A keyword is a word or phrase that people enter into search engines to find relevant information, products, or services. In digital marketing, keywords help businesses optimize their content for search engines (SEO) and target the right audience in Google Ads and other paid campaigns.
1. Based on Search result
✔ Informational Keywords – Informational keywords are search queries used by users when they are looking for knowledge, answers, or guidance rather than making a purchase or taking immediate action. These keywords usually appear in the early stages of the buyer’s journey and are essential for SEO and content marketing.
✔Navigational keywords are search queries where users are looking for a specific website, brand, or online destination rather than general information. These keywords indicate that the user already knows what they want and is using a search engine to find a direct path to a specific website or webpage.
Example: “Facebook login”, “Nike official store”
✔ Transactional Keywords – (Users are ready to take action or buy something)Transactional keywords are search terms used by people who are ready to buy something, book a service, or take an action like signing up or downloading. These keywords show a strong intent to make a purchase or complete a transaction.
Example: “Best smartphone under $500”
“iPhone 15 vs Samsung S23”
“Top 10 SEO tools for beginners”
3) Based on length:-
✔ Short-Tail Keywords (Broad):-Short-tail keywords are short, generic search terms (usually 1-2 words) with a broad meaning. They have high search volume but low conversion rates because they are not specific.
- 1-2 words, high search volume, high competition.
- Example: “SEO”, “Digital Marketing”
✔ “Digital marketing”
✔ “Best laptop”
✔ “SEO”
✔ “Car insurance
✔ Long-Tail Keywords:-Long-tail keywords are longer, more specific search phrases (usually 3 or more words) that have lower search volume but higher conversion rates. They target specific user intent, making them easier to rank for in SEO.
- 3+ words, lower search volume, but higher conversion rates.
- Example: “Best SEO tools for beginners”,
- “Best running shoes for flat feet 2024”
✔ “Affordable digital marketing services for small businesses”
✔ “How to do keyword research for SEO?”
✔ Medium-Tail Keywords:-Medium-tail keywords are search phrases that are longer than short-tail keywords (1-2 words) but shorter than long-tail keywords (4+ words). They usually consist of 2-3 words, offering a balance between search volume and specificity.
Examples of Medium-Tail Keywords:
✔ “Running shoes for men”
✔ “Best SEO tools”
✔ “Digital marketing services”
✔ “Laptop for gami
3. Based on Google Ads Targeting
✔ Broad Match Keywords – Broad match keywords are the most flexible keyword type in Google Ads. They allow ads to show for related searches, synonyms, misspellings, and variations, not just the exact keyword.
How Broad Match Works:
✔ “best sneakers for jogging”
✔ “buy sports shoes online”
✔ “trail running footwear”
✔ Phrase Match Keywords – Phrase match keywords in Google Ads allow your ads to show when a search query includes the exact phrase of your keyword in the same order, but it can have extra words before or after.
How Phrase Match Works:
✔ “best running shoes for men”
✔ “buy running shoes online”
✔ “affordable running shoes in India”
✔ Exact Match Keywords – Exact match keywords in Google Ads ensure your ad appears only when the search query closely matches your keyword. This gives maximum control over who sees your ad.
How Exact Match Works:
If your keyword is [running shoes], your ad may show for:
✔ “running shoes”
✔ “buy running shoes”
✔ “running shoes onlin
4. Other Types of Keywords
✔ Branded Keywords – Include a brand name (“Apple MacBook Pro”)
✔ Competitor Keywords – Target competitor brands (“Best Zoom alternatives”)
✔ Geo-Targeted Keywords – Include location-based terms (“SEO agency in New York”)
✔ Seasonal Keywords – Trend during specific seasons (“Christmas gift ideas”)
✔ Evergreen Keywords – Always in demand (“How to lose weight”)
✔ LSI (Latent Semantic Indexing) Keywords – Related terms that help search engines understand context (“SEO” → “Search Engine Optimization”, “Google ranking factors”)
Keyword Research Tools
To find the best keywords, use these top keyword research tools:
1. Free Tools
✔ Google Keyword Planner – Best for Google Ads keyword research.
✔ Google Search Console – Shows keywords your website ranks for.
✔ Google Trends – Analyzes trending search terms.
2. Paid & Advanced Tools
✔ Ahrefs – Provides search volume, competition analysis, and keyword difficulty.
✔ SEMrush – Great for keyword research, competitor analysis, and PPC insights.
✔ Ubersuggest – Affordable tool for keyword suggestions.
✔ Moz Keyword Explorer – Helps find high-ranking keywords.
✔ Answer The Public – Finds question-based keywords.