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1. Keywords and its Types

2. What are Keywords?
 Keywords, which can also be referred to as "SEO
keywords," "key phrases," or "search queries," are
essentially words and phrases that individuals enter
into search engines when they're seeking
information about a specific subject. Within the
realm of search engine optimization (SEO), these
keywords are incorporated into webpage content to
improve the likelihood of achieving a high ranking in
Google's search results for the corresponding
keyword.

3. Why are Keywords Important?
 "Keywords are important because they help you
understand what users are searching for and the
content you need to provide to meet their needs.
The keywords you choose help define your content
strategy and what topics to include on your website.
This means incorporating the most relevant terms to
increase your ability to rank and, in turn, increase
website traffic."

4. Types of Keywords
 Here are the types of keywords you need to know:
 Keywords by Length:
1. Short Tail Keywords
2. Long Tail Keywords
3. Mid Tail Keywords
 Keywords by Buyer Intent
1. Informational
2. Navigational
3. Commercial
4. Transactional

5. Types of Keywords
 Keywords for Specific Industry
1. Market Segment
2. Customer-Defining
3. Product
4. Geo-Targeted
 Other Keywords
1. Primary Keyword
2. Secondary Keyword
3. LSI Keywords

6. Keywords by Length
So let’s dive deeper into the Types of Keywords.
 Keywords by Length:
1. Short Tail Keywords –
 These are keywords that have one or two words with
high search volume. They are often known as focus
or head keywords.
 Short tail ones have high competition. They also do
not specify what exactly the user is looking for.

7. Keywords by Length
 Suppose, you type ‘SEO’ on the Google search
engine. It has more than 91K monthly search
volume. It is unclear what the user is looking for.
Because, the results for this target keyword will be
varied.
 To specify, s/he has to use ancillary words to narrow
down the search. In almost every situation, then, the
search volume will be lesser.

8. Keywords by Length
2. Long Tail Keywords –
 They are keywords with more than two or three
words and act as phrases. They may not have a high
search volume compared to short tail ones, but are
specific.
 Long tail keywords are generally three or more
words.
 If you take the same example above, the related long
tail keywords would be ‘ best free seo tools’, ‘on-
page seo techniques’ and so on.

9. Keywords by Length
They may have low search volume, but will help your
page rank easily. That is, the conversion rates for
long tail keywords are high.

10. Keywords by Length
3. Mid-Tail Keywords –
 These fall between short tail and long tail keywords.
They are longer than short tail and shorter than long
tail keywords. Their search volumes are moderate
i.e., more than long tail ones.
 Let’s take the previous example. A long tail keyword
would be ‘ best free seo tools’. The medium length
keyword would be ‘seo tools’.
 The former has a search volume of 590. The latter,
15K.

11. Keywords by Buyer Intent
 Keywords by Buyer Intent
1. Informational –
Such keywords are those that users ask to gain
awareness about a product or service. They often
have questions beginning with ‘how’, ‘what’ ‘is it’
and so on.
2. Navigational –
When a prospect is looking for an item in a specific
store, they would use a navigational keyword type in
the search query. Here, the user is aware of the
product and the brand, but needs more information.

12. Keywords by Buyer Intent
3. Commercial –
Now that the internet user is aware of the brand,
they want to understand more about the product.
Typically, the prospect’s search query revolves
around the price and/or feature comparisons with
similar items that competitors sell.
4. Transactional –
Here, the keywords are targeted to those prospects
who are ready to make a purchase after gaining
information and are happy with the price after
comparing the product with the competitors.

13. Keywords for Specific Industry
 Keywords for Specific Industry
1. Market Segment –
 These keywords are used in one industry or its
verticals. They are generic and broad in nature, but
help the target market understand what the
company sells.
 For instance, a clothing brand uses ‘clothes’ as a
keyword.

14. Keywords for Specific Industry
2. Customer-Defining –
 As you can guess, they are words or phrases related
to a specific type of customer. Marketers use them
to reach an audience that shares common
characteristics, such as age, gender, etc.
 Taking from the previous example, the customer-
defining keywords for a clothing brand would be
‘clothes for men’, ‘clothes for teens’, etc. As you may
infer, these keywords have to be context-based.

15. Keywords for Specific Industry
3. Product –
These types of keywords have brand names on them.
They come with higher conversion rates within a
niche that prefers or are loyal to the offerings of a
brand.
4. Geo-Targeted –
 They are based on locations and are extremely
helpful for local businesses. A HubSpot study shows
46% of Google searches are about local information.
 A typical example of a geo-targeted keyword is
‘where can I buy [product] in [location]’.

16. Other Keywords
 Other Keyword
1. Primary Keywords –
 A primary keyword, also known as a focus or main
keyword, is the main term or phrase a webpage is
expected to rank for in search engine results. In
other words, a primary keyword is the main keyword
a page is optimized for.
 Typically, a primary keyword has a high search
volume and can potentially bring a considerable
amount of organic search traffic.

17. Other Keywords
 Primary keywords are important because within a
given “cluster” of keywords a page is targeting and
could potentially rank for, those keywords have the
highest search volume.
 If you’re following SEO best practices, the primary
keyword will be the main keyword the page is
optimized for because it is the main topic you’re
covering. It also gives search engines a clear signal
about the topic of a page.
 Also, the primary keyword typically serves as a seed
keyword during keyword research.

18. Other Keywords
2. Secondary Keywords –
 Secondary keywords are any keywords closely
related to the primary search term that you’re
targeting with your page. All synonyms, subtopics,
and long-tail keyword variations can be considered
secondary keywords.
 When you include these related keywords in the
subheaders and body text on a page, you’re covering
every major facet of a topic and helping Google
understand what your page is about.

19. Other Keywords
 Keeping secondary keywords in mind allows content
creators to cover the topic in full, and thus meet the
readers’ expectations.
 Plus, when your page is published and indexed, all of
these secondary keywords increase the chances of
ranking for hundreds or even thousands of different
keywords, not just for the primary one.

20. Other Keywords
2. LSI Keywords –
 LSI (Latent Semantic Indexing) keywords are words
that are related to a main keyword and are seen as
semantically relevant. If your page’s primary
keyword is ‘credit cards,' then LSI keywords would be
things like “money,” “credit score,” “credit limit,” or
“interest rate.”
 They're not synonyms (different words that mean
the same thing), though. They're closely related
words that help to define the topic of a page.

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