Keyword 101: Definitions, Importance, and Types

 

If you are a beginner in digital marketing or just starting your journey into SEO, you have probably heard the word “keyword” a bunch of times already. But what does it actually mean? Why are keywords so important? And how many different types are there?

 No worries, in this beginner-friendly blog, we will walk you through everything step by step. From what keywords are to why they matter and the different types, you will learn it all in simple terms. So, let’s get started!

What is keyword?

A keyword is a word or phrase that people type into search engines, such as Google, when they want to find something online. It could be anything from “best shoes for walking” to “how to bake a cake”.

Think of keywords as a link between what you write and what people are searching for online. When your website or blog contains the same words people are looking for, search engines are more likely to show your page in the results.

Why does it matter?

Keywords may seem like just a few words or phrases, but they play a big role in digital marketing and SEO. They help search engines understand what your content is about and connect you with the right audience.

Help your content get found on search engines like Google.

Attract the right audience who is actually interested in what you offer

Improve your ranking in search results by clearly indicating to search engines what your content is about.

Guide your content ideas by showing what people are searching for.

Increase clicks, engagement, and sales by matching your content with what people want

Build stronger SEO and long-term online visibility for your website or blog.

Types of keywords:

Keywords are the backbone of any good SEO strategy. But the truth is not all keywords are the same. Depending on what the user wants, how long the keyword is, and what it's being used for.

 By understanding these keyword types, you can reach the right audience more effectively and improve your chances of ranking higher in search results.

Short tail keywords:

Short-tail keywords are very general search terms made up of one to three words, like “shoes” or “digital marketing.” They usually have a high search volume but are very competitive and less specific, making it harder to rank for them.

Long tail keywords:

Long-tail keywords are longer and more specific phrases or words that people search for online. They typically consist of three or more words and focus on a specific, clear topic. These keywords are not searched as often, so there is less competition. People who use long-tail keywords often know what they want and are more likely to take action, like buying something or signing up for a service

Exact match keywords:

Exact match keywords are words or phrases that match exactly what someone types in a search. Your ad or content will only show if the search uses the exact same words — no extra or different words. If your exact match keyword is [buy leather wallet], your ad will only show when someone searches for "buy leather wallet" — not for things like "buy men's leather wallet" or "best leather wallet to buy".

Broad Match Keywords

Broad match keywords your ad show when someone searches for words that are similar to your keyword, even if the words are in a different order or slightly different. This way, your ad can reach more people, even if they don’t search using the exact words you add into your ads

If your broad match keyword is "men's shoes", your ad might show up when someone searches for "men's footwear", "buy shoes for men", or "male running shoes".

Phrase Match Keywords:

Phrase match keywords help to show up your ads to people on search engines when someone searches using your exact phrase, in the same order, even if they add other words before or after it. As long as your main phrase stays together, your ad can appear. This makes it easier to reach people who are looking for what you offer.

If your phrase match keyword is "affordable computer", your ad might show for searches like "buy affordable computer" or "affordable computer for students", but not for "computer that is affordable", because the order is different.

Informational Keywords:

Informational keywords are search terms people use when they want to learn something, not buy right away. These keywords usually start with words like how, what, why, or the best ways to. They help attract users who are looking for answers, tips, or guides.Informational keywords look like:

How to start a blog

Benefits of drinking green tea

What is digital marketing

Commercial Keywords:

Commercial keywords are words people search when they are planning to buy something soon, but want to learn more first. They might compare products, read reviews, or look for the best deals. These keywords are helpful for businesses because they show that the person is close to making a purchase. 

Examples:

Best phone under $500

Top laptops for students

Navigational Keywords:

Navigational keywords are search terms people use when they want to visit a specific website, brand or app. The searchers already know the name, just use a search engine to find it faster. These keywords often include brand names like Facebook, YouTube, or Amazon login. Businesses should rank for these to make sure users can find them easily.

Transactional Keywords;

Transactional keywords are the words people search when they are ready to do something right away like buying, ordering, signing up, or downloading. These people already know what they want and are not just looking around. They’re ready to take action.

These keywords often include words like:
buy, order, get, download, sign up, subscribe, try, book now, apply

Examples:

Buy iPhone 14 online

Order pizza near me

Sign up for yoga classes

Latent Semantic Indexing Keywords:

LSI (Latent Semantic Indexing) keywords are related words and phrases that search engines use to understand the context of your content. While Google doesn't explicitly use LSI anymore, adding semantically related keywords still improves relevance, readability, and SEO.

If the main keyword is“Blog SEO,” then some LSI keywords would be: search engine optimization, SEO tips for bloggers or meta tags for Blogger.

Brand Keywords:

Brand keywords are search terms that include a brand’s name, product, or service. They show that someone already knows the brand and is looking for more information about it.

Non-Brand Keywords

Non-brand keywords are search terms that don’t mention a specific brand name. Instead, they describe general products, services, or topics. These keywords are used by people who are exploring options or searching for solutions without a brand in mind.

Final Thoughts:

Understanding keywords is foundational to SEO success. From helping people find your content to boosting your rankings, the right keywords can transform your online presence.