Types Of Keywords In SEO

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One of the most crucial aspects of ranking your website is keyword research if you want to improve your on-page SEO work. But there are many keywords that you will get puzzled in selecting the relevant ones for your website. The right keywords will increase the visibility of your website and will also drive traffic to it, which in turn will lead to more customer engagements and boost sales performance. So, in this blog, let’s understand different types of keywords in SEO and how to use them to get the best results by ranking your website at the top.

What are the main Keyword Types in SEO?

Keywords are the search queries or phrases that people type and search into search engines. You can incorporate high-ranking keywords in your website content on different pages. At the end of the day, any SEO strategy aims to get your website ranked at the top of search engine results. This can only be achieved by incorporating both short and long-tail keywords with different other main types.

  1. Short-tail keywords
  2. Long-tail keywords
  3. Product keywords
  4. Market-defining keywords
  5. Geotargeted keywords
  6. Customer-defining keywords

You will understand better different types of examples and usage in real kinds of ranking websites.

1. Short-tail Keywords:

Short-tail keywords are search phrases of three words or fewer. When someone starts looking for any topic on the internet, that search is short-tail keywords. But, within the process of finding results, they will also narrow down the results by using long-tail keywords. Short-tail keywords are also termed competitive keywords, general keywords, head terms, or broad keywords.

Some examples of short-tail keywords are:

  • Digital Marketing
  • SEO
  • Email marketing

Short-tail keywords are so broad that searching for them will generate an end number of results. This high search volume also means they are very competitive and businesses find it very hard to rank. Also, they generally have a lower conversion rate and carry a broad search intent.

2. Long-tail keywords:

Long-tail keywords are those terms with more than three words that are searched on the google search engine. They are more specific and targeted in nature among all types of keywords in SEO. For example,

Compared to the previous one, long-tail keywords tend to have less search volume and therefore they face less competition in the market. Searchers who type and look for anything use long-tail keywords because they have more specific search intent. In this case, they know exactly what they're looking for. So, we can say that short-tail keywords have a higher conversion rate while long-tail keywords have a low conversion rate. Customers always like to use it for specific searches and are in a need to remove unnecessary results that long-tail keywords may bring for them.

When it comes to long tail keywords, quality is more important than quantity of the traffic produced to your website. On a case-by-case basis, they tend to bring less traffic to your site than short-tail keywords, but they tend to have higher click-through and conversion rates.

Which Type Of Keyword would you include in your content more?

Effective long-tail keyword research will allow you more to provide information about your business that specifically answers what the searchers are looking for. They carry the potential to improve your search ranking and drive quality traffic to your website. It becomes important that you understand the need and volume of using these keywords and do not necessarily spam with all types of keywords in SEO. This is highly not advised as google will not pick your content to produce in the search results for a longer period.

3. Product keywords:

Xyz soap bar 30 ml (Xyz is the company’s name here)

3 months quality SEO package for medicine businesses, for example.

So, it describes exactly what you want to sell. The user will know that you have expertise in doing SEO of website content or business that caters to pharmacy business. They will trust you more with such a business than any other who wants to do SEO for your company but has not clearly defined their niche or expertise. You can use your product keywords to create targeted, high-converting content that has more demand in the marketplace. Thorough product keyword research is essential for anyone who runs an e-commerce store or sells products online.

4. Market-defining keywords:

Market-defining keywords are famous search terms that include words used to describe a business or industry online. These are the most common words people think of when starting research on a particular topic. They are generally very broad.

  • Some examples of market-defining keywords are:
  • Cake’s shop
  • Digital marketing course classes

It becomes to rank highly for market-defining keywords as their search intent is very broad. They are also known as segment keywords. Businesses like to use them very often and if you notice, it comes to your content naturally in blogpost and website posts. However, they should not be the focus of your keyword research as they carry a high level of competition in the market. It is highly advised to combine them with other different types of keywords in SEO.

5. Geo-tagged keywords:

As the name suggests, such keywords target a specific target location, such as a local area, city, state, or country. They usually help businesses to know where the searcher is based, or a geographic area in which they have an interest. Some examples of geo-tagged keywords are:

  • Best cake shops in Kolkata
  • Leading digital marketing courses in India

Geotargeting keywords are critical to the success of websites. It promotes location-specific products and services. Of those who search for something local on their smartphones for purchase, 76% of them visit a store within a day. This means that search intent has shifted significantly towards buying something now with the growth of digital marketing. Localized keywords are now an important part of the famous Google algorithm that geographically groups results so that local businesses appear in the top search results. This is so easy to use and handle local purchases while staying at your shop or workplace.

6. Customer-defining keywords:

Customer-defining keywords are search terms that your specific audience or customer base uses to describe themselves- all about their age, profession, interests, etc. So, these keywords include major information that you need to attract customers such as age groups, professions, genders, characteristics, and preferences. For example:

  • Picture books for children
  • Vanilla cake for a birthday party

A good understanding of your customers/target groups and their needs is essential. It will get you to the success of your business as you need to know your customers as much as they do in terms of their purchase preferences. When it comes to SEO keywords, by examining how your customers define themselves, you can write your content and put such different types of keywords in SEO accordingly to the competition that the keyword faces in the market. Your content will be associated with such people who are most likely to interact with or purchase your product or service.


You have seen how each keyword has the specific potential to rank your website at the top of search engine results. It usually depends on what purpose your website serves to the audience. If it’s for sales and service, you would want to use customer-intended and market-intended keywords slightly more than educational content platforms that use keywords to perform SEO on their website. Therefore, there is no hard and fast rule in keyword usage. However, it is always preferred that you use a mix and match of different types of keywords. It’s always a matter of finding the right keywords to get your website ranking highly in the search results.