Every day, billions of searches happen online — and each one represents a real person with a question, need, or intent. In fact, Google processes over 8.5 billion queries every single day, making SEO and keyword strategy more critical than ever before. What’s even more fascinating? Roughly 15% of all searches are completely new, meaning people are constantly using fresh language and diverse search terms.
However, the truth is that not every keyword is made equal. Some increase traffic, some pique curiosity, and some actually result in conversions. You must delve deeply into the nine distinct categories of keywords that drive intelligent content strategies, from transactional to commercial to informational, in order to realize your full SEO potential.
Common Types of Keywords
- Short-Tail Keywords
- Long-Tail Keywords
- LSI Keywords
- Geo-Targeted Keywords
- Informational Keywords
- Navigational Keywords
- Transactional Keywords
- Commercial Keywords
- Branded Keywords
Type 1: Short-Tail Keywords
Short-tail keywords, also called head terms, are broad search phrases consisting of one or two words. Examples include “SEO,” “shoes,” or “coffee maker.”
Characteristics
- These keywords have extremely high search volume but also intense competition.
- They’re generic and don’t reveal specific user intent.
- Someone searching “shoes” could want running shoes, dress shoes, or information about shoe care.
Usage Strategy
Target short-tail keywords on your homepage or main category pages. Don’t expect quick rankings—these terms require significant authority and time. Use them primarily for brand awareness rather than immediate conversions.
Short-tail keywords work best for established websites with strong domain authority. New sites should focus on more specific keyword types first.
Type 2: Long-Tail Keywords
Long-tail keywords are specific phrases containing three or more words. Examples include “best running shoes for flat feet” or “how to optimize Amazon product listing 2025.”
Characteristics
- Long-tail keywords have lower search volume but much less competition.
- They reveal specific user intent and attract highly qualified traffic.
- These searchers know exactly what they want.
Usage Strategy
Build your initial SEO strategy around long-tail keywords. They’re easier to rank for and convert better because they match specific needs. Create dedicated content targeting each long-tail phrase.
Most websites get 70% of their traffic from long-tail keywords. Collectively, they drive more traffic than short-tail terms while being easier to rank for.
Type 3: LSI Keywords (Latent Semantic Indexing)
LSI keywords are terms and phrases semantically related to your main keyword. Here by semantically, we mean they are connected in meaning, context, or theme, even if they are not exact synonyms. For “coffee maker,” LSI keywords include “brewing,” “espresso,” “caffeine,” or “barista.”
Characteristics
- LSI keywords help search engines understand your content’s context and topic comprehensiveness.
- They’re not synonyms but related concepts that naturally appear when discussing a topic thoroughly.
Usage Strategy
Include LSI keywords naturally throughout your content to demonstrate topical expertise. Don’t force them—comprehensive content naturally incorporates related terms.
Use tools like Google’s “Related Searches” or LSI keyword generators to identify relevant terms. Strong LSI keyword usage improves rankings for your main keyword.
Type 4: Geo-Targeted Keywords
Geo-targeted keywords include location-specific terms like “pizza delivery Chicago,” “dentist near me,” or “SEO services in New York.”
Characteristics
- These keywords target users searching for local businesses or location-specific information.
- They’re crucial for businesses serving specific geographic areas.
Usage Strategy
Create location-specific landing pages for each area you serve. Include city names, neighborhoods, and regional terms in titles, headers, and content. Optimize your Google Business Profile with consistent location information.
Geo-targeted keywords are essential for Local SEO, one of the four main types of SEO. They drive high-intent traffic from nearby customers ready to purchase.
Type 5: Informational Keywords
Informational keywords indicate users seeking knowledge or answers. They include phrases like “how to,” “what is,” “guide to,” “tips for,” or “why does.”
Characteristics
- These keywords represent the awareness stage of the customer journey.
- Users aren’t ready to buy—they’re learning and researching.
- Examples include “what is SEO” or “how to tie a tie.”
Usage Strategy
Create comprehensive blog posts, tutorials, guides, and educational content targeting informational keywords. Focus on thoroughly answering questions and providing genuine value.
While informational keywords rarely drive immediate sales, they attract large audiences, build authority, and position your brand as an expert. Visitors remember helpful resources when ready to purchase.
Type 6: Navigational Keywords
Navigational keywords are used when people search for specific websites or brands. Examples include “Facebook login,” “Amazon customer service,” or “Nike official site.”
Characteristics
- These searchers know their destination and use search engines as navigation tools.
- They have high intent to reach a specific website or page.
Usage Strategy
Ensure your homepage and key pages rank first for your brand name. Optimize title tags and meta descriptions to clearly identify your official presence. Create dedicated pages for commonly searched brand terms like “login,” “support,” or “contact.”
Monitor branded searches to identify what users seek when searching your company. Protect your brand by running paid ads on branded terms if competitors bid on your name.
Type 7: Transactional Keywords
Transactional keywords signal purchase intent. They include action words like “buy,” “order,” “purchase,” “download,” “subscribe,” “hire,” or “get a quote.”
Characteristics
- These keywords have the highest commercial value.
- Searchers are ready to complete transactions immediately.
- Examples include “buy yoga mat online” or “hire an SEO consultant.”
Usage Strategy
Create optimized product pages, service pages, and landing pages targeting transactional keywords. Focus on conversion rather than education—these visitors know what they want.
Include clear pricing, high-quality images, customer reviews, trust signals, and prominent call-to-action buttons. Remove friction from the buying process. These keywords convert at the highest rates despite often having lower search volume.
Type 8: Commercial Investigation Keywords
Commercial investigation keywords indicate users comparing options before purchasing. They include terms like “best,” “top,” “review,” “comparison,” “vs,” or “alternative.”
Characteristics
- These represent the consideration stage.
- Users know what they need but haven’t decided which product or service to choose.
- Examples include “best project management software” or “iPhone vs Samsung.”
Usage Strategy
Create comparison posts, product reviews, “best of” lists, and buying guides. Be honest and thorough—users at this stage detect biased content quickly.
Include pros and cons, pricing comparisons, feature charts, and recommendations for different use cases. Help readers make informed decisions rather than pushing specific products aggressively.
Type 9: Branded Keywords
Branded keywords include your company name, product names, or unique branded terms. Examples include “Nike Air Max,” “iPhone 15,” or “Claude AI.”
Characteristics
- These keywords indicate brand awareness.
- Users specifically search for your brand or products, suggesting familiarity or interest.
- They typically convert at very high rates.
Usage Strategy
Optimize for all variations of your brand name, product names, and common misspellings. Ensure you dominate page one for all branded terms.
Track branded search volume as a measure of brand awareness growth. Increasing branded searches indicate successful marketing and growing recognition.
Create dedicated pages for each product or service using branded keywords. This captures traffic from users specifically seeking your offerings.
Keyword Research Tools
Tips for proper keyword research:
- Use tools like Google Keyword Planner, SEMrush, Ahrefs, or Ubersuggest to identify keywords across all nine types.
- Analyze search volume, competition, and user intent.
- Check Google’s autocomplete suggestions and “People Also Ask” sections to find real user queries.
- Review competitor content to identify keyword gaps and opportunities.
Mapping Keywords to Content
| Keyword Type | Content Types Suitable for the Keyword |
| Short-Tail Keywords | Category pages, pillar content, homepage sections, high-level landing pages |
| Long-Tail Keywords | Blog posts, FAQs, how-to guides, niche landing pages |
| LSI Keywords | Supporting blog content, on-page SEO optimization, content clusters |
| Geo-Targeted Keywords | Local landing pages, Google Business Profile content, location-based blogs |
| Informational Keywords | Educational blogs, tutorials, guides, explainer articles |
| Navigational Keywords | Brand pages, product pages, service pages, internal navigation content |
| Transactional Keywords | Product pages, sales landing pages, checkout pages, CTA-driven content |
| Commercial Keywords | Comparison articles, reviews, “best of” blogs, buying guides |
| Branded Keywords | Brand stories, about pages, case studies, branded blogs and announcements |
Measuring Keyword Performance
Track rankings, traffic, and conversions for each keyword type. Informational keywords should drive traffic and engagement. Transactional keywords should generate conversions and revenue.
Monitor which keyword types provide the best ROI. Double down on high-performing categories while improving underperforming areas.
Analyze user behavior for different keyword types. Do informational keywords lead to return visits? Do commercial keywords move users to transactional pages?
Common Mistakes to Avoid
- Don’t target only high-volume short-tail keywords. Competition is intense, and conversion rates are low. Balance with long-tail and commercial keywords that drive qualified traffic.
- Avoid keyword stuffing. Use keywords naturally within valuable content. Search engines penalize over-optimization.
- Don’t ignore user intent. Match content format to what searchers actually want. Someone searching transactional keywords doesn’t want blog posts—they want product pages.
- Don’t forget to update the keyword strategy regularly. Search trends change, competition evolves, and new opportunities emerge constantly.
Integrating Keywords with the 4 Types of SEO
Keywords power all four types of SEO. On-Page SEO optimizes content around target keywords. Off-Page SEO builds authority partly through anchor text keywords in backlinks.
Technical SEO ensures search engines can find and index keyword-optimized content. Local SEO targets geo-specific keywords to attract nearby customers.
Conclusion
Understanding the 9 types of keywords in SEO—short-tail, long-tail, lsi, geo-targeted, informational, navigational, transactional, commercial investigation, and branded—empowers you to create comprehensive strategies that work with all four types of SEO.
Build balanced keyword portfolios targeting multiple types. Start with long-tail and informational keywords to build traffic and authority. Layer in commercial and transactional keywords to drive conversions. Monitor branded keywords to measure brand growth.
Master all nine keyword types, and you’ll dominate search results at every stage of the customer journey.