Insider’s Guide on 15+ Types of Keywords in Digital Marketing

If you are a beginner in digital marketing, then you must have heard a lot about the term keywords by most of the digital professionals, experts or specialists.

Now in a digital era, businesses, websites, products, or any other thing rely on the Keywords. 

While choosing the best keywords for your website or business it is important to put some time in finding the most accurate keywords relevant to your business.

Using the keywords will give you a realistic way of what keywords you should use on for your website and how effective they will be in marketing your site or business.

 So in this article, I will provide you with all the detailed Information about the keywords used in digital marketing that would be beneficial for you. 

So let’s dive into keywords. 

What is Keywords in Digital Marketing

Keywords  (also called search terms, search phrases or search queries) are the words or the phrases that most of the searcher or user type into the search box of a web search engine like google, bing, or yahoo while they search for a particular product, topic or services.

According to Internet live stats, there are over 3.5 billion Google search queries made per day, which makes some keywords in the search results highly competitive while other keywords are comparatively less competitive. 

To stand a chance in the top position of Search Results, it is important for you to know which type of keywords will work best for your business, blog, product or service. 

By identifying the best keywords types for your business, you can easily drive most of the traffic, qualified leads, and conversion for your business.

So, to know which type of keywords will best for your business, you must first know the different types of keywords used in digital marketing. 

Let’s get into the types of Keywords. 

Types of Keywords in Digital Marketing

In the world of the Internet, Keywords are basically divided into the following types. 

  • Targeting Keywords
  • Keywords by length
  • On-site Keywords
  • Buyer Keywords
  • Google Ads Keywords

Let’s get one by one in more detailed. 

1. Targeting Keywords

Targeting keywords are the phrases and terms that are related to your Industry, offerings, and audience. These type of keywords are basically relevant to your products or services on the website.  

The types of targeting keywords included in this category are:

  • Market segment keywords

Market Segment keywords are the generic keywords that a target audience uses to search for general information within an industry or brand.

That is the term that is associated with an industry or niche marketing purposes.

Example: Android mobile phones 

  • Customer-Defining Keywords

Customer defining keywords are keywords that are a focused or specific subset of target customers or audiences. In these types of keywords, customers usually use words or phrases that define themselves.

Example: mobile phone for gaming

  • Product defining Keywords

Product keywords are the phrases that directly reference a company’s products or services.

The searcher will type in these types of keywords in the search box when they are looking for a specific product, service or idea that they want to acquire or to get information about.

Example: Samsung galaxy note 9 

  • Branded Keywords

Branded Keywords are the search terms that basically include a brand’s name or the other branded terms.

These type of keywords normally include a brand name along with a product type, product name or other descriptive phrases. 

Example: Samsung android phones

  • Competitor Keywords

Competitor Keywords are the search terms that the target audience search of competitive brands, products or services.

These keywords are beneficial for the brand as it gives the brand a way to attract a similar audience of their interest.

Example: For Samsung, a competitor keyword could be oppo android phones

  • Geo-Targeted Keywords

Geo-targeted keywords are the search queries that user searches to identify a product in a location.

These are the keywords that customer is basically looking for the results nearby them or in the location in which they are usually interested in.

Example: Samsung mobile phone center in Mumbai     

2. Keywords by Length

These the Keywords that are evaluated on the basis of their length that user type into the search box.

The  types of keywords that are described by their length are :

  • Short Tail Keywords

Short tail keywords (also called as Head Keywords or the generic keywords)are the phrases that usually comprises one or two words. These search queries have a high volume of search traffic and are very competitive to rank for.

Example: Android mobile phones

  • Mid-tail Keywords

Mid-tail keywords are the keywords that usually fall in between the short-tail keywords and long-tail keywords.

These keywords comprise the search phrases that have two or three words and are slightly descriptive than the short-tail Keywords. 

Example: Best android mobile phones

Image credit: Seopressor
  • Long-Tail Keywords 

Long tail keywords are the search terms that are very long and targeted to a specific topic or audience in a particular Niche. 

These keywords normally have low search volume and are very less competitive as compared to short tail Keywords.

 Example: best Samsung phone for old people 

3. On-Site Keywords

On-site, keywords are the search terms that are used to create content on a website.

These keywords are usually used while doing the SEO of a website like a landing page or blog post.

The on-site keywords are: 

  • Primary Keywords

Primary Keywords are the main search terms that are used on a webpage of the site.

Each page on a website contains one or two primary keywords that send clear signals to the readers and search engines that the page is about the particular keyword. 

Using the primary keywords will improve the search traffic and it would be easy for the webpage to rank for that keyword.

Example: mobile phone for professionals

  • Latent Semantic Keywords 

LSI keywords(also called related keywords) are the search phrases that are semantically related to, or synonyms of, a primary keyword.

Each webpage should contain one main keyword and two to four semantic keywords that will give the additional value to the content, as these keywords are to support primary keywords in a piece of content.

These types of keywords give advantages as it helps the search engine to understand and better rank the page for the page.

Example: Samsung mobile phones reviews 

4. Buyer Keywords

Buyer keywords are the phrases that users search when they are looking for a particular service or product.

Normally, these keywords are used when a user wants to purchase specific products. 

Each type of buyer keyword represents a distinct type of search intent.

The types of buyer keywords

  • Informational Keywords

Informational keywords (also called Informational keywords) are the search terms that users search when they want to find general information about a specific topic.

These are the keywords that users search when they are want to know about the products or services in the awareness phase.

These keywords are used in the awareness phase of the purchase funnel.

Example: which is the best mobile android phone

  • Navigational Keywords

Navigational keywords (or go keywords) are the keywords that users search when they want to visit a website for a specific brand.

These keywords provide users with a different brand to see which brand or products provide them with the best solution to their problem. 

These keywords are used in the consideration phase of the Purchase Funnel

Example: Oppo mobile phones

  • Transactional Keywords

Transactional Keywords (or so keywords) are the keywords that users search when they are all ready to make a purchase of products or services.

Users use these type of keywords when they are already aware of what they want to buy and make specific buying keywords to help them find the products at the right place.

These keywords are used in the conversion phase of the Purchase Funnel

Example: best deals on Samsung mobile phones

5. Google Ads Keywords 

Google ads for Keywords are the search phrases that marketers used to create for a targeted ad campaign.

The Google ads Keywords are:

  • Broad match keywords

Broad match keywords are the search term that you will target in the Google ads search campaign. These keywords show the ad result that is a variation of those keywords. 

The ad will show the searcher for similar phrases, singular, misspelling, synonym or any other related variation of the broad match term.

Image Credit: Semrush
  • Phrase match keywords

Phrase match keywords are the specific search terms that you will use in the Google ad campaign. These keywords will show the ads result with an exact phrase match of keywords.

The search engine provides the search result if a search query includes exact phrases.

It may include the words that may come before and after the phrases but will show you with an exact match that user searches.

  • Exact match keywords

Exact match keywords are the specific keywords that you will use in the Google ad campaign to provide the user with the search result that is extremely closely related to the exact match keywords. 

All the words with misspellings, singular or plural forms, reordered words, paraphrases, or closely related words fall into these criterion.

  • Negative keywords

Negative Keywords are the search phrases that you exclude from the search ad campaign.

 These are the keywords that are not related to the ad campaign, target page content, ad copy or the products or services that are not associated with the ad campaign.

These keywords might be semantically related, but they don’t provide the connection between the ad campaign.


Now that I have provided you with the distinct types of keywords that are used in digital marketing.

I hope it will help you to get connected with your target audience and drive more traffic to your website. 

All these types of keywords are used in digital marketing at various modules like SEO, SMM, Google Ads campaign, and more.

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Priyanka Singh

Priyanka Singh

Hey! I'm Priyanka - Initiator of Ecommshala. I have created Ecommshala as I love Reading & writing about eCommerce business, digital marketing, blogging, etc. With that, I also like to help you master content creation, digital marketing, and build a successful business online. Keep Reading My Blog.

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