Types of Keywords: Explained with Examples

Keywords are the foundation of any SEO strategy. They are the words or phrases that people type into search engines like Google or Bing when they are looking for information, products, or services. According to a study conducted by Moz, Google receives over 3.5 billion searches per day, and it is estimated that 70% of those searches are long-tail keywords. Therefore, understanding the different types of keywords and their use in search is crucial to ensuring that your website is visible and attracts the right audience. In this article, we will explore the importance of keywords in search and the different types of keywords.

The importance of keywords for search

Search engines rely on keywords to help deliver relevant search results to users. When a user enters a query into a search engine, the search engine's algorithm looks for websites that contain the keywords the user is searching for. This is why it's essential for website owners to optimize their content with relevant keywords to increase their chances of ranking higher in search engine results pages (SERPs).

The technological aspect of how search engines use keywords to deliver relevant search results involves complex algorithms and machine learning. Search engines like Google use sophisticated algorithms to analyze websites and web pages and determine their relevance to specific keywords. These algorithms consider many different factors, including the keywords used in the content, the content's quality, and the website's overall user experience.

‍Search engines also use machine learning to continuously improve their algorithms and deliver better search results to users. Machine learning allows search engines to analyze vast amounts of data to identify patterns and trends that help improve search results. As a result, search engines can deliver users more personalized and relevant search results.

According to a study by Ahrefs, the top-ranking pages in Google search results contain an average of 1,890 words. This means that website owners need to create content that is optimized with relevant keywords and provides value to users. In addition, website owners should focus on creating content that answers users' queries and provides a positive user experience.

In essence, the importance of keywords for search cannot be overstated. Keywords are essential for search engines to deliver relevant search results to users. Website owners need to optimize their content with relevant keywords and create high-quality content that provides value to users. By understanding the technical aspect of how search engines use keywords, website owners can create more effective search strategies that drive traffic and conversions.

Types of keywords and why they matter

Below are seven of the most common types of keywords that are primarily used for optimizing ecommerce platforms.

1. Short-tail keywords.
2. Long-tail keywords.
3. Latent Semantic Indexing (LSI) keywords.
4. Customer-defining keywords.
5. Geo-targeted keywords.
6. Branded keywords.
7. Intent-specific keywords.

Let's dive deep into them.

1. Short-tail keywords

These are broad, generic search terms containing one or two words describing a general topic. These keywords are often highly competitive and challenging to rank for, as many websites target them. For instance, if a user types "shoes" into a search engine, they are likely looking for information on shoes in general.

2. Long-tail keywords

These are more specific search terms consisting of three or more words that describe a niche topic. These keywords are less competitive and easier to rank for as they have less search volume. For instance, if a user types "women's black leather boots" into a search engine, they are likely looking for specific information on that product.

3. LSI (Latent Semantic Indexing) keywords

LSI keywords are related to the main keyword and help to provide context and meaning to the content. These keywords are derived from the analysis of search patterns and behaviors and help search engines better understand a page's content. For instance, if the main keyword is "solar panel," LSI keywords may include "solar power," "renewable energy," and "solar energy systems."

4. Customer-defining keywords

These types of keywords describe a specific customer group or demographic and are used to target a specific audience. For instance, a business selling products for older adults may use customer-defining keywords such as "senior-friendly" or "elderly-friendly."

5. Geo-targeted keywords

These are used to target users based on their geo-location. These keywords can help attract local customers and improve local search rankings. For example, if a business sells pizza in New York City, geo-targeting keywords could include "pizza delivery in NYC," "best pizza in Manhattan," or "pizza near me."

6. Branded keywords

Branded keywords are keywords that include the name of a brand or company. They attract users already familiar with the brand or searching for a specific product or service. For example, branded keywords for Nike could include "Nike shoes," "Nike running gear," or "Nike sneakers."

7. Intent-specific keywords

Intent-specific keywords are the ones that indicate what the searcher is looking for. These keywords help the search engine understand the intent behind the search and deliver the most relevant results. For instance, if a user searches for "best pizza places," the intent behind the search is to find the best pizza places in the area. By understanding the intent, the search engine can deliver results that satisfy the user's search intent.

Some common examples of intent-specific keywords include "buy," "hire," "download," "subscribe," "register," "join," "learn," and "find." These keywords help the search engine understand what the user is looking for and deliver the most relevant results.

These keywords can be divided into three types. These are navigational, transactional, and informational keywords.

1. Navigational keywords

Navigational keywords are the ones that users use to find a specific website or web page. These keywords are usually the name of the website or brand or the name of a particular product or service offered by the website. For instance, if a user wants to visit the Zevi website, they may use the navigational keyword "Zevi."

Navigational keywords are essential for website owners because they indicate brand awareness and loyalty. If users are using navigational keywords to find a website, it means that they are already familiar with the brand and trust it enough to use it as a starting point for their search.

2. Transactional keywords

Transactional keywords are the ones that indicate that the user is ready to make a purchase or take some other kind of action. These keywords are usually related to specific products or services and show the user is ready to convert. For instance, if a user searches for "buy iPhone X online," the transactional keyword is "buy."

Website owners can use transactional keywords to target users ready to make a purchase or take some other action. By targeting these keywords, website owners can increase their chances of converting users and driving revenue.

3. Informational keywords

Informational keywords are the most common type of keyword used in ecommerce site search. They are typically one- or two-word phrases describing what the user seeks. For example, if a user is looking for information on "men's shoes," they would use an informational keyword like "men's shoes" or "shoes for men."

Conclusion

In conclusion, keywords are an essential part of on-site search and help search engines deliver relevant search results to users. There are seven main types of keywords: short-tail, long-tail, LSI, customer-defining, geo-targeting, branded, and intent-specific keywords. Additionally, navigational and transactional keywords are also crucial for website owners.

Understanding the different types of keywords and how they can be used in on-site search can help website owners create more effective search strategies that increase their chances of driving traffic and conversions. Zevi is a search engine that allows website owners to improve their on-site search capabilities, including keyword search. With features like automatic typo correction, stemming, and synonyms, Zevi helps website owners deliver more relevant search results to their users. If you want to see how Zevi can help improve your on-site search, sign up for a demo today.