Every marketer should be aware of the different types of keywords that exist, as they can play a vital role in campaign success. Business keywords can be a valuable part of your research and marketing efforts. By understanding how your competitors are positioning themselves by using keywords on their website, you can adapt your own strategies to be more effective in your own content and advertising to attract more customers.
Here are 16 of the most important keyword types that every marketer should know about:
1. Short-Tail Keywords
Short-tail keywords are single or two-word phrases that are highly specific to what you are selling. They are typically used early on in the buying cycle, when customers are still in the research phase.
Some examples of short-tail keywords include:
– “running shoes”
– “mens suits”
– “diamond engagement rings”
2. Long-Tail Keywords
Long-tail keywords are three or more word phrases that are more specific than short-tail keywords. They are typically used later in the buying cycle, when customers are closer to making a purchase.
Some examples of long-tail keywords include:
– “best running shoes for men”
– “black mens suits”
– “diamond engagement rings under 1000”
3. Geotargeted Keywords also known as Local Keywords
Geotargeted keywords are keywords that contain a location. They are used to target customers in a specific geographic area.
Some examples of geotargeted keywords include:
– “chiropractor in Seattle”
– “plumber in Los Angeles”
– “pizza delivery in New York”
Local keywords are keywords that contain a city or town name. They are used to target customers in a specific geographic area.
Local keywords can be very effective for businesses that serve a specific geographic area. They can help you to attract customers who are searching for businesses like yours in their local area.
4. Brand Keywords
Brand keywords are those that include the name of your company, product, or service. They can be short-tail or long-tail, but are typically used by customers who are already familiar with your brand and are looking for specific information about it.
Some examples of brand keywords include:
– “Company Name”
– “Product Name”
– “Service Name”
– “Company Name + Product/Service Keyword”
– “Product/Service Keyword + Company Name”
If you’re just starting out, it’s important to build up your brand awareness and get your name out there. One way to do this is to include brand keywords in your content and SEO strategy. This will help you show up in search results when people are searching for your brand or products/services.
5. Commercial Intent Keywords
Commercial intent keywords are those that indicate a customer is looking to make a purchase. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
There are a few different types of commercial intent keywords, and they can be sorted into three main categories:
1. Transactional keywords: These are keywords that indicate an immediate intent to purchase. For example, “buy”, “order”, or “purchase”.
2. Navigational keywords: These are keywords that indicate a desire to find a specific product or service. For example, “product name” or “company name”.
3. Informational keywords: These are keywords that indicate a need for information about a product or service. For example, “review”, “compare”, or “how to”.
6. Transactional Keywords
Transactional keywords are those that indicate a customer is ready to make a purchase. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly. Here are some examples of transactional keywords:
· “Buy”
· “Purchase”
· “Shop”
· “Order”
· “Get”
As you can see, these keywords are all indicative of a customer who is ready to make a purchase. If you’re doing keyword research for your business, it’s important to include transactional keywords in your list. And if you’re running a marketing campaign, you should consider targeting these keywords as well. Doing so could help you increase sales and conversions.
7. Informational Keywords
Informational keywords are those that indicate a customer is looking for information, rather than looking to make a purchase. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
Some common informational keywords include:
– How to…
– What is…
– Where can I find…
– Who is the best…
– Which is the best…
– Show me…
– I need help with…
– I’m looking for…
– What are the benefits of…?
– What are the disadvantages of…?
– case studies
– How do I…?
– reviews
– Why should I…?
– comparison
– definitions
Informational keywords are great for research purposes, as they can help you understand customer needs and desires, and this enables you to position your product or service accordingly.
8. Navigational Keywords
Navigational keywords are those that indicate a customer is looking for a specific website. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
Some examples of navigational keywords are:
– website name
– web address
– top level domain (TLD)
When customers use navigational keywords, they are generally looking for a specific website. This type of keyword can be useful for both research and marketing purposes. Navigational keywords can help you understand customer needs and desires, and position your product or service accordingly.
9. Competitor Keywords
Competitor keywords are those that include the names of your competitors. They can be useful for both research and marketing purposes, as they can help you understand what customers are looking for and how your competitors are positioning themselves.
Some examples of competitor keywords are:
– Company A product
– Company B service
– Company C location
You can use competitor keywords in your own marketing efforts to improve your visibility and attract more customers. For example, if you know that people are searching for “Company A product,” you can include that keyword in your own content and advertising to capture some of that traffic.
Competitor keywords can be a valuable part of your research when you are trying to understand what customers are looking for. By understanding how your competitors are positioning themselves, you can adapt your own marketing efforts to be more effective. You can also use competitor keywords in your own content and advertising to attract more customers.
To find competitor keywords, you can start by looking at your own website and seeing which keywords you are already targeting. You can also use keyword research tools to find more ideas.
Once you have a list of competitor keywords, you can start to analyze them to see how they are being used. Look at the competition for each keyword, as well as the search volume and difficulty. This will give you an idea of which keywords are most valuable for your business.
You can also use competitor keywords to track your own progress over time. By monitoring your ranking for these keywords, you can see how your visibility is changing. This can help you to adjust your marketing efforts to be more effective.
10. Generic Keywords
Generic keywords are those that describe a general category or concept, rather than a specific product or service. They are often used by customers who are just starting their research and are looking for more information about a particular topic.
Some examples of generic keywords include:
– “auto insurance”
– “life insurance”
– “travel insurance”
– “health insurance”
– “renters insurance”
– ” homeowners insurance”
These keywords are not as likely to result in a sale as more specific, product-related keywords. However, they are still important for businesses to target, as they can help attract customers who are in the early stages of research and may not be ready to buy yet.
11. Product Keywords
Product keywords are those that include the name of a specific product. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product accordingly.
Some product keywords are simply the name of the product, such as “widget.” Others may be more descriptive, such as “red widget” or “widget for children.” Still others may include the name of the manufacturer or brand, such as “Acme Widget Company” or ” widgets.”
When choosing product keywords, it is important to consider both how customers are likely to search for your product, and how you want them to find it. The best keywords will be those that are most relevant to your product and that will bring customers to your site.
HOT TIP: How to Use Product Keywords
There are a few different ways that product keywords can be used:
1. In product research: Product keywords can be used to help you understand what customers are looking for, and what they want from a product like yours. This information can be used to improve your product, or to develop new products that meet customer needs.
2. In marketing: Product keywords can be used in marketing and advertising to help ensure that your product is being seen by customers who are looking for what you have to offer.
3. In SEO: Product keywords can be used in search engine optimization (SEO) to help your product page rank higher in search results, making it more likely to be seen and purchased by potential customers.
When using product keywords, it is important to use them in a way that is natural and relevant. Stuffing keywords into your product page or advertising copy will not only turn off customers, but could also result in search engine penalties. Instead, focus on using keywords throughout your site in a way that feels natural and helpful to users.
12. Service Keywords
Service keywords are those that include the name of a specific service. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your service accordingly.
Some examples of service keywords include:
– “<service name> near me”
– “<service name> reviews”
– “<service name> cost”
– “<service name> benefits”
These types of keywords can be especially useful for local businesses, as they help customers find your business more easily. And, if you’re selling a service online, reviews are essential for building trust and credibility.
Including service keywords in your content can help you rank higher in search engines and attract more relevant traffic to your website. So if you offer a service, be sure to include relevant keywords throughout your site – from your titles and headings to your product and service pages.
13. Event Keywords
Event keywords are those that include the name of a specific event. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
Some examples of event keywords include:
– trade show
– conference
– meetup
– networking event
– webinar
– workshop
– retreat
– summit
– symposium
To find event keywords, you can use keyword research tools like Google AdWords Keyword Planner. You can also search for relevant hashtags on social media platforms like Twitter and Instagram.
In addition to helping you understand customer needs, event keywords can also be used to target specific audiences. For example, if you are selling products or services related to trade shows, you can use keywords like “trade show” or “conference” to target people who are interested in attending or exhibiting at such events.
Similarly, if you are organizing a networking event, you can use keywords like “meetup” or “networking event” to attract people who are interested in attending.
You can also use event keywords to create content that is relevant to your target audience. For example, if you are a trade show exhibitor, you can write blog posts about trade show tips or exhibitor resources. If you are organizing a networking event, you can create blog posts or social media content about the event, or write articles that feature speakers and attendees.
Event keywords can be a great way to connect with potential customers and create relevant, targeted content. By using these keywords, you can ensure that your product or service is visible to those who are interested in it, and that your content is relevant and useful to your target audience.
14. Timing Keywords
Timing keywords are those that indicate a specific time frame. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
HOT TIP: There are a few different types of timing keywords:
– Date and time keywords: These keywords indicate a specific date or time, and can be used to track customer behavior. For example, “Black Friday deals” or “Christmas sales.”
– Seasonal keywords: These keywords signal that something is seasonally relevant, like “back-to-school” or “Halloween.”
– Recency keywords: These keywords indicate that something is new or trending, like “just released” or “hot right now.”
Using timing keywords can help you better understand customer needs and wants, as well as position your product or service accordingly. Keep an eye out for these keywords when conducting research, and use them to your advantage in marketing campaigns.
15. Negative Keywords
Negative keywords are those that indicate a negative customer sentiment. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
Some examples of negative keywords include:
-Unhappy
-Dissatisfied
-Frustrated
-Angry
-Miserable
-Pessimistic
These terms can be useful in research, as they can help you to identify areas where customer sentiment is negative, and work to improve them. In marketing, negative keywords can be used to ensure that your ads are not shown to people who are likely to be uninterested or unhappy with your product or service.
Negative keywords can be added to your ad campaigns at the keyword level, or at the campaign level. At the keyword level, you can add negative keywords to individual keywords, meaning that your ad will not show for searches that include those keywords. At the campaign level, you can add negative keywords to an entire campaign, meaning that your ad will not show for any searches that include those keywords.
Adding negative keywords to your campaigns can help improve your ad performance by ensuring that your ads are only shown to people who are likely to be interested in them.
16. Question Keywords
Question keywords are those that include a question word, such as “what,” “where,” “when,” “how,” etc. They can be useful for both research and marketing purposes, as they can help you understand customer needs and desires, and position your product or service accordingly.
Some common question keywords are:
-What
-Where
-When
-How
-Why
-Which
-Who
-Whose
-Will
These keywords can be very useful in market research, as they can help you understand customer needs and desires. For example, if you are selling a new product, you may want to use question keywords in order to understand why customers are interested in your product, and position your product accordingly. Additionally, these keywords can also be useful for marketing purposes, as they can help you target ads and content to those who are most likely to be interested in your product or service.
HOT TIP: When using question keywords, it is important to keep in mind that they should be used in moderation. Using too many question keywords can make your content seem spammy, and may turn off potential customers. Additionally, it is important to use relevant keywords that are closely related to your product or service. Using irrelevant keywords will not only fail to attract customers, but may also result in your content being penalized by search engines.
Question keywords can be a valuable tool for both research and marketing purposes. When used correctly, they can help you understand customer needs and desires, and position your product or service accordingly. However, it is important to use them in moderation, and to ensure that they are relevant to your product or service.
Final point about keywords
As a B2B marketer, it’s important to be aware of all the different types of keywords that exist. By understanding the different ways people search for information, you can create better content and target your advertising more effectively. Have you tried using any of these keyword types in your marketing? If not, give them a try and see how they work for you.