6 Types of Keywords & How to Use Them in Your SEO Campaign

Types of keywords for your SEO campaign

6 Types of SEO Keywords You Should Know

Search engine optimization is an indispensable plank of every modern online marketing plan. Without a concrete and customized plan using the right types of keywords in the most appropriate ways, your business and its message risk getting lost in a deluge of competitors.

SEO can seem daunting, particularly for business owners new to online marketing. Without the right plan, you risk spending time and money on internet advertising without getting your message to the right customers. 

Pure Digital Marketing, an award-winning SEO company in Tampa, has the practical experience to create and implement a unique and engaging marketing plan for your business based on the best practices in the industry.

One way to simplify the SEO process is a divide-and-conquer approach. Consider the different types of SEO techniques, including keyword generation, and how they might apply to your particular situation. Weave them together into larger campaigns in which the elements reinforce one another.

A keyword may be any word, but you can narrow down your choice of keywords by focusing on specific keywords that tie into elements of your campaign.

Keywords That Relate to Consumer Intent

Consumers’ goals in using their web browsers impact their behavior when they reach your site and how they respond to your message. When someone types a keyword, do they want to learn, buy, or find?

1. Keywords for Learning

When consumers want to know about a product, from laptops to plumbing supplies, they often focus on the topic they want to learn more about. There are many ways to express interest in a product or service, so you will want to employ multiple variations of an informational keyword. For example, a plumbing site could use the keywords “plumber,” “plumbing,” “plumbing supplies,” and others.

2. Keywords for Commerce

While the product is often the focus when consumers visit e-commerce sites, people often look for vendors that sell products in particular ways or offer specific perks. Transactional keywords offer the opportunity to differentiate your business from the competition. Examples of commerce keywords include:

  • Wide selection of laptops
  • Smartphones without contracts
  • HVAC service agreement
  • Washing machine warranty

3. Keywords for Finding Your Business

One benefit of SEO is that it can help customers to find your website after they have already engaged with your advertising. When a consumer searches for your business, most business owners want the top search results to lead to their website and the mouth of their sales funnel.

Navigational keywords include variations of the business name. For example, Smith Heating & Air Conditioning might use keywords like “Smith Heating and Air Conditioning” and “Smith HVAC” to catch potential customers.  

4. Geo Tagging

For a business with a local service area, combinations of the city, state, country, or neighborhood can be effective keywords. Many business owners include phrases like “laptops near me” or “local plumbers” to boost their rankings when someone in their area tries to search for local businesses.

Let the Tail Tell a Tale: Short-tail and Long-tail Keywords

If you imagine a graph of search frequency for a browser’s search traffic, you will see a few high-frequency words on the left (the short tail) and many low-frequency words on the right (the long tail).

Most keyword examples are two-word or three-word phrases, but longer phrases can be useful. Consider the different but complementary roles the two types of keywords can play in marketing content.

5. Short-tail Keywords

Short, punchy keywords are useful because consumers are often economical with their words when they type a search string. One limitation of very short phrases is that they can lack specificity. Including “laptops” as a keyword, for instance, might have low conversion rates because people search for laptops for a variety of reasons.

Include short-tail keywords in titles and headings, and repeat them several times in longer articles.

6. Long-tail Keywords

If a more complex concept defines your target audience, a long-tail keyword can help you reach customers with more specific needs. Long-tail keywords are combinations of keywords, such as “limousine services in Topeka.” Relatively few people will search for these keywords, but those who do are a select group with niche needs.  

Pure Digital Marketing Lets Keywords Work for You

With Pure Digital Marketing showing you how to use various types of keywords, you can avoid errors in SEO and use SEO effectively to grow market share and get an edge over the competition. Call to speak with a Pure Digital Marketing expert today.