Types of Keywords in SEO: A Complete Guide

Gone are the days when stuffing keywords into content could land you on page one of Google. Today, SEO is smarter, and search engines focus more on search intent than keyword count.

They have moved from a search-first to a people-first approach, which has changed how keywords are used for SEO in content. This shift reflects the larger transformation from traditional vs digital marketing, where personalized and intent-driven strategies now lead the way.

But that doesn’t mean keywords have lost their value — in fact, they’re more strategic than ever. Understanding the types of keywords in SEO helps you create content that aligns with what people are actually searching for.

Search engines now look for content that:

• Matches user intent
• Covers topics thoroughly
• Uses the right keyword mix

That’s where knowing the different types of keywords comes in. Whether you’re targeting SEO keyword types like short-tail, long-tail, informational, or transactional, each plays a critical role in helping your content rank.

In this blog, we’ll break down all the major types of SEO keywords, with examples and tips on how to use each one effectively in your content.

Why Understanding Keyword Types Matters in SEO

Search engine optimization isn’t just about adding keywords to a page — it’s about using the right keywords in the right way. This is where understanding the types of keywords in SEO becomes essential.

Different types of keywords serve different purposes in the user journey. Some help users discover your brand. Others guide them toward making a purchase. By learning how to use SEO keyword types effectively, you can align your content with what users are actually looking for — and give search engines clear signals about your page.

If you’re looking to improve your rankings and attract the right audience, consider investing in professional SEO services that can help you implement these strategies effectively.

Let’s take an example:
If someone searches “best running shoes for flat feet,” they’re clearly looking for product recommendations — a long-tail, transactional keyword. But if they search “what causes flat feet,” it’s an informational query. Both are relevant, but they require different types of content and keywords.

Understanding the different types of keywords helps you:

• Target the right audience at the right stage
• Improve content relevance and structure
• Increase traffic quality and conversions

Bottom line? Knowing the keyword types in SEO isn’t optional anymore — it’s the backbone of any effective digital strategy.

Main Types of Keywords in SEO

Types of Keywords Based on Length & Specificity

When it comes to keyword length, there are two primary categories: short-tail and long-tail keywords. Each plays a unique role in your SEO strategy.

Understanding the difference between these types of keywords in SEO helps you target both broad and niche audiences — depending on your goals.

Short-Tail Keywords

What they are:
Also known as head keywords, short-tail keywords are usually one to two words long. They’re broad, have high search volume, and are often highly competitive.

Examples:

• SEO
• Shoes
• Digital marketing
• Coffee

Pros:

• High search volume
• More visibility
• Good for branding at scale

Cons:

• Very competitive
• Lower conversion rate
• Less specific, unclear user intent

When to use:
Short-tail keywords are ideal for top-of-the-funnel content where you want to generate general awareness. But don’t rely on them alone — they need to be supported by more targeted keyword types in SEO.

Long-Tail Keywords

What they are:
These are longer, more specific keyword phrases (usually 3+ words) that reflect clearer search intent. Despite lower search volume, they often bring higher-quality traffic.

Examples:

• Best SEO tools for beginners
• Buy running shoes for flat feet
• Social media marketing services for small businesses

Pros:

• Easier to rank
• Higher conversion rates
• Better user targeting

Cons:

• Lower search volume
• Can be too niche if not researched well

When to use:
Long-tail keywords are perfect for blog posts, product pages, and FAQs — especially when you’re trying to rank for very specific queries.

Pro Tip:
Use a mix of short-tail and long-tail keywords in your content. This helps you capture both general interest and focused user intent — a balanced keyword strategy that supports both traffic and conversions.

Types of Keywords Based on Search Intent

Every search query carries a purpose — known as search intent. Understanding this intent helps you create content that truly matches what users want, improving your chances to rank higher and attract the right visitors.

Broadly, keyword intent falls into four key categories: informational, navigational, transactional, and commercial investigation. Each serves a different stage of the buyer’s journey, from learning and exploring to deciding and purchasing.

Let’s dive deeper into these types of keywords in SEO and how to recognize and use them effectively.

Informational Keywords

What they are:
Informational keywords are used by people seeking to learn something or find answers. These users aren’t ready to buy — they want knowledge, how-tos, explanations, or solutions to problems. This type often includes question words like “how,” “what,” “why,” or phrases where intent is clearly to gather information.

Examples:

• How to start a blog
• Benefits of meditation
• What is SEO
• How does Google rank websites

Best for:

• Blog posts
• Tutorials and guides
• Educational content
• Building brand awareness and authority

Navigational Keywords

What they are:
Navigational keywords are entered when a user already knows the website or brand they want to visit. Their goal is to reach a specific destination online, rather than research or buy. These queries usually contain brand names, product names, or website titles.

Examples:

• Spotify login
• Adidas official store
• Facebook homepage
• Nike shoes online

Best for:

• Brand or company websites
• Making it easy for users to find your site
• Protecting your branded search traffic

Transactional Keywords

What they are:
Transactional keywords signal that the user is ready to take action — typically to purchase, subscribe, or download. These keywords indicate high commercial intent and often include terms like “buy,” “order,” “coupon,” “discount,” or “subscribe.”

Examples:

• Buy wireless earbuds online
• Order pizza near me
• Subscribe to Netflix plan
• Discount on laptops

Best for:

• Product pages
• E-commerce sites
• Landing pages focused on conversions
• Promotional offers and deals

Commercial Keywords

What they are:
Commercial keywords are used by people researching their options before making a purchase. These users want to compare products, read reviews, or evaluate features to decide which option suits them best.

These types of keywords in seo suggest the user is close to buying but still weighing their choices. This is where content like comparisons, reviews, or case studies — such as a detailed breakdown of a successful brand collaboration — can help influence decisions.

Examples:

• Best smartphones under $500
• Shopify vs WooCommerce
• Top email marketing tools
• Review of Tesla Model 3

Best for:

• Comparison articles
• Buyer’s guides
• Review posts
• Helping users make informed decisions

Pro Tip:
A strong SEO strategy includes a blend of these keyword types in SEO to target users at every stage — from awareness to purchase — helping you capture and convert more traffic.

Types of Keywords Based on Branding

Another way to categorize keywords is based on brand association. These keyword types help you understand whether users are already aware of your brand or are still discovering options. Both are equally important in building visibility and trust.

Let’s explore the two key types of keywords in SEO based on branding: branded and non-branded.

Branded Keywords

What they are:
Branded keywords include your company name, product name, or any other identifiable brand element. These are used by users who already know your brand and are looking for you specifically — which usually means they’re closer to conversion.

Ranking for your own branded keywords is crucial because if you don’t, your competitors might. Branded searches often reflect higher trust and intent to interact with your business.

Examples:

• Nike running shoes
• HubSpot CRM pricing
• Canva logo maker
• Starbucks rewards program

Best for:

• Brand awareness and protection
• Homepage and product pages
• Branded landing pages
• Navigational and transactional SEO

Non-Branded Keywords

What they are:
Non-branded keywords are generic search terms that don’t mention a brand. These are typically used by people in the discovery phase — they’re looking for options, not a specific company.

Targeting non-branded keyword types in SEO helps you reach new audiences who may not yet know your brand but are searching for what you offer. These keywords are often more competitive but are essential for organic growth.

Examples:

• Best running shoes for women
• Free logo maker online
• Digital marketing tools for small business
• Cold brew coffee near me

Best for:

• Attracting new customers
• Blog content, product/service pages
• SEO campaigns focused on visibility and reach
• Competing with other brands organically

Pro Tip:
Use branded keywords to reinforce trust and loyalty, and non-branded keywords to expand your reach. A healthy SEO strategy includes both.

Types of Keywords Based on Location

In today’s search landscape, location plays a huge role in how users find businesses and services. Whether someone is looking for a nearby restaurant or a global software tool, location-based keyword targeting helps tailor your content to the right audience.

These types of keywords in SEO are especially important for businesses that rely on local foot traffic or want to target users in specific regions.

Let’s break down the two key categories: local keywords and global keywords.

Local Keywords

What they are:
Local keywords include a specific geographic location — such as a city, neighborhood, or region — to target users who are searching for nearby services or businesses. These keywords are essential for local SEO and help your business appear in “near me” or location-based searches.

Examples:

• Digital marketing agency in Surat
• Best coffee shop near me
• Wedding photographers in Banglore
• Local SEO experts in Surat

Best for:

• Local businesses and service providers
• Google Maps and Google Business Profile optimization
• Driving foot traffic and local leads
• Appearing in “near me” search results

Global Keywords

What they are:
Global keywords don’t reference a specific location. They’re used by people searching for information, products, or services with no geographic restriction. These are great for businesses targeting a wider or international audience.

Examples:

• How to improve SEO rankings
• Digital marketing tips for eCommerce
• Best productivity apps
• SEO & Digital marketing tools for startups

Best for:

• SaaS companies and digital products
• National or international brands
• Educational content and blogs
• Reaching a broader, location-independent audience

Pro Tip:
If you’re a local business, focus heavily on local keywords. But if you serve a national or global market, use global keywords to reach a wider audience — or combine both in your strategy for layered targeting.

Other Notable Keyword Types in SEO

Besides keyword types based on length, intent, branding, and location — there are a few additional types of keywords in SEO that can strengthen your strategy even further. These keywords help refine targeting, improve content relevance, and support both organic and paid campaigns.

Let’s take a look at some of the most valuable ones:

Negative Keywords (Primarily for PPC, but useful in SEO too)

What they are:
Negative keywords are words or phrases you want to avoid ranking for, especially in paid search campaigns like Google Ads.

These are search terms that might bring the wrong kind of traffic — people who are looking for something you don’t offer. By telling Google “Hey, don’t show my ad when someone searches for this,” you save money and improve your ad results.

Clearer Examples of Negative Keywords:

Let’s say you sell premium paid SEO tools, but you don’t offer anything free. In this case:

• Someone searching for “free SEO tools” is not your target customer.
• So, you add “free” as a negative keyword in your Google Ads campaign.
• Now, your ad won’t show when someone searches that term.

Same logic applies to:

Do You Need Negative Keywords in SEO?

Mostly, negative keywords are used in paid ads (PPC in digital marketing). But even in organic SEO, they help you decide what not to target. For example, if you’re an agency offering digital marketing services, you wouldn’t want to create blog content targeting people searching for “free marketing tools” or “cheap SEO help” — because that’s not your ideal audience.

This highlights the importance of understanding the difference between Organic Search vs Paid Search, so you can plan your content and ad strategy accordingly.

LSI (Latent Semantic Indexing) Keywords

What they are:
LSI keywords are terms and phrases that are semantically related to your primary keyword. They help search engines understand the context of your content and improve topical relevance without repeating the same keyword too often.

For example, if your content is about photography, LSI keywords might include:

• Camera settings
• Shutter speed
• Lighting techniques
• Photo editing

Best for:

• Supporting on-page SEO
• Making content more natural and readable
• Avoiding keyword stuffing
• Improving contextual understanding by search engines

Seasonal Keywords

What they are:
These keywords trend at specific times of the year — during holidays, events, or seasonal changes. Search volume for these keywords spikes only during certain periods.

Examples:

• Diwali home decoration ideas
• raksha bandhan gifts
• Best Christmas gifts for teens

Best for:

• Time-sensitive campaigns
• Seasonal promotions or content
• Holiday-themed blog posts and landing pages

Evergreen Keywords

What they are:
Evergreen keywords are always relevant and consistently searched, regardless of time or season. They offer long-term traffic potential and are ideal for content that remains useful over time.

Examples:

• How to create a blog
• Benefits of SEO
• Digital marketing strategies
• Social media tips for beginners

Best for:

• Pillar content and cornerstone pages
• Long-term SEO performance
• Informational and educational content

Pro Tip:
Use evergreen keywords to build lasting traffic and seasonal keywords for timely spikes. Sprinkle in LSI keywords to boost relevance — and don’t forget to filter out irrelevant traffic using negative keywords in paid campaigns.

How to Choose the Right Types of Keywords in SEO for Your Strategy

Now that you understand the different types of keywords in SEO, the next step is knowing how to choose and apply them strategically. Not all keyword types fit every piece of content — it depends on your goals, audience, and where users are in their journey.

Here’s how to decide which SEO keyword types to use — and when:

1. Understand Your Audience’s Intent

Before choosing a keyword, ask:

• Are they just learning? → Use informational keywords
• Do they know what they want? → Use transactional or commercial keywords
• Are they looking for you? → Use navigational or branded keywords

Tip: Always match your content type with the user’s intent to increase relevance and engagement.

2. Use a Mix of Short-Tail and Long-Tail

• Short-tail keywords help with broad visibility and topic relevance.
• Long-tail keywords help you reach users with specific needs or questions.

Example:

• Short-tail: “email marketing”
• Long-tail: “email marketing strategy for real estate agents”

3. Match Keywords to Content Types

Just like choosing the right types of digital marketing for your campaign, selecting the right keyword types ensures your content reaches the right people at the right time.

4. Think About Search Volume vs. Competition

Not all high-volume keywords are worth chasing.

• Use low-competition, long-tail keywords to rank faster.
• Use high-volume keywords for long-term authority-building.

5. Don’t Forget LSI & Related Keywords

Use LSI keywords throughout your content to improve context and readability. They help search engines better understand your topic without keyword stuffing.

6. Use Keyword Research Tools

Leverage tools like:

• Google Keyword Planner
• Ahrefs
• SEMrush
• Ubersuggest
• AnswerThePublic

These digital marketing tools can show you keyword ideas, search volume, competition, and even trends based on seasonality or location.

To stay ahead, marketers are leveraging advanced technologies like AI in digital marketing to analyze types of keywords in SEO, predict user intent, and optimize content more efficiently.

Pro Tip: Build your keyword strategy like a journey — start with informational keywords to attract people in the early research phase, then guide them toward commercial and transactional keywords to turn them into leads or customers.

Conclusion

Choosing the right types of keywords in SEO is key to reaching the right audience and boosting your online visibility. From informational to transactional, each keyword type plays a role in your overall success.

Need help building a keyword strategy that actually delivers results?
Contact us to grow your traffic and drive real business impact.

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