Keywords Types In Online Marketing – Basic Facts Behind SEO and SEM

Keywords Types In Online Marketing - Basic Facts Behind SEO and SEM

Keywords are one of the most important ranking factors in the google algorithms update for which website ranks in the SERP while doing SEO

keywords types

Keywords Types - SEO and SEM

Keywords are basically words or phrases that the user types into the search engine box while performing a search query. In fact These user intent based Keywords act as a compass for your SEO campaign. Every kind of result displayed by search engines in response to the search query is only possible due to keyword relevancy. In other words whatsoever data available on the web, is accessed by search engine users by typing keywords into the search box in the form of search query. 

Why keywords are too much Importance regarding SEO for web page
  • keyword is a building block concept in web page ranking system in search engine database
  • keywords are words or phrases for which your site rank in the search engine result pages. 
  • Keywords helps users to search their intent based required information
  • keyword act as a access point between user and search engine in order to retrieve information from the web
  • Each and Every webpage available on the web would definitely be optimized for some or other keywords. 
  • a web page without optimization for any number of keywords is baseless. 

Online marketing - How to Choose Keywords Types

If you are a digital marketer and want to build an excellent targeting strategy then knowledge of proper keyword research and analysis becomes a crucial factor as you will only be able to get the result if you have well researched and proper searched strategy that can align with your business & targeted audience. Identification of the best keyword that suited best to your products is the only way to drive quality organic traffic, generating organic qualified leads helping to increase your brand awareness and conversion rate.  

Note: Read this post if you are willing to know about how to choose the best suited keyword or which types of keywords work well for your brand, products or services.

Search Marketing or online marketing is a technique that uses SERP spaces in order to promote their brand, products or services. Search Marketing falls into two categories SEO and SEM.

SEO and SEM are two different approaches in digital marketing or online marketing in order to sell your products to your targeted audience. That’s why the ideas behind choosing the best suited keyword in both cases will be quite different. 

SEO uses free or organic marketing techniques or strategies to display results in the SERP. 

SEM uses paid marketing techniques or strategies to display results in the SERP. It is also known as pay per click marketing or paid search marketing strategy. Google ads or Google Adwords is most commonly used for PPC.

The Process of SEM Involves: 

  • Creating of Ad campaign for search marketing
  • Optimizing campaign as per your search requirement
  • Setting up a required budget in order to get the right placement in the SERP

Semilarity & Difference Between SEO and SEM

Analogy between SEO and SEM

  • Both helps to increase the brand appearance in the SERP
  • Both helps to drive more traffic
  • Both help to understand the interest and behaviour of the audience.
  • Both strategies required testing and continuous optimization 
  • Both target specific keywords, location, audience. 
google analyticsResearch and Analysis Tools
Free SEO Tools
Google Analytics
Google Search Console

Difference Between SEO and SEM

  • SEO uses organic marketing strategies whereas SEM uses paid marketing strategies.
  • SEO optimized product or services shown to everyone whereas SEM optimized product or services shown to targeted audience.
  • SEO takes time to generate results whereas SEM doesn’t take a long.
  • SEO is a long term process whereas SEM depends on the requirement.
  • SEM is good for testing whereas SEO is not good for testing.
  • SEO provides value over time whereas SEM doesn’t provide value over time.
  • SEM results have an ad extension whereas SEO results have featured snippets.

5 Major Keywords Types

Keywords types in Online Marketing (SEO and SEM) are categorized into following: 

  1. Targeting keywords Types
  2. Keywords Types by length  
  3. Google ads keywords Types.
  4. Buyer keywords Types
  5. On Site Keywords Types

1: Targeting Keywords are words or phrases that are used When you sell your industry offering products and services and that should be relevant to the particular audience. These include following types of keyword categories: 

  • Marketing segment keyword
  • Customer defining keywords
  • Product keywords
  • Branded Keyword
  • Competitor keyword.
  • Geo-Targeting keyword. 

Marketing segment keywords: Marketing segmentation is a process of dividing a market into several segments based on the several parameters such as geographic, demographic, psychographic and behavioural. These types of keywords are used to target segment’s products or services of marketing such as running shoes. 

Customer defining keywords  are words or phrases used to target a specific subset of audience or customers. Such as running shoes for male. 

Product keywords  are used to target company’s products or services. These types of keywords are brand oriented products. In other words targeting a product of a particular brand such as Nike flex contact. 

Branded Keyword includes brand name or other relevant information that describes the brand when targeting their products such as Nike running shoes.  

Competitor Keywords are used to research competitors keywords in order to attract a similar audience with interest, behaviour and buyer potential. Such as Nike that could  be the competitor of reebok. 

Geo-Targeting keywords are used to target particular location based services such as running shoes stores near me etc. 

2: Types of Keyword by length:

Google believes in delivery quality and relevant results that’s why continuously working on their search algorithm. In order to be more specific for the particular products or services keywords are categories based on their length.

  • Short tail keyword
  • Mid-tail keyword
  • Long Tail keyword 

Short Tail Keywords are also known as head keywords, broad keywords or generic keywords. They are one word or two word long and very competitive to rank such as running shoes. 

Mid-tail keywords are two to three words long having high volume of search traffic and are also very competitive to rank like short tail keywords such as best running shoes.

Long-tail keywords are more than three word keywords unlike short tail or mid-tail. These are the longest search terms used to target specific audiences or topics. Long-tail keywords are less competitive in nature and have low search traffic but are easy to rank. Usually their conversion rates are higher than short or mid-tail. Ex: best running shoes for bad knees. 

3: Types of keywords used by Google Ads

This type of keywords category are used to create Google ads campaigns these are falls in the following category:

  • Broad match keywords
  • Phrase match keywords
  • Exact match keywords
  • Negative keywords

In Broad match term or keywords, Your ads will be shown by google to users for any broadly matched variation of targeting term such as its phrasal form, singular or plural form, misspelling, stemming or synonym etc. 

Example: A broadly matched optimize ads for “shoes” can be shown by google to those users who are searching for terms like shoes, shoes store, shoes for sale, shoes at discount, buy shoes etc.

In Phrase match keyword or term, your ads will be shown by google to users only if search query includes the exact phrase.  

Example: Phrase match optimized ads for “women shoes” would show for search terms such as women shoes for sale, women shoes at discount, buy women shoes, buy women shoes  etc.

In Exact Match Keyword, Your ads will be shown by google to those users whose search query is extremely close to your targeted term. Some basic criteria for this category are misspelling, singular or plural form, stemming, abbreviations,  reordered word, paraphrases or word with the same search intent of the exact match term.   

Example: Exact match optimized ads for “women shoes” would show for search terms like woman shoes, shoes women or shoes for women.

Negative keywords are those words or phrases that are intentionally excluded from search Ads campaigns. They could be the variations of broad, phrase and exact match terms. This type of keywords are used to instruct search engines to not show their ads in the search result for these search terms.  

Example: A search ads for broad match term “women shoes”, then negative keywords could be men’s shoes, shoes for guys etc.

4: Types of Buyer keyword

  • Informational keywords

  • Navigational keywords. 

  • Transactional keywords. 

.Information Keywords or know keywords are used by searchers to find any information about a topic products or services for which they are aware. Usually it is used when searches are in the awareness phase of the purchase funnel. Example: what are the best running shoes for men.

Navigational Keywords or go keywords used by searchers when they want to visit a brand specific website. These types of keywords are often used when searchers are in the consideration phase of the purchase funnel. Example: Nike running shoes.

Transaction keywords or do keywords are used by searchers when they are ready to make a purchase. Usually it is used when searches are in the conversion phase of the purchase funnel. variations of broad match keyword, phrase match keywords, exact match keyword that are used to stop showing your Google ads search campaign in the SERP.

5: Types of On Site Keywords

  • Primary Keyword
  • LSI Keyword

Primary keywords are the one of the most important keywords that is used during the optimization of web page content. Webpage with primary keyword optimization gives a clear signal to both users and search engines that the web page of a website is particularly about this keyword. 

LSI Keywords or related keywords are words or phrases used to support the primary keyword during the optimization of content of the web page LSI keywords are semantically related to primary keywords. It is recommended to use one primary keyword and three to four related or secondary keywords in your optimized content that can help search engines to understand your web page content in order to get a better ranking position in the SERP. 

Latent Semantic Indexing – LSI is a system used by search engines to understand the relations between different concepts and terms using Rank Bran ALgorithm. LSI keywords are not synonyms but user intent based and closely related to the particular topic such as if the keyword is a Jogging then LSI keyword can be Shoes, Cardio etc not running as running is just a synonym of jogging.

Google Autocomplete feature within google search engine is one of the most authentic and popular ways of finding LSI keywords.

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