Learn types of keywords and why they are important in SEO and PPC.

1. Sushan Sharma | info@sushansharma.com
Keywords: A-Z Guide

2. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
KEYWORD DENSITY
If your home page has 500 words of body copy and your keyword phrase appears 5 times, your
keyword density is one-percent.
KEYWORD PROMINENCE
Keyword prominence refers to how prominent your keywords are within key elements of your
web page. You should always put your most important keyword phrase at the very beginning of
your TITLE, DESCRIPTION, and H1 and H2 tags.
KEYWORD PROXIMITY
The keyword proximity refers to the distance between the search term’s individual keywords.
Example:
Search term: Detroit Corporate Photographer
Sentence: Detroit Photographer Blake Discher specializes in corporate photography”
So proximity between “Detroit” and “Photographer” is zero words (Excellent) but between
“Photographer” and “corporate” it is four words.

3. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
Keyword matching options
1) Broad match
Broad match is the default match type that all your keywords are assigned that include
misspellings, synonyms, related searches, and other relevant variations.
Example:
Broad match keyword: Ads may show on searches for:
low-carb diet plan carb-free foods
low-carb diets
low calorie recipes
Mediterranean diet books
low-carbohydrate dietary program
2) Broad match modifier
Similar to broad match, except that the broad match modifier option only shows ads in
searches that include the words with a plus sign “+” in front of them.
Example:
Broad match modifier
keyword Ads may show for these searches
Ads won't show for these
searches
+mens +shoes  shoes sale for men
 footwear in style for men
 shoes for guys
 men’s socks and shoes
 men’s socks
 kids trainers
+lawn +mowing +service  services to mow my lawn
 lawn mowing and edging
service
 grass cutting and gardening
services
 rates for services that cut your
grass
 gardening services
 lawn aeration service
+aruba +vacation  all inclusive vacations aruba
 vacation ideas in aruba
 aruba cruises

4. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
3) Phrase match
Ads may show on searches that match a phrase, or close variations of that phrase, which
may include additional words before or after. Phrase match is designated with
quotation marks ("women's hats")
Example:
Phrase match
keyword:
Ads may show on searches for: Ads won't show on
searches for:
"tennis shoes" shoes for tennis
buy tennis shoes on sale
red tenis shoes
comfortable tennis sneakers
tennis rackets and shoes
tennis players that wear red
shoes
4) Exact match
Ads may show on searches that match the exact term or are close variations of that
exact term. It shows for keywords with the same meaning as the exact keywords,
regardless of spelling or grammar differences between the query and the keyword.
 Misspellings
 Singular or plural forms
 Stemmings (for example, floor and flooring)
 Abbreviations
 Accents
 Reordered words with the same meaning (for example, [shoes mens] and [mens
shoes])
 Addition or removal of function words. Function words are prepositions (like in or
to), conjunctions (like for or but), articles (like a or the), and other words that don’t
impact the intent of a search. For example, [shoes for men] is a close variant of
[men shoes] with the function word “for” removed.
 Implied words (for example, if your exact match keyword is [daydream vr headset],
your ads may show on searches for “daydream headset” since “vr” is implied)
 Synonyms and paraphrases (for example, if your exact match keyword is [bathing
suits], ads may also show on searches for “swimming suits”)
 Same search intent (for example, if your exact match keyword is [images royalty
free], ads may also show on searches for “free copyright images”)

5. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
Exact match keyword Ads may show on searches
for
Ads won't show on
searches for
[shoes for men] shoes men
men shoes
men shoe
shoes for a man
red shoes for men
buy men shoes
[bathing suits] swimming suits competition swimwear
[all inclusive aruba] all inclusive vacations aruba aruba holidays
[images royalty free] free copyright images stock images
Types of Keywords with Examples
Targeting keywords are the phrases and terms tied to your industry, offerings, and audience.
The types of keywords included in this category are:
 Market segment keywords: are generic keywords associated with an industry or brand.
They are terms a target audience uses to search for general information within a
vertical. Terms may be broadly associated with an industry or more defined for niche
marketing purposes.
Example: running shoes
 Customer-defining keywords: are search phrases that identify a specific subset of
customers or audience. In these searches, customers use words or phrases to define
themselves.
Example: running shoes for women
 Product keywords: are terms related to specific brand offerings. These types of
keywords are phrases that directly reference a company’s products or services. Brands
should have a keyword strategy for each of their products and services so customers can
find them through search.
Example: Nike Flex Contact
 Branded keywords: are search phrases that include a brand’s name or other branded
terms. These types of keywords may include only the brand name or the brand name
along with a product type, product name, or another descriptive search phrase.
Example: Nike running shoes

6. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
 Competitor keywords: It includes competitor keywords. Example: Reebok running
shoes
 Geo-targeted keywords: are search phrases that identify a location. Searchers who use
these terms are looking for results that are near them, or in another area they are
interested in.
Example: running shoe store In Surat
Types of Keywords by Length
There are three types of keywords described by their length:
 Short-tail keywords: Very Competitive, High volume (also known as head, broad, or
generic keywords)
 Mid-tail keywords: They have a high volume of traffic but are highly competitive
 Long-tail keywords: They have a small volume of traffic but with less competition and
higher conversion rates Example: best running shoes for bad knees

7. Keywords: A-Z Guide
Sushan Sharma | info@sushansharma.com
Types of On-Site Keywords
On-site content keywords refer to the types of keywords in SEO that are used to create content
like a new blog post or landing page. These types of keywords are:
 Primary keywords: A primary keyword is the main term you target on a webpage. Each
page of SEO content should have one primary keyword assigned to it.
 Related or LSI keywords: LSI (latent semantic keywords) phrases that are semantically
related to, or variations, or synonyms of, a primary keyword. They are used to support a
primary keyword in a piece of content. Each webpage should be assigned one primary
keyword and three to four related keywords that give additional context to the page,
which helps search engines understand and better rank the page.
Types of Buyer Keywords
The terms a searcher uses when they are looking to purchase a product or service. There are
three types of buyer keywords:
 Informational keywords: Informational keywords, or “know” keywords, are terms users
search for when they want to find general information about a topic.
Example: what’s the best running shoe
 Navigational keywords: Navigational keywords, or “go” keywords, are terms users
search for when they want to visit a website for a specific brand.
Example: Nike running shoes
 Transactional keywords: Transactional keywords, or “do” keywords, are terms users
search for when they are ready to make a purchase.
Example: best deals on Nike running shoes