Are you trying to improve your SEO strategy but not sure which keywords to focus on? Want to learn the different types of SEO keywords and how to use them effectively?

You’ll find some SEO basics in this infographic.

It breaks things down as follows:

• By Purpose or Intent
• By Match Type (Common in Google Ads)
• By Audience or Targeting
• By Format or Variation
• By Usage Context or Timing

Check out the post below for more.

 

Understanding keyword types is crucial to building a smart, targeted SEO strategy. From informational terms to location-specific phrases, knowing when and how to use different keyword types can massively impact your visibility and conversions.

This guide breaks down the 30 most important types of SEO keywords, grouped by function and purpose. Let’s explore how you can use them effectively in your content and campaigns.

Informational Keywords

Informational keywords are used when users are looking for answers, guides, or general information—not to buy. These are great for blogs, tutorials, and top-of-funnel content. They help drive traffic and build trust by answering questions. Think of them as your educational entry point for potential customers.

• Use these for blog posts, FAQs, and explainer pages.
• Focus on “how,” “why,” and “what” style queries.
• Include them in top-of-funnel content to build awareness.
• Target users early in the buyer journey.

Commercial Keywords

Commercial keywords are used by people who are researching products or services before purchasing. These users have a strong intent to buy but are comparing options. Perfect for service pages or product roundups, these keywords guide visitors toward conversion. They sit between informational and transactional intent.

• Use in product comparison and service overview pages.
• Include call-to-actions to nudge users toward purchase.
• Combine with branded or review keywords for trust.
• Optimise meta descriptions to highlight value.

Primary Keywords

Primary keywords are your main target phrases for a specific page. They carry the most SEO weight and directly reflect what your page is about. Each page should be optimised around one core primary keyword. Consistency and focus are key here.

• Use in title tags, H1s, and throughout body content.
• Avoid targeting the same primary keyword on multiple pages.
• Choose a keyword with high relevance and search volume.
• Include it early in your content and naturally throughout.

Secondary Keywords

Secondary keywords support your primary keyword by providing context and depth. They help cover related search terms and improve your chances of ranking for variations. Think of them as supporting cast members in your SEO content. Used correctly, they can boost topical authority.

• Include LSI (latent semantic indexing) and long-tail variations.
• Use to expand content naturally without stuffing.
• Research semantically related terms for better coverage.
• Place in subheadings and paragraph intros.

Seed Keywords

Seed keywords are short, broad terms that form the foundation of your keyword research. They’re usually one or two words and represent your niche. From these, you generate more specific keywords. Seed keywords are starting points, not final targets.

• Use them to generate long-tail and niche variations.
• Plug into keyword tools to discover new opportunities.
• Avoid using seed keywords as primary targets—they’re too broad.
• Group them by topic to guide content planning.

Niche Keywords

Niche keywords target a specific subset within your broader industry. They’re less competitive and more targeted, helping you attract highly relevant traffic. These keywords work well for businesses in specialised sectors. They improve relevance and conversion rates.

• Identify your unique angle or audience subset.
• Use them in blog topics, product pages, or services.
• Focus on specific pain points or desires of your niche.
• Combine with geo-targeting for ultra-specific targeting.

Evergreen Keywords

Evergreen keywords refer to topics that stay relevant over time. They’re not tied to trends, seasons, or events. Investing in evergreen content means steady traffic long-term. These are essential for building a sustainable SEO strategy.

• Focus on timeless topics and avoid news-driven terms.
• Revisit and update content to keep it accurate.
• Great for cornerstone or pillar content pieces.
• Use tools like Google Trends to confirm long-term interest.

Branded Keywords

Branded keywords include your business name or product names. These are crucial for capturing users already familiar with your brand. They help protect your brand space in SERPs and reinforce trust. Optimising for branded terms is low-hanging fruit for conversions.

• Optimise pages for your company name and product names.
• Monitor competitor bidding on your brand terms in PPC.
• Use in testimonials, case studies, and brand pages.
• Track branded keyword traffic in Google Search Console.

Google Ads Keywords

Google Ads keywords relate to your paid search campaigns. They must match user intent closely to reduce costs and improve results. Understanding match types and keyword structure is essential for PPC success. They also provide insight into high-converting search terms.

• Align keyword match type with campaign goals.
• Regularly review keyword performance and quality score.
• Use negative keywords to refine targeting.
• Repurpose high-performing PPC terms in SEO content.

Exact Match Keywords

Exact match keywords trigger ads or pages only when the query exactly matches the keyword. They offer the tightest targeting and highest relevance. Though they reach fewer people, the traffic is usually more qualified. Great for conversion-focused campaigns.

• Use when targeting high-value, specific search terms.
• Pair with clear call-to-actions to maximise ROI.
• Monitor closely—volume may be low, but quality is high.
• Ideal for high-intent transactional pages.

Phrase Match Keywords

Phrase match keywords target queries that contain the exact phrase in the same order. They allow some flexibility while maintaining focus. This match type balances reach and relevance in PPC. In SEO, it’s great for optimising around mid-length key phrases.

• Target long-tail versions of your core terms.
• Useful for both paid and organic keyword strategies.
• Use in headings and body copy for natural inclusion.
• Monitor variations through keyword performance tools.

Broad Match Keywords

Broad match keywords offer the widest reach but lowest precision. These can trigger for loosely related queries, which can be risky if unmanaged. Use with care to avoid irrelevant traffic. Better used for discovery rather than direct conversions.

• Use broad match early in PPC to test search behaviour.
• Pair with negative keywords to filter irrelevant traffic.
• Analyse search terms reports regularly for insight.
• Avoid using in SEO unless content is extremely general.

Negative Keywords

Negative keywords tell Google which terms you don’t want your ad to appear for. This improves relevance and saves budget. They’re vital for refining PPC campaigns. In SEO, they can inspire exclusion-focused content.

• Build a list of irrelevant or misleading terms.
• Use in PPC to avoid wasting ad spend.
• Update regularly based on search term reports.
• Helps improve CTR and conversion rate.

Locational Keywords

Locational keywords target searches tied to specific geographic areas. These are essential for local SEO and service-based businesses. Whether it’s city names, regions, or phrases like “near me,” they attract intent-rich, local traffic.

• Include location names in titles, headings, and URLs.
• Create separate landing pages for each service area.
• Use in Google Business Profile and citations.
• Optimise for “near me” variations with mobile users in mind.

Transactional Keywords

Transactional keywords signal strong intent to take action—usually to buy, sign up, or book. These are bottom-of-funnel terms perfect for conversion-focused pages. Think “buy,” “order,” or “download.”

• Use on product, service, or landing pages.
• Combine with trust signals like reviews or guarantees.
• Include in calls to action and meta descriptions.
• Prioritise for PPC and high-converting SEO content.

Product Keywords

Product keywords describe specific products or product categories. Users searching these are often ready to buy. Optimising for product-related terms helps ecommerce and retail websites drive sales.

• Use SKU, brand, and model names for specificity.
• Include product features and variations in copy.
• Optimise product titles, descriptions, and image alt text.
• Structure product category pages around keyword themes.

Navigation Keywords

Navigational keywords are used when a user wants to go to a specific website or page. They often include brand names or product names. Though they offer low competition, they’re crucial for brand authority and user experience.

• Optimise homepages and key landing pages for these terms.
• Include internal links to important pages using branded anchor text.
• Ensure your brand SERPs are clean and click-worthy.
• Track these in Search Console to monitor branded interest.

Search Intent Keywords

Search intent keywords align with the reason behind a user’s query. Understanding intent is key to keyword success. Whether it’s informational, navigational, or transactional, targeting the right intent boosts relevance and results.

• Map keywords to user journey stages.
• Use content formats that match the intent (e.g., blog for info).
• Analyse SERPs to understand what Google is prioritising.
• Use intent as your guide when choosing keywords to target.

Educational Keywords

Educational keywords focus on teaching or explaining a concept. They help attract users looking to learn something specific. These build authority and often serve as strong content marketing foundations. Great for generating backlinks and shares.

• Use for blog posts, guides, and video tutorials.
• Include visuals and examples to improve clarity.
• Optimise for long-form content to improve dwell time.
• Target broad and beginner-level topics for wider reach.

Action Keywords

Action keywords imply an immediate step the user wants to take. Phrases like “buy,” “download,” or “subscribe” fall here. They’re ideal for calls to action and PPC ads. High intent, high value.

• Use in ad copy and CTA buttons.
• Optimise landing pages with action-oriented language.
• Combine with transactional terms for powerful targeting.
• Prioritise for CRO (conversion rate optimisation).

Review Keywords

Review keywords signal that the user wants opinions before purchasing. They usually include terms like “best,” “top,” or “reviews.” Ideal for affiliate content and comparison articles, they catch users in the decision-making phase.

• Use on blog posts, roundups, and affiliate pages.
• Include user-generated content and ratings if possible.
• Compare products/services objectively for trust.
• Include schema markup to show ratings in SERPs.

Comparison Keywords

Comparison keywords are used by searchers who are deciding between options. Phrases like “vs” or “alternative to” are common. They’re great for affiliate and decision-stage content. Help users weigh their choices clearly.

• Create side-by-side comparison tables.
• Use structured content for easy skimming.
• Target competitors’ names where appropriate.
• Be honest and transparent to earn trust.

Global Keywords

Global keywords apply to international or broad audiences. They have higher competition but larger search volume. Useful for companies with a global reach. Often general in nature.

• Target with multilingual or international content.
• Use tools to understand variations across regions.
• Focus on universally relevant topics.
• Balance global and local keyword strategies.

Local Keywords

Local keywords are tied to a specific city, town, or region. They’re vital for local businesses looking to attract nearby customers. High relevance means better conversions and visibility in local search packs.

• Include area names in your page copy and headings.
• Create location-based service or contact pages.
• Optimise for mobile searchers with maps and directions.
• Build local backlinks and citations.

Seasonal Keywords

Seasonal keywords relate to holidays, events, or time-based trends. They’re time-sensitive and drive short bursts of high traffic. Planning ahead is key to capitalising on them. Great for sales, campaigns, and promotions.

• Use for Black Friday, Christmas, or event-specific campaigns.
• Refresh content each year with updated dates and trends.
• Include in email campaigns and promotional landing pages.
• Start optimising months in advance for best results.

Service Keywords

Service keywords describe specific services your business offers. Users searching these are often looking to hire or inquire. They’re essential for agencies, freelancers, and tradespeople. Typically bottom-of-funnel.

• Create individual pages for each core service.
• Use structured content and include key benefits.
• Include local variations for each target area.
• Feature testimonials and case studies on service pages.

Question Keywords

Question keywords are phrased as direct questions. They’re ideal for blog posts, featured snippets, and voice search. These keywords indicate users are actively seeking knowledge or clarification.

• Use as blog titles and FAQ headings.
• Optimise for Google’s “People Also Ask” boxes.
• Keep answers concise for featured snippet potential.
• Include questions naturally in your content.

Keyword Variations

Keyword variations are alternative ways of phrasing the same idea. These help avoid keyword stuffing and improve topical relevance. Google favours content that uses a variety of terms naturally. They broaden your content’s search reach.

• Use synonyms and related terms throughout content.
• Add variations to headers and subheadings.
• Include long-tail and conversational phrasing.
• Use keyword tools to find high-potential variations.

Target Audience Keywords

These keywords reflect the specific group you’re trying to reach. They include demographics, professions, or interests. Tailoring your keywords to your audience helps improve relevance and conversions.

• Include terms that reflect your ideal customer (e.g., “fitness for mums”).
• Align keyword use with tone and messaging.
• Use in ad targeting and persona-driven content.
• Identify audience needs through forums or social groups.

Industry-Specific Keywords

These keywords relate to terminology or jargon used within a particular industry. They attract a more informed and professional audience. Great for B2B and authority-building content.

• Use in whitepapers, case studies, and product detail pages.
• Keep language accessible without dumbing it down.
• Combine with thought leadership or trend-focused content.
• Stay updated with industry changes and new terms.

Geo Targeted Keywords

Geo targeted keywords combine search intent with specific geographic data. Ideal for businesses with physical locations or regional services. These help rank for both national and local results.

• Use postcode, city, or landmark references in copy.
• Optimise location pages with unique content and CTAs.
• Include location schema markup.
• Mention nearby areas to broaden visibility.

Problem-Solution Keywords

These focus on a user’s pain point and present your offering as the answer. Extremely effective for lead-gen and service-based businesses. Addressing the “problem” in content builds empathy and trust.

• Use in how-to and troubleshooting content.
• Highlight benefits rather than just features.
• Include success stories or testimonials for social proof.
• Structure content with “problem > agitation > solution.”

Non-Branded Keywords

Non-branded keywords don’t mention your business name. These are used to reach new audiences who haven’t heard of you yet. They make up the majority of organic search traffic.

• Focus on products, services, and pain points.
• Optimise for high-volume, non-branded terms in your niche.
• Balance with branded campaigns for a full-funnel strategy.
• Track conversions to measure keyword effectiveness.

Expertise Keywords

Expertise keywords demonstrate knowledge and authority in your field. They support E-E-A-T (Experience, Expertise, Authority, Trustworthiness) signals in Google’s algorithm. These are key to building long-term trust and visibility.

• Use in long-form, evidence-backed content.
• Include author bios, references, and credentials.
• Cover advanced or technical topics in your field.
• Get cited or linked by reputable industry sites.

Event-Based Keywords

These keywords are tied to one-time or recurring events. Examples include “Wimbledon tickets” or “Apple launch 2025.” They’re powerful for time-limited campaigns and topical relevance.

• Plan event content well in advance of the date.
• Target build-up, during, and post-event search phases.
• Use countdowns and urgency in your CTAs.
• Repurpose and update content each time the event returns.

Conclusion

Mastering SEO isn’t just about choosing a few good keywords—it’s about understanding the types of keywords and how they align with user intent, timing, and your marketing goals. Whether you’re targeting evergreen topics to drive long-term traffic or honing in on transactional terms to increase conversions, each keyword type plays a specific role in your strategy.

By blending informational, commercial, locational, and branded terms into your SEO efforts, you create a more complete and effective online presence. Use this guide as your reference point, revisit it as your business evolves, and continue refining your keyword mix based on performance and audience needs.

With the right keyword strategy, your content doesn’t just show up—it shows up in front of the right people, at the right time, for the right reasons.