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14 Types of Keywords (+ How to Create Content Around Them)

Nick Eubanks
Published: Jan. 24, 2025
Types of Keywords – Featured image

There are more types of keywords than you might realize. And each one serves a distinct purpose.

Misunderstand the intent behind a keyword, and you risk attracting the wrong crowd—or no crowd at all.

I learned this the hard way. 

Early in my career, I wasted months creating content around keywords that looked great in spreadsheets but completely missed what users actually wanted. The traffic came, but conversions didn’t.

Now, I select keyword types based on user intent and business goals so every piece of content serves a purpose in the customer journey. And leads users on a clear path to purchase. 

In this guide, I’ll teach you how to do the same. 

You’ll learn 14 types of keywords, broken down by category, so you know exactly when to use each one and why. I’ll also share my favorite keyword research tools to help you drive targeted traffic and increase conversions. 

Let’s start with one of the most important keyword types: search intent. 

Keyword Types by Search Intent

Search intent refers to the reason behind a user’s query—aka what they want to achieve with their search. 

Whether someone is looking for information, ready to purchase, or just trying to find a specific website, their search intent shapes what content will be most useful—and what keyword will get them there. 

Identifying the right intent is crucial because it will ensure your content is aligned with the user’s wants. This improves your chances of ranking higher and converting traffic.

Types of Search Intent Keywords

Let’s look at four keyword intent types that will help you attract more targeted traffic. 

1. Informational Keywords

Informational keywords are exactly what they sound like—search queries that indicate a user is seeking knowledge or an explanation (not a transaction). 

These keywords often start with phrases like “how to,” “what is,” or “best ways to…” They’re a great opportunity to build trust with your audience by providing valuable content that educates without hard selling.

Examples of informational keywords:

  • “How to clean Nike Air Max”
  • “History of Nike Air Max”
  • “When did Nike Air Max come out”
Google SERP – When did Nike Air Max come out

Best used for:

  • Blog posts
  • Guides and tutorials
  • FAQ pages
  • Videos and infographics

Informational keywords attract traffic at the top of the funnel (ToFu) stage. Users may not be ready to buy, but if your content answers their questions thoroughly, they’ll remember your brand when they are ready to make a decision. 

Plus, well-optimized informational content often earns featured snippets, giving you top real estate on the search engine results page (SERP).



2. Commercial Keywords

Commercial intent keywords bridge the gap between informational and transactional. People using these keywords want to weigh their options and compare products or services. 

They know what they need but are still researching which brand or offering is the best fit and may not be ready to buy just yet. 

Keywords in this category often include phrases like “best,” “review,” “top-rated,” and “vs.”

Examples of commercial intent keywords:

  • “Best year of Nike Air Max”
  • “Nike Air Max 270 vs Adidas Ultraboost”
  • “Nike Air Max review”
Google SERP – Nike Air Max 270 vs. Adidas Ultraboost

Best used for:

  • Comparison articles
  • Product reviews
  • Listicles (e.g., “Top 10”)
  • Case studies

Commercial keywords are part of the middle of the funnel (MoFu). At this stage, your content needs to highlight the unique value of your offering while subtly building trust. 

Offering detailed comparisons or honest reviews positions your brand as a helpful resource, increasing the likelihood of a conversion when the user is ready to make a choice.



3. Transactional Keywords

Transactional keywords signal purchase intent. People using these terms aren’t just curious—they’re likely ready to open their wallets. 

You’ll often see terms like “buy,” “order,” or “discount” in these queries, hinting that the searcher is looking for the easiest route to make a purchase or engage with a service.

Examples of transactional keywords:

  • “mm”
  • “Preorder Nike Air Max”
Google SERP – Buy Nike Air Max online

Best used for:

  • Product pages
  • Ecommerce category pages
  • Service pages with clear CTAs

Transactional keywords align with the bottom-of-the-funnel (BoFu) stage. When content built around these terms provides users with a frictionless experience—like fast checkout or clear pricing—they’re more likely to convert.

Integrate these keywords naturally into titles, meta descriptions, and product copy to attract ready-to-buy customers. Calls-to-action like “Shop Now” and “Preorder Today” emphasize immediacy and exclusivity.

Other essential factors include intuitive navigation, trust signals like free shipping offers, and clear product imagery.



4. Navigational Keywords

Navigational keywords indicate that the user knows exactly what they’re looking for—they just need help getting there. These queries often include brand names, product titles, or specific websites. 

While they might not always lead to new customers, they’re important for guiding existing or curious users directly to your content.

Examples of navigational keywords:

  • “Nike order tracking”
  • “Nike official store login”
  • “Nike account sign up ”
Google SERP – Nike order tracking

Use navigational keywords for:

  • Homepage or product-specific landing pages
  • Login or account pages
  • Branded content hubs

Navigational keywords indicate high intent, as users are motivated to reach a specific destination or piece of content. But they don’t always reflect transactional intent. 

For instance, a user searching “official Nike website” wants to navigate Nike’s site, not necessarily make a purchase immediately.

If you haven’t optimized your website for branded keywords (examples: “Nike official store” or “Nike login”), you risk losing traffic to competitors or third-party aggregators like Amazon or StockX. 

These sites might rank higher for your brand terms and redirect potential customers to their platforms instead of yours.

To protect and capture this traffic, use branded keywords strategically in your titles, meta descriptions, and content. 

For example:

  • Title tag: Nike Official Store – Shop the Latest Nike Air Max Collection
  • Meta description: Explore the newest Nike Air Max styles on the official Nike website. Free shipping on orders over $50.

Navigational searches also help reinforce brand awareness by ensuring users find your site quickly and efficiently.



Keyword Types by Length

Not all keywords are created equal—some are broad and competitive, while others are specific and easier to rank for.

Keyword length plays a major role in shaping search intent and keyword difficulty

Keyword Types by Length

Let’s break down the types of keywords by length. 

5. Short-Tail Keywords

Short-tail keywords, also sometimes called head keywords, are typically one to two words.

Examples of short-tail keywords:

  • “Shoes”
  • “Marketing”
  • “Laptops”

Pros:

  • High search volume
  • Broad reach

Cons:

  • Tough competition
  • Lower conversion potential due to vague intent

Targeting short-tail keywords isn’t always effective because there is little information or context about the user’s reason for the search.

For example, “shoes” is a short-tail keyword. A user searching for “shoes” could be looking for anything—running shoes, formal shoes, shoes for kids, or even shoe repair services. 

Without context, it’s nearly impossible to understand the user’s intent, which makes it challenging to create targeted content that will meet their needs. 

Google SERP – Shoes

Just keep in mind that even though the search volume for short-tail keywords is often very high, the broad nature of the term means you’ll be competing with thousands (if not millions) of other websites. 

This competition makes it tough to rank organically, especially for smaller businesses or websites with limited website authority.  

However, short-tail keywords can still play a role in your strategy, particularly for pillar, category, or high-level landing pages. To maximize their effectiveness, these pages should be supported by cluster pages or subpages targeting related medium-tail and long-tail keywords.

This approach creates a content hierarchy where:

  • The landing page ranks for high-volume, broad searches (e.g., “running shoes”).
  • The supporting pages target more specific, high-intent queries (e.g., “best running shoes for trail running” or “affordable Nike running shoes”) to help funnel traffic to the landing page.

This interlinking strategy improves SEO performance by building topical authority and helps meet user needs across various stages of the search journey.  Without this support, short-tail keywords are much harder to rank for and less likely to drive meaningful conversions.

This is why many SEOs, including myself, focus more on medium- and long-tail keywords—they provide far more insight into the searcher’s needs. As a result, it becomes much easier to make content that will result in conversions. 

6. Medium-Tail Keywords

Medium-tail keywords are roughly two to four words and offer a good balance between search volume and specificity.  

The majority of Google searches use medium-tail keywords, according to a Semrush study, which found that 38.2% of Google searches contain just three to four words. 

Unique Keywords Distribution by Length (Words)

Examples of medium-tail keywords:

  • “Running shoes for men”
  • “Content marketing strategies”
  • “Best laptops [year]”

Pros:

  • Easier to rank for than short-tail keywords
  • Moderate traffic potential
  • More targeted than broad terms

Cons:

  • Still moderately competitive
  • Requires more nuanced optimization

7. Long-Tail Keywords

Long-tail keywords target highly specific searches and tend to have three words or more. Although these terms may bring in less traffic, they typically attract highly relevant, high-intent users (aka prospects more likely to convert). 

Because these terms are less competitive, they’re also ideal for sites looking to build authority.

Examples of long-tail keywords:

  • “Where to buy Nike Air Max in Los Angeles”
  • “How to create a content strategy for SaaS companies”
  • “Best laptops for video editing under $2,000”

Pros:

  • Easier to rank for
  • Highly targeted, often attracting ready-to-convert users
  • Less competition

Cons:

  • Lower search volume, meaning less overall traffic potential
  • May require more time/analysis to identify the most valuable opportunities due to the sheer number of variations and options that exist. 


Keyword Types by Brand Mentions

Brand mentions within keywords are critical for shaping how your audience finds and engages with your brand online. 

Non-Branded Keywords vs. Branded Keywords

These keywords fall into two categories—branded and non-branded—each playing a distinct role in search visibility and strategy.

8. Branded Keywords

Branded keywords contain the name of your business, product, or a variation of both. Users searching for these terms already know about your brand and are looking for specific information or pages. 

Optimizing for branded keywords ensures users land on the right pages—your pages—rather than competitors’ or third-party sites.

Examples of branded keywords:

  • “Nike running shoes”
  • “HubSpot pricing”
  • “Airbnb login”

Best used for:

  • Homepage and product pages
  • Login or account portals
  • Branded landing pages and microsites

Branded keywords tend to generate high-converting traffic, as the searcher already trusts your brand and intends to engage in a specific action, such as:

  • Logging in
  • Choosing a pricing tier
  • Selecting one of your products

If you don’t optimize your site for branded searches, your potential customers could end up on reseller or competitor pages instead.

Keep an eye on your branded keyword traffic to ensure competitors aren’t bidding on your brand in paid search campaigns.

For example, I used the branded keyword “Stripe Inc.” in the search below to search for Stripe payment processing software. 

Although the site is the first organic result, its competitor, Nuvei, has the spot above it—a paid ad. This means Nuvei is bidding on Stripe’s branded keyword to capture users searching for Stripe and divert traffic to its site instead. 

Google SERP – Stripe, Inc

What can you do about it if this happens to you? 

Consider bidding on your own branded keywords through a PPC campaign to secure the top ad position. This tactic helps ensure your ad appears above competitors who may be targeting your brand terms. 

You can also use ad extensions (additional information you can add to online ads) to boost your ad’s visibility. This includes site links, callouts, and structured snippets. 

Doing this provides users with multiple options to engage with your brand, which can push competitor ads further down the page. 

Finally, optimize your ad copy for brand trust signals by including elements like “Official Site” or “Trusted by 500K Businesses.” 

This reinforces your credibility and encourages users to click on your ad instead of a competitor’s. 



9. Non-Branded Keywords

Non-branded keywords don’t reference a specific company or product, making them essential for attracting new audiences. 

They’re also essential for top-of-funnel searches and discovery. 

These keywords typically reflect broader search intent, such as exploring products or learning about services without a specific brand in mind.

Google SERP – Best running shoes for beginners

Examples of non-branded keywords:

  • “Best running shoes for beginners”
  • “Project management software comparison”
  • “Affordable vacation rentals in Vancouver”

Best used for:

  • Blog posts and educational content
  • Product comparison pages
  • Service category pages

While these keywords may initially have lower conversion rates, they are important in growing brand awareness and building trust over time.

Other (Essential) Types of Keywords 

Consider additional keyword types (beyond intent, brand focus, or length) for a comprehensive SEO strategy

5 Essential Keyword Types

The following keywords allow you to build an extensive list to broaden your site’s reach, enhance content relevance, and target more niche search behaviors.

10. Seed Keywords

Seed keywords are typically broad, high-level phrases directly related to a product, service, or niche. Think of them as the “core idea” that leads to discovering more specific (long-tail) keywords.

These simple, unmodified terms are the foundation of your keyword research. They’re often no more than two to three words, which means they’re considered short-tail keywords.

Examples of seed keywords:

  • “Buy bicycle”
  • “Running shoes”
  • “Social media”

Best used for:

  • Homepage
  • Category pages
  • Service landing pages

Search for a seed keyword in a keyword research tool, and you’ll get an extensive set of relevant keywords, including variations and related search queries. 

This provides a fuller picture of how people search online. 

Although seed keywords don’t always have high intent themselves, they’re a helpful way to find keywords that do.

For example, entering the seed keyword “content marketing” into Semrush’s Keyword Magic Tool returns suggestions like:

  • Content marketing strategy
  • B2B content marketing
  • Content marketing examples
    …and so on.                                       
Keyword Magic Tool – Content strategy – Keywords


Semrush’s Keyword Strategy Builder can help you generate a ready-made keyword strategy based on a seed keyword, including pillar pages and subpages for your website. 

For instance, I entered the seed keyword “buy bicycle” into the tool, and it returned a detailed keyword list broken down into six main topics or content pillars.  Including “bike size chart” and “buy pre owned bike.”

Keyword Strategy Builder – Buy bicycle – Topical Overview

11. Semantically Related Keywords

Semantically related keywords align with user intent without being exact matches to the primary keyword, helping your content rank for a broader range of queries. 

Incorporating these terms properly can make your site more authoritative and improve your chances of ranking across multiple searches.

For example, if your main keyword is “content strategy,” semantically related keywords will naturally connect with the planning, development, and management of content, such as “content audit” and “social media content.” 

SEO Content Template – Content strategy – Semantically related words

As Google’s algorithms evolve—especially with the rise of natural language processing—focusing on semantic relevance is becoming more important in SEO success.

Using semantic keywords within will help you:

  • Avoid keyword repetition/stuffing
  • Enhance your topical authority
  • Create high-ranking content for multiple search queries

Best used for:

  • Blog posts
  • How-to guides
  • Resource pages
  • Pillar content

Use the Keyword Magic Tool to find semantic keywords. Enter your main keyword, then click the “Related” filter to see a list of related keywords.

Sort the results by search intent, keyword difficulty, search volume, or CPC. Use advanced filters to include or exclude specific words from the results to help narrow things down even further.

Keyword Magic Tool – Content strategy – Related – Intent

12. Question Keywords

Question keywords are pretty self-explanatory. These keywords are—big surprise—in the form of a question. This type of keyword will likely begin with either “who,” “what,” “where,” “when,” “why,” or “how.” 

Examples of question keywords:

  • “How to create a content calendar”
  • “What is off-page SEO?”
  • “Why does SEO take so long?”

Best used for:

  • FAQ pages
  • Blog posts with clear headings
  • Tutorials or guides

These queries often indicate that users are looking for direct answers to their questions, and they are frequently used in featured snippets, as you can see in the image below. 

Google SERP – What is off-page SEO – Featured snippet

An easy way to find question keywords is to search for your main keyword or topic on Google and then view the “People Also Ask” (PAA) box on the search results page. 

This simple trick lets you identify question keywords people are already actively searching for.

People also ask – Off-Page SEO

You can also find question keywords by typing in the search bar. Google shows autocomplete options that appear as you’re typing. 

For example, I typed “How to find keywords” into the search bar, and Google presented me with multiple other keywords I could target. Like “how to find keywords for SEO” and “how to find keywords in Google Analytics.” 

Google – Search bar – How to find keywords

You can also use the Keyword Magic Tool to find question keywords by filtering by “Questions.”

Use these questions as headings within your content to increase your chances of appearing in featured snippets.

Keyword Magic Tool – Content strategy – Questions

13. Geo-Targeted Keywords

Geo-targeted keywords help businesses optimize for local SEO by narrowing search results to specific regions. These terms often incorporate city names, regions, or landmarks and target users with high local intent. 

According to Statista, 77% of consumers go to Google when looking for local business information. In other words, incorporating geo-targeted keywords into your SEO strategy is non-negotiable.

Google SERP – SEO consultant Boston

Examples of geo-targeted keywords:

  • “SEO consultant Boston” 
  • “brunch spots in Charlestown”
  • “Best pizza near me”

Best used for:

  • Service-based businesses (plumbers, dentists, real estate agents)
  • Retail stores or restaurants
  • Event organizers promoting city-based events
  • Freelancers and agencies targeting clients in a specific region 

Incorporating geo-targeted keywords into your content improves local SEO efforts, which can help your business show up in local map packs

These keywords work best when paired with a localized SEO strategy, such as Google Business Profile listings and region-specific landing pages. 

Use these terms strategically to capture local traffic with high intent while balancing efforts with broader keywords if national reach is also a priority.

14. Zero-Volume Keywords

Zero-volume keywords are search terms with little to no search traffic. 

Don’t lose interest just yet—these keywords can still hold significant value, especially for smaller markets or emerging topics. This is because they often represent niche pain points, questions, or use cases that add depth to your content strategy.

Keyword Overview – Best AI tools for content marketers – Volume

The main reason you’d want to create content for this type of keyword is that it’s often low-competition, has a clear intent, and typically attracts a narrow but highly qualified audience.  

While these keywords might initially show low search volume, they often increase in popularity as trends or technology develops. 

Best used for:

  • Blog posts
  • FAQ sections
  • Product descriptions
  • Niche landing pages

How Different Keyword Types Fit into the Marketing Funnel

Your SEO strategy isn’t just about knowing individual keyword types. It’s about using them together to guide users through the marketing funnel. 

Every kind of keyword plays a unique role in moving users closer to a purchasing decision.

Let’s break down how different keyword types fit into each funnel stage and how you can use them effectively.

Top of Funnel (ToFu): Awareness Stage 

Goal: Educate and engage new visitors, building brand awareness and trust without pushing for a sale.

At the top of the funnel, your goal is to capture the attention of users just starting their journey. These users are often unfamiliar with your brand and seek information to help them better understand a topic or solve a problem.

Top of Funnel

ToFu keyword types to use:

  • Informational keywords: Focus on broad questions and educational terms like “how to” or “what is”
  • Long-tail keywords: Use niche queries to attract highly relevant traffic, especially from searchers with detailed needs
  • Semantically related keywords: Help expand the context of your content and increase relevance for related queries

To attract top-of-funnel visitors, consider writing blog posts and how-to guides that answer common questions about your main topic. 

For example, if your primary topic is podcasting, you might create a blog post titled “How to Start a Podcast: A Step-by-Step Guide for Beginners.” 

This topic offers value to newcomers and can easily incorporate long-tail keywords such as “how to create a podcast for free” or “podcast equipment for beginners.” 

Keyword Overview – How to create a podcast for free – Overview

Structure your content with question-based headings like “What Equipment Do I Need to Start a Podcast?” and “How Much Does It Cost to Start a Podcast?” 

These headings improve the likelihood of your post capturing featured snippets and drawing in zero-click searches, helping you reach users even before they visit your page.

Middle of Funnel (MoFu): Consideration Stage

Goal: Help users evaluate their options and position your product or service as the best choice.

In the middle of the funnel, users have identified their problems and are now evaluating solutions. They’re looking for comparisons, reviews, and best options to help them decide which product or service to choose.

Middle of Funnel

MoFu keyword types to use:

  • Commercial intent keywords: Terms like “best,” “review,” “top-rated,” or “vs.” are perfect for product or service keywords since users are comparing options
  • Semantically related keywords: Use semantic keywords to cover related topics and expand the scope of your content
  • medium-tail keywords: Balance relevance and search volume by using more specific terms that reflect a mix of research and commercial interest

To attract mid-funnel visitors, create product comparison articles, listicles, and detailed reviews that help users evaluate options. 

For example, MoFu content for “podcasting” would focus on comparisons or solution-oriented resources that guide users in exploring different options. 

A piece like “Best Podcast Hosting Platforms Compared” could include headings such as “What Features Should I Look for in a Podcast Platform?” or “Which Podcast Platform is Best for Monetization?” 

Long-tail keywords like “affordable podcast hosting options” or “podcast hosts with analytics” can appeal to users further in their decision-making process.

Use a competitor analysis tool to find commercial keywords your competitors rank for, like “best affordable podcasting software,” and create in-depth content around them. 

Include clear CTAs like “Request a Free Trial” or “Book a Demo” to encourage further engagement. This will position your brand as a trusted resource as users narrow down their choices.

Bottom of Funnel (BoFu): Decision Stage 

Goal: Drive conversions by providing an easy and seamless user experience for purchase-ready customers.

At the bottom of the funnel, users are ready to take action. They know what they need and seek the fastest, easiest way to purchase or complete a transaction. This is where transactional keywords become critical.

Bottom of Funnel

BoFu keyword types to use:

  • Transactional keywords: Terms like “buy,” “order,” “subscribe,” or “discount” show users are ready to convert.
  • Branded keywords: Ensure that users searching directly for your brand or product find your pages.
  • Navigational keywords: Help guide users directly to login, checkout, or account pages, ensuring smooth navigation.

To capture bottom-of-funnel visitors, optimize product, pricing, and service pages with strong calls-to-action and transactional terms like “Buy now” or “Subscribe today.” 

Create content at the bottom of the funnel to convert interested users into customers. Write in-depth reviews or case studies that showcase your product or service’s strengths, such as “How [Your Company] Helped X Client Grow Their Podcast Audience by 50%.” 

Include specific long-tail keywords like “buy podcast promotion services” or “custom podcast marketing strategies” to align your content with purchase intent and bring in users ready to commit. 

Use a performance-tracking tool to monitor rankings for transactional and branded keywords, ensuring these keywords lead to the right pages to streamline the buyer journey and reduce friction. 

This approach guides ready-to-buy users directly to relevant pages, increasing the likelihood of conversions.

Optimize Your Keyword Strategy, Optimize Your Results

Every type of keyword serves a purpose.

Geo-targeted keywords capture local intent, commercial keywords nurture prospects, and transactional keywords drive sales. 

When you use keywords strategically, you reach the right audience at exactly the right time. 

But mastering this mix takes more than theory. Join the Traffic Think Tank community to learn the proven systems industry experts (including myself) use to drive targeted traffic and conversions. 

This includes: 

  • Advanced SEO courses on keyword research, content optimization, and more
  • Expert feedback from industry pros to sharpen your strategies
  • A community of mentors to help you accelerate your career

Join TTT Academy Now →

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