What Are Keywords In SEO?

Keywords in digital marketing are specific words or phrases people use to search for information online on search engines like Google & bing.

Importance Of Keywords In SEO

In the digital marketing industry, Keywords are the foundation of SEO campaigns. By evaluating different keyword types like short-tail, long-tail, and location-specific, businesses can tailor their content to precisely match user intent. This strategic approach not only enhances search engine visibility but also drives organic traffic and improves overall digital marketing effectiveness.

Types of Keywords In SEO

Short-tail keywords, Mid-tail keywords, Long-tail keywords, Informational keywords, Navigational Keywords, Transactional Keywords, Commercial Keywords, Product Keywords, Category Keywords, Branded Keywords, Local Keywords, Seasonal Keywords, and Trending Keywords. Keywords can be classified based on various criteria. Let's explore different types of keywords:

Based on Keyword Length

Short-tail Keywords:

These are typically one to three words, highly competitive, and have broad search intent. This type of keyword is so short that it does not help in understanding what users are looking for; so many times this type of keyword, you’ll find big brands ranking in top positions; you can also use this type of keyword for your website.

Example: "shoes," "digital camera", ‘’Digital marketing”

In the above example, you’ll understand that the words are not specific and do not provide proper information about user intent. Short keywords are not specific, so ranking this keyword is a little tricky.

Mid-tail Keywords:

Mid-tail Keywords are three to four words, less competitive than short-tail keywords, and offer more specific search intent.

Examples: "Women's running shoes," "Best DSLR camera for beginners", “Digital Marketing Services.”

In the above example, you must have understood that these keywords are a little specific. The short keyword “shoes” does not provide any demographic or geographic information about the user. Still, the mid-tail keyword “Women’s running shoes” helps us to understand the user is specifically looking for female shoes, just like the other example, which is used in short- tail you’ll know that their mid-tail version is more specific and provides a more precise image of search intent.

Long-tail Keywords:

These are four or more words, highly specific, low competition, and often represent a strong purchase intent.

Examples: "comfortable running shoes for women with flat feet," "Canon EOS Rebel T8i DSLR camera kit."

Long-tail keywords are more specific than mid-tail ones. These keywords are exact, so the volume will be slightly less than the short-tail or mid-tail. Still, users at this stage are highly likely to be in the stage of conversion (conversion can be anything depending on your brand. If it is an ecommerce website, it’ll be sales, and for another type of website, it can be anything like clicks, engagement, etc. )

Based on Search Intent

Now, let’s understand which keywords have what intent, basically understanding what users need from the keyword.

Informational Keywords:

Users are seeking information or knowledge.

Example: "What is SEO?", "How to make pancakes?"

These keywords are generally in question format (Who, what, why, how, etc.). So, they denote that the user is specifically looking for information about a specific topic.

Navigational Keywords:

Users want to find a specific website or web page.

Examples: "Facebook login," "amazon india", “Rebook shoes.”

This type of keyword is where users know what they want; they just want Google to show the result of those specific brands, places or particular things. As we saw in the example “Facebook login”. So, here, the user knows what he wants, or we can say where he wants to go.

Transactional Keywords:

Users are ready to make a purchase.

Example: "buy iPhone 14," "best price for laptop"

Transactional keywords help understand that users using these keywords are looking to buy the product. It can be anything like comparative keywords, which provide a comparison of similar kinds of products; let's understand this with the examples we used so: “buy iPhone 14” This keyword shows that the user is looking for a website where he can buy the iPhone 14 products, the keyword “best price for laptop” denotes that person is looking for a laptop which will be stolen deal for him/her.

Commercial Keywords:

Users are exploring options before making a purchase.

Example: "best smartphones under 30000", "compare DSLR cameras"

The keyword “Best smartphones under 30000” shows that the user is in the consideration stage and searching for a smartphone under the price of 30000. The keyword “Compare DSLR Cameras” denotes that a person is considering buying DSLR cameras, so you can compare DSLR cameras of different brands with their features and prices.

Based on Keyword Relevance to Ecommerce

These types of keywords are used by E-Commerce brands. You might feel this is repetitive, but we are analysing the type by user intent, so I’ll explain this with examples so you’ll get a clear idea of it.

Product Keywords:

Keywords directly related to your products.

Example: "red dress," "wireless headphones"

This type is simple to understand. You might have understood this type with the examples mentioned. The Keyword “Red dress” shows a person looking for a red dress. We can also call these short-tail keywords, but here, the essential difference is that you know that it’s about the product, not information.

Category Keywords:

Keywords representing product categories: "women's clothing," "electronic gadgets."

Category keywords are broad terms that represent a group of products or services.

Other Types of Keywords In SEO

Branded Keywords:

Keywords that include your brand name.

Example: "Nike shoes," "Apple iPhone"

Branded keywords are brand-specific. In this type of keyword, the Person is looking for products or services of any particular brand. For example, “Nike shoes” shows that a person is looking for shoes from the Nike brand.

Local Keywords:

Keywords that include geographic locations.

Example: "best restaurants in Mumbai," "plumber near me"

Local keywords The name itself explains that the user is explicitly looking for results for the specific geographic area; the keyword “Best restaurants in Mumbai” shows that the person is looking for the best restaurants in Mumbai. This keyword is mainly used for local SEO. You can optimise your GBP (Google Business Profile, earlier known as Google My Business) with these keywords for top rankings, as Google gives them more preference for local keywords.

Seasonal Keywords:

Keywords related to specific times of the year.

Example: "Christmas gifts," "summer dresses"

Seasonal keywords, which we can also call occasional keywords, are hit during a specific season or occasion.

Trending Keywords:

Popular keywords that are currently in high demand.

Example: "AI" and “Chatgpt”

Trending keywords are specifically trendy topics currently in Buzz, so you can use Google Trends to know what is buzzing in your niche and find blog or keyword ideas from it. Trendy keywords vary by industry, so stay updated on what's buzzing in your niche and create relevant blogs.

Conclusion

Understanding and utilising different keywords can enhance your website's visibility, attract targeted traffic, and achieve your SEO goals. This article has helped you understand the search intent and various types of keywords. You have to understand your user first before doing keyword research. Know your audience and use the correct type of keyword to target them. Choosing the right keyword will give you an edge in targeting the right audience.