Keyword Types a Digital Marketer Should Know

Keyword Types a Digital Marketer Should Know

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It’s said that “The Life of a Digital Marketer in the Hands of Google!”

Many digital marketers relate to that, and many still think they can play around the algorithm. Doesn’t matter how much we try to trick Google; after all, it’s all on the algorithms they come up with, and we strive to meet the milestones.

Same way, Search Engine Optimization is an activity where everyone is trying to compete and rank their websites on the top. And the element which plays a significant role here is KEYWORDS.

What are Keywords?

Keywords are everything for online business.

If you want your website to rank in the  Search Engine Results Page (SERP), then the only game you can play is the Keyword Game.

You can call it the heart and soul of the website, or textual content, or even image and videos. A significant chunk of the Search Engine Optimization is relying on the keywords algorithm.

Knowing Keywords –

Now, if you want to know how keywords work, and what the different keywords are, keep reading. We have come up with all the keywords available. Different keywords have different uses. So read more to understand it all.

20 different keywords you need to know about:

  1. Short Tail Keywords –

Shot Tail keywords are words or phrases that stand as a quick word. To take a few examples, we can write like; a short tail keyword can be anything and everything whatever people are searching for on the web. Like – Food, Beverages, Drinks, Insights, Shoes, Footwear, Dog, Marketing, etc. It can be a short word, phrase, or even a variant.

  1. Long-Tail Keywords –

Long Tail Keywords are precisely opposite of short-tail keywords. A long-tail keyword consists of two to three words at a go. For example, Foods and Beverages Bangalore, Digital Marketing Courses, buy shoes for Women, etc.
Such keywords are used to target a specific set of audience. So unlike the short tail keywords, the long-tail keywords are case-specific on marketing or SEO.

  1. Branded Keywords –

Any keywords that have the name of a brand can be named as a branded keyword. Like Apple, Samsung, HUL, Hindustan Unilever, etc.
Brands use such keywords to rank on SEO based on their brand name.

  1. Non-Branded Keywords –

Any keyword that doesn’t contain the name of a brand is non-branded. Such keywords are used to acquire more of the search engine audience to land up to their webpage.

  1. Inferred Keywords –

If you have heard the term of Geographical keywords, then it is exactly what an Inferred keyword is. To take examples of inferred keywords, you can type, “best bakery in India”, the results you get in the SERP is based on the geographical keywords.

  1. Seasonal Keywords –

The description of a seasonal keyword is exactly as the name suggests. Say you have a Christmas going on, or Halloween, or any special occasion in such cases, you can use these keywords to optimize your SEO. These are what we call as seasonal keywords.

  1. Misspelt keywords –

In Google, people make spelling mistakes. For example, Americans write “favorite,” while Europeans and Canadians call it “favourite.” There are many words and phrases like that. If you target these things and focus on optimizing your content on that, you can perform well in the SERP.

  1. Target Market Keywords –

Think about the time when you try to optimize your website content on behalf of the searches people are doing on Google. Target Market Keywords are words or phrases which you used to target audience uses when talking about your online business or industry.

  1. Customer Targeted Keywords –

In customer targeted keywords, you use keywords by which your customers define themselves. So it’s a pull marketing to your niche customer, like any other type of digital marketing that focuses on inbound marketing.

  1. Product Keywords –

Product keywords allow you to mention and detail whatever you sell in your online business. Like, if you are selling products related to foods and beverages, then you should try to use product keywords related to what people are searching for.

  1. Industry- Leading Keywords –

Industry thought leaders are individuals or groups within your market segment that are known, respected, and set the tone. Everyone else in the same industry knows these people very well.

Search them out, look for experts in Amazon, Google, Facebook, and Twitter. Connecting with them on social is an excellent way to join the conversation, add value, and even learn more yourself. The more you get to know the experts, the better you will be able to position your offering.

  1. Company Name Keywords

Company names are helpful for online businesses. It’s also useful to see how others report on and treat companies similar to yours. Using competing company names, you’ll be able to see who has covered your competition in the news, on forums and blogs, and realize the game and mentions in the digital world. You can dig into their reviews to get a better idea of what you are up against.

  1. Related Vertical Keywords

Related vertical keywords are related to your target segment. Such terms can be included in cases of suppliers to customer industries. But when you mention Related Vertical Keywords, make sure that you are connecting with your audience.

  1. Geo-Targeted Keywords –

Geo-targeted keywords are related to the geographical location that you want to consider when you write content. Simply by adding the city your online business is available in. Like if your online business is present in multiple locations than the hometown, then you can take the name of each city or city and mention on the website.

  1. Broad Match Keywords –

Broad match keywords help you reach a wide range of audiences at a go.

These keywords enable you to reach the widest audience possible, letting you drive a larger volume of traffic to your website. Broad Match is the default match type used by Google Ads. If you add keywords just as they are (without special symbols such as [ ] and +), you need to be ready for Google to show your ads for a much wider range of search queries.

  1. Modified Broad Match –

It’s a type of keywords that slightly lower in reach but more significant in relevance. So it can be used for a very niche audience and products or services which are very posh.

Modified Broad match keyword: +women’s +hats

Matching searches:

  • women’s scarves and hats
  • winter hats for women
  • hats for stylish ladies
  1. Phrase Match Keywords –

The reach with the help of Phrase Match keywords are kind of medium, and the relevancy is also medium.

Some examples are like –

  • Phrase match keyword: “women’s hats”
  • Matching searches:
  • blue women’s hats
  • buy hats for women
  • ladies hats on sale
  1. Exact Match –

As like the name, exact match keywords are meant to be having maximum relevance, and the reach can vary niche to niche.

Exact match keyword: [women’s hats]

  • Matching searches:
  • women’s hats
  • ladies hats
  • hats for women
  • hats women
  1. LSI keyword

LSI or Latent Semantic Indexing is a type of keyword where you focus on the other searches that people do for a specific keyword. And therefore, you build your keywords around that.

  1. Intent targeting keywords

Intent keywords are based on the searcher’s intent on what they search. These are also based on actions like buying, or subscribing, etc. An intent-based keyword can be high intent-based or low intent-based.


Before using any type of keyword, make sure that it suits your online business. If you are a blogger, then you have to be sure about what kind of audience you are targeting, and then only you can decide on the right type of keyword.

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