What are the Different Types of Keywords?

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How Keyword Types Shape Your Content Strategy and Boost Visibility

Keywords are the bridge between what people search for and the content you provide. In search engine optimization, a keyword represents a word or phrase that someone types into a search engine.

But not all keywords serve the same purpose. Sorting keywords into types helps you match your content to what users are looking for. It also makes it easier for people to find you in search results.

Here’s why that matters: each keyword type connects to a different stage in the customer journey. When you know the type, you can create content that fits what the person is looking for. That improves your chances of ranking and converting.

Keyword Types by User Intent

Search engines try to understand why someone is searching. That “why” is called intent, and there are several broad categories:

Informational Keywords

These are used when someone wants to learn something. They’re not ready to buy. Examples include “where to get a certified inspection by a vehicle expert” or “what does a forensic electrical engineer do?”

Navigational Keywords

These are used to find a specific website or brand, such as “Latino Web Studio blog” or “SEMrush login.”

Comparison Searches

These keywords reflect users comparing options or researching before a decision. Terms like “best youth soccer training Colorado” or “private baseball lessons cost Colorado” fall into this category.

Transactional Keywords

These signal readiness to take action. Examples: “where to get my shirt embroidered” or “get an accident reconstruction analysis.”

Local Keywords

These include a geographic component. For example, “commercial and industrial painting company in Oklahoma” or “SEO services in Denver” are common local search terms

Mixed Intent Keywords

Some terms can indicate more than one goal. Attorneys may search for “expert witness credentials” to verify an expert’s background. Experts might use the same term when updating their profile.

When you know why someone is searching, you can create content that matches their goal. That makes it easier for your page to appear at the right time.

Keyword Types by Length and Specificity

Keyword length also matters. Longer keywords are usually more specific. This affects how often they’re searched, how hard they are to rank for, and what the person is looking for.

Short-Tail Keywords (Head Terms)

These are broad, usually one or two words. For example, “SEO” or “lawyer.” High search volume, but high competition and vague intent.

Mid-Tail Keywords

These are two to three words and slightly more specific. Examples: “SEO for experts” or “mortgage lender.”

Long-Tail Keywords

These are longer and more detailed phrases. An example is “how to get more expert witness cases from attorneys.” They usually have fewer searches but bring in more serious visitors.

Here’s the tradeoff: shorter keywords may bring more traffic but are harder to rank for. Long-tail keywords may bring fewer visitors, but often yield better leads.

Other Specialized Keyword Categories

Besides intent and length, other keyword types help refine your strategy further.

Branded vs Non-Branded

Branded keywords include your name or business (like “Latino Web Studio”). Non-branded do not (like “SEO agency for expert witnesses”).

Market, Product, and Niche Keywords

Market keywords cover broad industries, like “home improvement” or “painting services.” Product keywords refer to specific offerings, such as “interior wall painting” or “deck staining.” Niche keywords are very specialized, like “high-quality exterior house painting in Colorado“.

Seed Keywords

These are foundational terms that help you start keyword research. They usually describe your core offering, like “expert witness testimony” or “SEO services”.

Low and Zero Volume Keywords

These may not show up in keyword tools, but still attract highly relevant traffic. Examples include unique legal questions or emerging industry terms.

Support and Topical Keywords

These keywords cover related topics that help support your main content. If your main topic is “custom embroidery services,” use related terms to support it. For example, try “logo embroidery for small businesses” or “custom embroidered hats Colorado.”

Negative Keywords

These are mostly used in paid ads. They are words you block so your ad doesn’t show for the wrong searches. For instance, you might block “free expert witness services” if you only offer paid work.

Zero-Click or Free-Rider Keywords

These may answer a user’s question directly in Google’s results, leading to no click. Still, optimizing for them can build authority and brand recall.

Choosing the Right Keyword Types to Target

How do you decide which types to use? It starts with understanding your audience and their stage in the funnel.

Match Keyword Type to Funnel Stage

Use informational keywords for blog content at the awareness stage. Use transactional keywords on service pages or landing pages aimed at conversion.

Balance Head and Tail Keywords

A mixed strategy helps you get both visibility and conversions. Head terms may increase awareness. Long-tail terms bring in more qualified leads.

Consider Keyword Difficulty and Competition

Short, broad terms may be tempting but hard to rank for. Use keyword research tools to filter by difficulty and focus on attainable wins.

Use Research Tools to Sort by Type

Tools like Ahrefs and SEMrush let you filter keywords by type. You can also sort keywords by how many people search for them and look at how hard they are to rank for. Some tools also show if local results or featured snippets appear.

This helps expert witnesses and business owners get found online. It avoids sharing anything risky or sensitive.

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Keyword Type Examples and Comparisons

Here are some examples of real keywords and how they map to type:

Informational: “how to qualify as an expert witness”
Navigational: “Latino Web Studio SEO article”
Commercial: “top web designers for business owners”
Transactional: “hire SEO for legal niche”
Local: “Mortgage lender in Denver”
Mixed intent: “expert witness fee structure”

Let’s compare their pros and cons:

Type	Definition	Search Volume	Difficulty	Best Use
Informational	Answers a question	Medium to High	Low to Medium	Blogs, FAQs
Transactional	Shows intent to act	Low to Medium	Medium to High	Service pages
Long-tail	Specific queries	Low	Low	Blogs, niche landing pages
Short-tail	Broad terms	High	High	Homepages, branding
Local	Includes location	Medium	Medium	Maps, directories, local SEO

Best Practices for Keyword Use

Knowing keyword types is only half the battle — here’s how to use them effectively:

Use keywords naturally in your content. Avoid overstuffing or awkward phrasing.
Mix keyword types across your site to attract visitors at different stages.
Prioritize keywords based on your goals — whether awareness, leads, or conversions.
Review your keywords regularly. Search trends and user language change.
Support your content with internal links and topic clusters to show depth and relevance.

What does this mean for your business? Use keywords the way your potential clients search. This helps more people find you and builds trust in your business.

How to Put This Into Action

Now that you know the types of keywords, here’s what to do next:

Audit your current content. Classify the keywords used by type.
Identify gaps in your funnel — are you missing informational or transactional terms?
Use tools to find supporting long-tail or local keywords you may have overlooked.
Plan new content using different types of keywords. This helps more people find you and can lead to more conversions.
If you’re an expert witness, be strategic. Don’t publish sensitive content that could be used against you. Focus on credibility and clarity.

Using a mix of keyword types can help bring in the right visitors. It also lowers the risk of attracting the wrong kind of attention.

Frequently Asked Questions About The Different Types of Keywords