Not all keywords are created equal.

While SEO keywords are responsible for informing search engines and guiding users to the right content, each type of keyword plays a unique role in achieving this goal.

A robust keyword strategy not only utilizes a range of SEO keyword types, but it uses them each in the right ways. 

The 9 Types of Keywords and How to Use Them

1. Seed Keywords

Seed keywords are broad, foundational terms that define your industry or niche. While not usually the ideal keywords to drive direct traffic themselves, seed keywords are excellent starting points for keyword research to generate more specific variations. 

These keywords can guide content themes, category pages, and overall site structure. Monitoring these terms over time also helps businesses stay ahead of industry trends (which is great for ongoing SEO!).

For instance, a business like Absolutely Spotless Cleaning might use something like “home cleaning” as its seed keyword. This, in turn, can lead to more specific keywords like “eco-friendly home cleaning” or “home cleaning in Hamilton,” helping them to attract qualified leads.

2. Focus Keywords

A focus keyword is the primary term a piece of content is optimized for. It should align with search intent and clearly define what the page is all about.

Include focus keywords in page titles, meta descriptions, and throughout the content in a natural way. Avoid keyword stuffing—search engines prioritize readability and user experience above all. 

Take a look at the The Brand Brew ® blog Spoiler Alert: Your Website Copy Isn’t About You. It’s all about website copy (and it’s good stuff!)—if you look closely, you’ll see the focus keyword “website copy” in the title, the URL, the copy (especially the first 100 words), and sprinkled throughout the headings.

That’s no accident!

3. Informational Keywords

Informational keywords target users looking for answers rather than making a purchase. These are often phrased as questions or how-to searches.

These types of keywords are best in educational content like blog posts, FAQs, and guides that answer common industry questions. Structuring content with clear, concise answers can improve the chances of appearing in featured snippets or voice search results.

Consider our blog post, What Is a Website Audit? Phrased as a direct, concise question, this blog utilizes an informational keyword to provide pertinent information that our audience is looking for.

4. Transactional Keywords

Transactional keywords indicate a strong intent to take action, such as buying a product, signing up for a service, or requesting a quote. This SEO keyword type is crucial for conversion-focused pages.

Optimize landing pages, product descriptions, and calls to action with transactional keywords. They should be paired with persuasive messaging that encourages immediate action. Ensuring these pages load quickly and work well on mobile devices can also boost conversions.

The call-to-action buttons on Aspid RDZ's home page provide excellent examples. From “shop now!” to “subscribe today,” these transactional keywords are direct and focused on prompting action.

5. Long-Tail Keywords

Long-tail keywords are highly specific search phrases that typically have lower competition but higher intent. They cater to niche audiences looking for precise information.

Incorporate long-tail keywords into blog posts, service pages, and FAQ sections. To see these in action, explore Evolve OMS’s procedures page—it’s rife with ultra-specific, long-tail keywords that suit their audience to a T.

6. Niche Keywords

Niche keywords are specialized terms that appeal to a targeted audience within a specific industry or field. They attract users with very particular needs or interests.

Use niche keywords in in-depth content that speaks directly to a specialized audience. These are ideal for businesses that serve a specific market segment and can be used effectively in blog posts, case studies, and landing pages.

Consider the Farley Foundation, for instance. The keyword “subsidize veterinary care for Ontario families” is extremely specific, which means it’s perfect for attracting its exact user base.

7. Branded Keywords

Branded keywords include a company or product name. They are essential for brand recognition and protecting search rankings from competitors bidding on your name.

Optimize homepage content, product pages, and company descriptions with branded keywords. Silverbirch’s about page is a prime example of branded keywords utilized strategically, without interrupting the content’s flow or readability.

8. Secondary Keywords

Secondary keywords support the primary focus keyword by adding context and reinforcing relevance. Despite being called “secondary,” they’re still important! They help diversify content and improve SEO rankings without repetition.

Naturally integrate secondary keywords throughout content, including in subheadings, image alt text, and meta descriptions. Ensuring these keywords align with the primary keyword topic can strengthen overall search visibility.

Take this blog, for example (now that’s meta!). While our main keyword target is “types of keywords,” you’ll notice the secondary keyword “SEO keyword type(s)” sprinkled throughout.

9. Location-Specific Keywords

Location-specific keywords help businesses attract nearby customers by including geographic terms in their content. These are essential for local SEO.

Optimize Google Business Profile listings, service pages, and meta descriptions with city, neighborhood, or region-based keywords. 

Scott Home Company is a pro when it comes to location-specific keywords. By integrating regional terms with other types of keywords, they’re able to fine-tune their online presence and attract interested buyers in their area.

Strengthen Your Website with Diverse SEO Keyword Types

Keyword strategy has more than meets the eye. In fact, business owners have a whole arsenal of SEO keyword types to juggle and employ to enhance their website’s performance.

If your keyword game could use some tweaking, The Brand Brew ® is in your corner. Explore our SEO Keyword Strategy service and book a call to craft an SEO website that can’t be beat.