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Have you ever wondered why some websites consistently rank at the top of Google while others barely get noticed?
The secret lies in using the right keywords.
But here’s the thing - not all keywords work the same way. Some help you rank higher, but others bring in visitors who are ready to buy. Knowing how to use them strategically is what sets successful websites apart.
In this guide, we’ll break down 9 types of SEO keywords (with real examples) to help you get more traffic and better conversions. Whether you’re running a blog, an online store, or a business website, these keyword strategies will give you a competitive edge.
Let’s look into the 9 types of keywords below. Knowing this will help you in strategic keyword planning and ranking your website.
Seed keywords are the basic terms you use as the starting point for keyword research. They’re usually broad and directly related to your industry or niche.
Examples include “Real estate”, “Fitness”, “Digital marketing”, etc.
Seed keywords help you generate a list of related keywords, including long-tail and secondary terms. They help identify content opportunities and understand what topics your audience is interested in.
How to Use Seed Keywords
Expert Tip: Don’t just stick to obvious seed keywords. Think creatively about your audience’s pain points and interests. If your business sells coffee, “coffee” is an obvious seed keyword, but so could “morning routine” or “stay awake at work.”
Primary keywords are the foundation keywords for the topic for which you want to rank.
They contribute by telling search engines exactly what your page is about. When you target the right ones, you increase your chances of ranking higher.
For example, if you’re an online store selling running shoes, your primary keyword could be “buy running shoes online.” If you’re an SEO agency, it might be “SEO services for small businesses.” These keywords are usually high-volume and highly competitive.
But here’s the twist - they’re often super competitive! Plus, you also need high-quality content, strong backlinks, and a solid on-page SEO strategy to rank well with primary keywords.
How to Use Them?
Pro Tip: Check out your competitor’s page ranking for the same primary keywords. Look at their content depth, structure, and backlinks. Then, aim to create something even better.
Pro Tip 2: Target long-tail variations first. Once you rank for those, it’ll be easier to rank for the primary keyword.
How do you find them?
Secondary keywords assist the primary keywords. They make primary keywords more relatable, giving your content context and depth. This helps your website rank for wider searches.
For example, if your primary keyword is “email marketing software,” secondary keywords could include:
These keywords help you rank for variations and related searches. This makes your content more relatable to search engines, giving them a clearer picture and increasing your chances of ranking for multiple queries.
How to Use Secondary Keywords?
Pro Tip: Answer common questions related to your secondary keywords. Think about how people talk to AI assistants like Siri or Alexa and optimize accordingly.
Example of Secondary Keyword Usage: If your primary keyword is “email marketing software,” you could use a subheading like “How Email Automation Tools Can Save You Time.” This naturally targets a secondary keyword while adding more value to the topic.
Short-tail keywords are usually one or two words long and super broad. They have a high search volume but are incredibly competitive. Think of them as the high-level, generic terms people use when starting their search journey.
Examples of short-tail keywords can include “Shoes,” “SEO,” “Marketing,” etc.
Short-tail keywords bring in a ton of traffic, but it’s not always the right kind. People using short-tail searches have a shallow intent because they are just browsing or researching, so conversion rates are typically lower. But if you’re building a brand and want to attract a broad audience, short-tail keywords are powerful.
How to Use?
Pro Tip: Don’t rely solely on short-tail keywords. They’re usually too competitive. Instead, target niche variations. For example, instead of “shoes,” go for “affordable running shoes” or “women’s trail running shoes”. This helps you rank faster and attract more relevant visitors.
A sports gear website might use “fitness equipment” as a short-tail keyword on its homepage but optimize inner pages with more specific terms like “best home gym equipment under $500.”
Seed vs Short-tail Keywords
Long-tail keywords are phrases of three or more words that target specific search queries or user intent. Unlike secondary keywords, they are more specific and intent-driven.
They usually have a lower search volume but higher intent, which means people searching for them are more likely to convert.
Examples:
Since long-tail keywords are more specific, they often face less competition and attract visitors who are closer to making a purchase decision.
How to Use?
Pro Tip: Map long-tail keywords to the buyer’s journey. For example, use “how-to” queries for awareness-stage content and “best” or “buy” terms for decision-stage content. This will help you walk users through the sales funnel effectively.
Example: A running shoe store might target “best running shoes for flat feet” to attract users who know what exactly what they need, increasing conversion potential.
Informational keywords work best to hook users who are looking for answers or knowledge (rather than trying to buy something). The best way to identify these searches is through typical keywords such as“how,” “what,” “why,” or “best way to.”
Examples of informational keywords:
Informational keywords target users in the awareness stage of the buyer’s journey. They work best when a brand is working on building authority, and the readers are still exploring a relatable topic. While informational keywords don’t convert directly, they’re great for nurturing leads and establishing trust.
If your content can answer readers' questions through high-quality content, including quality infographics and questions, effective informational keywords can drive massive traffic to your site. In fact, this is how leading websites such as Ahrefs, Semrush, etc. dominate the searches with their "how-to" guides and educational blog posts.
Tips for Using Informational Keywords
Pro Tip: Informational content are great resources for building backlinks. When your content is genuinely helpful, other sites are more likely to reference it, making it a linkable content. This boosts your domain authority and organic search rankings.
Navigational keywords are used when someone is searching for a specific website or brand. In this case, the user already knows where they want to go - they’re just using Google as a shortcut to do searches like “Facebook login,” “Ahrefs blog,” or “Nike official site.”
Navigational keywords carry high brand intent and typically have a high click-through rate (CTR). If users are searching for your brand or product directly, it means you’re doing something right in terms of brand awareness.
However, if they’re searching for a competitor’s brand, it’s also an opportunity to create a comparison or alternative content that can capture some of that traffic. For example, if users are searching for “Ahrefs vs SEMrush,” you could create a detailed comparison post to attract those users.
How to Use Them
Pro Tip: If competitors are targeting your brand keywords, monitor this using tools like Ahrefs Alerts. You can then adjust your strategy or bid on your own branded terms to stay on top.
To consider an example, for an SEO agency named “BoostMyRank,” make sure you rank for “BoostMyRank reviews,” “BoostMyRank case studies,” and other branded queries.
Commercial keywords are used when users are considering a purchase but are still doing research. They’re in the “consideration” stage, comparing options and looking for the best product or service to buy.
Here are a few examples of commercial keywords:
These keywords are golden because users are actively comparing products or services. They’re close to making a buying decision, so the conversion potential is high. If you can convince them at this stage, they’re more likely to choose your product or service.
Commercial keywords are also great for affiliate marketing and partnership opportunities because they attract users who are ready to buy but need that final nudge.
How to Use Them?
Pro Tip: When writing comparison posts, be honest about the pros and cons. Transparency builds trust and can increase conversion rates.
Transactional keywords are used by readers who are ready to buy. They’re high-intent keywords that often include terms like “buy,” “order,” “discount,” “coupon,” or “near me.”
Examples can include:
These are the money keywords. People searching with transactional intent are ready to spend, which means high conversion potential. If you can rank for these keywords, you’ll see a direct impact on your sales and revenue.
However, they’re also the most competitive keywords because everyone wants to rank for them. You’ll need highly optimized landing pages, fast loading times, and a seamless user experience to compete.
How to Find Them?
Transactional keywords target users who are ready to buy, unlike informational or commercial keywords that attract users who are still in the research phase. These keywords have the highest intent and conversion potential.
How to Use Them
Pro Tip: Optimize for local SEO when using transactional keywords like “near me” searches. Create a Google Business Profile, get customer reviews, and use local schema markup to increase visibility in local searches.
The secret to winning at SEO isn’t just about targeting high-volume keywords. It’s about understanding the search intent behind each keyword type and mapping them to the right stage of the buyer’s journey Using different keywords should aim to attract your audience, guide them through decision-making, and close the sales. If you need any help in fine-tuning your keyword strategy, ViralChilly is just a a few clicks away.
