We can differentiate keywords based on parameters such as the user’s intention when performing the relevant search or the length and volume of searches. Here are the different types of keywords:
According to user intent
Depending on their proximity or distance from the purchase decision, they correspond to the different moments of the conversion funnel where the user may be located.
Informational: Informational searches occur during the initial phases to seek general details regarding a product or service.
Transactional: Transactional searches aim to finalize a transaction, whether acquiring a service or buying a product.
Navigational: Navigational searches are geared towards locating a particular website online.
Knowledge: we use these to solve a specific problem our users may have. They are far from conversion, but they are those with which the final decision of your objective begins.
Cleaning mosquito nets, what is keyword research
Decision: These searches are close to the conversion, and the final decision will depend on the information found.
clean colada windows, superessential opinions, install artificial grass price m2
Geo: those in which parts of the search involve a request for information about a specific location.
web positioning Madrid, SEO consultant Madrid, mosquito nets Madrid
Depending on the length and search volume
On the other hand, we can group keywords based on their length and the volume of searches they generate, two inversely proportional parameters.
Head tailor generic: These are the most straightforward searches and, simultaneously, the broadest regarding the information they can provide. The head-tail corresponds to a generic concept that generates many searches to bring us massive traffic. Still, at the same time, they have a lot of competition, which is why it is more complicated to position. Less mature users usually make them in the web conversion funnel.
car, perfumes, mosquito nets
Middle tail or semi-generic: They group slightly more specific searches, but they continue to be very broad and, therefore, have a lot of traffic and great competition.
metal mosquito nets, roll-up mosquito nets
Long tail or specific: They make up most of the searches. In this case, these are particular searches that are almost always transactional. Although their traffic is lower, they have almost no competition, which makes them much easier to position.
cheap rolling mosquito nets, Madrid.
Depending on your conversion and competition
Very competitive keywords: there are sectors with a lot of SEO work behind them, and many competitors are investing in SEO, making it more complex to obtain results.
Keywords with little competition
High conversion keywords: those we believe are closest to converting and achieving web objectives.
Low converting keywords.
According to its usefulness
Based on what they will be used for within our website or our strategy, we can categorize them into:
Branded: all how a brand is searched.
superessence, ikea, day, carrefour, mercedes
Brand + product/service: a variation of pure branding but with the search for a specific product or service.
IKEA roll-up mosquito nets
Descriptions of services or products: Users often know what they want, but they have many ways of saying the same thing without naming the product or service they want to hire.
fabric to prevent mosquitoes at home
Product: the exact name of the product or service you wish to purchase.
iPhone 8, CK One, Ford Mondeo.
Keywords categorized by type
By product-service name: Kindle – iPad 2 – Samsung Galaxy – Ford Fiesta
By type of product-service: Minivan – mp3 player – lipstick – LCD television
For the benefit of the product-service: Makeup tricks – how to cut ham – how to format PC – eliminate cockroaches
By recipient of the product-service: Gift for girlfriend – toys for a 3-year-old boy – advertising for companies
By product-service characteristics: Second-hand motorcycle – vacation apartment
By action related to a product or service: Buy a motorcycle – rent a new apartment – download a song.
By location of product or service: Apartment in Madrid – Dealership in Segovia
Types of Keywords according to the medium where they are most used
For voice search: voice assistants play an essential role in users’ daily lives, and Google searches are done through their devices.
Cortana, Siri, and Google Now are some standard devices that you can search for.
For videos on YouTube, Vimeo, etc… They can even be regular searches whose user intention could be to find an explanatory video.
- video on how to put up mosquito nets
Types of Keywords by objective
We can organize them based on the objective that we want them to meet within our online marketing strategy:
To position your brand
For Reputation Management
To get online traffic
To obtain offline traffic, for example, users can be taken to stores.
To get conversions
