Focus keywords are the beating heart of any successful SEO campaign. You could have all the backlinks in the world, or some kick-ass content, but if you glossed over your keyword research, it will all fall flat on its face.
With that in mind, what are the different keyword types and when should they be utilized in SEO? If you’re looking for a little guidance on how to get started with your keyword research, this is the article for you.
What are the different keyword types?
Strap in because it’s about to get messy! There are 16 different keyword types, but don’t panic. We’ll break it down nice and easy…
Keyword types by length
- Short-tail keywords: short-tail keywords are keywords that are 1 or 2 words long (e.g., SEO agency).
- Mid-tail keywords: mid-tail keywords are a little longer, typically around 3 or 4 words long (Best SEO company).
- Long-tail keywords: long-tail keywords are longer phrases falling around the 4 to 8-word mark (e.g., How long does SEO take to work?)
Keyword types by role
- Focus keywords: focus keywords (or primary keywords) are the main keywords you wish to rank for in Google.
- Secondary keywords: secondary keywords are closely related to your primary keywords and are ideal for adding further context to your web pages and content.
- Semantic keywords: semantic keywords refer to keywords that are closely related in meaning (e.g., search engine optimization and search engine marketing).
Keyword types by target
- Market-specific keywords: market-specific keywords refer to search phrases that focus on a very specific industry (e.g., gym clothes and equipment).
- Generic keywords: generic keywords are typically short-tail and don’t mention a specific brand (e.g., yoga pants).
- Product-related keywords: product-related keywords can be specific to a brand or product type (e.g., Gym Shark vests / running shoes).
- Customer-defining keywords include context related to the customer (e.g., children’s football boots / training tops for men).
- Location-specific keywords: location-specific keywords, as you may have guessed, include a geographical name (e.g., SEO agency Miami).
- Branded keywords: branded keywords always include a specific brand (e.g., Converse trainers).
Keyword types by search intent
- Navigational keywords: navigational keywords indicate that the user is looking for something specific in their geographical location (e.g., steak house near me).
- Commercial intent keywords: commercial intent keywords demonstrate that the user is likely heading in the direction of making a purchase (e.g., highly rated SEO agency in Miami).
- Informational keywords indicate that the user is looking for specific information (e.g., planning a budget).
- Transactional keywords: transactional keywords are quite similar to commercial intent keywords, however, further along the buyer journey (e.g., gym equipment for sale or buy used PS5 online).
The table to differentiate keyword types between organic (SEO) and PPC (Pay-Per-Click) categories:
Keyword Type | Organic SEO | PPC (Pay-Per-Click) |
---|---|---|
Short-Tail Keywords | Short, broad keywords with high search volume, but low specificity. | Targeted keywords to attract clicks and conversions. |
Long-Tail Keywords | Longer, more specific phrases with lower search volume but higher intent specificity. | Specific keywords to match user intent and drive conversions. |
Exact Match Keywords | Keywords that exactly match the search query, including variations. | Keywords used to trigger ads based on exact matches. |
Broad Match Keywords | Keywords designed to capture a wider range of related search queries. | Keywords with broader variations to reach a larger audience. |
Phrase Match Keywords | Keywords that require a specific phrase to appear in the search query but allow for additional words. | Keywords that include specific phrases to target relevant queries. |
LSI Keywords | Keywords semantically related to the main keyword, aiding context understanding. | Keywords that enhance ad relevance and improve quality scores. |
Negative Keywords | Excluded keywords to avoid irrelevant traffic. | Keywords used to prevent ads from showing for certain queries. |
Geo-Targeted Keywords | Keywords specific to a geographical location. | Location-based keywords to target users in specific regions. |
Product/Service Keywords | Keywords directly related to offered products or services. | Keywords that align with products/services being advertised. |
Branded Keywords | Keywords including brand names or variations. | Keywords that incorporate brand names to promote brand awareness. |
Competitor Keywords | Keywords related to competitors’ brands or products. | Keywords targeting competitors’ brands to capture their audience. |
Informational Keywords | Keywords used when seeking information, often starting with “how to,” “what is,” etc. | Keywords targeting informational queries and providing solutions. |
Transactional Keywords | Keywords indicating readiness to make a purchase or specific action. | Keywords with strong intent to generate immediate conversions. |
Navigational Keywords | Keywords used when trying to navigate to a specific website or page. | Keywords that help users find specific pages or brands quickly. |
Conclusion: It’s important to understand the difference
Keyword Type | Description | Example |
---|---|---|
Short-Tail Keywords | Short, broad keywords with high search volume, but low specificity. | “shoes” |
Long-Tail Keywords | Longer, more specific phrases with lower search volume but higher intent specificity. | “black leather running shoes” |
Exact Match Keywords | Keywords that exactly match the search query, including variations. | “best running shoes” |
Broad Match Keywords | Keywords designed to capture a wider range of related search queries. | “high-quality sneakers” |
Phrase Match Keywords | Keywords that require a specific phrase to appear in the search query but allow for additional words. | “affordable running shoes for sale” |
LSI (Latent Semantic Indexing) Keywords | Keywords semantically related to the main keyword, aiding context understanding. | “footwear,” “athletic footwear” |
Negative Keywords | Excluded keywords to avoid irrelevant traffic. | “cheap,” “discount” |
Geo-Targeted Keywords | Keywords specific to a geographical location. | “Chicago pizza delivery” |
Product or Service Keywords | Keywords directly related to offered products or services. | “digital marketing services” |
Branded Keywords | Keywords including brand names or variations. | “Nike sneakers” |
Competitor Keywords | Keywords related to competitors’ brands or products. | “Adidas alternatives” |
Informational Keywords | Keywords used when seeking information, often starting with “how to,” “what is,” etc. | “how to tie shoelaces” |
Transactional Keywords | Keywords indicating readiness to make a purchase or specific action. | “buy fitness tracker online” |
Navigational Keywords | Keywords used when trying to navigate to a specific website or page. | “YouTube login page” |
As you can see there is a very important distinction between the various keyword types. As such, when conducting the keyword research for your campaign, ensure you thoroughly understand each.
When you know the search intent/purpose behind a keyword, you’ll be better positioned to adjust your marketing message.
Fail to understand the search intent behind your keywords and it could result in having a high bounce rate on your website due to not meeting expectations – and ultimately fewer conversions.
If you are feeling overwhelmed by it all (as is perfectly understandable), remember that you can always outsource all of these needs to an SEO agency.
Either way, we hope this has clarified the differences between the many keyword variations.