Digital Marketing

11 Types of Keywords Every Digital Marketer Should Know


From the smallest and largest query to everything in between, Google is your go-to place. Now when you are looking for something there is usually a permutation or combination of words that are commonly used and these are known as keywords.

Meaning of keywords

Any word or phrase that allows Google to determine exactly what content you are looking for are called keywords. There are many algorithms that can be used to identify these types of keywords and help the user find the content that best suits their needs.

The whole point of keywords and how to use them is to generate more traffic for any website or webpage. Since users are nowadays dependent on Google in many ways and the number of users is continuously increasing, the importance of keywords only increases.

However, there is a balance to be struck when using these different types of keywords as you are ultimately working towards delivering the best user experience to your target audience and keyword stuffing or overuse of keywords can affect the quality of your content.

11 Important Types of Keywords with Examples

The following is a list of keywords and examples to help you better understand their usage and what exactly makes them so efficient:

Short-tail keywords

As the name suggests, these are short keywords that contain a maximum of three words. They are sometimes even referred to as the main keyword and have a huge search volume.

However, these types of keywords also have a lot of competition, as most users start their search with small phrases or single words first.

The brevity of the short-term keywords makes it more difficult to get a clear idea of ​​what exactly the user wants, as a single term can mean many things. That’s why they don’t convert well.

Example: When looking for “almonds” you may be looking for its nutritional value or just its different varieties. You can’t be sure.

Long-tail keywords

These keywords consist of at least three words. Long-tail keywords are also much clearer and more specific than short-term keywords because they use more words and this makes the query easier to explain.

Although the search volume of these types of keywords is much lower in comparison, their effectiveness is much higher as the search intent is clear from the start. Users who search with long term keywords are usually the ones who are serious about making that particular purchase. Hence, these types of keywords are the most important in SEO.

Example: “Shopping centers in Hyderabad” leads to a certain result because the query is also very specific.

New keywords at short notice

As indicated in the name, these are short words or phrases that have been hyped by the media or news organizations and are therefore “fresh” due to their current relevance.

Example: ‘Pawri Trend’ will tell the hype surrounding the latest meme sensation on social media. These type of keywords are explosive keywords that get a lot of traffic but also die pretty quickly.

Long-term evergreen keywords

These simply relate to the long-tail keywords that won’t go away anytime soon as their relevance is “evergreen” or long-lived.

Example: “10 uses for regular training” is a topic that always remains relevant, as training is an important concept and therefore does not become redundant.

Mid-tail keywords

These are the type of keywords that fall between the head keyword (that is, the popular high volume keyword, also known as a head term) and the long-tail keywords.

Example: If the main keyword is “bread” and the long-tail keyword is “buy bread in Delhi”, the mid-tail keyword is just “buy bread”. These are usually only half-hearted attempts by users to obtain information.

Competitor Keywords

The keywords that are used by your competitors to get the traffic they need are known as competitor keywords. By keeping an eye on these types of keywords, you can better understand your target audience and interests, and improve your content.

Example: If your competitor uses “automated e-mail tools”, you can focus on “creating an automated e-mail”.

Intent targeting keywords

Intent targeting keywords are created based on an analysis of a user’s intent and fall into three categories:

Information: Users are looking for information on a specific topic.

Example: “What is lemongrass?”, “Where can I buy lemongrass?” Etc. You need to focus on the different Ws (what, where, when, who, etc.).

Commercially: When users want to buy something and they mean business.

Example: “iPhone 12 Specifications”, “PS5 Shipping Costs” are examples of searches users make when they want to buy a specific product. You need to use phrases like expedition dates, place of origin, etc.

Transaction: The last step before making a decision to buy is transaction keywords. This type of keywords includes such terms as sale, best price, warranty period, etc.

Example: “Best price for Xiaomi Note 7”, “Buy Mi Smartwatch” etc.

LSI keywords

LSI (Latent Semantic Indexing) keywords are a little difficult to understand because they are based on the main keyword. These are keywords that are related to and closely related to the main keyword.

These types of keywords are helpful because they help you create a broader framework and appeal to a wider audience. You can cover more ground with a root keyword. LSI keywords are extremely helpful when it comes to content creation or blog post creation.

Example: When a user searches for “cold brew coffee” some LSI keywords related to it are drinks, water, brands, beans, grist, etc. One important thing to keep in mind here is that LSI keywords are not synonyms and therefore neither should be confused.

Product Keywords

These are the keywords for a specific product or brand.

Example: If you search for “copier” you will most likely get results for Xerox products. Also, if you type in “coffee” you will get results that include the top coffee brands in your area.

Many brands that have worked with celebrities also show up in the results when searching for the celebrity’s name. This is because since this celebrity is the brand ambassador, their name serves as the keyword for that particular brand.

Customer defining keywords

Custom keywords are a type of keyword that defines a particular subset or group of people. The more specific you are, the better your bottom line results will be. Users essentially describe themselves in such searches.

Example: Joggers for women, watches for men, etc.

Geo targeting keywords

Keywords that are location focus and useful for users looking for products or services in a specific field. Such searches are becoming more popular and even Google is focusing more on them.

Example: Best cafes in Calcutta, hotels in Lucknow etc.


These different types of keywords are the link between you and your prospect. Make sure you compile a list that gets the most out of them and understand what exactly you want to benefit from using them.

We all know how important Google searches are in our lives, and leveraging its opportunities to market your business is crucial. Keywords are really the “key” when it comes to this.


Jeffrey Rabinowitz