Types of Keywords


People now prefer to buy shop online. Online trends have become popular among people as they give people a variety of options, discount offers, and no travel options. So, therefore, Businesses now have to make an online strategy so that the product they are selling must be visible to customers and in this situation, keywords come into the picture.
In this article, I will explain what are the types of keywords. Before coming into the main topic, let’s understand what is keywords.

What are keywords?

Keywords are words and phrases that people type in the search engine to find their queries. For example: a user searched “best laptop in Delhi” and results appeared in his search page results which means that the company set the keyword of the same. It is a very good strategy but while setting keywords, negative keywords also have to be used.

Importance of keywords

  • Visibility
  • Helps to find Target audience
  • Helps in organic growth
  • Measuring success
  • Website structure and navigation
  • Content relevance
  • Reduces cost per click

Types of keywords

1. Market segment keywords

Marketing segment keywords are very popular among SEO professionals as these keywords are generic specific keywords and they don’t use brand keywords. For example: Gaming laptop under 70k Bucks, so here running laptop is Market -segmenty keywords.

2. Customer-defining Keywords

From the name itself, keywords are used related to their age, gender or location. It’s a target-specific keyword which are there. With the help of this keyword, you can easily identify their age or gender factors. For example: “Birthday gift ideas for 2-3-year-old girl baby”, so here you will get an idea about the gender and the age.

3. Product-defining keywords

One of the most used keywords in the business industry is Product-defining keywords. While going for those keywords, first need to analyze the product list in the organization and then set the keywords according to the interests of the users.

4. Competitor keywords

A brilliant strategy these day company uses is Competitor keywords. It's used to increase the search rankings also. To use someone’s name and get a click out of it is a good move which is also considered legal in SEO terms
For example: Someone searches “Nike shoes online” and your brand appears after that.

5. Long-tail keywords

Keywords which are easy to rank, long-tail keywords are in long-form and are generally used by SEO professionals. Although it generates low traffic it has low competition because it is related to specific terms.
For example: “travel bags for men online”

6. Short-tail keywords

Short tail keywords are also known as generic keywords. As compared to long-tail keywords, it brings more traffic. The keywords comprise two words. However, these keyword has more competition.
Example of Short -tail keywords: “black shoes”

7. Mid-tail keywords

Mid-tail keywords are between long-tail and mid-tail keywords. It has more traffic but side by side, it also brings a good conversion rate and low competition.

8. Intent targeting keywords

There are three phases in funnel marketing awareness, consideration and conversion phases. Of all the phases, the consideration phase is the phase where people show their intent towards the product and these kinds of keywords are generally effective in Paid search. It brings traffic to the website and brings leads for the business.

9. LSI keywords

Latent semantic indexing( LSI) is keywords or phrases that are semantically related to the main topic. Although they are synonyms of the main word, they are related. It helps in avoiding keyword stuffing and makes the content organised which ultimately helps in better visibility in search rankings.
For example, the keyword used “benefits of drinking water”, so here you forget to mention health but search engines will still show the content to the audience related to health-related blogs.

10. Phrase match keywords

Phrase match keywords are the kind of keywords which are used in online advertising like Google ads. The intent of performance while using this keyword is that these keywords should match the search query of users in search engines so that the ad is relevant to them when they go for queries.
It also eliminates unnecessary costs. Examples of these keywords are: if the keyword is “ black shoes” then results can appear as” Buy black shoes”, black shoes online” or,” best black shoes”.

11. Exact match keywords

Exact match keywords are somehow very related to short-tail keywords. Advertisers use this keyword only to target an audience which will be using specific keywords or the reason will be advertisers don’t want to take the risk because the product requires to be more specific.
Ultimately, these keywords will give more chances of an increase in conversion rate, but advertisers can get low traffic because of the more special terms used by them.
For example: keyword used: “ men shirts”, now the ad will show only on the “ men shirt” search query and it will not show on “buy men shirts” or men shirk”.

12. Negative keywords

Many advertisers make the mistake of not using negative keywords in their ads. Negative keywords are the opposite of exact match keywords.
It works like if you have a digital marketing institute which gives a paid course and you want to promote the ads on Google, so here you have to use negative keywords which you think can be the most suitable work. br\ For example, you use “ free” word as a Negative keyword, which means that if a user searches a query of free digital marketing course, then your ad won’t show him which is a very good strategy, because this not only prefers but also this is not your target audience because you are promoting paid course.

13. Locational keywords

Location keywords are those keywords or phrases which are used by the company to show their product or website which are related to a specific location.
The main intent of this keyword is” whenever a user is searching about the location near me, then these ads or website will show in their search results.
For example” colleges near Niagara Falls”

14. Informational keywords

Information keywords refer to the kind of keywords which generally come in handy when users search for some information, queries, answers or resources.
Generally, these users are in the awareness phase where they just want to know about something and do not have intentions of buying any product.
For example:” Best sunscreen for oily face”

15. Navigational keywords

Navigational keywords are the next step of informational keywords and these users are generally in the consideration phase where they know about the product plus they also know about the brand which they want to buy.
Now they’re using a specific brand in search queries which navigates them to specific websites.
For example, the keyword used” Lotus sunscreen for oil face”


What is the importance of Negative keywords?

  1. Cost efficiency
  2. Improving ad relevance
  3. Optimising budget allocation
  4. Preventing brand damage
  5. Increasing conversion rates
  6. Target specific audience

How do I find easy keywords?

Finding easy keywords here by means which has less competition but it is easy to rank.
So you can use keyword research tools like ubersuggest Google Suggestions, SEMrush, AHrefs or Moz keyword explorer.

How do you calculate keywords?

The formula is easy, you just have to see how many keywords are there in the page and how many words are on the page. The formula is keywords/total no of words*100


In this article, you have read several types of keywords and their importance. Keywords are the game-changing in business strategy and this strategy you have to use wisely so that the efforts you are giving that must be visible to the audience so that the search results and as well as conversion rates will be increased.
Make sure you use negative keywords in your ads so that you won’t have to pay unnecessary costs to Google.
Hope this article gives you some basic knowledge about the keywords and will meet you in the next article.