An important component of an effective search engine optimization and digital marketing strategy is keywords. They act as links between user queries and the content that caters to those searches, allowing users find the information they need.
Mastering the various types of keywords and learning to use them efficiently, in fact, will greatly enhance your online presence. Here are 12 types of keywords which every online marketer should be aware:
1. Short-Tail Keywords:
Short-tail keywords are broad, general search terms usually consisting of one or two words, such as “shoes” or “laptops.” They have high search volume but are very competitive.
These types of keywords have high search volume and broader reach, but have high competition and lower conversion rates due to broad intent.
2. Long-Tail Keywords:
These are more specific phrases that usually contain three or more words. They have lower search volume and lower competition, but often higher conversion rates because they target specific user intent.
Examples may include “best running shoes for women”, “best running shoes for flat feet”, “digital marketing strategies for small businesses” or “affordable gaming laptops 2024”.
3. Low-Competition Keywords:
These are the keywords that are easier to rank for due to lower competition. They are particularly useful for new websites or those with a weaker backlink profile.
So, if you have a new websites or starting doing SEO-related work, then these keywords can play a vital role when it comes to search engine rankings.
4. Niche Keywords:
These type of keywords target very specific segments of a market, like “vegan baby soap” or “organic dog food for allergies”. They usually have lower search volumes but may attract highly targeted traffic that is more likely to convert.
5. Exact Match Keywords:
Exact match keywords are used in paid advertising where the ad will appear only if the search query matches the keyword exactly.
For example, if your keyword is “men’s leather jacket”, your ad will only show for that exact phrase. These keywords have high relevance, better control over ad targeting, but they offer limited reach.
6. Broad Match Keywords:
Broad match keywords allow your ad to be shown for searches that include misspellings, synonyms, related searches, and other relevant variations. For example, a broad match keyword like “women’s hats” might show ads for “ladies’ hats,” “women’s caps,” etc.
These keywords offer wider reach, captures more search variations, but limited control over relevance and may have the potential for irrelevant traffic or audience.
7. Phrase Match Keywords:
Phrase match keywords trigger ads when a search query includes the exact phrase of the keyword but may have additional words before or after it. For example, the keyword “running shoes” can trigger “best running shoes” or “buy running shoes”.
These keywords work balance between broad and exact match, and higher control over relevance compared to broad match.
8. LSI (Latent Semantic Indexing) Keywords:
LSI keywords are terms and phrases that are semantically related to the main keyword. For example, for the main keyword “Apple,” LSI keywords could include “iPhone,” “MacBook,” and “iOS”.
These keywords help improve content relevance and avoiding keyword stuffing, but they require thorough research.
9. Seasonal Keywords:
Seasonal keywords are specific to particular times of the year, such as holidays or events. Examples may include “Christmas gifts,” “Black Friday deals,” and “summer vacation packages”.
They have high relevance during specific times and can drive significant traffic during the season, but they are limited to specific time frames and may require constant updating.
10. Geographical Keywords:
Geographical keywords, or geo-targeted keywords, include location-based terms. Examples may include “restaurants in New York,” “London hotels” and “plumber near me”.
These keywords have high relevance for local searches, attracts local customers, but limited to specific locations.
11. Transactional Keywords:
These keywords have a strong intent to purchase or buy something and include terms like “buy,” “discount,” “deal,” or “coupon,” such as “buy iPhone 13”, “discount running shoes”, “order pizza online” or “book flights to Paris”.
These keywords have high conversion rates, targets users ready to buy something, but are highly competitive!
12. Informational Keywords:
Informational keywords are used by users looking for information rather than making a purchase. They may include words like “how,” “what,” “best” or “guide”.
Examples may include “how to train a dog”, “best practices for SEO”, “how to bake a cake”, “what is SEO” or “benefits of yoga”.
These keywords attracts more users in the research phase, can build brand authority, but have lower immediate conversion rates.
Conclusion
Proper use of these keywords is essential for a successful SEO and digital marketing strategy. It means to use exact and broad matches, LSI (Latent Semantic Indexing), geographical keywords, seasonal keywords at the right time while planning it to target short-tail keywords and long-tail ones in a perfect ratio that will increase your online visibility and attract more relevant audience which surely going to give you results.
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