The different types of keywords show the complexity of the search engine in Internet search engines over the years.

Keywords! What are they? What types are there? How do they work? Why are they so important for digital marketing and search engine rankings? In this article, we present the main types of existing keywords and their importance for Search Engine Optimization Read on!

What are keywords?

The keywords are the tools used by Internet users to find solutions or answers to your questions. In other words, they are instruments that give direction to a search made by your audience in the digital environment.

When a user types in search engines like Google what they are looking for on the internet, they are using keywords.

For companies and brands, keywords are the ones used to guide a Content Marketing strategy on your website or blog. If your brand uses the right words, the content you want to communicate will reach the ideal audience for you. Customers will find in your business what they are looking for. 

What types of keywords are there?

We can catalog the keywords in two types according to their function. On the one hand, we have the keywords according to the search intention and on the other according to their composition. 

Search Intent

Navigational - These types of words are used when customers use the name of the brand or product in a search engine to access the official website. Instead of typing the entire web address in the browser, consumers type the name of the company or brand. 

Informative - These words are used in searches where users need information on a topic without purchasing intent. Here are some examples:

Commercial - They are those that the audience uses to acquire a product or service and that can be used in a Marketing strategy focused on SEO. Here are some examples:

«Purchase of automobiles», »Purchase of life insurance», «Purchase of mobile phones».

Composition 

Generic keywords - They are those that are used when clients intend to search for general information on a topic. With these words, customers collect information about a service or business and outline their future purchases. Here we leave you some examples:

"Life Insurance", "Best Restaurant", "Fast Food" and more. 

Semi-generic keywords - Consumers use these words in a more specific way since they have knowledge about what they are looking for, thus refining their searches with descriptions that are not yet very specific.

Without being specific, they add words associated with types of services. The results of this search allow customers to consider options they may not have appreciated before. They compare qualities of services or products such as prices, quality, and brands. 

Here are some examples: 

«Life insurance price comparison», «Cheap and best restaurant», «Healthy fast food».

Long-tail keywords - Also known as long-tail, these words are very popular because, although they have a low level of competition, they are extremely segmented, that is, they reach a smaller but also more qualified audience. When the consumer already knows what he wants and is about to make a decision, he finds himself for a purchase or contract.

The results that are achieved through the long-tail keywords will be your main reference to choose a product. Here the deciding factor depends on the competitive price and the confidence that the brand generates in the consumer. Some long-tail keywords are:

«Comparison of life insurance prices», «Cheap restaurant in Mumbai», «Healthy fast food to lose weight».

How to use each type of keyword in an SEO strategy?

Once you know the types of keywords, it is necessary to understand how we can use them to improve your SEO positioning. As you may have noticed, consumers tend to search through brand names, products, or services with the intention of purchase or the simple use of information. 

For both commercial and informative actions, your brand must encompass both to create a greater presence in the life of the audience. Customers do not usually use just one word to find the topic of interest or decide a purchase, their searches are specific, so including more than one keyword in your content is an excellent option.  Offer your service clearly, choose each word well according to the heading of your business, your brand name, type of product, a word that refers to your prices, and, if your business is local, add an address. 

What do we conclude from the topic?

Knowing the types of keywords, understanding them, and learning to differentiate them is important to establish positioning goals, because, nowadays, a good Search Engine Optimization strategy is essential for any company that undertakes digital marketing campaigns.

If you still do not know the subject, SEO is a term that points to all those techniques and actions to improve the positioning of a website among the different search engines on the network. This activity will have the purpose of positioning your brand's website or page in the first places of the SERPs, which will help you reach a larger audience. 

Consequently, creating content that includes keywords is an excellent method of earning search engine benefits.