10 Types of Keywords in SEO Every Entrepreneur Should Know

Every founder and indie hacker knows that balancing marketing, product development, and customer support can stretch you thin. Yet in that whirlwind of tasks, keyword research remains the foundation of any content strategy—treating every search term the same can leave you chasing empty pageviews or overlooking high-value opportunities.

In his 2002 taxonomy, Andrei Broder showed that queries fall into distinct intent buckets—informational, navigational, transactional—each revealing what users really want at that moment. Aligning your keywords with those intentions is the first step toward content that reaches the right audience and drives real impact.

In this guide, you’ll explore 10 essential keyword types—from broad “seed” terms to precise local phrases—complete with hands-on methods for uncovering, evaluating, and prioritizing them. Consider this your roadmap to turning limited time and budget into a targeted content plan that moves the needle.

1. Seed Keywords

Seed keywords are the building blocks of your SEO strategy. These one- or two-word “trunk” terms capture the essence of your business or core offerings. Think of coffee, espresso, or cold brew for a boutique café—each acts as a launchpad for more specific keyword research.

By identifying the right seed terms, you ensure that every subsequent layer of keywords—long-tail variations, niche phrases, and beyond—stays aligned with your brand and audience. Without solid seeds, you risk drifting into irrelevant topics or missing high-intent searches.

How to discover your seed keywords:

• Brainstorm from your core products or services. Jot down the key concepts that define what you offer.
• Scan your website’s navigation, category pages, and menu labels for recurring terms.
• Review competitors’ homepages and service sections to see which fundamental words they emphasize.
• Use tools like AnswerThePublic to visualize common questions and topics seeded by your basic terms.
• Try Semrush’s Keyword Magic Tool, filtering for keywords with just one or two words to uncover high-level opportunities.

Example: A small coffee shop might start with:

• coffee
• espresso
• cold brew

From these seeds, you can branch out into longer, more specific queries like “cold brew recipe” or “espresso machine maintenance.”

Common Pitfalls in Choosing Seed Keywords

It’s tempting to pick every broad term in your niche, but overly generic seeds can lead you off track. If a seed doesn’t clearly connect to your ideal customer, skip it. Before you settle on a seed keyword, ask yourself: “Will this term attract someone who actually cares about what I offer?” If the answer is no, refine until your seeds feel targeted and relevant.

2. Informational Keywords

Informational keywords power the top of your funnel—these are the queries people type when they want to learn something new, solve a problem, or get clarity on a topic. They often begin with phrases like “how to,” “what is,” “guide,” or “tips,” signaling that the searcher isn’t ready to buy yet, but is hungry for reliable answers.

By targeting informational keywords, you position your brand as a trusted resource. When someone googles “how to choose a coffee blend,” finding your step-by-step guide can create a strong first impression. Likewise, answering questions like “benefits of matcha tea” builds credibility, introduces readers to your products, and primes them for deeper engagement down the road.

How to uncover high-value informational keywords:

• Leverage Google’s “People Also Ask” and “Related Searches.” Start typing a common question into Google and note the suggested follow-up queries—it’s a quick way to build a list of real-world questions.
• Use the Semrush Keyword Magic Tool and filter by Intent = Informational. This will surface phrases that indicate learning intent, complete with monthly search volumes and keyword difficulty scores.
• Review your Google Search Console query reports. Look for the questions and “how to” phrases that already drive impressions to your site—those are low-hanging fruit you can optimize further.

Armed with these insights, you can craft content that not only ranks but truly answers your audience’s burning questions. And when your articles become the go-to resources, you’ll naturally earn backlinks, social shares, and repeat visitors.

Structuring Content for Informational Keywords

To make your informational pages scannable and engaging, break them into bite-sized chunks:

• Use clear, numbered headings for each step or subtopic (e.g., “Step 1: Grinding Your Beans,” “Step 2: Water Temperature”).
• Incorporate concise explanations, bulleted lists, or quick-reference tables to highlight key takeaways at a glance.
• Add an FAQ section at the bottom to capture related questions that didn’t fit neatly into your main narrative.
• Include simple diagrams or images—visuals can demystify complex processes faster than paragraphs of text.
• Link internally to deeper dives or related articles (for example, link from a general “how to choose a coffee blend” post to a specific “dark roast vs. light roast” comparison).

By organizing your content thoughtfully, you not only satisfy search engines’ desire for clarity and relevance but also create an enjoyable reading experience that keeps users clicking through your site.

3. Commercial Keywords

Commercial keywords are used by searchers who are narrowing down their options and getting ready to make a purchase. These queries often contain words like “best,” “vs,” “review,” or “compare,” signaling that the user is evaluating products or services rather than simply gathering information. By targeting commercial keywords, you catch prospects in that crucial mid-funnel stage—when they’ve identified a need and are weighing the pros and cons of different solutions.

Unlike informational searches, which focus on “how to” or “what is,” commercial queries reflect a clear interest in your category. Someone typing “best cold brew maker under $50” is far closer to buying than someone who simply searches “cold brew recipe.” Crafting content around these evaluation-driven terms helps your site become part of that decision process.

How to find commercial keywords:

• Combine your seed keywords with commercial modifiers such as best, top, review, compare, or vs.
• Use Semrush’s Keyword Magic Tool (or similar) and filter by Intent = Commercial to see phrases with buying signals.
• Review competitor comparison pages or product roundups to spot recurring phrases and feature-based language.

Examples of commercial keywords:

• best cold brew maker under $50
• espresso machine vs French press
• matcha tea reviews
• top organic coffee grinders

Optimizing for Commercial Keywords

To capture and convert mid-funnel traffic, your commercial pages should go beyond a standard blog post. Start with a clear, benefit-focused headline that includes the target keyword—for instance, “Top 7 Cold Brew Makers Under $50 (Tested and Rated).”

Use comparison tables or star-rating visuals to present features at a glance, helping readers quickly scan and filter options. A simple pros and cons list under each product section adds transparency and builds trust. Wherever possible, integrate genuine testimonials, expert endorsements, or third-party badges (like “Best Buy Award 2024”) to reinforce credibility.

Finally, close the gap between evaluation and purchase with unmistakable calls-to-action. Buttons labeled “View Latest Price,” “See Full Review,” or “Buy Now” should be prominent and consistent across desktop and mobile. By structuring your content as a one-stop evaluation hub, you guide prospects from comparison through to conversion without friction.

4. Transactional Keywords

Transactional keywords are the bottom-funnel search terms that signal a clear readiness to buy. These queries often include action-oriented words like buy, order, subscribe, or price incentives such as discount, coupon, and free shipping. When someone searches “buy organic matcha powder” or “coffee grinder discount code,” they’ve already done their research and are looking for the easiest path to checkout.

Because they capture users at the moment of decision, transactional keywords can deliver some of the highest conversion rates in your content strategy. Rather than educating or comparing, your goal here is to make purchasing as smooth and appealing as possible.

How to find transactional keywords:

• Combine your seed terms with transactional modifiers. Start with words like buy, order, coupon, discount, deal, or free shipping.
• Use Google Autocomplete. Type in your seed phrase plus a modifier and note the suggestions that auto-populate.
• Filter with a keyword tool’s “Include” feature. In Semrush’s Keyword Magic Tool (or similar), add your chosen transactional modifiers to the Include filter and review the results for volume and competition.

Examples of transactional queries:

• “buy organic matcha powder”
• “coffee grinder discount code”
• “order espresso machine online”
• “cold brew maker free shipping”

Crafting High-Converting Transactional Pages

To turn transactional traffic into sales, design pages that remove any friction between intent and action. Start by placing a prominent “Buy Now” button above the fold—visitors shouldn’t have to scroll to take the next step. Surround that CTA with trust badges, secure payment icons, or money-back guarantees to reinforce confidence.

Keep forms and checkout flows as brief as possible. Ask only for essential information, and clearly display shipping costs, return policies, and delivery estimates. If you offer limited-time promotions, highlight countdown timers or inventory levels to introduce a sense of urgency. Every element on the page should funnel attention toward completing the purchase, leaving no ambiguity about how to convert.

5. Navigational Keywords

Navigational keywords are the terms people type when they want to go directly to a particular website or page. These queries often include a brand or product name paired with a specific action or destination—think “Starbucks login,” “Amazon customer service,” or “YourBrand contact us.” When your audience uses navigational keywords, they’re past the research phase and simply looking for a shortcut to your content, tools, or support pages.

Incorporating navigational keywords into your site structure and SEO strategy helps loyal customers and prospects find you faster. By optimizing page titles, meta descriptions, and on‐page headings for common branded queries, you can capture this high‐intent traffic and reduce frustration for users who already know where they want to go.

How to find your navigational keywords:

• Check Google Search Console’s Performance → Queries report for brand name searches. Look for patterns like brand + login, brand + support, or brand + coupon.
• Use Semrush’s Keyword Magic Tool and filter by Intent = Navigational to uncover branded phrases and page‐specific queries your audience is using.

Examples of navigational keywords:

• “Starbucks login”
• “Facebook help”
• “YourBrand contact us”

Handling Misspellings and Variants

Next, implement redirects or rewrite rules for common misspellings and shorthand versions of your brand. For example, if users frequently type “Starbuks login,” a redirect to the correct login page ensures they land where they intended.

Additionally, review your site’s internal search data to see the exact terms visitors use when navigating your pages. Surface those variants in navigation menus or on-site search suggestions so that even if someone misses a letter or uses an abbreviation, they still find the right destination.

6. Long-Tail Keywords

Long-tail keywords are those highly specific, multi-word phrases that tend to have lower search volume but far more precise intent. Rather than competing for broad terms (“running shoes”), you aim for queries like “best waterproof trail running shoes for wide feet.” These longer queries often reveal what the user really wants—whether that’s a niche feature, a special use case, or a localized need—making them powerful drivers of qualified traffic and conversions.

Because fewer sites target these detailed phrases, long-tail keywords usually have less competition. They also tend to convert better: someone typing a long, descriptive search is very close to making a decision. For entrepreneurs juggling tight timelines and budgets, long-tails represent an efficient way to rank quickly and bring in visitors who are ready to engage with your product or service.

How to find long-tail keywords:

• Use Google Autocomplete. Start typing your seed term and see what multi-word suggestions appear—these are genuine searches from real users.
• Explore “People Also Ask.” Questions that pop up under your core topic often contain long-tail queries you can target as individual subtopics.
• Analyze Google Search Console. Look at queries where you rank on page 2 or 3; with a bit of optimization, those can become page 1 winners.
• Tap into niche communities. Browse relevant subreddits, specialized forums, and Q&A sites like Quora to uncover the exact phrases your audience uses—and the problems they need solved.

By building content around these longer, more descriptive searches, you not only tap into ready-to-act audiences but also bolster your overall topical authority. Each long-tail page can become a mini-landing page that addresses a precise user need, guiding visitors toward deeper engagement or purchase.

Prioritizing Long-Tail Keywords for Quick Wins

To maximize impact with minimal effort:

• Target low-difficulty keywords (KD < 30). These have fewer established competitors, so new or smaller sites can gain traction fast.
• Focus on queries where you already hold a mid-pack position. If you’re ranking in spots 11–20, a few tweaks—better on-page optimization, improved internal linking, added FAQs—can propel you into the top 10.
• Group related long-tails into clusters. Answer several closely tied queries on one comprehensive page, interlinking sections to concentrate relevance and signals for search engines.
• Monitor performance and iterate. Use your SEO tool or Google Analytics to track which long-tail pages are edging up. Double down on what works: expand winning topics, refresh underperformers, and prune outdated content.

By zeroing in on these specific, high-intent searches, you’ll see faster ranking improvements, more qualified site visitors, and ultimately, stronger conversion rates without the uphill battle of head-term competition.

7. Short-Tail Keywords

Short-tail keywords are those broad, one- or two-word phrases that attract massive search volume—and often intense competition. Terms like “running shoes” or “digital marketing” sit at the top of the search demand curve. While they can be tough to rank for, they play a crucial role in establishing your site’s overall authority on a topic and driving large-scale traffic.

Because short-tail keywords capture a wide range of user intents—from research to shopping—they tend to have lower conversion rates than more specific queries. That said, ranking for a head term sends a powerful signal to search engines that your site is a go-to resource. Over time, this authority trickles down, helping your related long-tail and niche pages climb the rankings more easily.

How to find short-tail keywords:

• Competitor analysis: Use Semrush’s Organic Research report to see which high-volume terms drive traffic to your top competitors’ pages.
• Google Autocomplete: Type your broad seed keyword into Google and note the simple suggestions; trimming modifiers often reveals the core head term.
• Industry reports and trend tools: Check market overviews or platforms like Google Trends to identify evergreen head terms in your niche.

Example short-tail keywords:

• running shoes
• coffee makers
• SEO services
• project management

Using Short-Tail Keywords Strategically

Rather than scattering your efforts across random head terms, build a comprehensive pillar page that tackles every angle of your chosen short-tail keyword. For instance, a “Complete Guide to Running Shoes” can cover fit, cushioning types, brands, and maintenance. Within that pillar, link out to detailed articles on subtopics—like “best trail running shoes for wide feet” or “how to clean mesh running shoes”—to funnel readers into more specific content. This hub-and-spoke approach concentrates relevance on your pillar, signals depth to search engines, and gives visitors a clear path from broad overview to the precise solution they need.

8. Niche Keywords

Niche keywords are ultra-specific search phrases that speak directly to a narrow audience segment. Instead of casting a wide net with broad terms, niche keywords zero in on unique product features, specialized use cases, or highly targeted customer needs. For entrepreneurs working with limited resources, ranking for these precise queries often comes faster and yields a higher conversion rate, since the user’s intent is crystal clear.

Because they cater to a small but passionate group, niche keywords tend to have lower search volume but also much less competition. That makes them a perfect opportunity for startups or indie creators to build credibility in micro-communities before tackling more competitive head terms.

How to discover niche keywords:

• Community research: scan relevant subreddits, industry forums, or Facebook groups for the exact language your audience uses when discussing problems or product features.
• Customer interviews and surveys: talk directly to your existing users. Ask how they describe the product or service you offer—those verbatim phrases can be gold.
• Modifier exploration: combine your seed terms with unique qualifiers like material, demographic, workflow, or style. Think “vegan baby soap,” “offline project management app,” or “4080 CUDA cores benchmark.”
• Niche directories and marketplaces: browse category listings on Etsy, specialized SaaS marketplaces, or trade-specific e-commerce sites to uncover the long-tail variations that convert.

Example niche keywords:

• “vegan baby soap” — zeroes in on parents seeking cruelty-free skincare for infants
• “4080 CUDA cores benchmark” — appeals to GPU enthusiasts hunting detailed performance data
• “adjustable sit-stand desk for petite users” — speaks to a very specific ergonomic need

Validating Niche Keyword Opportunities

Before investing time in content or product pages for a niche term, make sure there’s enough underlying interest and a real opportunity to serve it:

1. Compare search volume and traffic potential: Tools like Semrush or Google’s Keyword Planner can reveal monthly search counts. Even if volumes are modest, look for consistency over time rather than one-off spikes.
2. Assess competition: Perform a quick Google search for the niche phrase. If existing results are forum threads, marketplace listings, or low-authority blogs, you’ve likely found an opening.
3. Confirm fulfillment feasibility: Ensure your product or content can genuinely satisfy the query. If you spot a niche keyword with high traffic but no matching solution, consider whether you can build or document what’s missing.
4. Track early performance: Launch a brief ad test or publish a minimal viable page to gauge click-through rates and engagement. Early data can guide whether to double down or pivot to a related niche opportunity.

By validating niche keywords before full-scale rollout, you avoid investing in topics that won’t drive meaningful traffic or conversions. Instead, you focus on tight clusters of demand where your offerings can stand out and win.

9. Branded and Unbranded Keywords

Branded keywords are search terms that explicitly include your company name, product line, or unique service identifiers. For example, someone Googling “RankYak AI content tool” already knows your brand and is seeking specific information or access. Unbranded keywords, on the other hand, omit any mention of your brand—think “AI content automation”—and help you reach audiences who aren’t yet aware of your solution.

Why this distinction matters:

• Branded keywords capture existing demand. These users have already heard of you and are likely further along the funnel—looking for login pages, detailed specs, or pricing.
• Unbranded keywords expand your reach. By optimizing for generic terms that describe your niche, you introduce your brand to new prospects who haven’t formed loyalties yet.

How to find branded and unbranded keywords:

• Google Search Console:
  • In the Performance report, export your query list and filter for your brand name to isolate branded terms.
  • Create a separate export excluding your brand name (using the “not containing” filter) for unbranded insights.
• Semrush Site Explorer:
  • Paste your domain and go to Organic Keywords.
  • Use the Include filter to add your brand name, then switch to Exclude for unbranded.
• Competitor analysis:
  • Identify whether your competitors rank for your branded terms (an opportunistic way to poach traffic).
  • Spot unbranded variations they’re missing—gap analysis can reveal quick-win topics you haven’t covered.

Examples:

• Branded: “RankYak AI content tool tutorial”, “RankYak keyword research dashboard”
• Unbranded: “automated content marketing platform”, “best AI writing assistant”

Measuring Performance of Branded vs Unbranded Keywords

Tracking how each group performs helps you allocate resources wisely. In Google Analytics, compare behavior metrics—bounce rate, pages per session, time on page—for landing pages that receive branded versus unbranded traffic. Higher engagement on branded pages usually indicates strong brand loyalty, while solid performance on unbranded pages suggests you’re successfully attracting new users.

To drill deeper:

• Set up separate segments for branded and unbranded campaigns.
• Monitor conversion rates for each segment—newsletter sign-ups, demo requests, or trial starts.
• Use Google Search Console’s Impressions and Clicks data to see where unbranded keywords might be under-optimized (high impressions, low clicks) and adjust title tags or meta descriptions accordingly.

By consistently comparing these metrics, you’ll spot gaps in your unbranded coverage—topics with demand but poor visibility—and reinforce your branded foothold where it matters most.

10. Geotargeted (Local) Keywords

Geotargeted keywords include geographic qualifiers—cities, neighborhoods, or regions—that connect your content to nearby searchers. For entrepreneurs with a physical location or region-specific service, these phrases are essential. They help your business surface when potential customers search “coffee shop in Astoria NY” or “Austin organic cafe,” driving foot traffic, calls, and local leads.

Local searches often carry high purchase intent. Someone typing “best vegan latte in Portland” already plans to visit a café, so ranking for that phrase can translate directly into footfall. Even for purely online businesses, geotargeted keywords signal relevance for region-specific promotions, shipping options, or virtual events tailored to a locale.

How to find and prioritize geotargeted keywords:

• U.S. Census Gazetteer Files: Download raw place names, types (city, CDP, county), and population data from the Census Gazetteer Files.
• Google My Business (GMB) Search Insights: Check which queries lead users to your GMB listing—these are real-world searches that already find your storefront or service area.
• Local competitor analysis: Use an SEO tool to compare which city-specific terms nearby businesses rank for. Look for gaps—neighborhoods or suburbs they’ve missed, or qualifiers like “24-hour” or “organic.”

Examples of geotargeted keywords:

• “coffee shop in Astoria NY”
• “emergency plumber Seattle WA”
• “Austin organic cafe”
• “Brooklyn coworking space near subway”

Leveraging Gazetteer Data for Local Keyword Precision

Accurate place names and demographic context can make the difference between generic location targeting and truly local relevance. Here’s how to work with Gazetteer data:

1. Download and extract the relevant Gazetteer Files (look for Places or Counties).
2. Import the file into a spreadsheet or database and filter by area type (for example, “Place” for cities/towns).
3. Sort by population or population density columns to identify high-opportunity locations—places with enough residents to justify dedicated content or ad spend.
4. Append additional modifiers based on local landmarks, transit hubs, or neighborhoods. For instance, combine “coffee shop” with “Old Town” or “Downtown” for hyper-local reach.
5. Export your filtered list and import it into your keyword research tool. Use the Include filter to generate search volume and competition metrics for each qualifier.

By integrating Gazetteer population data into your keyword prioritization, you focus efforts on areas where local demand is strongest. This method ensures that your content and ad campaigns aren’t just geographically tagged but genuinely aligned with where your customers live and search.

With geotargeted keywords in place, your site will stand out for the searches that matter most—bringing the right people through your door or onto your booking page at exactly the moment they’re looking for you.

A Simple Path Forward

You now have ten distinct keyword types in your toolkit:

• Seed Keywords: Your core “trunk” terms that fuel every branch of research.
• Informational Keywords: Top-of-funnel queries that establish credibility.
• Commercial Keywords: Mid-funnel comparisons that guide purchase decisions.
• Transactional Keywords: Bottom-funnel calls-to-action that drive sales.
• Navigational Keywords: Branded shortcuts that lead users straight to your site.
• Long-Tail Keywords: Highly specific phrases with lower competition and higher intent.
• Short-Tail Keywords: Broad head terms that build authority and drive volume.
• Niche Keywords: Ultra-focused searches targeting specialized audiences.
• Branded vs. Unbranded Keywords: Capture existing demand and expand to new prospects.
• Geotargeted Keywords: Local qualifiers that connect you with customers in your area.

Use this framework as a roadmap. For each piece of content, choose the keyword type that aligns with your audience’s intent and your business goals—whether that’s building awareness, facilitating comparison, or closing a sale. When your keyword strategy mirrors the customer journey, every article, landing page, or product description works harder to move prospects along.

If you’re ready to streamline this process and reclaim hours in your week, give RankYak a spin. It automates keyword research across all ten types, builds a daily content plan tailored to your niche, and produces SEO-optimized articles for you—so you can focus on growing your business while your content marketing runs on autopilot. Learn more at RankYak.