When building a strong online presence, many people wonder how many types of keywords in SEO exist and how they influence visibility. A well-planned keyword strategy ensures you attract the right audience at every stage of the journey. Different search intents require different types of key phrases. Understanding these categories helps align your content with user needs.
Top 4 Keyword Types
Take a look at the top 4 keyword types that are essential for effective website optimization:
1. Informational Keywords
These keywords are used by people who are searching to learn or understand something. They are not looking to buy or take action right away but want answers to questions, definitions, or explanations. These searches often begin with words like what, how, why, or when.
Check out the following examples of informational searches:
- What is the height of the Taj Mahal
- Benefits of using solar panels
- Train timings from Mumbai to Pune
- When is the next cricket world cup
This type of keyword usually appears early in the customer journey. Optimizing content around these queries helps attract curious visitors, build trust, and establish your site as a helpful resource.
2. Navigational Keywords
These are used when someone already knows the name of a specific website, brand, or service and wants to go directly to it. The goal of the search is to navigate to a known destination rather than explore new options.
People often type in searches like the following:
- Facebook login page
- SBI net banking portal
- IRCTC train booking site
- Amazon order tracking
Such keywords are common among returning visitors or people familiar with a particular company. Having your website properly structured and branded helps capture traffic from these kinds of queries.
3. Commercial Keywords
These keywords appear when someone is considering a product or service but hasn’t decided yet. They are comparing options, reading reviews, and researching features. This type of search reflects a higher intent than informational queries, but the person is still evaluating.
Some commonly used examples include:
- Best air conditioners for home use
- Top 5 budget smartphones with good camera
- Top laptops under 50000
- Reliable web hosting services for small businesses
To attract this traffic, you can create comparison guides, product listicles, and helpful review content that answers questions buyers typically have before making a decision.
4. Transactional Keywords
Transactional keywords show that the user is ready to take action. These searches are performed when someone wants to buy something, sign up, book a service, or download a product. The intent here is immediate.
Here are a few examples that reflect transactional intent:
- Buy gaming chair online
- Book AC repair service near me
- Download free resume template
- Order birthday cake in Bangalore
Pages targeting this type of query should make it easy for the visitor to complete the desired action. That means clear calls to action, mobile-friendly layouts, and fast-loading product or checkout pages.
Other Classifications of Keywords
Beyond the four main types, keywords can also be categorized based on their structure, purpose, and level of competition. Understanding these additional types can help you build a more complete keyword plan for effective website optimization.
1. Seed Keywords
These are the core terms or base ideas you start with when planning your content or campaigns. They are short, general phrases that describe your topic or business.
For example:
- Shoes
- Digital marketing
- Organic food
From seed keywords, you can expand into more targeted variations using research tools.
2. Long-tail Keywords
Long-tail keywords are longer, more specific phrases that target focused user intent. They usually have lower search volume but higher conversion potential. These are ideal for answering very specific queries.
There are two types:
- Topical long-tail keywords cover broad subjects in more detail
- Supporting long-tail keywords assist in covering subtopics of a page
Examples include:
- Running shoes for flat feet women
- Best organic food stores in Bangalore
3. Low-Competition Keywords
Competition refers to how many other websites or pages are trying to rank for the same keyword. When many authoritative sites target a keyword, it becomes difficult to achieve a high ranking.
Low-competition keywords are those with fewer websites competing for visibility. To find such keywords, you can use research tools that analyze factors like the number of pages ranking, domain authority of competitors, and search volume.
Focusing on low-competition keywords allows newer or smaller sites to rank more easily and attract targeted traffic without directly competing against large, well-established websites.
4. Niche Keywords
These are highly specific to a particular industry, profession, or audience. Niche keywords tend to attract a smaller but more targeted audience.
Example:
- Wedding photography packages in Kochi
- Vegan protein powder for athletes
They work well when you want to reach people interested in a specialized area.
5. Branded Keywords
Branded keywords include the name of a business, product, or service. These are often searched by people already familiar with the brand.
Example:
- Nike running shoes
- Canva logo maker
Ranking for your own branded keywords is usually straightforward, but it’s also important to monitor how competitors might be targeting them.
6. Unbranded Keywords
Unbranded keywords exclude any specific brand names. They reflect a more general search intent and are useful for reaching new audiences who are not yet loyal to a particular company.
Example:
- Lightweight travel backpack
- Photo editing tool for beginners
Optimizing for unbranded keywords helps bring in fresh visitors who are still exploring their options.
7. Primary Keywords
A primary keyword is the central phrase that defines what a specific page is about.
For instance, if you’re writing a blog post aimed at helping beginners start a fitness routine at home, your primary keyword might be home workout plan.
This phrase guides the overall direction of the content, influencing the title, headings, and metadata to ensure the page aligns with what users are searching for.
8. Secondary Keywords
Secondary keywords support the main topic by adding context and covering related terms that users might also search for.
Continuing with the same example, if your primary focus is home workout plan, relevant secondary keywords could include beginner exercises without equipment or daily fitness routine at home.
These supporting phrases help your content appear for a wider range of related queries, improve topical coverage, and provide search engines with more context about your page.
Conclusion
Knowing the various keyword types in SEO is crucial for building a strong website optimization strategy. By targeting different kinds such as informational, navigational, commercial, and transactional keywords, you can attract the right audience and improve your site’s visibility and ranking effectively.