Search Engine Optimization (SEO) is a crucial aspect of digital marketing, and its core aspect is the strategic use of keywords. You will find a list of SEO keywords on this page. This comprehensive list includes various types of SEO keywords, their examples, and specific use cases to help you optimize your content strategy.
Each type of keywords carries its own advantages and disadvantages when implemented. To guide you, we’ve outlined the pros and cons of each keyword below.
Types of SEO Keywords
1. Seed Keywords
Seed keywords are foundational or head keywords that enclose the core idea of the topics in your content or marketing strategy.
Examples:
Travel
Fitness
Real Estate
Technology
Recipes
Parenting
Use Cases:
- Used to find other types of keywords on keyword research tools.
- Used to assist in defining the topics you cover in your content.
- Used in your content to improve your search engine visibility.
- Used in Google Ads or social media channels to reach a broader audience.
- Used to identify trends and interests in your market research.
Pros:
- Useful to find relevant keywords in keyword research.
- Useful for attracting diverse audiences.
- Helpful in spotting emerging trends in your industry.
- Helpful in generating content ideas on common queries.
Cons:
- Highly competitive, making it challenging to rank your content in search engine results pages (SERPs).
- Lack of specificity in user intent, thus impacting traffic quality.
- Lack of conversions for leads and sales.
- Time-consuming in generating long-tail keywords and relevant content strategies.
- Risks of over-optimizing content for very broad keywords, leading to poor user experience.
2. Short-tail Keywords
Short-tail keywords, also known as head terms, are brief, general search terms consisting of one to two words.
Examples:
shoes
digital marketing
weight loss
mobile phones
apple
Use cases:
- Often used for building brand awareness
- Ideal for homepage optimization
- Useful for targeting a broad audience
Pros:
- High search volume
- Easier to incorporate into your content
Cons:
- Highly competitive
- Lower conversion rates because of their broad intent nature
3. Mid-tail Keywords
Mid-tail keywords are phrases that typically consist of two to three words and sit between short-tail keywords (broad phrases) and long-tail keywords (more specific phrases).
Examples:
Budget travel tips
Luxury real estate listings
Latest tech gadgets
Healthy dinner recipes
Positive parenting strategies
Use Cases:
- Helpful in creating targeted blog posts, guides, and tutorials while still appealing to a broader audience.
- Can be incorporated into website content, titles, headings, and alt tags to improve search engine rankings.
- Used in pay-per-click campaigns for a better ROI than broad keywords due to their more specific targeting.
- Can be used to identify and segment your audiences based on various interests and needs.
- Better aligns your content with the specific motivations of your audience at different stages of the buying journey.
Pros:
- Usually low competitive than short-tail keywords, making it easier to rank for them.
- Higher conversion rates compared to broader terms.
- Relevant to user intent.
- Potentials for steady traffic growth over time.
- Easy to diversify your content offerings, addressing various questions and topics of the audience.
Cons:
- Lower search volume than short keywords.
- Time-consuming to research, analyze and optimize.
- May have a saturated market, making it challenging to stand out.
- May be ambiguous if the content does not adequately address visitors’ needs.
4. Long-tail Keywords
Long-tail keywords are more specific phrases than mid-tail keywords, typically consisting of four or more words.
Examples:
best running shoes for flat feet
how to create an email marketing strategy
healthy weight loss tips for women
Use cases:
- Used in targeting niche audiences
- Optimizing product pages
- Creating informative blog posts
Pros:
- Less competition to rank in search engines
- Higher conversion rates because of specific user intent
- Better alignment of your content with user intent
Cons:
- Lower search volume
- More effort to research and implement
5. Geo-targeted Keywords
Geo-targeted keywords include location-specific terms to attract local customers.
Examples:
dentist in New York City
best Italian restaurant in India
emergency health centre near me
Use cases:
- Local SEO strategies
- Optimizing Google My Business listings
- Creating location-specific landing pages
Pros:
- Highly relevant to local businesses
- Improved local search visibility
- Better conversion rates for location-based services
Cons:
- Limited to specific geographic areas, not for those who target a larger coverage
- May have a lower search volume if you work in a smaller market
6. Informational Keywords
Informational keywords are a type of phrases used by searchers who are looking for answers, knowledge, or guidance.
Examples:
how to use ChatGPT
what is information technology
early symptoms of diabetes
Use cases:
- Creating educational content
- Developing FAQ pages
- Writing how-to guides and tutorials
Pros:
- Allowing establishing authority in your field
- Potential for featured snippets in search results
- Can lead to increased dwell time on your site
- Useful to drive visitors to your products or services
Cons:
- May not directly lead to sales or leads
- Requires consistent content creation for returning visitors
7. Navigational Keywords
Navigational keywords are a kind of search queries used when searchers are looking for a specific page of a website.
Examples:
Facebook login
Amazon customer service
Google Gemini app
Use cases:
- Optimizing branded search results
- Creating your dedicated landing pages for products or services
- Improving your site navigation and structure to improve user experience
Pros:
- High organic traffic potential for branded searches
- Opportunity to improve your content around your brand
Cons:
- Useful only for established brands or well-known entities
- May not be as relevant for newer businesses
8. Transactional Keywords
Transactional keywords are search terms with the intent of making a purchase or completing an action immediately. They are also known as buyer keywords.
Examples:
buy iPhone 13 Pro
book flight to Paris
subscribe to Amazon Prime
Use cases:
- Optimizing your product pages and category pages
- Creating targeted landing pages for promotions
- Improving call-to-action (CTA) on your page
Pros:
- High conversion potential
- Clear user intent of conversions
- Effective for e-commerce and service-based businesses
Cons:
- Often highly competitive in search engine results pages
- May require paid advertising to drive traffic
9. Commercial Keywords
Commercial keywords are also a type of terms and phrases that indicate a strong intent to purchase or engage in a transaction but in the consideration or decision-making stage.
Examples:
Best smartphone deals
Discount wedding dresses
Top-rated laptops for work
Use Cases:
- Creating product descriptions, category pages, and marketing campaigns in online stores.
- Pay-per-click (PPC) campaigns to attract those who are ready to make a purchase.
- Creating targeted content (e.g., product reviews, comparison articles).
- Local search optimization for businesses with physical locations if they contain location-specific words.
Pros:
- Leading to higher conversion rates.
- Precise targeting in advertising campaigns to reach an audience with clear buying intent.
- Better returns on investment.
- Useful for analyzing market demand and consumer preferences.
Cons:
- Usually highly competitive to rank in organic search results.
- Can be expensive in paid ads due to high competition and demand.
- May require constant monitoring and adaptation of market trends.
- May attract people who are not fully committed to a purchase if they are broad terms.
- Mostly dependent on paid ads.
10. Local Keywords
Local keywords are a category of search terms that specify a geographic area, allowing businesses to target local customers more effectively. They usually include the name of a city, region, or neighbourhood along with a relevant service or product.
Examples:
Coffee shops in Seattle
Pharmacies near me
Best Italian restaurant in London
Car washers in Miami
Use Cases:
- Local businesses and services like restaurants and services to reach urgent customers.
- Retail shops like boutiques and grocery stores to attract local shoppers.
- Health and wellness services like clinics and gyms to attract local patients and fitness enthusiasts.
- Real estate agents to reach homebuyers.
- Tourism and hospitality services to attract travelers.
- Educational institutions to target students
- Legal services for clients
- Online businesses to attract local shoppers.
Pros:
- Ranking higher in local search results
- Attracting visitors looking for products or services in a particular location.
- Low competition due to specific targeting.
- Enhancing in Google My Business listing for local pack results.
Cons:
- Limited reach if they are too specific to a certain location.
- Can be highly competitive for new businesses to rank in search results.
- May require more research and creativity.
11. Seasonal Keywords
Seasonal keywords are terms that have fluctuations in search volume based on time of year, holidays, or events.
Examples:
Valentine’s Day gifts
summer vacation ideas
Black Friday deals
Use cases:
- Creating timely content when a seasonal festival, holiday, or event arrives.
- Planning marketing campaigns for upcoming festivals or events.
- Optimizing your content for holiday-specific searches
Pros:
- Opportunity to take advantage during trending days
- Can lead to increased traffic and sales during peak seasons
Cons:
- Requires careful planning and timing to make it hot
- Maybe less relevant outside of the specific periods
12. General Keywords
General keywords are broad search terms that reflect a general topic or category.
Examples:
shoes
restaurants
fitness
Use Cases:
- Ideal for targeting a wide audience.
- Optimizing for people looking for many options.
Pros:
- High search volume.
- Helpful in building brand awareness.
Cons:
- Highly competitive due to many competing websites.
- Low conversion rate because of lack of specific intent.
13. Exact Match Keywords
Exact match keywords are specific search phrases used to find results as exactly as defined. This sort of keywords are usually enclosed in quotation marks (“”).
Examples:
“best running shoes”
“Italian restaurant near me”
“affordable web hosting”
Use Cases:
- Creating content that matches the keywords exactly.
- Crafting ads that match with such keywords.
Pros:
- Driving highly targeted traffic likely to convert.
- Less competition compared to general keywords.
Cons:
- Fewer searches compared to broader keywords.
- May miss variations of the search query that have the same intent.
14. Broad Match Keywords
Broad match keywords are phrases that allow ads to show for other related queries, including synonyms, variations, and related searches. They offer the most flexibility in matching.
Examples:
For the keyword “shoes, ” related searches could include “buy shoes online,” “running footwear,” or “best sneakers.”
Use Cases:
- Capturing a variety of related searches from potential customers for an ecommerce site.
- Attracting a broader audience who uses different keywords for a type of product or service.
Pros:
- Attracting a larger audience by capturing variations and related terms.
- Can be effective for discovering new keyword opportunities.
Cons:
- Potentially attracts irrelevant traffic, leading to lower conversion rates.
- May not be cost-effective in PPC ads.
15. Question Based Keywords
Question-based keywords are search queries to find information or solutions and typically start with words like “what,” “how,” “why,” “where,” or “when.”
Examples:
What is the best way to learn SEO?
Why is walking good for health?
Why should I have a content calendar?
Use Cases:
- Creating a how-to guide to capture an audience seeking tips.
- Creating educational content for those looking to learn a skill.
- Creating content to address common customer inquiries effectively.
Pros:
- Attracting people looking for specific answers.
- Ideas to create valuable content, such as FAQ pages, how-to articles, or informative blog posts.
- Optimizing for voice searches.
Cons:
- May be highly competitive if they are common queries.
- Like long-tail keywords, they might have lower search volume compared to more general keywords.
16. Branded Keywords
Branded keywords refer to search terms that include a specific brand name or trademark. They are used by people who are aware of a brand.
Examples:
Nike sneakers
Apple iPhone 15 reviews
SEMRush keyword tool
Use Cases:
- Content optimization to attract consumers specifically looking for the brand’s products or services.
- Driving traffic to promotions or special offers directly related to the brand.
- Reputation management to guide users toward the brand’s support resources and address concerns.
Pros:
- Higher conversion rates.
- Helps reinforce brand loyalty by engaging users.
- Usually less competition in search results.
Cons:
- Targets only searchers who are already aware of the brand.
- Newer brands may struggle to gain visibility until they establish recognition.
- If competitors bid on branded keywords (in paid advertising), they can divert traffic away from the brand’s site.
17. Unbranded Keywords
Unbranded keywords are the sort of search terms without a brand name. These keywords are broader and often describe general products, services, or categories.
Examples:
running shoes
best social media courses
home workout equipment
Use Cases:
- For creating content for those looking for options without a specific brand in mind.
- Creating content to capture a wider audience looking for educational resources.
Pros:
- Attracts a wider audience, including potential customers on different buying journeys.
- Higher search volume compared to branded keywords.
- Encourages searchers to explore and compare different products or services, allowing your brand to showcase your offerings.
Cons:
- Usually high competition, harder to rank well in search results.
- Lower conversion rates as not specific to a brand.
18. Product Keywords
Product keywords are specific search terms used when looking for a particular product or product category. They typically include the product name, type, or features.
Examples:
4K smart TV
organic green tea
laptop with 16GB RAM
Use Cases:
- Content optimization for buyers specifically seeking a product with that type and features mentioned in the keywords.
- Writing product reviews with comparative insights to assist consumers in their buying decisions.
- Using Google Ads to bid on the keywords to directly reach customers actively searching for that product.
Pros:
- A strong intent to purchase.
- Matches the exact search queries of potential customers.
- Enhances a website’s SEO by aligning content with specific terms.
Cons:
- Can be highly competitive in popular categories.
- Trends can shift rapidly in the consumer market, causing certain product keywords to lose relevance quickly.
19. Market Segment Keywords (Niche Keywords)
Market segment keywords, often referred to as niche keywords, are the type of specific terms that target a distinct group within a larger market. They represent the unique interests, preferences, or needs of a particular audience, helpful for businesses to connect with a more focused customer base.
Examples:
vegan protein powder for athletes
eco-friendly travel gear for backpackers
sustainable fashion for curvy women
Use Cases:
- Targeted advertising to reach unique buyers looking for specific products.
- In content marketing, to create content around a specific audience in their interest.
- Social media engagement, targeting a unique group of people in their interests.
Pros:
- Less competition to achieve high rankings in search results.
- Can drive more qualified traffic, leading to increased conversion rates.
- Develops a deeper connection with your audience.
Cons:
- Limited audience size due to targeting a small market.
- Niche markets can be sensitive to shifts in consumer trends or preferences, requiring them to stay agile and update their strategies accordingly.
- Requires to research and fulfill specific consumer needs.
20. Customer Defining Keywords
Customer-defining keywords reflect the specific characteristics, problems, or solutions that potential customers associate with a product or service. They often include demographic information, emotional drivers, or contextual circumstances that define the kind of searchers.
Examples:
affordable fitness programs for beginners
time management tools for busy professionals
weight loss support for new moms
Use Cases:
- Creating targeted marketing campaigns for an audience with a specific problem.
- Creating articles centered around a certain group of people looking for a solution.
- Audience segmentation in your niche.
Pros:
- Can create more relevant offerings to meet precise demands.
- Resonates with a target audience’s specific conditions or emotional states, leading to increased engagement and brand loyalty.
- Improves SEO performance and website search engine rankings.
Cons:
- Narrow focussed, limiting the breadth of potential customer reach.
- Customer needs and preferences can shift over time, so shift their keywords.
21. Negative Keywords
Negative keywords are words or phrases used by advertisers to exclude from their pay-per-click (PPC) campaigns to prevent their ads from being displayed for irrelevant searches.
Examples:
cheap
jobs
tutorial
Use Cases:
- In PPC campaign optimization, you can use “cheap” as a negative keyword to avoid appearing in searches looking for low-cost alternatives.
- You can set “jobs” as a negative keyword to filter out candidates looking for employment rather than potential customers interested in buying a vehicle.
- A software company offering professional-grade tools may apply “tutorial” as a negative keyword to exclude searches looking for instructional content instead of purchasing options.
Pros:
- Can increase the relevance of ads.
- Prevents clicks from searchers who are unlikely to convert, ultimately leading to a more efficient use of the advertising budget.
- Enhanced targeting to a focused audience.
Cons:
- Overusing negative keywords can lead to the exclusion of valuable traffic.
- Constant monitoring is needed as consumer language and behavior can change over time.
22. Evergreen Keywords
Evergreen keywords are a kind of search phrases that maintain consistent relevance and search volume over time. They are typically focused on topics that are foundational and continually sought after, regardless of trends.
Examples:
how to lose weight
gardening tips
best practices for email marketing
Use Cases:
- Creating a comprehensive guide that remains relevant and attracts visitors year-round.
- Optimizing product descriptions and blog posts to rank well in search engines for an ongoing audience.
- Establishing a long-term authority in the industry.
Pros:
- Steady traffic over time to your website.
- Potential to provide returns on investment long after it was created, making it a cost-effective strategy.
Cons:
- Requiring regular updates to remain relevant and useful.
- May not produce rapid results compared to trendy keywords that capture immediate interest.
- May not generate much excitement or shareability for social media engagement and virality.
23. Trendy Keywords
Trendy keywords emerge from current events, cultural phenomena, or changing consumer interests. They reflect the latest trends and have short-term spikes in search volume.
Examples:
2024 SEO trends
latest tech gadgets
hot new restaurants
Use Cases:
- Creating timely content as soon as the trends emerge, capturing search interest while it is high.
- Good for social media engagement
- Product promotions on trending interest.
Pros:
- High traffic potential during peak interest times.
- Can generate buzz, shares, and social media engagement.
- Attracts attention and sparks consumer interest.
Cons:
- Short lifespan as they quickly lose relevance.
- May be higher competition in search results if you are slow to publish your content.
- Challenging to predict return on investment.
24. Primary (Focus) Keywords
Primary keywords, aka focus keywords, are the main terms or phrases that a piece of content is written to rank for in search engines.
Examples:
digital marketing
SEO strategies
healthy meal plan
Use Cases:
- Used mostly in the page title to attract readers interested in that subject.
- Used in product pages on ecommerce sites.
- Used to target audience intent.
Pros:
- Clearly defines the content’s primary focus for search engines to help understand and categorize.
- SEO optimized to improve search engine rankings and organic traffic.
- Helps in aligning the content with clear intent.
Cons:
- Often faces intense competition in the SERPs.
- Focusing too narrowly on a primary keyword may lead to keyword stuffing or unnatural writing.
- Concentrating solely on one keyword can cause content to miss out on broader related topics.
25. Secondary Keywords
Secondary keywords refer to related phrases or terms that support the primary keyword, providing additional context and capturing a broader audience.
Examples:
“content marketing strategies” (related to “digital marketing”)
“trail running shoes” (related to “best running shoes”)
“on-page SEO techniques” (related to “SEO strategies”)
Use Cases:
- Ideal for content enrichment and to broaden the discussion and provide value.
- Used to increase ranking opportunities.
- Used for internal linking.
Pros:
- Reinforces the primary keyword and provides additional context to search engines.
- Captures related search queries to increase traffic and helps to reach searchers with slightly different search intents.
- Enhanced content quality and comprehensiveness.
Cons:
- Detracts focus from the primary keyword if overused, confusing search engines about the main topic.
- May not be relevant to the content and could lead to a poor user experience if not carefully managed.
- Too many secondary keywords can complicate the narrative.
26. LSI/Semantic Keywords
LSI (Latent Semantic Indexing) or semantic keywords are terms contextually related to the primary keyword. They help search engines better understand the content’s context and relevance.
Examples:
“digital strategies” (related to “digital marketing”)
“home decoration” (related to “home improvement tips”)
“search engine optimization” (related to “SEO strategies”)
Use Cases:
- Used to enhance SEO by incorporating within the content.
- Used to provide deeper insights and capture additional search queries.
- Used to improve a more natural flow in writing as they diversify vocabulary without losing focus on the main topic.
Pros:
- Improves contextual relevance, helping search engines understand the intent behind searches better.
- Potential for featured snippets in the SERPs.
- Provides a more natural-sounding narrative, leading to lower bounce rates and higher dwell time.
Cons:
- Often complicated in writing and forced usage of terms that may not fit naturally.
- Search engines may not always interpret them correctly, leading to fluctuating rankings.
- May shift focus away from primary and secondary keywords if not used strategically.
27. Competitor Keywords
Competitor keywords refer to terms and phrases targeted by competing websites within your niche or industry.
Examples:
“email marketing software” (competing against a competitor who offers similar software solutions)
“affordable home renovation” (targeting budget-conscious consumers who read similar articles)
“social media strategies” (related to competitors focusing on digital marketing services)
Use Cases:
- Researching gaps in your content strategy.
- Creating new blog posts, landing pages, or product descriptions to capture similar traffic as competitors do.
- Researching search terms to ensure that your PPC ads are visible alongside competitor ads.
Pros:
- Informs valuable keywords that drive demanding traffic to competitors.
- Opportunities to differentiate your content and capture traffic they may be missing.
- Opportunities to improve your content strategies on real-world performance and industry trends.
Cons:
- Requires time and resources to identify your opportunities.
- Potential brand dilution if focussed too heavily on competitor keywords.
- Requires constant adaptation and vigilance to remain competitive.
Understanding and effectively utilizing the different types of SEO keywords is essential for creating a well-rounded and successful SEO strategy. By incorporating a mix of them naturally in your content, you can increase your website’s visibility, targeted traffic, and conversions.
Conduct thorough keyword research, analyze user intent, and create high-quality content that satisfies both Google and your audience. With a strategic approach to keyword optimization, you can enhance your online presence and achieve your digital marketing goals.
How to Research Keywords and Identify Their Types
Keywords help in understanding what words and phrases people are using to search for content related to your niche. Here’s how to research keywords and identify the types of them:
- Know Your Niche and Audience: First, understand who your target audience is, their needs, preferences, and pain points.
- Use Keyword Research Tools: There are popular tools like Google Keyword Planner, SEMRush, Ahrefs, Ubbersuggest, etc. Here is a list of the Best Keyword Research Tools (free & paid)
- Brainstorm Seed Keywords: Start with broad terms related to your niche or industry. For example, if you’re in digital marketing, seed keywords may look like “SEO,” “email marketing,” or “social media.” Search a seed keyword in the keyword tool by selecting a target country and look at the suggestions.
- Analyze and Categorize Keywords: Check the search volume of each keyword. Also, check the keyword difficulty to know how hard it is to rank. You should also try to understand the intent behind each keyword to know why someone is searching for it.
To know the type of a keyword, read the words used in it and try to understand what it means to find (information, products, reviews, etc.). If unable to understand, search it in Google and see what kind of results Google provides.
Keyword research tools like SEMRush can analyze and categorize the keywords. You can organize them by search volume, keyword difficulty, or type. Group them as you want to facilitate in finding the right keywords for your content creation.
Here is how you can use SEMRush to identify the types of keywords:
Visit their website at www.semrush.com, sign up for a free account, and log in. Open their Keyword Magic Tool from the left sidebar. Then, enter your keyword and search. View the following results for the seed keyword “smartwatches”:
Look at the rectangles in red. You see Questions, Broad Match, Phrase Match, Exact Match, and Related. Click on any of them to view keywords of that type. If you want to see keywords based on user intent, click Intent as in the second rectangle and select an intent type to view the results for it.
Tools & Resources
Keyword research seems easy to most people. However, if they want to find the right, valuable keywords that work for their goals, they need solid skills. To have this expertise, they should learn from experts or even go for a training class. Check out these Keyword Research Books & Courses.
Those in this profession, especially those who earn money with keyword research, use paid tools like Ahrefs or SEMRush. If you are looking for the best affordable alternatives, try AppSumo’s Lifetime Deals on Keyword Research Tools.
If you are looking for a keyword research expert for your website or blog, Click Here.
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Ibochouba Singh is a content writer and reviewer with a passion for writing about digital marketing and tech gadgets, including software tools and new tech gadgets. He has over 15 years of experience writing for several consumers and clients, including tech startups, marketing agencies, and software companies. He is writing many articles and product reviews for many websites, including nigcworld.com, buywin.in, medium.com, and quora.com.
