Are you trying to improve your website’s search engine rankings and drive more targeted traffic? Want to learn which keyword types will strengthen every stage of your SEO strategy?

You’ll find some website basics in this infographic.

Here are a few that make the list:

• Short-Tail Keywords
• Long-Tail Keywords
• Mid-Tail Keywords
• Branded Keywords
• Non-Branded Keywords
• Transactional Keywords
• Informational Keywords
• Commercial Keywords
• Geo-Targeted Keywords
• Evergreen Keywords

Check out the post below for more.

 

If you want to attract, engage, and convert users at every stage of the buying journey, you need to go beyond basic keyword targeting. A robust SEO strategy includes a mix of keyword types, each serving a unique purpose.

From short-tail terms to high-converting intent-based phrases, using the right blend is what separates average SEO from excellent SEO. Below, we explore 15 essential keyword types that deserve a place in your strategy.

Short-Tail Keywords

Short-tail keywords are typically one to two words long and represent broad search topics. They generate high search volume but come with fierce competition and low conversion rates. Still, they’re useful for raising brand awareness and improving general visibility. Use them wisely as part of a balanced keyword strategy.

• Focus on building supporting content to rank for competitive short-tail terms
• Use them on high-level pages like your homepage or category pages
• Pair with long-tail keywords to balance traffic and relevance
• Monitor search trends to identify seasonal or trending short-tail terms

Long-Tail Keywords

Long-tail keywords are more specific, often three or more words long, and target niche queries. These keywords may have lower search volume but higher conversion potential due to clear intent. They’re perfect for blog posts, FAQs, and product descriptions. Use them to attract users who are closer to making a decision.

• Research long-tail variations using tools like AnswerThePublic or Google Suggest
• Incorporate natural language and question-based formats for voice search optimisation
• Target these keywords in detailed blog posts and product content
• Use them to capture “low-hanging fruit” in competitive niches

Mid-Tail Keywords

Mid-tail keywords fall between short-tail and long-tail in length and competitiveness. They strike a balance between broad reach and targeted intent, making them a sweet spot for many SEO campaigns. These are ideal for service or category-level pages. Focus on them to reach users in the research phase.

• Use mid-tail terms on core service pages to improve relevance
• Optimise metadata with mid-tail keywords for better CTR
• Track rankings and traffic to see which convert best
• Combine with long-tail keywords to support content clusters

Branded Keywords

Branded keywords include your company’s name or unique product names. These often convert well as they target users already familiar with your brand. They’re crucial for maintaining your online reputation and protecting your traffic from competitors. You should always rank #1 for your own branded terms.

• Monitor branded search volume regularly to track brand awareness
• Create dedicated pages or content for popular branded searches
• Run branded PPC campaigns to protect your traffic
• Encourage positive reviews and PR to strengthen branded keyword presence

Non-Branded Keywords

Non-branded keywords don’t reference a specific company name and are used to attract new audiences. These are vital for reaching users who haven’t heard of you yet. Ranking for these helps expand your reach and build new traffic pipelines. They’re essential for top-of-funnel content.

• Optimise blogs and landing pages for common non-branded queries
• Use competitor research to find non-branded keywords with proven results
• Test non-branded terms in paid search to identify high performers
• Build authority content around non-branded industry terms

Transactional Keywords

Transactional keywords are used by people ready to take action—like buying a product or signing up. They include terms such as “buy,” “discount,” or “book now.” These keywords signal high intent and should be prioritised for conversion-focused pages. They’re especially powerful in PPC campaigns.

• Use transactional terms in ad copy and product CTAs
• Include them in ecommerce product titles and meta descriptions
• Create landing pages tailored to purchase-focused queries
• Test transactional keywords in retargeting campaigns

Informational Keywords

Informational keywords help users find answers or learn something new. These include question-based or topic-focused searches like “how to change a tyre” or “what is SEO.” They’re perfect for blog content and help you capture traffic at the awareness stage. Use them to build authority and trust.

• Write detailed blog posts or guides to address common questions
• Use these keywords to earn featured snippets on Google
• Add internal links to drive traffic to product or service pages
• Turn popular informational content into downloadable lead magnets

Commercial Keywords

Commercial keywords are used by people who are considering a purchase but still comparing options. These include phrases like “best CRM software” or “top laptops for students.” They signal buying interest and are great for review or comparison content. Use them to support the consideration stage.

• Create product comparison articles or best-of lists
• Add schema markup to improve click-through rates on review content
• Use affiliate links or product CTAs in commercial-intent posts
• Combine with product videos or customer testimonials for added trust

Geo-Targeted Keywords

Geo-targeted keywords include specific locations and are crucial for local SEO. These are terms like “plumber in Leeds” or “best Italian restaurant near me.” They help local businesses show up in local search results and Google Maps. Use them to capture intent in your service area.

• Optimise your Google Business Profile with geo keywords
• Use location-specific pages for each area you serve
• Include city or region names in titles, headings, and URLs
• Collect local backlinks and citations to strengthen relevance

Evergreen Keywords

Evergreen keywords cover topics that stay relevant over time, such as “how to start a blog” or “tips for healthy eating.” They generate consistent traffic and are ideal for long-term SEO value. Focus on these to build a strong content foundation. They’re a smart investment for scalable growth.

• Regularly update evergreen content to keep it accurate and fresh
• Create pillar pages that rank for broad evergreen terms
• Promote evergreen content through email and social media
• Repurpose top-performing content into new formats (e.g., videos, infographics)

Negative Keywords (PPC)

Negative keywords are used in paid campaigns to prevent your ads from showing for irrelevant queries. For example, excluding “free” if you only offer paid products. They help improve ad relevance and reduce wasted spend. Use them to tighten your targeting and boost ROI.

• Review search term reports regularly to identify negative keywords
• Add negatives to each campaign and ad group strategically
• Use broad match exclusions to cover multiple irrelevant terms
• Revisit and refine your list as campaigns evolve

LSI Keywords

LSI (Latent Semantic Indexing) keywords are semantically related terms that help Google understand your content. These aren’t synonyms but contextual keywords that enhance topical relevance. They support your main keywords and improve on-page SEO. Use them naturally in your content.

• Use tools like LSIGraph or Surfer SEO to find related terms
• Sprinkle LSI keywords throughout headings, subheadings, and body text
• Avoid keyword stuffing by using natural language
• Include variations in image alt text and meta descriptions

Competitor Keywords

Competitor keywords are terms your rivals rank for or target in paid ads. Analysing these can uncover keyword opportunities you’ve missed. Targeting them can help you compete directly or differentiate your offerings. This is a smart tactic for gaining market share.

• Use tools like SEMrush or Ahrefs to analyse competitor keyword strategies
• Identify gaps in their content and target those with your own
• Create better, more comprehensive content on the same topics
• Track performance and adjust your strategy based on results

Product Keywords

Product keywords relate directly to the goods or services you sell. These include specific product names, models, or categories like “Samsung Galaxy S23 case.” They’re important for ecommerce and should be optimised for product and category pages. These drive high-intent, purchase-ready traffic.

• Use detailed product descriptions that include keyword variations
• Add structured data to improve visibility in search results
• Include product keywords in image file names and alt tags
• Monitor product-specific trends to optimise for seasonal shifts

Intent-Based Keywords

Intent-based keywords reflect the user’s stage in the buyer journey—informational, navigational, commercial, or transactional. Understanding keyword intent is crucial for aligning content with user needs. These terms help ensure you’re not just driving traffic, but the right traffic.

• Segment your keyword list by intent for targeted optimisation
• Map keywords to appropriate content types and funnel stages
• Use analytics to measure conversion rates by keyword intent
• Align landing page messaging with the searcher’s expectations

Final Thoughts

Mastering the art of keyword selection isn’t about finding one golden phrase—it’s about knowing which keyword types to use, when, and why. Whether you’re building brand awareness, targeting local customers, or closing sales, the right keywords make all the difference.

Integrate these 15 keyword types into your SEO strategy to create well-rounded, high-performing campaigns that get real results.