The different types of keywords are:
By search intent:
- Informational keywords: These keywords appear when someone wants to learn more about a topic. For example, a user typing “how do I choose the right running shoes?” is seeking guidance and information.
- Navigational keywords: These keywords show that the user knows where they want to go online. For instance, if someone searches “nike official website,” they’re clearly trying to find the brand’s site.
- Commercial keywords: These keywords suggest the user is comparing options before deciding. A query like “best running shoe brands for marathon training” shows they’re considering their choices and doing research before buying.
- Transactional keywords: These keywords indicate a person is ready to take action, often to buy something. For example, a user who searches “buy lightweight running shoes online” is likely prepared to make a purchase.
By brand:
- Branded keywords: These terms include a specific brand name or variations of it. For example, if a user searches “adidas ultraboost running shoes,” they already know the brand and may have some loyalty or interest in it.
- Non-branded keywords: These terms are more general and don’t mention any brand names. A query like “comfortable running shoes for long distances” focuses on product qualities rather than a specific brand.
By specificity:
- Short-tail keywords: These terms are broad and general keywords that usually have high search volume but vague intent. For example, the short-tail keyword “running shoes” is popular but doesn’t tell you much about what the user really wants.
- Long-tail keywords: These terms are more detailed phrases that better reflect user intent and are often easier to rank for. Someone searching “lightweight running shoes with good arch support for marathon training” is clearly looking for something very specific.
A single keyword can fit into more than one type based on these categories. An informational keyword can be either branded or non-branded and can be short-tail or long-tail. For example, “how do nike running shoes compare to adidas?” is both informational and branded.
A transactional keyword can also be non-branded or branded, short-tail or long-tail, depending on whether it includes a brand name and how specific it is.
The fact that keywords can be more than one type means a single search term can be viewed through multiple lenses, helping you understand a user’s mindset more accurately.
Choosing which types of keywords to target depends on your goals. If you want to attract users who are just starting their research, focusing on informational and long-tail queries can help you build awareness and credibility. If your goal is to increase conversions, transactional and commercial keywords are often more effective.
Further reading: How to Choose Keywords for SEO
