10 Types of Keywords with Examples (+ How to Find Them)

Want to improve your SEO keyword strategy?

Then you need to understand the different types of keywords.

Here’s why:

Each type of keyword serves a different purpose.

Some help you attract first-time visitors.

Others bring in people ready to buy.

And certain keywords can even help you rank for multiple search terms at once.

In this guide, you’ll learn about the 10 most important types of keywords in SEO (and exactly how to find them).

To follow along, use our free keyword research template and checklist. These will help you organize and track different keyword types for your campaigns.

1. Seed Keywords

Seed keywords are the foundation of your keyword research.

Think of them as the trunk of your keyword tree. Every other keyword type branches out from your seed keywords.

Here are some examples of seed keywords:

• Coffee (for a coffee shop)
• SEO (for a marketing agency)
• Laptops (for an electronics store)

The best part about seed keywords?

You probably already know most of them.

They’re the basic terms that describe what you do, sell or write about.

While seed keywords can be good to target directly, their real value is as a starting point to find more specific keywords with less competition.

For example, the seed keyword “coffee” is super competitive (with a Keyword Difficulty score of 100).

But you can use it to find easier opportunities like “how to make cold brew coffee at home” or “best organic coffee beans.”

How to Find Seed Keywords

To come up with your own seed keywords, think about the core aspects of your business, industry, product, or service. And brainstorm ideas you can use as starting points to find more keywords.

For example, if you’re a mechanic with a garage, you might start with basic terms like “mechanic” or “auto repair.”

Then, expand into specific services like “tire fitting” and “windshield replacement.” These fundamental terms form the base of your keyword research.

But don’t stop there.

Your website’s navigation menu can reveal additional seed keywords you might have missed.

For instance, you might find service categories like “brake repair” or “oil change” that make excellent seed keywords.

Google Analytics can also uncover valuable seed keywords. Check your top landing pages to see which basic terms already bring visitors to your site.

Sometimes, your customers’ language choices can surprise you—they might search for “car fix” instead of “auto repair.”

Another goldmine? Your competitors’ websites.

Visit 3-5 local garage websites and note how they describe their services. You might discover seed keywords like “vehicle maintenance” or “auto diagnostics” that you hadn’t considered.

You can also use keyword tools to find more seed keywords.

Let’s say you want to use content marketing to drive more traffic to your auto shop.

You could use Answer The Public to get lots of seed keyword ideas for further keyword research.

Or use Semrush’s Keyword Magic Tool, filtering for keywords containing just 1-2 words.

Why It’s Important to Choose the Right Seed Keywords

Seed keywords shape your entire SEO strategy. Here’s why they matter:

First, they determine which keywords you’ll discover in your research. Choose the wrong seed keywords, and you’ll waste hours chasing irrelevant keywords.

Let me show you what I mean:

Let’s say you run an auto repair shop specializing in luxury cars.

Starting with the seed keyword “car repair” might lead you to generic terms like:

• “cheap car repair”
• “DIY car fixes”
• “basic auto maintenance”

None of these match your target market.

But starting with “luxury car repair” would uncover more relevant opportunities like:

• “Mercedes specialist”
• “BMW certified mechanic”
• “high-end car maintenance”

See the difference?

The right seed keywords act like a compass, pointing you toward content topics your ideal customers actually care about.

2. Informational Keywords

Informational keywords are queries people search for when their goal is to learn or understand something.

When you optimize content for informational keywords, you’re typically answering questions, providing instructions, or educating readers on a particular topic.

These keywords usually start with phrases like:

• “How to”
• “What is”
• “Why does”
• “Guide to”
• “Best ways to”

For example, if someone searches for “what is content marketing,” they’re not looking to hire a marketing agency. They want to understand the concept.

Below, you’ll see the search results, which contain a dictionary box with a clear definition. And immediately after is the “People Also Ask” box, further proving this is an informational query.

Here’s what makes informational keywords special:

1. They’re easier to rank for than commercial terms
2. They help build trust with potential customers
3. They’re perfect for attracting top-of-funnel traffic

How to Find Informational Keywords

Finding informational keywords is all about understanding what your target audience wants to learn.

Let me show you exactly how to find them:

First, use Google’s “People Also Ask” box. It’s perfect for finding clusters of related informational keywords.

For example, one question about “matcha tea” leads to several related questions:

• “What does matcha tea do to your body?”
• “Does matcha tea have caffeine in it?”
• “What is the difference between green tea and matcha tea?”
• “Is matcha good for weight loss?”

See how these questions are all connected? That’s a keyword cluster you can target with a single piece of content.

Each question represents a different aspect of matcha tea that beginners want to learn about:

• Health benefits
• Preparation methods
• Comparisons
• Usage tips

Consider creating focused content pieces that answer specific questions, then linking them together in a topic cluster.

This approach helps you target each search intent precisely while building topical authority through internal linking.

Next, use Semrush’s Keyword Magic Tool to validate these opportunities:

1. Enter your main topic
2. Filter by “Questions“
3. Look for keywords with these traits:
   • Clear learning intent
   • Manageable competition
   • Related subtopics you can group together

Then, filter the results to see informational keywords based on search intent.

Choose the “Informational” filter under the “Intent” category and click “Apply.”

Why You Should Target Informational Keywords

Here’s something most people don’t realize about informational keywords:

They’re perfect for building trust with potential customers.

Think about it:

Someone searching for “matcha tea benefits” isn’t ready to buy yet. But if your content helps them understand why matcha is healthy, guess where they’ll likely buy their matcha when they’re ready?

That’s right—from you.

This is exactly why informational keywords are so valuable for your marketing funnel.

They help you capture potential customers at the very top of the funnel, when they’re just starting to learn about your product or service.

3. Commercial Keywords

Commercial keywords are what people search for when they’re getting ready to buy.

These searchers have their credit cards nearby—they just need a little more information before purchasing.

Here’s what commercial keywords often look like:

• Best matcha tea brands
• Top ceremonial grade matcha
• Matcha tea powder reviews
• Compare matcha green tea prices
• Organic matcha tea brands

Notice something?

These keywords usually include terms like:

• Best
• Top
• Review
• Compare
• vs
• Premium
• Organic

The key difference between commercial and informational keywords?

Intent.

Someone searching for “what is matcha tea” (informational) is just learning.

But someone searching for “best ceremonial grade matcha” (commercial) is getting ready to buy.

How to Find Commercial Keywords

Finding commercial keywords is all about understanding buyer psychology.

Here’s how to do it:

First, start with commercial modifiers. These are words that signal buying intent:

• Best
• Top
• Premium
• Review
• Compare
• vs
• Affordable
• Professional
• High-end

Then, combine these modifiers with your seed keywords. For example:

“Matcha tea” + commercial modifiers =

• Best matcha tea brands
• Premium ceremonial matcha
• Organic matcha tea reviews
• Compare matcha powder prices
• Top Japanese matcha brands

Or use Semrush to get ideas for commercial modifiers:

The key is finding the specific commercial terms your audience uses when they’re close to making a purchase.

Why Commercial Keywords Are Important

Commercial keywords target visitors who are further along in the buying process.

These keywords typically lead to higher conversion rates than informational keywords for two reasons:

1. The searcher has already done their basic research
2. They’re actively comparing products or services

For example:

Someone searching for “benefits of standing desk” is still in research mode.

But someone searching for “best ergonomic standing desks for home office” compares specific products and features.

This is where strategic content comes in:

1. Create comparison listicles focused on key buying factors:
   • Product specifications
   • Pricing comparisons
   • Feature breakdowns
   • Warranty details
2. Optimize product pages with:
   • Detailed specifications
   • High-quality images
   • Clear pricing
   • Purchase options
3. Include trust signals:
   • Customer reviews
   • Expert opinions
   • Third-party certifications
   • Comparison charts

Below is an example of an effective commercial content page. The layout shows a product image alongside a star rating, followed by key specifications and reasons to buy (or not buy) the standing desk.

Then, the side navigation helps users quickly jump to different desk categories, like budget-friendly and L-shaped options.

Below the comparison, you’ll find an expert’s analysis of each desk, with a link to their detailed review.

4. Transactional Keywords

Transactional keywords are search terms that show someone is ready to take immediate action.

These keywords often include:

• “Buy now”
• “Purchase”
• “Order”
• “Shop”
• “Discount”
• “Deal”
• “Free shipping”

For standing desks, transactional keywords might look like:

• “Buy standing desk online”
• “Standing desk free shipping”
• “Standing desk Black Friday deals”
• “Order ergonomic desk”

Notice how Google shows shopping results and ads at the top of the page? That’s because these keywords have high commercial intent.

How to Find Transactional Keywords

Finding transactional keywords requires understanding how your customers search when they’re ready to buy.

Here’s a systematic approach:

1. Start with your seed keyword (like “standing desk”)
2. Add buying-intent modifiers:
   • Purchase terms: buy, order, shop
   • Price terms: discount, deal, sale
   • Timing terms: today, now, fast shipping
   • Location terms: near me, online, local
3. Check the search results to verify buying intent. You should see:
   • Shopping ads at the top
   • Ecommerce sites in organic results
   • Product listing ads
4. Use Google’s autocomplete to find natural variations:
   

   

A better approach for finding more opportunities is to use the Keyword Magic Tool:

1. Enter your seed keyword
2. Use the “Include” filter to add transactional terms like:
   • Action words: buy, order, subscribe, download
   • Price terms: discount, sale, price, coupon
3. Sort by “Search Volume” to find the most promising opportunities

Why Transactional Keywords Are Valuable

Transactional keywords have the highest conversion potential of any keyword type. When someone searches “buy standing desk with keyboard tray,” they’ve already done their research. They know what features they want and are ready to pay.

These keywords also offer precision targeting, helping you reach people when they want to buy. This typically results in lower ad costs, higher click-through rates, and better ROI on your marketing efforts.

While informational keywords build awareness and commercial keywords generate interest, transactional keywords drive immediate action (AKA sales, downloads, etc.).

5. Navigational Keywords

Navigational keywords are search terms people use when they want to find a specific website or webpage.

When someone searches for “Backlinko SEO hub” or “Semrush login page,” they already know exactly where they want to go.

These keywords usually include:

• Brand names (“Nike” or “Amazon”)
• Website names (“Facebook” or “YouTube”)
• Specific page types (“login,” “contact,” or “support”)

How to Find Navigational Keywords

Finding navigational keywords for your brand is straightforward. Here’s how:

1. Start with your core brand terms:
   • Your company name
   • Common misspellings
   • Product names
   • Service names
2. Check Google Analytics to see how people already find you. Pay special attention to your internal site search data—it reveals exactly what visitors are looking for on your site.
   [Screenshot showing Google Analytics internal search report]
3. Use the Keyword Magic Tool to expand your list:
   • Enter your brand name
   • Filter by “Navigational” intent
   • Look for common patterns (like “brand + login” or “brand + support”)

Should You Target Navigational Keywords?

Navigational keywords work differently from other keyword types. Here’s why:

When someone searches “Nike store,” they want Nike’s official website—not an article about Nike or a review of Nike products.

This means navigational keywords are only worth targeting in two situations:

1. They’re searching for YOUR brand. Focus on variations of your brand name plus common additions:
   • Brand + login
   • Brand + customer service
   • Brand + location
2. They’re searching for YOUR content. For example, if you have a popular tool or guide that people search for by name:
   • “Backlinko Google ranking factors”
   • “Backlinko keyword research guide”

6. Long-Tail Keywords

Long-tail keywords are specific, detailed search phrases that typically contain three or more words.

Think of them as niche conversations with your audience. Instead of targeting “running shoes,” you’d target “best waterproof running shoes for trail running.”

Here’s why they’re valuable:

1. Lower competition: While everyone fights over “running shoes” (high competition, high volume), fewer sites target “waterproof trail running shoes for wide feet” (lower competition, targeted traffic).
2. Better conversion rates: Someone searching for “running shoes” could either be researching, shopping, or browsing. But someone searching for “buy Brooks Ghost 14 women’s size 8” is ready to make a purchase.

Here are a few examples of long-tail keywords:

• Thai restaurant with vegetarian options
• At-home exercises for strengthening knees
• How to grow organic vegetables in small balcony gardens
• How to play the guitar for left-handed people
• Fun indoor activities for kids

Long-tail keywords can fit into any of the previous keyword types we’ve covered:

• Informational long-tail: “how to fix squeaky hardwood floors without nails”
• Commercial long-tail: “best memory foam mattress for side sleepers under $1000”
• Transactional long-tail: “buy organic green tea matcha powder with free shipping”

How to Find Long-Tail Keywords

Google’s autocomplete feature is a great way to find long-tail keywords related to your seed keyword.

Start typing your seed keyword or content topic, and it’ll show a drop-down list of users’ search terms.

Want to find more long-tail keywords? Check your existing data.

Open up Google Search Console and look for keywords where you’re ranking on page 2 or 3. These are perfect opportunities for quick wins.

Why?

Because Google already sees your content as somewhat relevant for these terms. With a bit of optimization, you can push these rankings to page 1.

Don’t forget to check your internal site search data, too. It reveals exactly what your visitors are looking for.

Next, head over to Answer The Public.

This tool finds question-based keywords your audience is actually asking.

But here’s the important part:

Always check search intent before targeting any keyword you find.

For example, if you run a blog but the top 10 results for your target keyword are all e-commerce pages, that’s a red flag. Google is telling you this keyword needs a different type of content than what you create.

Why You Should Use Long-Tail Keywords

Long-tail keywords give you three strategic advantages:

First, they’re less competitive. While everyone fights over broad terms like “fitness tips,” fewer sites target specific phrases like “post-pregnancy core exercises for diastasis recti.”

Second, they show clear search intent. Someone searching for “buy red Nike running shoes size 10” knows exactly what they want.

Compare that to someone searching just for “running shoes” who might be browsing, researching, or comparing brands.

Third, they match how people actually search, especially with voice search. As more people use Siri and Alexa, conversational phrases are becoming more important.

For example, look at the keyword difficulty of a term like “how to create a bullet journal”:

Compared to “bullet journaling”:

7. Short-Tail Keywords

Short-tail keywords are short, generic keywords. Usually 1-3 words long.

They’re a bit like seed keywords, and they typically have relatively high search volume and high levels of competition. But generally, a low conversion rate.

Short-tail keywords are broad, generic terms that are usually 1-3 words long.

Think of them as the opposite of long-tail keywords:

Short-tail: “dog food”

Long-tail: “best grain-free puppy food for German Shepherds”

Short-tail keywords typically have:

• High monthly search volume
• Intense competition
• Broad user intent
• Lower conversion rates

Here’s why:

Someone searching for “running shoes” could be:

• Researching different types
• Looking for prices
• Finding local stores
• Reading reviews
• Just browsing

This broad intent makes creating content that matches the searcher’s needs harder.

Here are a few examples of short-tail keywords:

• Rock music
• Vegan recipes
• Running shoes
• Digital marketing
• On-page SEO

They’re usually pretty tough to rank for.

If your website is new or has a low level of authority, chances are some stronger competitors will outperform it in search results for these terms.

How to Find Short-Tail Keywords

You can find short-tail keywords using many of the methods we’ve already discussed. Like entering your seed keyword into Google search and seeing what it suggests:

Or using a tool like Answer the Public to find other short terms:

But the best place to find short-tail keywords? Your competitors’ top-performing pages.

Here’s how:

1. Identify your top 3-5 competitors
2. Use Semrush to see their highest-traffic pages
3. Look for broad, high-volume terms they rank for

Why Use Short Tail Keywords

Despite their high competition, short-tail keywords serve three important purposes:

1. They help build topical authority. Ranking for “dog food” signals to Google you’re an authority in the pet space.
2. They drive significant traffic. While conversion rates might be lower, the sheer volume can make them worthwhile.
3. They’re perfect for top-of-funnel content. Someone searching “running shoes” might not buy today, but they could join your email list or follow your social channels.

Look at this example of top sites ranking for “vegan recipes”:

These are big, authoritative websites. And this is a competitive term:

So ranking for short-tail keywords won’t be easy for newbies.

But they can be incredibly lucrative later once your authority grows.

8. Primary Keywords

Your primary keyword is the main topic you want a page to rank for.

Think of it as the foundation of your content. Everything else—your title, headings, and content structure—builds from this keyword.

Here’s what I mean:

Let’s say you’re creating a guide about cold brew coffee.

Your primary keyword might be “how to make cold brew coffee.”

This keyword would appear in your:

• Title tag
• H1 heading
• URL
• First paragraph
• Image alt text

But here’s the key:

Don’t just stuff your primary keyword everywhere. Modern SEO is about covering a topic comprehensively, not just repeating the same phrase.

For example, in the image below, the “SEO checklist” keyword is strategically placed throughout the content, from the URL slug to the H1 tag.

This helps Google (and users) understand what the page is about. And it helps this page rank for its primary keyword:

How to Find Primary Keywords

You can find primary keywords through various keyword research methods. As always, you can turn to Google’s search results features to help you.

Like the People Also Ask:

And the related searches section:

Or you can use a keyword tool:

But no matter which method you choose, aim for ones with:

• Decent monthly search volume
• Business value to attract potential customers (i.e., target some with commercial or transactional search intent)
• Fairly low levels of competition (at least when your site is still new)

Why Primary Keywords Are Vital

Primary keywords do more than just help you rank. They serve three crucial purposes:

1. They guide your content strategy. Your primary keyword tells you exactly what searchers want. If people searching “cold brew coffee” see mostly how-to guides in the results, that’s what you should create.
2. They help search engines understand your page. When you optimize key elements (title, headings, content) around one main topic, you send clear signals about what your page is about.
3. They prevent keyword cannibalization. By focusing each page on one primary keyword, you avoid competing with yourself in search results.

9. Secondary Keywords

Secondary keywords are related terms that support and expand on your primary keyword.

Think of your primary keyword as the main dish and secondary keywords as the side dishes that complete the meal.

For example:

Primary keyword:t “how to make cold brew coffee”

Secondary keywords:

• Best coffee beans for cold brew
• Cold brew coffee ratio
• How long to steep cold brew
• Cold brew vs iced coffee
• Store cold brew coffee

These secondary keywords help you:

1. Cover the topic comprehensively
2. Rank for related searches
3. Answer common questions
4. Address different aspects of the topic

How to Find Secondary Keywords

Finding secondary keywords is easy if you already know your primary keyword. You can probably brainstorm ideas fairly quickly, or use Google search to help you.

Just look at the “People Also Ask” part of the search results:

And the “People also search for” section:

For even more ideas, open the “Related” report in the Keyword Magic Tool for your primary keyword.

To narrow things down a bit, add a keyword difficulty filter. Going for a custom range of 0-49 covers all keywords marked “Possible” or easier to rank for.

Google can rank your webpage for many related keywords, even if you don’t directly mention them.

In fact, you probably already rank for keywords you’re not targeting. And you can find these terms in Google Search Console.

Click on the “Search results” report in the “Performance” menu.

This report shows all the keywords your website currently receives impressions for in Google search results.

Click “+New” and Select “Page” from the drop-down menu.

Choose “Exact URL,” paste the page URL you want to find secondary keywords for, and click “Apply.”

Now, scroll down to see what keywords your page currently ranks for.

Filter the keywords by impressions to see which ones your page often appears in search results for. But only gets a few (or zero) clicks.

Let’s say your article ranks for “automated SEO tools” but doesn’t mention that exact phrase.

Since users search for this term, consider adding this keyword to relevant content. This might improve your search rankings for that keyword.

Why Secondary Keywords Matter

Secondary keywords are valuable for three reasons:

1. They help you cover topics comprehensively: When you address related subtopics, you show both users and search engines that you’re providing complete, in-depth content. This builds topical authority in your niche.
2. They capture more search traffic: While each secondary keyword might have a lower search volume, together they can significantly increase your total traffic. Think of it as casting a wider net.
3. They make content more natural: Instead of stuffing your primary keyword everywhere, secondary keywords help you write more naturally while maintaining SEO value.

Here’s how to use them effectively:

• Include them in subheadings (H2s and H3s)
• Use them naturally in body text
• Add them to image alt text
• Include them in internal links

10. Geotargeted Keywords

Geotargeted keywords (also called local keywords) help you reach people searching in specific locations.

They come in two main forms:

Location-specific terms:

• “coffee shops in Boston”
• “NYC personal trainer”
• “Chicago deep dish pizza”

“Near me” searches:

• “gyms near me”
• “dentist near me”
• “auto repair near me”

Here are a few examples of geotargeted keywords:

• Live music events in Austin
• Italian restaurants in Los Angeles
• Emergency dentist Chicago
• Farmers markets near me
• Matcha coffee shop New York

Geotargeted keywords are a crucial aspect of local SEO. But what makes these keywords special?

They often trigger local-specific SERP features like:

• Google Map Pack
• Local business listings
• Location-based snippets

Plus, they typically have:

• Lower competition (you’re only competing with local businesses)
• Higher conversion rates (searchers are looking for something nearby)
• More immediate intent (people often want to visit soon)

How to Find Geotargeted Keywords

Finding local keywords starts with your main business category.

Take your primary service or product (like “coffee shop”) and add location modifiers.

This could be city names (“coffee shop Boston”), neighborhoods (“coffee shop Back Bay”), or landmarks (“coffee shop near Fenway Park”).

Next, use Google’s local features to expand your list.

Search for your business type and check:

• What Google suggests in autocomplete
• Questions in the “People Also Ask” box
• Related searches at the bottom
• Businesses in the local pack

Finally, spy on your local competitors using Keyword Magic Tool. Filter by location to see exactly what terms they’re ranking for in your area.
For example, add your target city to the “Include Keywords” filter to see only relevant keywords.

Or you can check the viability of keywords in your target area by entering them into the Keyword Overview tool. And choosing your target location.

Why You Should Use Geotargeted Keywords

Geotargeted keywords are powerful because they catch people at the perfect moment.

Think about it:

Someone searching for “pizza” could be anywhere, doing research, or just browsing.

But someone searching for “pizza delivery Upper East Side” is:

• In a specific location
• Ready to order
• Looking to buy now

This immediate intent makes local keywords incredibly valuable.

Plus, local keywords often face less competition. While you might struggle to rank for “coffee shop,” ranking for “coffee shop Financial District Boston” is much more achievable.

The best part?

Local searches often lead to quick actions:

• Store visits within 24 hours
• Immediate phone calls
• Same-day purchases

Use the Right Types of SEO Keywords for Your Business

The key to success with keywords?

Match them to your business goals.

Want immediate sales? Focus on transactional keywords. Building awareness? Start with informational keywords. Targeting local customers? Use geotargeted keywords.

For more guidance on choosing the right keywords, check out our guide to choosing keywords for SEO.

And find keyword opportunities using Backlinko’s free keyword research tool.