9 Types Of Keywords in SEO

9 Types Of Keywords in SEO

In the context of Search Engine Optimization (SEO), there are different types of keywords that are important to consider for optimizing a website's visibility in search engine results. 

Knowing the 9 types of keywords in SEO is the first step to building a successful on-page SEO strategy. And then organic traffic starts coming in. More views, more potential customers, more conversions, more profits.

Types of Keywords

You should use a variety of the right keywords in digital marketing to target different audiences at each stage of the funnel. That way, you can reach more people and increase your chances of getting customers.

Here are a 9 types of keywords in SEO that are commonly used:

1. Broad Match Keywords

These keywords are general and provide a wide range of possible search terms related to a particular topic. For example, "digital marketing" would be a broad match keyword.

Broad match keywords are a type of keyword match type used in search engine advertising, particularly in platforms like Google Ads. When you use broad match keywords, your ad may appear in search results that include variations of your keyword, including misspellings, synonyms, related phrases, and other relevant terms.

Here's an example to illustrate how broad match keywords work:

If you set the broad match keyword "running shoes," your ad may potentially show up for searches such as "buy sports shoes" or "best footwear for running." The broad match allows your ads to reach a wider audience, as it covers various search queries related to your keyword.

However, it's important to note that broad match keywords can also result in your ad appearing for less relevant or unrelated search queries. To manage this, you can use negative keywords to exclude specific terms or phrases that you don't want your ad to appear for.

Broad match keywords are a good option when you want to cast a wide net and reach a larger audience. However, for more precise control over ad targeting, you may want to consider other match types like phrase match or exact match, which provide more specific targeting options.

2. Short-tail keywords

These are short, generic terms consisting of 1-2 words (e.g., "shoes," "digital marketing"). Short-tail keywords usually have high search volume but can be very competitive.

A short-tail keyword refers to a short, concise search term that consists of one or two words. These keywords are typically broad and general, representing a broad topic or category.

Short-tail keywords often have a high search volume, meaning that many users search for these terms. For example, "shoes" or "digital marketing" are considered short-tail keywords. However, because of their broad nature, short-tail keywords tend to be highly competitive, with many websites targeting them.

Using short-tail keywords can help attract a large audience and increase visibility on search engine results pages. However, they may not necessarily attract highly targeted traffic, as users searching for such general terms may have diverse intentions.

To optimize for short-tail keywords, it's important to create high-quality, informative content that covers the broad topic in a relevant and engaging way. It can be challenging to rank highly for short-tail keywords due to the competition, so it's also beneficial to leverage long-tail keywords and other SEO strategies to improve visibility and target a more specific audience.


  • High search volume,
  • high level of competition,
  • broad search intent,
  • low conversion rate

3. Long-Tail Keywords

Long-tail keywords are more specific and typically consist of three or more words. They target a more niche audience and generally have less search volume but higher conversion rates.

Long-tail keywords are longer, more specific phrases or queries that users enter in search engines when looking for particular information, products, or services. These keywords are highly targeted and usually have lower search volume compared to broader, generic keywords.

Long-tail keywords are valuable for several reasons. First, they often indicate a higher level of user intent, as users searching with long-tail keywords are typically closer to making a purchasing decision. Second, they have less competition compared to broader keywords, making it easier to rank higher in search engine results. Lastly, long-tail keywords allow businesses to target niche markets and attract a more qualified audience, resulting in higher conversion rates.


  • Low search volume
  • low level of competition
  • specific search intent
  • high conversion rate

For example, instead of targeting a generic keyword like "shoes," a long-tail keyword could be "red running shoes with arch support for women." This keyword is highly specific and captures the intent of someone searching for a very particular type of shoe.

When incorporating long-tail keywords into content, it's important to create relevant and valuable information that addresses the user's query. By doing so, businesses can attract highly targeted traffic and potentially convert those visitors into customers.

4. Branded Keywords

Branded keywords are specific search terms or phrases that include a brand or company name. These keywords are used by individuals when they are searching for a particular brand, its products, or related information. For example, if someone searches for "Nike shoes" or "Apple iPhone," those are considered branded keywords because they mention a specific brand.

Branded keywords are important for businesses because they often indicate strong brand awareness and can drive highly targeted traffic to a company's website. They generally have a higher conversion rate as people searching for branded keywords are often already familiar with the brand and have the intent to make a purchase or find specific information.

Companies should monitor and optimize their presence for branded keywords to ensure they appear prominently in search results and protect their brand reputation. This can be done through search engine optimization (SEO) strategies, paid search advertising, and maintaining a strong online presence through social media and other marketing efforts.


  • Low search volume,
  • low level of competition,
  • specific search intent,
  • high conversion rate

5. LSI Keywords

LSI (Latent Semantic Indexing) keywords are words or phrases that are semantically related to the main keyword. They help search engines understand the context and theme of the content.

LSI keywords are not necessarily synonyms of the main keyword but are conceptually linked to it.

The use of LSI keywords can improve the relevance and comprehensiveness of content, making it more likely to rank well in search engine results. Search engines use LSI keywords to better understand the meaning and context of a webpage, helping them provide more accurate and relevant search results to users.

Characteristics of LSI keywords:

  • Low search volume
  • low level of competition
  • specific search intent
  • high conversion rate

For example, if the main keyword is "apple," some LSI keywords could be "fruit," "orchard," "tree," "juice," or "nutrition". Including these LSI keywords in the content can help search engines determine that the webpage is about the fruit and not the technology company.

Using LSI keywords in a natural and meaningful way can improve the overall quality and relevancy of content, resulting in better search engine optimization (SEO) and higher rankings.

6. Intent-based Keywords

Intent-based keywords are search terms that reflect the specific intent or purpose behind a user's search query. These keywords go beyond just the words themselves and focus on understanding the underlying motivation or goal of the searcher. By targeting intent-based keywords, businesses can align their content and marketing strategies to better meet the needs of their target audience.

Here are a few types of intent-based keywords:

  1. Navigational intent: These keywords indicate that the user is looking for a specific website or brand. They often include brand names or specific URLs. Examples include "Facebook login" or "Amazon Prime."
  2. Transactional intent: These keywords indicate that the user is ready to make a purchase or engage in a specific transaction. They often include terms like "buy," "discount," or "coupon." Examples include "buy iPhone online" or "discounted hotel deals."
  3. Commercial intent: These keywords indicate that the user is in the research or consideration phase of the buying process. They often include terms like "best," "reviews," or "compare." Examples include "best laptop for gaming" or "compare car insurance rates."

7. Product/service keywords

These keywords directly describe the products or services offered (e.g., "affordable web design services," "organic skincare products"). They aim to attract users who are actively searching for a particular product or service.

A product/service keyword is a type of keyword that directly describes the specific products or services offered by a business. These keywords are often used by users who are actively searching for a particular product or service to fulfill their needs.

Product/service keywords are more specific and targeted compared to short-tail keywords. They typically include descriptive terms that specify the type, brand, model, or features of a product/service. For example, "affordable web design services," "organic skincare products," or "best camping tents."

By targeting product/service keywords, businesses can attract users who are already interested in purchasing or learning more about a specific product or service. These keywords tend to have lower search volume compared to broader keywords, but they usually have higher conversion potential as they attract users with stronger purchase intent.

To optimize for product/service keywords, it is essential to have relevant and well-optimized landing pages that provide detailed information about the product/service being targeted. The content should align with users' search intent, showcase features and benefits, include compelling calls-to-action, and provide a seamless user experience to increase the likelihood of conversions and sales.

It's also helpful to conduct keyword research and analyze competitors to identify the most relevant and effective product/service keywords for your business niche.

8. Geo-targeted keywords

These keywords include location-specific terms (e.g., "restaurants in London," "plumber near me"). They are vital for local businesses targeting specific geographic regions.

A geo-targeted keyword refers to a keyword that includes location-specific terms or targets a specific geographic region. These keywords are designed to attract users who are searching for products, services, or information within a particular location.

For example, "restaurants in London," "plumber near me," or "hotels in New York City" are geo-targeted keywords. They incorporate specific locations or proximity indicators to help users find relevant results based on their location or the location they are interested in.

Geo-targeted keywords are crucial for businesses that operate in specific areas or have a local presence. They help improve the visibility of a website in local search results and allow businesses to target users within their specific geographic target market.

Optimizing for geo-targeted keywords involves incorporating location-specific terms into your website and content, such as city names, neighborhood names, or regional identifiers. This can be done through page titles, headings, meta tags, content, and other relevant attributes.

Including your business address, phone number, and opening hours in the website's footer or contact page can also enhance local relevance. Additionally, listing your business on online directories and review platforms with accurate address and contact details can further boost local visibility.

Geo-targeted keywords help businesses attract relevant local traffic, increase visibility for local search queries, and compete effectively within their targeted geographic markets.

9. Informational Keywords

These keywords address users seeking information (e.g., "how to lose weight," "best ways to improve SEO"). Creating valuable content around informational keywords can help establish expertise and drive organic traffic.

An informational keyword, also known as an information-based keyword, is a type of keyword that indicates the user's intent to seek information or learn about a particular topic. These keywords are used when users are looking for answers, solutions, explanations, tutorials, or educational content.

Unlike product/service or transactional keywords that focus on specific products or services, informational keywords concentrate on providing valuable and informative content. The purpose of targeting informational keywords is to position a website as a helpful resource and establish authority and expertise in a specific subject matter.

Examples of informational keywords include "how to lose weight," "best ways to improve SEO," "what is climate change," or "history of the Great Wall of China." These keywords are usually longer and more specific than generic short-tail keywords, as they aim to address a particular question or provide detailed information.

When optimizing for informational keywords, businesses can create blog posts, articles, guides, tutorials, videos, or other types of content that answer the user's query comprehensively. The content should be informative, well-researched, well-presented, and provide value to the users.

By targeting informational keywords, businesses can attract relevant traffic, increase their website's visibility, and build a loyal audience. It also allows them to create a strong online presence as a trusted source of information, which can ultimately lead to conversions or sales when users progress further down the buyer journey.


It's important to conduct thorough keyword research to identify the most relevant keywords for your website, considering factors like search volume, competition, and user intent. A good balance of these different types of keywords can help improve your website's SEO.

Remember that while keywords are important for SEO, the emphasis should be on providing valuable and relevant content to users rather than solely optimizing for search algorithms.