18 Types of Keywords Every Marketer Should Know


A successful tìm kiếm strategy is built on targeting the right types of keywords. When you identify your best từ khóa opportunities, you can drive the most lượt truy cập, qualified leads, and conversions for your brand.

To know which types of keywords will work best in your strategy, you first need to know all of your options. Use this bài viết as your go-to resource for the types of keywords you should know for SEO and SEM:

18 Types of Keywords with Examples

Types of Targeting Keywords

Targeting keywords are the phrases and terms tied to your industry, offerings, and audience.

The types of keywords included in this category are:

  • Market segment keywords
  • Customer-defining keywords
  • Product keywords
  • Branded keywords
  • Competitor keywords
  • Geo-targeted keywords

Market Segment Keywords

Market segment keywords are generic keywords associated with an industry or brand. They are terms a target audience uses to tìm kiếm for general information within a vertical. Terms may be broadly associated with an industry or more defined for niche tiếp thị purposes.

Example: running shoes

Customer-Defining Keywords

Customer-defining keywords are tìm kiếm phrases that identify a specific subset of customers or audience. In these searches, customers use words or phrases to define themselves.

Example: running shoes for women

Product Keywords

Product keywords are terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services. Brands should have a từ khóa strategy for each of their products and services so customers and prospects can find their offerings through tìm kiếm.

Example: Nike Flex Contact

Branded Keywords

Branded keywords are tìm kiếm phrases that include a brand’s name or other branded terms. These types of keywords may include only the thương hiệu or the thương hiệu along with a product type, product name, or another descriptive tìm kiếm phrase.

Example: Nike running shoes

Competitor Keywords

Competitor keywords are types of keywords that target brand names of competing businesses, products, or services. It’s beneficial for a brand to research competitor keywords because it gives the brand an opportunity to attract a similar audience of interested, potential buyers
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Example: For Nike, a competitor từ khóa could be Reebok running shoes.

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Geo-Targeted Keywords

Geo-targeted keywords are tìm kiếm phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in.

Example: Tampa running shoe store

Types of Keywords by Length

Another way to evaluate and choose keywords is by their length.

There are three types of keywords described by their length:

  • Short-tail keywords (also known as head, broad, or generic keywords)
  • Mid-tail keywords
  • Long-tail keywords

The length of a từ khóa can tell you a lot about its tìm kiếm volume, the potential lượt truy cập from it, and how well it could generate conversions
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Head Keywords or Short-Tail Keywords

Head keywords, also known as generic keywords, are popular, broad tìm kiếm terms that have a very high volume of tìm kiếm lượt truy cập. These terms are usually one or two words, and they are very competitive to rank for.

Example: running shoes

Mid-Tail Keywords

Mid-tail keywords fall between head keywords, which have a high volume of lượt truy cập but are highly competitive, and long-tail keywords, which have a small volume of lượt truy cập but with less competition and higher conversion rates. These terms are usually two to three words and are slightly more descriptive than generic head keywords.

Example: best running shoes

Long-Tail Keywords

Long-tail keywords are the longest tìm kiếm terms and are very targeted to a specific topic or audience. These terms typically have low tìm kiếm lượt truy cập and are low-competition keywords, which makes them easier to rank for. Because they are more specific, they generally have higher conversion rates than head and mid-tail keywords.

Example: best running shoes for bad knees

Types of On-Site Keywords

On-site content keywords refer to the types of keywords in SEO that are used to create content like a new blog bài viết or landing page. These types of keywords are:

  • Primary keywords
  • Related or LSI keywords

Primary Keywords

A primary từ khóa is the main term you target on a webpage. Each page of SEO content should have one primary từ khóa assigned to it. The page should follow từ khóa optimization best practices to send clear signals to tìm kiếm engines and readers that the page is about that từ khóa. Following these best practices will help improve your tìm kiếm lượt truy cập and rank for that content and từ khóa.

Example: women’s running shoes

Related Keywords or LSI Keywords

Related keywords or LSI keywords (latent semantic keywords) are terms or phrases that are semantically related to, or variations, or synonyms of, a primary từ khóa. They are used to support a primary từ khóa in a piece of content. Each webpage should be assigned one primary từ khóa and three to four related keywords that give additional context to the page, which helps tìm kiếm engines understand and better rank the page. You can find related keywords using Alexa’s Competitor Từ khóa Matrix or Từ khóa Difficulty Tool.

Example: If the primary từ khóa is women’s running shoes, then related keywords could be: women’s running shoes reviews, women’s running shoes sales, and best women’s running shoes.

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There are certain types of keywords in Google AdWords (now known as Google Ads) that you will use to create targeted ad campaigns.

These types of keywords include:

  • Broad match keywords
  • Phrase match keywords
  • Exact match keywords
  • Negative keywords

Broad Match Keywords

A broad match từ khóa is a tìm kiếm term you target in a Google Ads tìm kiếm chiến dịch. When a term is set as a broad match từ khóa, it tells Google to show your ad for any tìm kiếm that is a variation of that từ khóa. The ad will show if someone searches for a similar phrase, singular or plural form, misspelling, stemming, synonym, or another related variation of the broad match term.

Example: An ad for the broad match từ khóa shoes would show during searches for terms such as shoe, shoes for sale, shoe store, or buy shoes.

Phrase Match Keywords

A phrase match từ khóa is a specific tìm kiếm phrase you target in a Google Ads tìm kiếm chiến dịch. When a term is set as a phrase match từ khóa, it tells Google to only show your ad if a tìm kiếm query includes the exact phrase. The tìm kiếm query may have words that come before or after the phrase, but the exact phrase must be included in the tìm kiếm for it to show to searchers.

Example: An ad for the phrase match từ khóa womens shoes would show during searches for terms such as womens shoe sale, womens shoe stores, and stores for womens shoes.

Exact Match Keywords

An exact match từ khóa is a specific từ khóa you target in a Google Ads tìm kiếm chiến dịch. When a term is set as an exact match từ khóa, it tells Google to only show your ad if the tìm kiếm is extremely closely related to the exact match từ khóa. Words that fit this criterion are misspellings, singular or plural forms, stemmings, abbreviations, reordered words, paraphrases, or closely related words with the same tìm kiếm intent of the exact match từ khóa.

Example: An ad for the exact match từ khóa womens shoes would show for searches for terms like woman shoes, shoes women, or shoes for women.

Negative Keywords

Negative keywords are phrases or terms that you intentionally exclude from tìm kiếm campaigns within Google Ads. They are variations of broad match, phrase match, and exact match keywords that you tell Google to stop including in your chiến dịch. These Google Ad terms are set as negative keywords because they don’t closely relate to the ad sao chép, target page content, or offer associated with the ad. They may be semantically related, but they don’t kết nối with the ad concept.

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Example: If a broad match từ khóa is shoe sale and the ad is only relevant to women’s shoes, negative keywords could be men’s shoes, shoes for guys, or men’s shoe sale.

Types of Buyer Keywords

Buyer keywords are the terms a searcher uses when they are looking to purchase a product or service. These types of keywords are categorized by where a searcher is in the purchase funnel. Each type of buyer từ khóa represents a different type of tìm kiếm intent.

There are three types of buyer keywords:

  • Informational keywords
  • Navigational keywords
  • Transactional keywords

Informational Keywords

Informational keywords, or “know” keywords, are terms users tìm kiếm for when they want to find general information about a topic. Searchers use informational keywords when they are in the awareness phase of the purchase funnel. They are aware they have a need or problem, are aware they want a solution, and are looking for ways to do that.

Example: what’s the best running shoe

Navigational Keywords

Navigational keywords, or “go” keywords, are terms users tìm kiếm for when they want to visit a trang web for a specific brand. Searchers often use navigational keywords when they are in the consideration phase of the purchase funnel. They are researching different brands to see which offers the best solution to their problem.

Example: Nike running shoes

Transactional Keywords

Transactional keywords, or “do” keywords, are terms users tìm kiếm for when they are ready to make a purchase. Searchers use transactional keywords when they are in the conversion phase of the purchase funnel. They already know what they want to buy, and they use very specific buying keywords to help them find the right place to make their purchase.

Example: best deals on Nike running shoes

Find the Right Types of Keywords for Your Tiếp thị Kế hoạch

Knowing the different types of keywords helps you create a more informed and strategic tiếp thị kế hoạch. When you know all of your options, you can find the best keywords to help you kết nối with your target audience, drive tìm kiếm lượt truy cập, and boost conversions.

Learn how to surface your best từ khóa opportunities in How to Do Từ khóa Research: A Comprehensive Guide.

Then sign up for a free trial of Alexa’s Advanced kế hoạch to access the từ khóa research tools you need to put what you learn into action.

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