Keywords are the backbone of search engine optimisation. Keywords provide a bridge between what people are looking for and the content you produce. For business, targeting the right keywords makes all the difference between whether or not to drive relevant traffic to a website, boost visibility, and generate more conversions.
In this blog, we shall explain what keywords are, how important they are, and the benefits they bring.
Then, we shall understand the 12 main types of keywords that you should know for a successful SEO strategy in 2025.
What Are Keywords in SEO?
Keywords are the words and phrases in which a search is conducted using search engines to search for information, products, or services. For instance, if someone searches for “best smartphones under $500,” the phrase is a keyword.
When you have optimised your website using the right keywords, it enhances the opportunity for your content to be featured on SERP for the relevant queries.
Why are Keywords Important in SEO
Keywords connect algorithms of search engines with what a user intends.
Here is why they’re important:
Increase Visibility:
Using the right keywords to optimise your website helps the search engine make sense of your content and increase the ranking chances for that piece of content.
Brings Relevant Traffic:
Keywords draw users into your website who are actively searching for the things you have to offer. Relatively, the traffic on the site is more relevant.
Supports Content Creation:
Keywords give insight into what your audience wants, hence creating content that resonates with your audience.
Boosts Conversions:
You are likely to attract users who want to make a purchase, sign up for a service, or do any other action by targeting high-intention keywords.
Advantage Over Competitors:
You get to identify and target keywords that your competitors may have missed and gain an edge in your industry.
Benefits of Using Keywords Effectively :
Better User Experience:
If your content is relevant to user intent, visitors will be less likely to bounce off the site, leading to lowered bounce rates and a more satisfied user.
Cost-Efficient Marketing:
Targeting specific keywords minimizes wasted effort on irrelevant audiences.
Informed Strategy:
Keyword research helps you understand market trends, user behaviour, and even emerging opportunities.
Rising Return on Investment:
Optimizing for the right keywords ensures that efforts can be translated into measurable results such as leads and sales.
How Keywords Are Helpful to SEO
Here’s how keywords work in an SEO strategy:
Search Engine Crawling and Indexing:
Keywords help search bots understand what your content is about so they can index it properly.
Matching User Intent
They ensure your content lines up with what users are searching for.
Boosts On-page SEO:
Keyword usage in titles, headings, meta descriptions, and content boost on-page optimisations
Improves Paid Campaigns:
Keywords are used in Pay-Per-Click ads to ensure your campaigns target the right audience.
If you are interested and want to learn more about digital marketing check out my post The Ultimate Digital Marketing Beginner Guide: Your Step-by-Step Guide. You are beginning an adventurous journey!
12 Types of Keywords in SEO
Now that you have the best understanding of what keywords are and their significance in implementing SEO, let’s dig into the 12 main types and their proper usage.
1. Short-Tail Keywords
Short-tail keywords are general terms that have high volume but low specificity.
2. Long-Tail Keywords
Long-tail keywords are detailed phrases that will have a lower volume but greater intent; therefore, they are valuable for your conversions.
3. Exact Match Keywords
Exact match keywords accurately mirror search queries, thus providing high targeting accuracy.
4. Broad Match Keywords
Broad-match keywords cast a more significant net, including variations and synonyms, reaching a larger audience.
5. Branded Keywords
Keywords like this include brand names and are extremely important for building brand recognition and safeguarding your online presence.
6. Non-Branded Keywords
Non-branded keywords target unknown customers without a familiarity to your brand, hence defining expansion.
7. Commercial Intent Keywords
These are keywords showing a user’s desire to research a product or service before buying.
8. Transactional Keywords
The transactional keyword clearly has purchase intent and is best for generating revenue.
9. Informational Keywords
These are academic keywords used by users looking to learn something or get an answer to a question or topic.
10. Local Keywords
To capture the geographical location, businesses often use local keywords, especially those with geographic specificity.
11. LSI Keywords
Latent Semantic Indexing Keywords are semantically related terms that improve the relevance of content.
12. Evergreen Keyword
Evergreen keywords remain relevant from time to time; they keep on bringing a consistent flow of traffic to your website.
Magical Keyword Research Tip:
Think like your customer while choosing keywords. Ask yourself, “What would I type into Google if I were looking for this?” This subtle mindset shift can lead you to goldmine keywords that relate to your target audience.
And don’t forget: SEO is a journey, not a sprint. Even small, regular improvements in keyword research are enough to lead to long-term success.
Conclusion
Keywords are one of the most essential pieces in ensuring any success in search engine optimisation. Knowing their types and benefits is important for a well-rounded approach to improve visibility, attract the right audience, and drive results.
Begin with a combination of keyword types to represent different buyer journey stages. Utilise Google Keyword Planner, SEMrush, or Ahrefs to research and implement the best keywords to help you achieve your goals.
With good effort and approach, keywords will be your support for dominating search rankings and realising your business objectives in 2025 and later.