What makes different types of keywords for SEO so special?
These little words and phrases are the backbone of SEO or search engine optimisation, guiding potential customers straight to your content. However, not all keywords are created equal.
In this article, we’ll cover the most important types of keywords you need to know to optimise your content like a pro and make your website stand out in the crowded online space.
SEO and Keywords
Search engines rely on keywords to connect users to your content—it’s that simple! Using the right keywords on your website ensures your content matches what users are searching for, increasing your site’s visibility in search engine results pages (SERPs).
So, if you use relevant keywords effectively, you can boost your visibility on Google and attract more visitors to your website. Now, let’s take a closer look at the different types of keywords for SEO:
1. Seed Keywords
Finding keywords for search engine optimisation can be a bit overwhelming, so it’s good to know where to start. Seed keywords are the foundation of your keyword research journey. Often made up of one or two words, seed keywords are short-tail keywords without any modifiers. Since they’re general in nature, they typically have a high monthly search volume. You may think it’s not ideal to use and target them, but these basic terms or phrases can be a good pillar of your SEO strategy because they will help you uncover many related keywords.
- Example:
If you run a website for your coffee shop in Wollongong, your initial seed keywords would probably be “coffee,” “latte,” “cold brew,” and “cappuccino.”
Focusing only on these seed keywords would be like casting too wide of a net. Instead, the goal is to take these keywords and expand on them by adding modifiers or finding related long-tail keywords to generate more keyword ideas.
How to Identify Seed Keywords
- Brainstorming: Reflect on the primary topics relevant to your niche or industry.
- Analysing Competitors: Investigate the keywords your competitors are focusing on.
- Website Navigation Menus: Look at the categories and subcategories on related websites—keywords might be hiding there!
- Social Media Language: Pay close attention to the terms people use on platforms like Twitter and Instagram.
2. Keywords by Search Intent
Understanding search intent is crucial for matching your content with what users are really after. There are four main types of search intent:
- Informational: Users look for information or answers to questions like “How to plan a trip to Europe” or “What does travel insurance cover?”
- Navigational: Users who want to find a specific site or page may type keywords like “Amazon login” or “New York Times crossword.”
- Commercial Investigation: Users with this intent check products or services before buying. So, if they’re looking for insurance for their Europe trip soon, they would likely type “best travel insurance for Europe” on Google.
- Transactional: Users are ready to make a purchase, so they would likely use specifically transactional terms when searching, like “book southern Europe tour package” or “buy travel insurance.”
3. Long-Tail Keywords (Topical and Supporting)
Long-tail keywords are vital for any digital marketing strategy. These types of keywords for SEO are longer, more specific phrases that attract highly targeted traffic. People use them when they’re closer to making a decision or exactly know what they’re looking for.
Semrush reports that long-tail keywords make up the vast majority of all Google searches. Using these can help you better match search intent and attract visitors who are ready to engage with your content or make a purchase.
Long-tail keywords are divided into two groups:
- Topical Long-Tail Keywords: These are long-tail phrases directly related to your primary topic. For instance, if you run a travel blog, your topical long-tail keywords would likely include “affordable solo travel spots in Europe,” “how to backpack through Southeast Asia,” and “best photo spots in Palm Springs.”
- Supporting Long-Tail Keywords: You can complement the primary topic and add more depth by using keywords like “tips for solo travel in Europe on a budget” or “how to backpack through Asia for $10 a day.”
How to Identify Long-Tail Keywords
Use tools like Google Autocomplete and keyword research tools to find long-tail variations. Analyse search queries and customer feedback for more insights.
Additional Tips:
- Use long-tail keywords strategically in blog post titles and URLs.
- Create content clusters around long-tail keywords to boost topical relevance.
4. Low-Competition Keywords
Keywords with low competition are those that aren’t heavily targeted by other websites, making them easier to rank for. They can drive traffic to your site without competing against the big players, offering quick wins for your home page SEO strategy or overall SEO campaigns.
- Example: In the travel niche, a low-competition keyword might be “hidden gems in Eastern Europe for solo travellers.” A keyword like this one has less competition compared to more popular terms (like “best travel destinations in Europe.”)
How to Identify Low-Competition Keywords
Use tools for keyword research analysis to filter keywords by difficulty. Look for keywords with a lower competition score but decent search volume.
Additional Tips:
- Keywords with lower competition are usually derived from broader, more general terms. For example, while “beaches in Italy” is a broad term with high competition, a long-tail keyword like “best-secluded beaches for families in Italy” is more specific and faces less competition.
- Use geo-specific keywords to tap into less competitive local markets. For example, rather than using the general term “restaurants in Italy,” try using “top dining spots in Naples, Italy” instead.
5. Niche Keywords
Looking for more valuable types of keywords for SEO? Explore niche keywords.
Niche keywords target a specific segment of your audience, catering to particular interests or needs. Focusing on these specialised terms helps you connect more deeply with people actively searching for your content. This often leads to higher engagement and conversion rates because the content resonates with their direct needs.
- Example: For a travel blog, an example of a niche keyword might be “underrated vegan-friendly cafes in Europe.”
How to Identify Niche Keywords
- Focus on subtopics within your main niche.
- Use forums, social media groups, and niche-specific websites to discover unique keywords.
- Use keywords related to specific events or seasonal trends to capture current interests.
6. Branded and Unbranded Keywords
To put it simply, branded keywords use a brand name, while unbranded keywords don’t. Both play different roles in your SEO strategy. Branded keywords help people find your specific brand, while unbranded keywords attract a wider audience searching for general information.
- Example: For a travel blog, branded keywords might be “Lonely Planet travel guides,” while a more general, unbranded term would simply be “travel guides.”
How to Identify Branded and Unbranded Keywords
Check out tools like Google Search Console and Ahrefs to better understand how people search for your brand and related topics. For example, Ahrefs’ Site Explorer shows which branded keywords your site is ranking for and highlights any that might need a boost.
Additional Tips:
- Monitor branded keywords regularly to protect and grow your brand presence.
- Create content around unbranded keywords to capture broader search traffic.
- Incorporate branded keywords in press releases and outreach efforts to enhance brand visibility.
7. Your Competitors’ Keywords
Competitor keywords are the search terms your rivals are targeting. By spotting these, you can tap into hot topics that are already attracting attention. Use this information to target similar keywords or spark new ideas for your content, helping you stay competitive and discover fresh opportunities.
- Example: For a travel blog, if a competitor ranks for “best budget travel destinations,” you might also target “affordable travel spots in Europe” to capture similar traffic.
How to Identify Competitors’ Keywords
Use tools like Ahrefs, SEMrush, and Moz to analyse the keywords your competitors are ranking for. Look for those with high search volume and low competition that you can target.
Additional Tips:
- Identify and fill content gaps where competitors are not covering certain topics.
- Regularly conduct competitive analysis to stay ahead in the SEO game.
8. Primary and Secondary Keywords
The primary and secondary keywords are key to shaping your content strategy.
Primary keywords are the main terms you want to rank for—they’re central to your topic or business and often have a higher search volume. Secondary keywords are related terms that support your main keywords and target more specific aspects.
Using both types helps you cover a broader range of searches. This way, you attract a wider audience, making sure your content hits on different angles of your topic.
- Example: For an article on European travel, a primary keyword might be “European travel guide,” while secondary keywords could include “top attractions in Europe” or “best time to visit Europe.”
How to Identify Primary and Secondary Keywords
Start with core topics and use tools like Ahrefs or SEMrush to find high-volume terms—these are your primary keywords. Next, explore related terms to uncover secondary keywords that complement your main topics and cover additional aspects.
By getting the hang of different types of keywords, you can create an SEO strategy that brings in the right traffic and helps you reach your marketing goals.
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