11 Types of Keywords Every Marketer Should Know
Most agencies really have a hard time finding the right set of keywords they should use for their SEO and PPC campaigns. Needless to say that PPC keywords won’t necessarily work for the organic SEO ranking of your client’s website.
This article will discuss different types of keywords that you should be familiar with as a marketing agency for maximum impact and to achieve astounding results for your clients.
Why Are Keywords Important?
Google is evolving and has been testing different algorithms to provide the best search results for its users. So, choosing the right cluster of keywords for your content marketing and SEO has become more important than ever.
There are many types of keywords prevalent to rank your website on top. From short queries to lengthy sentence-long search phrases, you can use a mix of different keywords to be an SEO superstar.
So, carefully choose your target keywords because they determine your page’s visibility on search engines.
We can divide these keywords into the following categories.
- SEO Keywords By Length
- Short Tail Keywords
- Long Tail Keywords
- Mid-Tail Keywords
- SEO Keywords By Buyer Intent
- Informational Keywords
- Navigational Keywords
- Commercial Keywords
- Transactional Keywords
- Targeting Keywords For Specific Industry
- Market Segment Keywords
- Customer-Defining Keywords
- Product & Brand-Based Keywords
- Geo-Targeted Keywords
SEO Keywords By Length
As is evident from the name, these keywords vary by their length. Length is the primary consideration for this subset of keywords. It reflects the customer’s intent regarding the information they are looking for.
What’s more, you can also get to know the specific stage of a prospect in their buyer’s journey through these keywords. These keywords are of the following tree types.
1. Short-Tail Keywords
People who used most of the search terms in the early stages of the Internet were short-tail keywords. These keywords are still highly popular and have a high search volume. From weather and news updates to celebrity searches, basic information and educational searches fall into this category.
We also refer to them as focus keywords. These are the top keywords, which you can further expand based on the need and search intent of the user.
Since these types of keywords contain broader and highly popular search terms, they have high competition. Single-word keywords are not necessarily precise and don’t exactly reflect what a user is looking for.
Image Source: Sherpa Marketing
For example, “restaurants near me” has a much higher search volume than “restaurants” and “restaurant” because it is unclear what the users are looking for when they use the latter two keywords.
To make the search meaningful, we need to narrow the search using ancillary words.
Image Source: AHREFs
Here is the search demand curve based on the length of the keywords. So, technically, very short-tail keywords don’t necessarily have a high demand except for informational keywords such as Amazon, Apple, iPhone, & Barack Obama.
Image Source: AHREFs
2. Long-Tail Keywords
These keywords comprise more than two or three words and are peculiar and highly useful for marketers as they are highly specific regarding search intent. Some examples of long-tail keywords are as follows.
- Best free digital marketing tools
- Can meditation make your smarter
- Free games download for PC
Despite their low search volume, these keywords have a high potential to boost your page’s search engine rankings and visibility. Since these are highly intent-based search terms, their conversion rates are pretty high. They attract your target audience more precisely than any other type of keywords.
Image Source: Sherpa Marketing
3. Mid-Tail Keywords
The subset that falls between the short and long-tail keywords is referred to as mid-tail keywords. They have moderate search volumes.
In the previous example, you can see a long tail keyword — Free games download for PC. “Free Games” is a medium-length keyword here.
SEO Keywords by Buyer Intent
Buyer intent is a powerful signal for search engines to filter searches for users. It is further divided into four categories.
4. Informational Keywords
People use informational keywords to learn about an object, fact, product, or service. Most of these search terms begin with interrogative words such as ‘how,’ ‘what,’ and ‘where,’ etc.
5. Navigational Keywords
People use navigational keywords to get more information about a product and brand. In that case, people are generally aware of the product and store but need additional information.
6. Commercial Keywords
This is typically related to the consideration stage of the buyer’s journey. These searches are mostly about price or product comparisons with similar market items.
7. Transactional Keywords
These keywords are related to the final stage in the buyer’s journey, which is the decision stage.
People use transactional keywords when they have already searched online and compared different features and prices. They are happy and satisfied with the product and are ready to make a purchase.
SEO Keywords For Specific Industries
These search terms are industry specific and can vary from one industry to another.
8. Market Segment Keywords
This set of keywords is generic and belongs to a specific industry or its verticals. You can use the keywords that best represent your products and can be understood by your target audience.
For example, a clothing brand can use ‘suits‘ as a keyword.
9. Customer-Defining Keywords
These are customer-specific keywords. Businesses use them to target customers with common traits or demographic or psychographic features such as gender, age, etc.
For example, in the previous example, you can use ‘suits for men‘, ‘apparel for teens,’ etc. You can easily notice that these keywords come with a context.
10. Product & Brand-Based Keywords
When keywords come with brand names in them, conversion rates become higher. These keywords are generally used to target brand-loyal customers.
Image Source: PPCexpo
11. Geo-Targeted Keywords
Marketers use location-specific keywords to attract traffic for local businesses. A HubSpot survey reveals that 46% of Google searches are about local businesses and information.
Search queries like ‘where can I buy liquor in Texas‘ fall into this category.
You can grasp a basic understanding of the different types of keywords used in content marketing and SEO here. It would help you in keyword selection to achieve high rankings for your web page on Search Engine Research Pages (SERPs.) Local keywords hold immense power.
As a marketer, you should know how to use keywords to attract traffic and high rankings. Ideally, it would help if you used a mix of short-tail, mid-tail, and long-tail keywords. Long-tail keywords are highly conversion oriented and help you quickly rank on SERPs compared to short-tail and mid-tail keywords.
Similarly, intent-based keywords, industry-specific keywords, and keywords with demographic and psychographic context are highly useful in inbound and content marketing and help you gain high rankings and attract loads of traffic in much less time.