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Keywords are essentially the first step when creating a successful search optimization strategy (SEO). Search engines like Google and Bing rely on users inputting search terms to provide relevant results. A crucial aspect of a successful campaign lies in selecting keywords that determine the visibility of your ads. 

Opting for relevant keywords increases the likelihood of users clicking on ads when looking for related products or services. There are several types you can include in your content. Let’s dive deeper into understanding the different keywords types and how you can use them.

What is a Keyword in SEO?

In SEO, a keyword is a word or phrase you can use in your writing to help people find your content when they search online. These are the words your audience types into search engines. You can see examples of when you search for something, and the results may show related searches or questions you might find interesting. 

When creating content, you can start with general keywords phrases related to your topic and use the related searches or questions as keywords. However, this process can be time-consuming and does not show how popular those searches are. Also, keep in mind that not all keywords are the same; they serve different purposes. Yet, their overall goal is to bring traffic to your website and boost conversions.

Importance of Keywords

Ever since the inception of the internet, businesses have acknowledged the crucial role of keywords. They play a vital role in search engine optimization (SEO), search engine marketing (SEM), and pay-per-click (PPC) strategies. The choice of keywords holds the key to reaching your intended audience effectively. 

Selecting the right keywords is paramount for generating maximum traffic to your website. This would lead to increased sales and revenue. Ensuring the keywords accurately describe page content and incorporating them into titles and meta descriptions is essential. 

This allows you to target different audiences throughout the sales funnels. Moreover, this approach broadens your reach and enhances the likelihood of converting potential customers. Therefore, it’s crucial to use relevant keywords in the content. 

Types of Keywords in SEO with Keyword Examples

As stated, you need to implement the correct keywords in order to reach your target audience. Here are the different types of keywords that you can use:

  • Short-Tail Keywords

Short-tail keywords, also known as head keywords are keywords of 1-3 words. This makes them more general or broader as compared to other types of keywords. Short-tail keywords serve two main purposes- you can use them as the title of your pillar page, especially if this page covers comprehensive information on a broad topic exceeding 3000 words, or integrate them within your text.

Since short-tail keywords have a large search volume, they are highly competitive. It becomes difficult to identify the search intent for these keywords because of their broad nature due to which they don’t convert well. 

For instance, consider the short-tail keyword “fitness equipment.” You might want to choose this keyword as the title of your pillar page. Within the pillar page content, you can include other brief keywords like “beauty products shopping” “limited-time makeup offers,” or “viral beauty products.”

  • Long-Tail Keywords

Long-tail keywords are highly specific, providing a much clearer search intent. Usually, they are more than three words and they can be questions or complete sentences. Although they boast a lower search volume compared to short-tail keywords, they are less competitive. Plus, because of the low-search volume characteristics, it results in a high conversion rate, making them ideal for targeted pages, especially for product pages and blog posts. 

You can use long-tail keywords for titles of sub-pillar pages or supporting blogs. For instance, you can use a long-tail keyword like “budget-friendly makeup essentials,” “top-rated national makeup retail chains,” or “finest makeup boutiques.” You can also seamlessly incorporate these keywords within your content.

  • Short-Term Fresh Keywords

When considering recently trending keywords, it is essential to focus on topics that have garnered recent attention or hype. For example, a trending short-term fresh keyword could be the latest gadget release, such as the “SmartTech X1” smartphone. 

Analyzing the search volume graph may reveal a notable peak around the emergence of the keyword trend, followed by a subsequent decline. Leveraging buzzworthy keywords allows you to harness the surge in search volume, attracting more organic views. However, it is vital to anticipate a swift decline in the interest once the initial buzz fades. 

One advantage of incorporating trending short keywords is the chance to connect with a new audience, distinct from your existing one. By staying updated on the latest internet challenges and trends, you can captivate the attention of fresh viewers. Therefore, these keywords have a moderate competitive rate and get elevated conversions during the peak interest period. Align your content with the current internet phenomenon to experience increased visibility and engagement. 

  • Long-Term Evergreen Keywords
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Evergreen keywords stand as perennially relevant terms, maintaining consistent relevance over time. While the search volume of these keywords may experience period fluctuations, significant changes are unlikely. 

The point is, that you can be assured that from the moment you publish content using evergreen keywords, it will attract users searching for and interested in the topic for years to come. Whether it is from the moment of publication or two years later, your content will experience a steady audience. These keywords have a moderate search volume with a medium competitive rate, resulting in high conversions. 

For content focused on evergreen keywords, the emphasis lies on ensuring they age gracefully. Ideally periodic updates, perhaps annually, help to sustain their relevance. While the views may not experience an explosive surge, they will consistently improve over time. Extended over the years, this approach results in a substantial volume of views for a single piece of content. For instance, keywords examples include “Healthy meal recipes for weight loss,” “DIY home organization tips,” or “Effective study techniques.”

Evergreen content usually takes on an informative and educational tone. It’s important to note that a well-crafted informative piece contributes to your authority on the subject. So, the more educational content you produce, the more authoritative your online presence becomes. This, in turn, elevates your position in the search engine results pages (SERPs) and provides increased exploration, views, and cultivating a base of loyal audience. 

  • Question Keywords

The question keywords prove most effective when incorporated into supporting blog titles as they are very specific. You can also leverage them into headers or within your content to enhance the overall experience for readers. 

Examples of keywords in the medical field can include “What are primary symptoms of diabetes?” “Why is vaccination crucial?,” or “What role does insulin play in managing blood sugar levels?.”

This approach ensures that your blog not only caters to the curiosity of your audience but also enhances user engagement by providing direct answers to specific questions. By seamlessly integrating these question-based keywords, you can create a more user-friendly experience, fostering a deep connection with your audience. 

  • Product Defining Keywords

Product defining keywords play a crucial role in explaining and characterizing your specific products. When users search for these keywords, they are in pursuit of highly specific information, and your content can either precisely match their intent or miss the mark entirely. Individuals searching for such keywords are typically in the early stages of their purchasing journey. At this point, they seek detailed information to make informed decisions before they reach the checkout button. 

For instance, if you are selling smartphones, your product defining keywords might include “latest budget-friendly smartphones” or “top-rated Android smartphones 2024. Integrating these specific terms into your product names and descriptions helps in optimizing your content for the user’s specific search intent. 

Remember that when utilizing these keywords, you need comprehensive details about your product. A practical approach involves reviewing your product list and creating detailed descriptions for each item. From these descriptions, you can identify two fundamental keywords for each product. Now, you can incorporate these keywords into your product names to optimize your content for pacific search intent. 

The product defining keywords often exhibit low search volume as well as low competitive rates. However, their specificity contributes to the high conversion rate. Due to this, utilize these keywords on your product pages to distinguish your offerings from the generic crowd and align with user intent. 

  • Customer Defining Keywords

Focus on your target persona when using customer defining keywords. If you don’t have a target persona, construct an imaginary profile that represents your desired audience. Keep it detailed- such as if your audience is predominantly male or female, what their age is, where they are located, and what they do for a living. The more specifics you include, the better information you have at your disposal. 

For example, instead of merely using “Digital marketing course,” incorporate your customer defining keyword, such as “Comprehensive digital marketing course for small business owners.” Another example can be “Specialized skincare solutions for sensitive skin” instead of only “skincare solutions.” It is important to recognize that one-size-fits-all products are rare. Address your target audience clearly by focusing on their pain points, as a single keyword can make a significant difference. 

You can also consider integrating customer testimonials to weave a narrative about how your product specifically benefits them. This approach not only enhances credibility but also establishes a connection with readers who share similar profiles. 

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Customer defining keywords typically exhibit low search volumes and a corresponding low competitive rate. Since the search intent is highly specific, it results in a high conversion rate. Therefore, use these keywords to directly speak to your customers, conveying that the product is custom-made for their needs.

  • Latent Semantic Indexing Keywords

Latent semantic indexing (LSI) keywords are thematic keywords closely associated with your primary keyword. For instance, if your primary keyword is “fitness,” associated LSI keywords could encompass “healthy lifestyle,” “workout routines,” and “nutritious meal plans.”

Obtaining such keywords involves first selecting your main keywords. These keywords prove valuable as they allow you to craft content around a broad theme, encompassing various subtopics related to the root keyword. Therefore, your content becomes visible for a range of keywords users search for, making LSI keywords particularly beneficial for content creation and blog posts. 

While acquiring these keywords may pose a challenge, you can explore the suggested search section on the results page that can provide insights into keywords related to the search query. Most importantly, LSI keywords have a low search volume, low competitive rate, as well as specific search intent, resulting in a high conversion rate. These enhance the ranking signal for the main keyword and prove advantageous for content creation. 

  • Intent Targeting Keywords

Intent targeting keywords are the keywords where your audience is on the buyer journey. Four types of SEO keywords list include:

  • Informational Keywords

Individuals using the informational keywords seek answers or solutions rather than direct sales pitches. Therefore, users employing these keywords are not necessarily in a buying mindset but are inclined towards learning more about a specific topic. 

To target this audience, you can incorporate questions or phrases containing who/what/when/where/why/how along with general expressions. You can use keywords like benefits of, facts, and guide on as these appear in informational content aiming to educate readers.  

For instance, if you are interested in understanding sustainable living practices, a search for the keyword “eco-friendly lifestyle tips” would align with this category. Other information keyword examples include “Sports injury prevention tips,” “Guide to DIY home improvement ideas,” and “What are the different approaches to natural skincare?.”

  • Commercial Keywords

Individuals using these keywords are interested in shopping around. These keywords are used by users to discover businesses offering products or services related to the entered search terms. This category of keywords indicates the user’s intention to find a specific product or service, including where to go and the necessary steps to fulfill their search. Here, you can start using keywords like specifications, place of origin, and shipping fee, among other details to present clever and product-specific information.

For example, if someone is in the market for a new laptop, they might conduct a search using the term “Laptop deals online.” Similarly, other examples of commercial keywords can be “Discounts on sports equipment,” “Camera review,” and “Baseball bat deals.”

  • Navigational Keywords

Individuals conducting searches using these terms are familiar with your business and aim to locate it. This kind of keyword is used when users are on a specific quest to find a particular website, service, organization, or product associated with their search topic. 

When targeting this audience, incorporate keywords containing your brand name. For example, keywords from a navigational list for coffee shops might include “BrewBeans,” “BrewBeans opening hours,” and “BrewBeans loyalty program.”

  • Transactional Keywords

Individuals searching using these terms are actively looking to make a purchase. These purchase-oriented keywords are often used in online shopping scenarios and can commonly be found in directories and classified ads. They come into play when someone is ready to make a purchase immediately- indicating that the individual already knows what they wants before initiating the search.

For instance, if you have received a gift card and your friend recommended a specific model of wireless earphones, you would directly search for the keyword “Wireless earphones XYZ model” to make your purchase. When catering to this audience, consider transactional keywords like “Affordable home gym equipment,” “Best deals on athletic gear,” and “Top makeup products of the year.”

How to Find the Right Keywords?

The right keyword for your website is the one that aligns with your audience and helps you reach your objective. This means that the right keywords for someone else are sometimes different from you, even if they are a competitor in the same space. 

Keyword research involves testing various keywords to determine their profitability for your website. Given that most search engines employ algorithms that significantly impact search rankings, selecting the best keywords is crucial to the performance of your website in search engine results. The right keyword, ideally is a keyword that you can rank high for and is on a topic that is relevant to your audience. 

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Follow the below steps to find the right keywords for your business:

Step 1: Conduct Keyword Research

Use keyword research tools like Google Keyword Planner, Keyword Suggestion Tool, or Search and App Rank Tracker to generate an extensive list of related keywords for your topic. These tools seamlessly provide you with a list of keywords based on your primary keyword. Explore the search engine results page (SERP) to discover relevant keyword ideas along with the monthly search volume and the relevance of the keywords. 

Step 2: Identify Business Value

Evaluate the relevance of your business and products and prioritize the keywords with higher business potential. The higher the business value, the more it is likely to attract the audience you want, thereby increasing the chances of converting to customers. This ensures alignment with your offerings as well as your target audience. 

Additionally, pose questions and conduct independent research to understand your industry in more detail. You can also examine similar products or services, and analyze customer feedback on different platforms like Google Reviews, Facebook, or Twitter. 

Step 3: Analyze Competition

Assess the SEO keyword difficulty to determine if a keyword is feasible to rank for. You can leverage the Keyword Generator Tool to identify relative keyword difficulty and competition according to the authority of your website. 

Step 4: Find Keyword Search Volume

Identify the monthly search volume for individual keywords or clusters using online keyword tools. You can use Google Trends or Google Search Console to understand the search terms your keywords are ranking for. This can help you level up your keyword strategy. 

Step 5: Analyze Traffic Potential

Consider potential traffic beyond search volume, factoring in zero-click searches and SERP features. Here, you can also identify traffic metrics to estimate the expected visitors for a specific cluster of keywords. 

Step 6: Identify Search Intent

Determine the search intent behind the keywords. Categorize them as information, commercial, navigational, or transactional. Align your content strategy with the identified search intent to meet user expectations. You can craft buyer personals to understand your buyer’s intent. Based on your business type, choose between different types of keywords to target your specific customers. Moreover, assesses the effectiveness of ad groups in working with specific keywords. 

Understanding these steps will guide you in selecting keywords that resonate with your audience, align with your business goals, and have the potential to drive meaningful traffic to your website.

How to Use Keywords to Get Maximum Traffic?

A common approach to get maximum traffic is by incorporating keywords as separate words at the end of your sentences. It is crucial that these keywords directly relate to your product or content. If your focus is on home decor, you can naturally include keywords like “interior design” and “stylish home accessories” in your sentences. For instance, you could ask, “What are some stylish home accessories that complement modern interior design?”

Optimizing your title and description is essential in this respect. This is because they are the initial elements potential customers encounter during their product searches. When selecting keywords for these components, focus on words or phrases that accurately represent your business and lifestyle. 

You can also leverage the Keyword Shuffle Tool to create a mix of different types of keywords that can add diversity to your content. It is recommended to incorporate these keywords in your title at least once. However, refrain from excessive use to avoid potential penalties from search engines due to keyword stuffing. 

For effective utilization of keywords in SEO, SEM, and PPC ads, consider the following tips:

  • Integrate keywords into headline and description lines, emphasizing the benefits and including a compelling call to action.
  • Leverage long-tail keywords for lower competition and reduced costs.
  • Increase ad relevance by incorporating the exact search query within your ad. 
  • Improve keyword coverage in your ad through the inclusion of site links. 

A vital aspect of crafting keyword strategy involves identifying the type of keyword and understanding its intent. Comprehensive keyword research enables you to address users’ inquiries across various stages of the buying funnel, ultimately driving them toward making a purchase. 


Thus, identifying which keywords to use when and where is crucial to your SEO keyword strategy. It is essential to understand the intent of your target audience and incorporate the keywords in a relevant manner so that you can attract the right audience and turn them into potential customers. Carefully understand the different types of keywords mentioned in this article to positively influence your keyword strategy.