20 Keyword Types in SEO 2020 | For Beginners

Keyword is the building block and also considered the first and for most step toward a successful SEO. There are 20 different types of keyword in SEO. These keywords are very important and essential to each and every aspect of your SEO campaign. When you are able to find your best keyword opportunities, it simply means that you are able to drive more traffic and qualified ideas. Similarly, when you polish your content SEO, that is when your organic views start coming in. as a result of this organic traffic you will get more views, more views will get divert more potential customers, in turn they will have more conversion rate, and finally you will have more revenue.

It is be kept in mind that a successful search strategy is always built on targeting the right type of keywords for your content. It is, therefore, very necessary to know about which kind of keywords to target, how to target them and how they will work best in your content, and for this purpose you have to know all of the options. Knowing right keywords can either produce great results or end in a big failure.

Remember that defining and categorizing keywords will really help you in your online community building and outreach link. Both of these are very important for driving relevant traffic to your blog or website.

You may be wondering what kinds of keywords you should be targeting. Because on the internet you will find so many topics, talks and discussion on keywords that you may be confused which one to consider and read?

Which kind of keyword should you use for content optimization?

You may be confused which kind of keyword to choose, when you are doing Keyword research. But for better content optimization you should use different type of keywords in order to target different audience at each stage. Perhaps, it is one of the best method to you can reach a wide range of people and also improve your chances of securing good customers.

Keyword Types In SEO

There are number of school of thoughts when it comes to the types of keywords we should use in our content. In this blog post we will walk you through different types of Keywords you should know and use for SEO and SME. You will also learn how you have to use them in all areas of your SEO strategy. In this blog post we will show you how to categorize keywords using a personalized and industry-focused approach.

Keywords on the basis of length,

Keywords on the basis of target,

On-site Keywords,

Google Ads Keywords

Buyer Keywords

Time Related Keyword

Now we are going to discuss each keyword type with examples.

Keywords on the basis of length

This is another type of keyword and we have divided it on the basis of length. Remember that the length of a keyword can easily tell you about its search volume, how it will generate conversion and potential traffic from it as well. On the basis of length, keywords can be divided into three sub-types or categories.

Long-tail keywords

Mid-tail keywords

Short-tail keywords

Head Terms or short tail keywords

Head terms keywords are also known as short tail keywords. Usually, they are single or two-word keywords and gets lots of search volume on monthly basis. As a result, due to high search volume they also have high competition.

Short tail keywords are also knows as generic keywords. When it comes to competition, they are very difficult to rank for.





Accounting jobs,

Women clothes,

Sports shows and

Corona Virus etc.

In this case, the searcher intent is not clear. For example, someone searching for jobs, might be looking for accounting jobs, engineering jobs, government jobs, private jobs etc. similarly, someone searching for clothes might be looking for women clothes, children clothes, men clothes etc. In simple words, we mean that from short term keywords the intent cannot be identified clearly, as it is identified from long-tail keywords.

The last example of Corona Virus is more common and popular in these days. And it has spread in 161 countries of the world. Now if you enter the head terms “Corona Virus” in search engine it will show you all the details and information related to Corona Virus. Furthermore, head terms usually do not covert very well as compared to long tails keywords.

Mid Tail keyword

Mid tail keywords are also known as body keywords. Mid tails keywords usually consist of 2-3 word phrases. Due to its short nature, as compared with long tail keyword, they get decent search volume. They are also highly competitive as compared to long tail keywords, which have low volume of traffic, with less competition and higher conversion rate.

Mid tails keywords have at least 2,500 searches per month. They are more specific and descriptive than head tail or short tail keywords.


“Best children clothes”

“Best running boots”

“Latest women clothes”

“Latest Accounting Jobs”

Now the keywords like “children clothes”, “running boots”, “women clothes” and “accounting jobs” are examples of body keywords or mid tails keywords. And when it comes to competition, mid tails keywords have less competition than head terms keywords.

Long Tail Keywords

Generally long tail keyword consist of more than three (3+) words. Generally Long-tails keywords are the longest keyword and they are less competitive. If you want to generate more organic traffic and your blog or website is brand new, then you should definitely use long tail keywords. For this purpose you have to you have to target and focus on 100% less competitive keywords or no competitive long-tail keywords.

Long-tail keywords are more specific as compare to head-term keywords. Long tail keywords has low search volume, but they make it up by being less competitive than short-tail keywords.


“Best summer clothes for children”

“Order women summer clothes online”

“2020 PSL matches in Pakistan”

“Best FIFA matches between France and Italy”

If you closely look at these example, you will find that each of these example consist of more three words. And the searcher is looking for websites that sell summer clothes for children, women summer clothes etc. similarly, in the 3rd example, the search main intent is to find the website that show PSL cricket matches in Pakistan, and in the last example the searcher main intent Is to find the website that show FIFA football matches between France and Italy.

These terms don’t receive too much search volume individually. Usually, they get around 50-500 searches per month. However, when you add these long tail keywords together, they will make up the majority of search volume online. That is why, long tail keywords are usually not too much competitive.

You may thing which one category is best to focus on, but in fact, there is no best category to focus on. However, when it comes to competition, on the basis of length, long tails are usually the least competitive of the category. One of the most important thing that you have to know about long tail keyword is that you can easily locate and pinpoint the search intent.

Long tail keywords have some characteristics, like they have low search volume, specific search intent, low competitive rate, high conversion rate. These type of keywords can mainly be used for blog posts and targeted pages especially those of product pages, in order to get more organic traffic.

Buyer’s Keywords

Buyer’s keywords are those terms which someone uses whey they are looking for to purchase a product or service. Such types of keywords are divided on the basis of searcher’s purchasing intent. Each of these keywords shows the different type of search intent. Keywords on the basis of buyers can be divided into three sub-categories.

1). Informational, 2). Navigational and 3). Transactional keywords.

1). Informational Keywords

These are those keywords or terms that peoples search for when they are looking for to know general information about a topic. Generally, informational keywords are used when the searchers are in the beginning stage. In this stage, the searchers know about that they have problem or need. In this beginning stage, the searcher know that they want a solution for their problem and they are searching for different ways to solve their problem or meet their needs.


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Navigational Keywords

Navigational keywords are those terms that searchers search for when they want to visit a website for a specific brand. Navigational keywords are, most commonly, used when the searchers think about a specific brand or service. In this stage, searchers are researching different kinds of brands or services to see and know which offers the best solution for their problem.


R-Sheen Summer Clothes

Transactional Keywords

Transactional keywords are those terms that users search for when they have mentally prepared and ready for transaction. In fact, it is the conversion stage, also known as purchasing phase, and searchers use these transactional keywords in this stage. In this stage the buyers’ best know what they want to buy, it is therefore, they are using specific and most relevant keywords in order to find the right place to make their purchase.


Best deals on R-Sheen summer clothes.

Market Keywords

Market keywords are those key terms and phrases that are associated with a brand or industry. Your target audience uses such type of market keywords when they are talking about your business or industry and when they are searching for general information. Remember that these keywords are mostly associated with an industry or more defined for niche purposes.

Market defining keywords are usually very broad and generic, it is therefore very difficult and harder to rank for than others; nonetheless, they are still playing a vital role in SEO and are very important. Marketing keywords or market-defining keywords are very critical for any on-page optimization. For improved SEO ranking, add these terms throughout your web pages.

Also kept in mind that market-defining keywords are also very supportive in your jump-starting your content creation. And if you have some little bit SEO skill and can frame these keywords inside broader questions, it can really help you to develop great content for your blog or website.


Summer clothes

Customer-defining Keywords

If your business is about customer-focused then these keywords should be your main target. Customer-defining are those keywords or phrases that your customers use to define themselves and that help to identify a specific subset of customers or audience. In simple words, we can say that in these searches, customers’ uses words or phrases in order to define themselves. Keep in mind that this type of keyword is very important because it will help you to discover others who relate to your target viewers.

These are the key terms that are main focused on your target customers. Customer-defining keywords are very important because it will help you to realize who you want to direct your search results to. In the same way, it will also realize you the effectiveness of your keywords on this specific field. For some businesses and companies, customers defining keywords are playing a key role in helping their customers find more resources about the business or market through with the help of experience of other customers that can be found on the internet.

There will be some keywords that may be directly related to your customer base, and others may be in another similar niche. However, when you use these keywords in your content, it will help you to uncover great insight into how your viewers talk about and how you can frame your site in such a way that entices them for interaction.

With the help of customer defining keyword you can connect with those who want or need your services or products. Once you understood how your audience defines themselves, you will be able to create great content. If you use customer-defining keywords in your content, they will allow your content to be found in the organic results of the SERP. Remember that customer-defining keyword usage is part of on-page SEO that allows the search engines to easily understand the meaning of your article. As a result, your blog or website performance will be improved.


Summer clothes for children

Product Keywords

Such type of keywords are more related to specific brand offerings. These types of key terms are phrases that directly reference a company’s services or products. In simple words product keywords describe best what you or your company sell and offer. In this case, the company brands should have a keyword strategy for their each products or services so that their customers can easily find them while search through internet.

Product defining keyword are very specific because searchers are looking for their specific products only. It is, therefore, very important that every business or company should use product keywords in their content. These keywords are very important because they make sale. Product keyword is the direct and easiest way to put your products out on the SERP for those searchers who are really interested in what your company is offering to them. One of the best way to find the product defining keyword is by thinking like a customer.

Let suppose you are a customer, what word/s will you type to search for your product through Google? For discovering other useful product keywords, you can take help of your family members and your friends as well. Discuss your plan with them and take get their opinion on phrases and key terms they would use when searching for your products and services.

Product keyword are the keywords that your audience enter in Google search box when they are searching for their desired specific products or services. You have to be specific when researching and listing on these keywords. These keyword are very powerful choice for your business. If your business is about smart phones, use the brand name as well: Samsung Note 3, Nokia 3110, Huawei and VodaPhone etc.


Zong Monthly Internet Offers, Samsung Note 3, Nokia 3110 etc.

Branded Keywords

In fact, branded keywords are search phrases that consist of a brand’s name or other branded keywords. The users generally enter brand name or the brand name along with product type, product name or other type of search phrase. It means that the searchers already know about the company brand or products or services.

Banna Accounting software


Bata running shoes.

Competitor’s Keywords

Competitor keywords target the brand name of competing products, business or services. Competitor keywords are very helpful for a brand to research competitor keywords as it gives the brand an opportunity to divert more similar visitors and potential buyers.


Let suppose, for Bata shoes, the competitor keyword could be Service Shoes.

Geo-Targeted Keywords

These are search phrases that help to identify a specific location. These keywords are very important for local SEO rankings. Generally, searchers uses these Geo-targeted keywords when they are searching for results that are near to them. They can also searches for similar results in another area they are interested in. A research study of Google suggest that 50% of consumers who conducted a local search on their smart phones visited a store in a day, and 34% peoples who searched on a tablet/computer did the same.

It is highly recommended that when doing research on Geo-targeted keywords, you don’t have to stick to your own city or town where you operates. You have to expand your area and include your neighboring territory as well. Let suppose, you are living in a big city or town, now break-down your geo keywords into your neighborhoods in order to get more targeted segment.

With the help of geo-targeted keywords you can target local prospects, groups and events your company can engage with sponsors. With the help of local SEO tool, you can grow your audience and influence in your own field. Let suppose you are running a local business of construction, so local SEO will drive more targeted traffic in the form of potential visitors not only to your website.


Islamabad sports shoes store

On-Site Keywords

On-site keywords are those terms or phrases that are used in creating content for new blog post or landing page. These keywords can be divided into two sub-categories.

Primary Keywords

In fact, primary keyword is the most important term that you target on a webpage. A primary keyword, as its name suggests, is the keyword that is used before any other keyword in an article or on a web page. It is considered very important key term on any web page. A primary keyword should be included in a blog or website’s title, its domain and in content as well.

It is necessary that every page of SEO content should have one primary keyword given to it. To get higher search ranking, it is very necessary that the specific page should follow the keyword optimization best practices in order to give clear signals to major search engines.

Best keyword optimization practices will also make it easier for search engines to understand that the page is about that keyword. In the same way, keyword optimization best practices will also help to considerably increase your search traffic and will rank your site higher, in search engine results, for that keyword and content.

To get higher search ranking, the primary keyword should be added to the web page first sentence. Primary keyword is playing a key role in SEO because it is used to describe the web page as well as help audience easily locate the site. Remember that Primary key terms are used in most important areas such as Header, footer, inbound anchor text, H1 tags, Meta tags etc. for better SEO results, primary keywords should be repeated with a certain quantity throughout the web page or article.


Player sports shoes

Fitness training

Fitness coaching etc.

LSI Keywords

LSI keywords are also known as related keywords. LSI stands for latent semantic Indexing keywords, and these are keywords or key phrases that semantically related to a primary keyword. LSI keywords are conceptually related key terms that most popular search engines use to easily understand a web page content. In these days, Google’s goal is to figure out a page’s overall topic. For better SEO results, you have to use LSI keywords in your content because Google mostly relies on LSI keywords to easily and deeply understand your site content.

In case, you have used the keyword “Email Marketing” over and over again in your content, the Google will understand that “this page is obviously about E-mail marketing”.  But if you didn’t use your keyword several times, Google would not understand that your blog post or page was about that key term.

LSI keywords are used in order to support a primary keyword in a content. It is necessary that each web page content should consist of a primary key term and three to four related LSI keywords that give some additional context to that web page. This type of practice will help major search engines to easily understand and highly rank your desired page or post. There are different LSI keyword tools available on the internet. However, you can also find them using Alex’s Competitor Keyword Matrix or Keyword Difficulty Tool.


If your primary keyword is kid’s running shoes, then LSI keywords could be “kid’s running shoes sales, “best kid’s running shoes”.

Similarly, if you are content is about cricket, then LSI keywords might be bat, ball, cricket stadium etc. in the same way, if you writing about cars, then LSI keywords could be roads, tires, automobiles, vehicles etc.  All these examples shows that LSI keywords are keywords or phrases that are semantically related to the main topic or keyword.

Google Ads Keywords

Google AdWords uses different types of keywords to create targeted ads campaign. These can be divided into four sub-categories.

Broad Matching Keywords

These are those types of search keyword that are used to target in a Google Ads search campaign. Broad matching keywords tells Google to show your ads for any search results that is a variation of that keyword. Now, the ad will display if someone start searching for a similar phrase, misspelling, stemming, synonym or another related variation of the broad match term.


The ad for broad match keyword clothes will show during searches for terms such as clothes, clothes for sale, clothes store etc.

Phrase Matching Keywords

In fact, a phrase matching keyword is usually a search phrase that is targeted in a Google Ads search campaign. If you set a term as a phrase match keyword, it will tells search engine to only display your Ad if someone enter search query that include the exact phrase. Remember that the search query may consist of keywords that will be either before or after the phrase. However, the exact key phrase must be there in the search for it to display to searchers.


An Ad for the phrase matching keyword kid’s clothes would show during searches for keywords like kid’s clothes sale, kid’s clothes stores, kid’s clothes stores etc.

Exact Match Keywords

Exact match keyword refer to search content/results that really and exactly match all of the keywords in the search query as it is entered. Exact matching keyword is that keyword that is used to target in a Google Ads search campaign. Remember that when a word is set as an exact matching keyword, it will tells Google to show only those ads if the search is mostly related to the exact matching keyword.

Exact match keyword are very important for paid and organic search. If you are using and targeting exact match keywords, it means that you only want your ad to show up for a specific word or phrase. The exact match keyword will help you to reach prospects searching only for the specific keyword you are bidding on or related of that keyword.

Terms that match this criterion are singular or plural forms, misspellings, abbreviations, paraphrases, or other closely related words with same search intent of the exact match keyword. Now it has been cleared that an exact match keyword in Google AdWords will only enter an auction in which the search query closely matches or is close variant of your desire keyword.


The Ad for the exact match keyword kid’s clothes would show for searches for keywords like kid shoes, shoes kid’s, shoes for kids etc.

Negative Keywords

Negative Keywords are those terms or phrases that are intentionally excluded from search campaign within Google Ads. In fact, negative keywords are variations of broad match, phrase match and exact match keywords. Negative keywords helps Google to stop including in your campaign. These negative keywords may be semantically related but don’t connect with the ad concept. Also notice that these Google Ad terms are set as negative keywords. It is because they don’t closely relate to the target page content, ad copy, or offer associated with the ad.


Let suppose, if a broad match keyword is clothes sale and the ad is relevant to girls clothes, so in this case the negative keywords could be boy’s clothes, clothes for boys, boy’s clothes sale etc.

Time Related Keyword

Time related keywords are those keywords that are dependant on time. These keywords can be divided into two sub-categories.

Short-term fresh keyword

Short-term fresh keywords are those keywords that are trending in that time. When you think about fresh keywords, you have to think about somethings that is overvalued recently. You can make use of fresh keywords explosively to attract more organic views and audience, but also remember that when the hype is over, your search volume will also fall harshly.

Fresh-keywords have explosively high search volume and have medium competitive rate. Similarly, they have very specific search intent and high conversion rate. You can get more site audience while creating up-to-date content.


An example of fresh keywords is The Corona Virus or Covid-19. When I am writing this blog post, this keyword just hit in the entire word. In these days, this virus has spread in the almost everywhere in the world and severely affected China, Italy, Span, Iran, UK, USA and Pakistan.

Long-term evergreen keyword

Long-term evergreen keyword, as its name suggests, are those key terms that are relevant all the time. Sometime the search volume of fresh keyword might fluctuate but there won’t be extreme changes. To clear this ambiguity, let suppose from the moment you have written and published your content focusing on the evergreen keyword until let’s say three years later, there will still be audience looking and searching for to read about it. There still be need for that kind of content and peoples would be interested in to read about that topic.

If you are writing about somethings that are focusing on evergreen keyword, you have to keep it updated perhaps once a year. Remember that your viewers might not be too much, but it will be consistent. And with the passage of time it will be doubled and you will have sizeable number of views with evergreen keywords. One another point should be kept in mind that content focusing on evergreen keywords tends to be informative and educative.

The more informative and educative content you create, the more authoritative your site will become. It simply means higher SEO ranking position in SERP. This kind of practice will bring more views, more loyal readers and as a result you will have more exposure. Evergreen keywords have moderate search volume, medium competitive rate and specific search intent. Similarly, they have higher conversion rate and consistent and loyal viewers.


When we are talking about finding, organizing and using keywords, so we would like to give you an advice to be patient and continue digging. You will uncover more tips and tricks when you search and investigate more. Once, you have prepared your list, you have to organize your keyword and then develop your plan of action. You have optimize your site, and use these keywords. It will help you a lot to drive your site in the right direction and divert more traffic.

Also read about Free Keyword Research Tools | For Beginners

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