Anthony Dayal



Keywords are the building blocks of search engine optimization (SEO). When content is created with the inclusion of words and phrases people search, you connect with searching public.

It goes without saying that ranking high is the objective here. Search strategies are built around clearly targeted keywords that searchers key-in to find you, your product or service.

When you arrive at identifying popular keywords and match them in your online presence you attract and connect with searching customer traffic.

Read on to learn about the various types of keywords deployed for every SEO strategy. This keyword knowledge forms the basis of every SEO strategic plan. Good understanding of keywords helps connect with target audience, easily identify buying customers and drive search traffic to your online presence.

types of keywords in seo

1. Short Tail Keywords

Search terms that are no more than three words are known as short tail keywords, used while searching broad topics than specifics.Short tail keywords are deployed as “seed” and used to find longer variations of search terms. Short tail keywords are also popularly known as:

  • Seed keywords
  • Broad keywords
  • Focus keywords
  • Head terms

Short tail keywords have very high search volumes as they cover broad usage.

Characteristics of short tail keywords are:

Three words or less – e.g.: Hospitals in Washington

Features of short tail keywords are:

  • High search volume
  • Highly competitive rate
  • Broad search intent
  • Low conversion rate

Use these as a theme keyword that appears consistently throughout your website.

2. Long Tail Keywords

Searches that are specific are longer and known as long tail keywords or phrases. Long tail keywords are the used when the searching visitor is ready to purchase after all the research. A voice search also employs long tail keywords.

Businesses seek long tail keywords to rank higher in Google search. Paid campaigns through long tail keywords cost less due to lower competing bids.

Characteristics of long tail keywords are:

More than 3 words - e.g.: 4 x 12 fl Kinley mineral water

Features of long tail keywords are:

  • Low search volume
  • Low competitive rate
  • Specific search intent
  • High conversion rate

Use this for targeted pages especially product page and blog posts.

Employing long tail keyword variations in marketing campaigns is sought after as it leads to more qualified search traffic and lower costs per click.

3. Short Term Fresh Keywords

Fresh keywords meet the search demand of popular current topics. Fresh keywords offer high organic search volumes initially, interest levels tend to wear out gradually, hence, the term short term fresh keywords.

Characteristics Short Term Fresh Keywords:

Popular current interests and something that is hyped recently. e.g.: Why kattappa killed bahubali?

Some of the features of short-term fresh keywords are:

  • High organic search interest
  • Specific search intent
  • High conversion rate
  • Explosive search volume
  • Medium competitive rate

Use these to create up-to-date content for view.

4. Long Term Evergreen Keywords

Evergreen keywords are relevant keywords for the long term and stays “fresh” to the visitor. Evergreen keywords retain their value in the long-term and has no discernible expiry date.

Common Evergreen Keyword

Some common evergreen keyword ideas that will last long are:

  • How to Tips
  • Lists
  • Product Reviews
  • Instructional “How To” Tutorials
  • Videos

Characteristics of long-term evergreen keywords are:

Relevant all the time. Ex: Search Engine Optimization

  • Moderate search volume
  • Medium competitive rate
  • Specific search intent
  • High conversion rate

Use them to craft detailed, informative pieces that can be updated regularly or age well.

5. Product Defining Keywords

Product defining keywords presents a product upfront and describes the product. Visitors directly type-in product defining keyword when she is ready to place an order or is seeking information on the product.

Characteristics of Product defining keywords are:

  • Low search volume
  • Low competitive rate
  • Specific search intent
  • High conversion rate

Use Product defining keywords on your product pages to stand out from the generic crowd and match user intent.
Describe your product: ‘Casio smart watches’

Examples of product defining keywords:

  • Scuba Diving Fins
  • Scuba BCDs
  • Scuba diving in Ari Atoll, Maldives
  • Scuba diving in Maldives
  • Scuba diving regulations

Businesses must have clearly targeted product defining keywords listed out so searching public can easily and directly connect with you.

6. Customer defining keywords

Customer-defining keywords and search phrases specifically identify a subset of customers or target audience. While searching customers employ words or phrases to define themselves.

Eg.: Kids Smart watches, Mens Footwear, Ladies T-shirts

Characteristics of customer defining keywords :

  • Low search volume
  • Low competitive rate
  • Specific search intent
  • High conversion rate

Practice using customer defining keywords to address your customers directly to create a sense that the product is tailored made for them

7. Geo-targeting keyword

Geo targeting keywords focus on location, leading the visitor to a local results classified by locality and city.

CharacteristicsGeo targeting keywords are :

e.g.:Local Business, Regional Business. Ex: Parlour in Madiwala, Tatoo Studio in Whitefield

  • Low search volume
  • Low competitive rate
  • Specific search intent
  • High conversion rate

Critically important for local businesses and delivery based business.

8. LSI Keywords

LSI (latent semantic indexing) keywords are phrases that are variations of a webpage’s target keyword. LSI keywordsaid search engines understand the content of the page more accurately by adding context and connecting the page content to the target keyword.

Characteristics of LSI keywords are:

e.g.: Latent Symentic Indexing. It appears in Google search box drop down.
Low search volume, low competitive rate, specific search intent, high conversion rate.
Boost ranking signal for the main keyword, and good for content creation.

A user-friendly website with crisp images, engaging and versatile content, and SEO-friendly keywords can give your competitors a run for their money.

9. Intent targeting keywords

The intent of a keyword search or keyword intent is one of the most vital aspects of search. Understanding the intent of a search leads to attracting qualified prospects, driving more traffic to the site, generating more leads and more sales.

Broadly, there are three types of search queries:

  • Informational – search performed to learn or answer questions
  • Navigational – search seeking brands, products, or service
  • Transactional – searches intending to and ready to buy

Characteristics of Intent targeting keywords are :

  • Highly competitive
  • Excellent conversion rates

e.g.:‘Buy Now’ Keywords:

Examples of “buy now” keywords include:Buy, Discounts, Deals, Coupon, Free shipping.

e.g.: ‘Product’ Keywords:
Examples of ‘product keywords’ are: Affordable, Best, Cheapest, Comparison, Review, Top
Leveraging keyword intent is the essence of online marketing.


In the world of online marketing, specific search attribution is central.The various sets of keywords serve different target audiences.. Keywords are target specific, therefore, applying various keyword types to achieve clearly set objectives is formula for success.

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