Keywords are the sets of words or expressions that people type into search engines, for instance, Google, to get the kinds of facts or even the products and services that come to their mind. Basically, they are the core of SEO and digital marketing. The search engines use the keywords to find the web pages that are in line with the user's question. If you pick the right keywords, your content or ads can get to that specific group of people; therefore, it cleans your marketing with the highest probability of success.
Types of Keywords with Examples
Different types of keywords help target users based on their search intent. Examples include short-tail, long-tail, branded, and transactional keywords used to reach the right audience.
written by
Manoj Kumar
reviewed by
Narendra Kumar
published
November 5, 2025
category
SEO
read time
10 min read
Table of Contents
- What are the Types of Keywords?
- The Importance of Understanding Keyword Types for ROI-Based Digital Presence
- Top Common Mistakes While Selecting Keyword Types For:
- List of Tools to Find and Analyze Different Keyword Types
- How to Set Up Ahrefs Rank Tracker Tool
- FAQs on Types of Keywords (Generic, Google Ads and SEO)
What are the Types of Keywords?
Understanding how to effectively utilize keyword types is essential for enhancing ROI (Return on Investment).
User Intent Keyword Type
Keywords based on what users want to find, such as informational or transactional intent.
Google Ads Specific Keyword Type
Keywords used in paid ads to match search queries and target the right audience.
Other Keywords Type
Includes variations like branded, seasonal, or geo-targeted keywords for specific goals.
Every kind of keyword serves a different purpose. Some of them can be more effectively utilised in ads; others may bring better results in blog posts or landing pages. Knowing these types can empower you to target the right audience, plan and execute a campaign that is better and also save time and money. Let's now take a closer look at them one by one.
- User Intent Keyword Type
User intent indicates the motivation behind a search query. It assists marketers in knowing whether a person is searching for information, product comparison, or has a buy decision. Based on user intent, businesses are able to make content or ads in accordance with the needs of the audience, thus making their marketing more successful and specific.
Transactional Keywords - People use these when they are ready to buy or take action. Examples: “Buy iPhone 15 Pro Max,” “Order flowers online,” “Book train tickets.”
Informational Keywords - Used when users want knowledge or answers. Examples: “What is digital marketing?” “How to make pasta at home.”
Navigational Keywords - These help people find a specific brand or website. Examples: “Facebook login,” “YouTube channel.”
Commercial Investigation Keywords - People use these when they’re researching products before making a purchase. Examples: “Best laptops under 50,000,” “Top coffee makers 2025.”
- Google Ads Specific Keyword Type
Keyword types in Google Ads control how and when your ad shows up in search results. They are broad match, phrase match, exact match, and negative keywords. Selecting the correct type will display your ad to the right people at the right moment, preventing wasted clicks and enhancing performance.
Exact Match Keywords - Your ad shows only for searches matching your keyword closely. Example: If your keyword is [red shoes], your ad will only show for “red shoes.”
Broad Match Keywords - Your ad shows for related searches. Example: “Women’s shoes” may also trigger searches for “ladies footwear.”
Phrase Match Keywords - Ads show when your keyword phrase is part of the search. Example: Keyword “digital marketing course” could show for “best digital marketing course in India.”
Negative Keywords - These are words you don’t want ads to show for. Example: Adding “free” as a negative keyword prevents your ad from showing for “free digital marketing courses.”
#Why They Matter: Negative keywords save money by avoiding clicks from people who aren’t likely to buy.
- Other Keyword Types
Short-Tail Keywords - 1–2 words, high search volume, but competitive. Example: “Shoes,” “Pizza.”
Long-Tail Keywords - Longer, specific keywords, easier to rank for. Example: “Best running shoes for flat feet.”
Branded Keywords - Include your brand name. Example: “Nike running shoes,” “Adidas sportswear.”
Local Keywords - Focus on location-based searches. Example: “Best café near me,” “Plumber in Delhi.”
Competitor Keywords - Use competitor brand names to attract their audience. Example: “Nike alternatives,” “Samsung Galaxy vs iPhone.”
The Importance of Understanding Keyword Types for ROI-Based Digital Presence
Understanding how to effectively utilize keyword types is essential for enhancing ROI (Return on Investment).
Target the Right Audience
Improve SEO Strategy
Enhance Google Ads Strategy
Optimize Content Creation
Increase Conversion Rates
Save Advertising Budget
By targeting the appropriate keywords, companies are able to boost traffic, gain relevant visitors, and minimize advertising expenses. What it ultimately translates to is accomplishing more at a smaller cost of time and money, making campaigns more lucrative.
- Target the Right Audience
Knowing keyword intent allows you to target users who are likely to interact, register, or buy. Rather than going for random search terms, you draw in the already interested audience for your product or service, hence better results for your business.
- Improve SEO Strategy
With the correct keywords, your website will rank higher in search engines. Matching keywords to what individuals are looking for allows you to make more relevant and helpful content, attracting organic traffic and increasing your overall online presence.
- Enhance Google Ads Strategy
Carefully selecting keyword match types and adding negative keywords can make a big difference in ad performance. It prevents your ads from showing for irrelevant searches, reducing wasted ad spend, and ensuring your budget is used effectively to get quality leads.
- Optimize Content Creation
Authors and marketers can schedule blogs, landing pages, and product copy based on what people really search for. Keyword research provides insights into audience demands, enabling you to write content that responds to questions, establishes trust, and produces more conversions.
- Increase Conversion Rates
When your keywords strongly relate to what people are looking for, they'll be more likely to find what they specifically require on your website. This builds confidence and results in increased conversion rates, be it sales, sign-ups, or downloads.
- Save Advertising Budget
By targeting high-intent keywords and eschewing ones that aren't relevant, you avoid unnecessary ad spend that won't generate sales. This method allows you to stretch your marketing budget and yet achieve improved returns on each campaign.
Top Common Mistakes While Selecting Keyword Types For:
Even experts can make mistakes. Here are the most common ones.
Organic (SEO)
- Ignoring user intent
- Only targeting long-tail keywords
- Stuffing too many keywords
- Not updating strategy using Search Console data
- Skipping local or niche keywords
Paid (Google Ads)
- Using too many broad match keywords
- Not adding negative keywords
- Ignoring keyword intent
- Confusing match types
- Targeting expensive, low-ROI keywords
- Failing to test and refine keywords
List of Tools to Find and Analyze Different Keyword Types
Keyword research tools help you choose the right words for SEO and ads.
Google Keyword Planner (Free) - Finds keyword search volumes and competition.
Google Search Console (Free) - Shows site performance, clicks, impressions (not for finding keywords directly).
Ubersuggest (Free + Paid) - Finds ideas, search trends, and competition.
SEMrush (Paid) - A complete SEO tool for research and competitor tracking.
AnswerThePublic (Free + Paid) - Shows user questions related to your topic.
Moz Keyword Explorer (Free + Paid) - Gives insights and ranking difficulty.
Ahrefs (Paid) - Great for tracking and analysing keywords.
#Benefits of Using Ahrefs Rank Tracker Tool
- Daily, weekly, or monthly keyword tracking
- Location-based ranking analysis
- Tags and filters for organising keywords
- Historical performance tracking
- Separate desktop and mobile results
- Competitor comparison
- Visibility scores to see click share
- Automated email updates
How to Set Up Ahrefs Rank Tracker Tool
- Log in to Ahrefs - Sign in at ahrefs.com. A paid plan is required.
- Go to Rank Tracker - Click “Rank Tracker” and add a new project.
- Enter Website Details - Provide your URL and keyword groups.
- Add Keywords - Enter them manually or upload a file.
- Choose Locations and Languages - Track rankings by city, region, or country.
FAQs on Types of Keywords (Generic, Google Ads and SEO)
One keyword-two or more types. For example: “Buy iPhone 15 Pro Max” is long tail as well as transactional.
Keyword intent is the intention behind a search; the user might be searching for information, for a purchase, or for a specific landing page.
Depends on the search volume, competition, and site authority. Long-tail keywords almost always have lower difficulty levels to rank and give you more targeted traffic.
They are words related to each other to let the search engine understand the content better. For example, words "iOS" or "smartphone" can be related to "Apple iPhone."
Seed keywords are the most basic keywords from which you go looking for similar or related keywords. For example, "Shoes" may lead to "running shoes" or "leather shoes."
Yes! Non-branded keywords do not include a brand name, like "running shoes," as opposed to branded ones like "Nike running shoes."
Yes, a co-op use of both would result in a balanced approach. Short-tail keywords are the source of heavy traffic, whereas long-tail keywords bring in more niche audiences and, being less competitive, also make it easier for your site's overall SEO reach to get better.
Indeed, they are considered general keywords, having many mostly well-established competitors, making the competition rather stiff in such cases.
Yes, of course! By answering these questions, a website can become the prime resource for “how,” “what,” or “why” topics.
Not really. Most of the time, search engines autocorrect the query. So, rather, focus on correctly spelt keyword phrases that well reflect user intent to garner better results.
Competitor keywords are the terms that potential customers might use to find rival brands or products. Redirecting these terms to your site can help you get visitors from your competitors’ audiences.
They trigger ads for close matches, more relevant clicks, and less wasted ad spend.
Yes! Broad matches are good for traffic, but they may cause the user to waste the budget. Exact and phrase match advanced targeting towards conversions.
Yes, however, they tend to be more expensive, and you have to closely monitor how they're performing. Also, countercheck with Google's ad policies for fear of violating them.
Yes! This can prevent your ads from being served on irrelevant searches, essentially saving your marketing budget from being wasted and protecting the reputation of your brand.
There are Exact, Broad, Phrase, and Negative match keywords. Each method targets its audiences differently, with greater reach and refined results.
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