Today, Sixtygram agency invites you to uncover the secrets of keywords and learn how to use them correctly. Mastering keyword usage will help you search more effectively and in line with best practices. If you’re a marketer or someone interested in online marketing, understanding different types of keywords can significantly enhance your marketing campaigns, increasing their effectiveness and success.
What is a Keyword
A keyword is a word or phrase used for searching or matching content to display relevant results. Today, keywords are widely utilized across various online platforms such as Facebook, Instagram, Shopee, TikTok, and more—far beyond just search engines like Google, as was common in the past.
Keywords that people commonly search for can be categorized into two main types:
1. Short-Tail Keywords (Main Keywords) – These are broad search terms with high daily search volumes. They cover general topics and attract a large audience. In contrast, Long-Tail Keywords are more specific and have lower search volumes.
2. Long-Tail Keywords – These keywords are highly specific, detailed, and clearly convey intent. While they have lower search volumes, they help users find your products more easily compared to generic keywords.
Understanding the differences between these two types of keywords and analyzing them using SEO tools allows you to determine which keywords to use and in what situations. This ensures that every search delivers the most relevant results, aligning with the true intent behind your queries in the online world.
Types of Keyword
Understanding keyword types is a fundamental skill for effective marketing. Each keyword type reflects a different user intent, helping you align your content with what your target audience is searching for. By identifying what users are looking for and why, you can create content that better meets their needs. Generally, keywords can be categorized into 6 main types based on user intent:
1. Informational Keywords
Informational Keywords are the most common type of search queries. These are used when users seek information or answers to specific questions. They often begin with basic question words like “what,” “why,” or “how” to find explanations or knowledge on a particular topic. Each results for these keywords typically include articles, videos, or guides that provide relevant information. Examples: “What is SEO?”, “How to do online marketing?” or “Why is SEO important?”.
2. Navigational Keywords
Navigational keywords are used when users want to find a specific website or web page. Examples: “Facebook login” “Gmail sign in” or “YouTube homepage“. These searches indicate a clear intent to navigate directly to a particular site, often because the user is already familiar with the brand or platform.
3. Commercial Keywords
Also known as “money keywords,” these keywords indicate a user’s intent to purchase or compare products/services before making a buying decision. They often suggest that the user is considering a purchase in the near future, making them highly valuable for businesses looking to attract high-quality leads. The content displayed in search results for money keywords typically includes product comparison articles, product listings, reviews, or how-to guides, depending on the specific money keyword. Examples: “Running shoes” or “Best running shoes under 2,000” or “Marathon running shoes”.
4. Transactional Keywords
Transactional keywords indicate a user’s readiness to make a purchase or perform a transaction. These searches typically occur after users have gathered information, made decisions, and are ready to take action or buy. Examples: when searching for “buy running shoes online” the top search results will often be e-commerce websites where users can directly purchase running shoes.
5. Branded Keywords
Branded keywords are search terms that include the name of a company or product within the keyword itself. These keywords are directly associated with a specific brand, making it easier for users to find information related to that brand when searching online. In some SEO tools, branded keywords may be categorized alongside navigational keywords, as users searching for branded terms often intend to visit specific brand-related pages or websites. Examples: “Nike running shoes” (part of Nike) or “Google Analytics” (part of Google) or “Facebook Business Manager” (part of Meta).
6. Local Keywords
Local keywords are used when users are looking for information related to a specific location or nearby services. These searches are geographically specific, often including the name of a city, district, or a particular area. Examples: “Condo Rama 9” or “Parking near Banthat Thong“. And one of the most commonly used variations of local keywords is the phrase “near me”. Nowadays, when we want to find a restaurant or when looking for a gas station in urgent situations. Examples: “Hainanese Chicken Rice near me” or “Gas station near me” or “Cafe near me”.
