefits of Long-Tailed Keywords

Low Competition: Easier to rank for compared to short- and mid-tailed keywords.
High Conversion Rates: Attracts users with a clear purchase intent.
Targeted Audience: Reaches niche markets, resulting in more relevant traffic.

Long-tailed keywords are ideal for businesses aiming to attract highly targeted traffic with a strong likelihood of conversion, despite having lower search volumes.

3. On-site keywords:-

a. Primary keywords:

Primary keywords are the main search terms that define your business, product, or content. They are the foundation of your SEO strategy and reflect the most relevant terms your target audience searches for.

Types of Primary Keywords

Brand Keywords: Your business name or product, e.g., “Nike shoes.”
Product Keywords: Describe what you offer, e.g., “running shoes.”
Service Keywords: Highlight the services you provide, e.g., “fitness training.”

Benefits of Primary Keywords

Increased Visibility: Helps your business rank for core search terms.
Relevant Traffic: Drives users who are looking for exactly what you offer.
Better SEO Foundation: Improves your site’s overall searchability and relevance.

Using well-chosen primary keywords ensures that your website attracts the right audience and ranks highly for key search terms.

b. Related or LSI keywords:

Related keywords (or Latent Semantic Indexing (LSI) keywords) are terms and phrases semantically connected to your primary keyword. These keywords help search engines understand the context and improve content relevance.

Types of Related/LSI Keywords

Synonyms: Similar words to your main keyword, e.g., “sneakers” for “running shoes.”
Contextual Variants: Keywords that expand on the topic, e.g., “athletic footwear” or “best shoes for running.”

Benefits of Related/LSI Keywords

Improved SEO: Helps search engines better understand and rank your content.
Enhanced Content Relevance: Provides depth and context, making your content more valuable.
Reduced Keyword Stuffing: Natural integration of variations avoids overuse of primary keywords.

Using LSI keywords boosts SEO by making content more contextually relevant and aligned with user search intent.

c. Secondary keywords:

4. Google Ads keywords:-

a. Broad match keywords:

Broad match keywords are search terms that allow your ad or content to appear for variations, synonyms, or related searches, not just the exact keyword. This type of keyword match provides the widest exposure.

Types of Broad Match Keywords

Keyword Variants: Includes similar terms or related variations, e.g., “buy shoes” might trigger “purchase sneakers.”
Synonyms: Triggers searches with synonymous terms, e.g., “laptop” could match with “notebook computer.”

Benefits of Broad Match Keywords

Maximum Reach: Attracts a large, diverse audience by matching variations.
Increased Traffic: Drives more impressions and clicks by appearing in a broader range of searches.
Efficient for Discovery: Helps find new keyword opportunities you may not have considered.

Broad match keywords offer wide visibility, ideal for brand awareness and attracting new customers, though they may bring less targeted traffic than more specific keyword types.

b. Phrase match keywords:

Phrase match keywords allow your ad or content to appear when a search includes your exact keyword phrase, but may also include additional words before or after. This provides a balance between broad and exact match types.

Types of Phrase Match Keywords

Exact Phrase with Variations: Matches searches containing your exact keyword phrase with other terms before or after, e.g., “running shoes” could match “best running shoes for men.”
Close Variants: May include plurals, misspellings, or slight variations, e.g., “buying running shoes.”

Benefits of Phrase Match Keywords

Targeted Traffic: Ensures relevant searches while allowing flexibility in phrasing.
Higher Conversion Rates: Attracts users with clearer search intent, increasing the likelihood of a purchase.
Controlled Reach: Offers more precision than broad match but still captures a wider audience than exact match.

Phrase match keywords strike a balance between specificity and reach, making them ideal for driving qualified traffic with good conversion potential.

c. Exact match keywords:

Exact match keywords trigger ads or content only when a search exactly matches the keyword or very close variants. This provides the most targeted approach, ensuring that your content appears for highly relevant searches.

Types of Exact Match Keywords

Exact Keyword: Matches only the exact term, e.g., “buy running shoes.”
Close Variants: Includes slight variations like plurals, misspellings, or reordered words, e.g., “buying running shoes.”

Benefits of Exact Match Keywords

Highly Targeted Traffic: Ensures that users searching for exactly your keyword find your content or ad.
Higher Conversion Rates: Attracts users with a strong intent to take action, leading to better conversions.
Greater Control: Minimizes irrelevant traffic by showing ads or content only for specific, relevant searches.

Exact match keywords provide precise targeting, delivering the most relevant traffic and maximizing the potential for conversions.

d. Negative keywords:

Negative keywords are terms that prevent your ad or content from appearing in irrelevant searches. By excluding specific words or phrases, you can avoid wasting impressions and clicks on unqualified traffic.

Types of Negative Keywords

Irrelevant Keywords: Terms not related to your product or service, e.g., excluding “free” when you’re selling premium products.
Non-Targeted Variants: Keywords that attract the wrong audience, e.g., “used running shoes” if you sell new shoes.

Benefits of Negative Keywords

Improved Relevance: Ensures that your content or ads are only shown to relevant audiences.
Cost Efficiency: Reduces wasted clicks, saving money on ads by avoiding irrelevant traffic.
Better Conversion Rates: Increases the chances of attracting qualified leads by filtering out unqualified searches.

Negative keywords help refine targeting, ensuring you reach the right audience and optimize ad spending for better results.

Buyer Intent keywords:-

a. Informational keywords:

Informational keywords are search terms used by users looking for information, rather than making a purchase. These keywords typically include “how,” “what,” “why,” or “best” and are ideal for content that educates or informs.

Types of Informational Keywords

Question-Based: Phrases that start with “how to,” “what is,” or “why,” e.g., “how to train a dog.”
Research-Based: Keywords used for comparison or learning, e.g., “best running shoes for beginners.”

Benefits of Informational Keywords

Increased Traffic: Attracts a large number of searchers looking for answers or guidance.
Brand Awareness: Positions your business as an authority by providing valuable information.
Lead Generation: Helps capture potential customers at the research stage, building trust for future conversions.

Informational keywords are great for driving organic traffic, educating your audience, and building credibility in your industry.

b. Navigational keywords:

Navigational keywords are search terms used by users looking to find a specific website, brand, or page. These keywords often include brand names, product names, or direct website terms.

Types of Navigational Keywords

Brand-Based: Includes the brand name or product, e.g., “Nike official site.”
Service-Based: Keywords directing users to specific services, e.g., “Amazon customer support.”
Location-Based: Terms used to navigate to a particular page, e.g., “Apple store locations.”

Benefits of Navigational Keywords

High Intent Traffic: Targets users with a clear intent to visit your site or find specific information.
Increased Click-Through Rate: Users are more likely to click on the top result when searching for a known brand or website.
Improved User Experience: Helps users quickly find what they are looking for, enhancing brand accessibility.

Navigational keywords ensure that users find your brand or specific pages easily, increasing engagement and traffic from intent-driven searches.

c. Transactional keywords:

Transactional keywords are search terms used by users with the intent to complete a transaction, such as making a purchase, booking a service, or signing up for something. These keywords often include words like “buy,” “order,” “discount,” or “price.”

Types of Transactional Keywords

Purchase-Based: Includes terms like “buy” or “order,” e.g., “buy running shoes online.”
Service-Based: Keywords related to booking or signing up, e.g., “book hotel room.”
Discount-Based: Users looking for deals, e.g., “running shoes discount” or “cheap laptops.”

Benefits of Transactional Keywords

High Conversion Rates: Targets users ready to make a purchase or take action, leading to increased conversions.
Qualified Traffic: Attracts visitors who are near the end of the buying funnel and ready to engage.
Revenue Growth: Directly impacts sales by targeting users with immediate purchasing intent.

Transactional keywords are crucial for driving sales, bookings, or other actions, helping businesses maximize conversions from intent-driven traffic.

Conclusion:

When you identify your best keyword opportunities, you can drive the most traffic, qualified leads, and conversions for your brand.

SB DIGITAL