Have you ever wondered how certain websites show up first when you search something on Google?
Whether you’re looking for the best study tips, cool tech gadgets, or even a quick recipe, the top results don’t appear by accident.
Behind every top-ranking page is something called keyword strategy—and understanding keywords is one of the first steps to learning SEO (Search Engine Optimization).
In simple terms, keywords are the words and phrases people type into search engines. When you use the right keywords in your content, you help search engines understand what your page is about—and that can help it show up higher in search results.
But not all keywords are the same! Some are short and super common; others are longer and more specific. Some are used when someone wants to learn something, and others when they’re ready to buy.
In this blog, as an SEO expert I’ll break down the different types of keywords you need to know to rank higher, using real-life examples and beginner-friendly explanations. By the end, you’ll have a clear understanding of how keywords work—and how you can start using them like a pro.
What are the different types of keywords?
Short-Tail Keywords
Short-tail keywords, also called head keywords, are basic search terms made up of one to three words. They’re broad and general—think of words like “jogging shoes”, “laptops”, or “fitness tips”.
From an SEO perspective, short-tail keywords can bring in a lot of traffic because they’re searched often. However, they’re also very competitive, which means it’s harder to rank high for them—especially if your website is new.
Pros:
✔ High search volume
✔ Can attract a large audience
Cons:
✘ Hard to rank for
✘ May not match specific user intent
When to use:
Use short-tail keywords when you’re creating broad or general content, or when your site already has strong domain authority. For beginners, it’s better to combine them with more specific keywords (like long-tail ones) for better results.
Example:
laptops, laptop bags, laptop price etc.
Long-Tail Keywords
Long-tail keywords are search phrases that are more specific and longer, usually made up of four to seven words. Instead of targeting a broad term like “shoes,” a long-tail keyword might be “best running shoes for flat feet.”
From an SEO point of view, long-tail keywords are less competitive, meaning it’s easier for your content to rank higher in search results. They may get less traffic, but the people searching for them often have a clear goal—like buying or learning something specific.
Pros:
✔ Easier to rank for
✔ Higher chance of attracting the right audience
✔ Better for conversions
Cons:
✘ Lower search volume
✘ Can be too niche if overused
When to use:
Use long-tail keywords when writing targeted content, answering specific questions, or if you’re just starting out with SEO.
Example:
affordable laptops for graphic design students, best gaming laptops near me etc.
Branded Keywords
Branded keywords are search terms that include the name of a specific brand, product, or company. For example, instead of searching for just “running shoes,” someone might type “Nike running shoes” or “Apple iPhone 14.”
In SEO, branded keywords are important because they show brand awareness—people already know what they’re looking for. These keywords usually have low competition (since only one brand owns the name) and can lead to high conversions, especially if the user is ready to buy.
Pros:
✔ High conversion potential
✔ Shows brand trust
✔ Easier to rank if it’s your brand
Cons:
✘ Limited to your own brand
✘ Won’t attract new audiences searching for general terms
When to use:
Use branded keywords to promote your own products, improve brand visibility, or protect your brand online.
Example:
Samsung Galaxy S24 features, Apple AirPods etc.
Non-Branded Keywords
Non-branded keywords are search terms that do not include a specific brand name. They are general keywords used by people who may not yet know which brand they want to buy from. For example, instead of searching for “Nike running shoes,” someone might search for “best running shoes for beginners.”
From an SEO perspective, non-branded keywords are important because they can help you reach a wider audience and attract people in the discovery phase of their search. These keywords are often used when creating informational or comparison content.
Pros:
✔ Attracts a broader audience
✔ Great for reaching users at the start of their buying journey
✔ Less brand-specific competition
Cons:
✘ Harder to rank for due to higher competition
✘ May not lead to immediate sales
When to use:
Use non-branded keywords in educational content, product guides, and blog posts aimed at introducing your niche or service.
Example:
best running shoes for flat feet, best gaming laptops etc.
Transactional Keywords
Transactional keywords are search terms used by people who are ready to make a purchase or take an action. These keywords usually include words like “buy,” “purchase,” “discount,” “order,” or “best deal.” For example, instead of just searching for “running shoes,” someone might search for “buy running shoes online” or “best running shoes sale.”
From an SEO perspective, transactional keywords are valuable because they target people who have high intent to make a purchase. These types of keywords are suitable for e-commerce websites. Ranking for these keywords can lead to more conversions and sales.
Pros:
✔ Higher conversion rate
✔ Great for eCommerce websites
✔ Targets users who are ready to buy
Cons:
✘ High competition, especially for popular products
✘ May require paid ads to compete effectively
When to use:
Use transactional keywords on product pages, sales pages, or special offers where the goal is to encourage immediate action.
Example:
buy wireless headphones online, order laptop online etc.
Informational Keywords
Informational keywords are search terms people use when they’re looking to learn something rather than buy. These keywords often begin with words like “how,” “what,” “why,” or “tips.” For example, someone might search for “how to tie running shoes properly” or “benefits of morning exercise.”
In SEO, informational keywords are used to create content that educates or answers questions. They help bring in visitors who are in the research phase of their journey.
Pros:
✔ Great for attracting traffic
✔ Builds trust and authority
✔ Perfect for blog content
Cons:
✘ Lower conversion rate (not ready to buy)
✘ Can be broad and competitive
When to use:
Use informational keywords when writing blogs, guides, tutorials, or FAQs. They’re ideal for building an audience and introducing your brand.
Example:
how to choose the best running shoes for beginners, how to choose best laptop etc.
Navigational Keywords
Navigational keywords are search terms used when someone is trying to find a specific website, brand, or page. The person already knows where they want to go—they’re just using a search engine to get there. For example, someone might search for “Instagram login,” “YouTube homepage,” or “OpenAI ChatGPT.”
From an SEO perspective, navigational keywords show that the user has a clear intent to visit a particular site. These are usually branded keywords and don’t bring in new users, but they help ensure your site appears when people search for you.
Pros:
✔ Shows brand recognition
✔ Helps users find your site easily
✔ Low competition (for your own brand)
Cons:
✘ Not useful for attracting new visitors
✘ Limited to known brands or pages
When to use:
Use navigational keywords on your homepage, login pages, and when optimizing your brand name SEO.
Example:
Netflix sign in, Samsung smart phone etc.
Commercial Keywords
Commercial keywords are search terms people use when they are close to making a purchase or want to compare products or services. These keywords reflect buying intent.
For example, someone might search for “best phone under $500,” “Nike shoes review,” or “top laptops for students.”
From an SEO perspective, commercial keywords are important for targeting potential buyers. These keywords are typically used in review articles, comparison pages, and product-focused content to increase conversions.
Pros:
✔ Higher chance of sales or conversions
✔ Attracts users ready to buy
✔ Works well for affiliate marketing and product pages
Cons:
✘ High competition, especially in popular niches
✘ May bring in less traffic compared to informational keywords
When to use:
Use commercial keywords when creating product reviews, “best of”, top, affordable, review, vs, cheap, comparison, under $X etc.
Example:
Best budget headphones, top 10 running shoes, affordable laptops for students etc.
Geo-Targeted Keywords
Geo-targeted keywords are search terms that include a specific location to target people in a certain area. These keywords help businesses show up in local search results.
From an SEO perspective, geo-targeted keywords are useful for attracting local customers. They help improve visibility in local search results like Google Maps or “near me” searches.
Pros:
✔ Great for local businesses
✔ Attracts nearby, ready-to-buy customers
✔ Easier to rank for than broad keywords
Cons:
✘ Limited to a specific area
✘ May not work for online-only businesses
When to use:
Use geo-targeted keywords when optimizing content for local services, brick-and-mortar stores, or region-specific offers.
Example:
Hair salon in Chicago, best coffee shop downtown LA, plumber near me etc.
Generic Keywords
Generic keywords are broad search terms that are not specific and usually contain just one or two words. These keywords cover general topics without showing clear intent.
From an SEO point of view, generic keywords attract a large amount of traffic, but it’s often unfocused. People searching with these terms could be looking for anything—information, products, or even images.
Pros:
✔ High search volume
✔ Great for increasing brand awareness
✔ Brings in lots of visitors
Cons:
✘ Very competitive
✘ Low conversion rate
✘ Hard to understand user intent
When to use:
Use generic keywords when building brand visibility or creating broad-topic content. They’re useful at the start of the marketing funnel.
Example:
Shoes, digital marketing, smartphone etc.
