Not all keywords work the same way. Understanding the different types helps you target the right audience at the right time. Let's break down each type and see how to use them effectively.
Search Intent Keywords
Informational Keywords
Users want to learn something
Example: "how to create a content strategy"
Best for: Building awareness and trust
Use in: Blogs, guides, tutorials
Navigational Keywords
Users search for specific websites
Example: "facebook login"
Best for: Brand visibility
Use in: Homepage and main sections
Commercial Keywords
Users compare options
Example: "best content marketing tools"
Best for: Product comparisons
Use in: Review pages, comparison guides
Transactional Keywords
Users ready to take action
Example: "buy marketing software"
Best for: Sales pages
Use in: Product pages, pricing pages
Brand-Based Keywords
Branded Keywords
Include company or product names
Example: "semrush pricing"
Best for: Converting brand-aware users
Use in: Product and company pages
Non-Branded Keywords
Focus on features or solutions
Example: "keyword research tool"
Best for: Reaching new audiences
Use in: Educational content, landing pages
Specificity Keywords
Short-Tail Keywords
Broad, general terms
Example: "marketing"
High search volume, high competition
Best for: Building topic authority
Long-Tail Keywords
Specific, detailed phrases
Example: "digital marketing strategy for small business"
Lower volume, easier to rank
Best for: Targeting specific needs
How to Choose Keywords
Pick keywords based on your goals:
Building awareness? Use informational keywords
Increasing sales? Focus on transactional terms
Targeting new markets? Try non-branded keywords
Supporting existing customers? Include branded terms
Remember: Keywords often fit multiple types. "how to use semrush for keyword research" is both informational and branded.
Need help choosing the right keywords? Contact our support team at support@getarrow.ai or click the chat icon in the lower right corner.