If you need convincing on just how fundamental organic search is to a business’s online presence, consider that 93% of online experiences begin with a search engine and Google accounts for just over 63% of all web traffic referrals. Even with the rapid rise of AI-powered tools like ChatGPT, Google Search still dominates, holding 81.6% of total digital queries compared with 16.4% for large language models (LLMs). It’s clear that the majority of people still rely on traditional search engines to find information, products, and services, so it’s crucial for businesses across all sectors to optimise their content with the right keywords.
But how do you determine which keywords will lead to higher SERP (Search Engine Results Page) rankings, more traffic, and ultimately, better engagement? Well, research shows that long-tail keywords make up 70% of all search traffic, so they should clearly be a focus for most businesses. Yet there are hundreds, if not thousands of other keywords and search combinations to consider, so it can often be difficult to know how to choose the right keywords to focus on for your digital PR and SEO strategy.
In this blog post, we dive into what exactly keywords are, the different types of keywords to consider, why SEO keywords matter, and how you can choose the right ones to align with your brand and SEO content strategy.
What’s in this article:
- What are SEO keywords and why are they so important?
- 12 different types of SEO keywords to know
- How to conduct basic SEO keyword research
- SEO keyword tools and software (free and paid)
- How keyword research helps your content succeed in AI and LLM-powered search
- Key takeaways
What are SEO keywords and why are they so important?
In relation to SEO, keywords are specific words or phrases that people enter into search engines (and LLMs) when looking for information, products, or services online. They’re the link between what users search for and the content that shows up for them on the internet.
Being visible at the right moment increases the chances of attracting potential customers and ultimately boosting enquiries and sales. After all, 75% of searchers never go past the first page of results, so if your content isn’t ranking near the top, you’re missing out on most of the traffic. In fact, the #1 result in Google gets approximately 27.6% of all clicks, and the first five organic results in the SERPs account for 69.1% of all clicks, which shows just how valuable top-ranking positions can be.
To give you an example; if you’re a travel brand offering guided tours in Italy, you’ll want to appear high up in the SERPs when someone searches for terms like “best guided tours in Rome” or “Italy travel itineraries”, as this puts your services in front of potential customers at the exact moment they’re planning their trip. These visitors provide high-value website traffic, meaning they’re far more likely to explore your site and make a purchase than someone who stumbles across your website by chance.
OK, that’s all well and good, but how exactly do you pop up for these queries? The truth is, there’s no single magic trick. Achieving great SERP rankings comes down to a combination of factors, including technical website and SEO optimisation and a strategy for building authority through backlinks. But one of the tactics you must consider is optimising your content (both on- and off-site) to answer your audience’s questions and signal to search engines that your site and wider brand is a trusted, authoritative source. This is where keyword optimisation comes in.
By strategically including relevant keywords in pretty much all of the content you produce online, you make it more likely that search engines will match your site with relevant user prompts and queries. This then increases your chances of appearing in search results when people search for words and phrases that are relevant to your brand. You’ll naturally include relevant keywords when writing about your products and services on your website and in other online content, but there are ways to take this further and really boost your visibility. For example, one effective approach is to create targeted articles or guides that answer common questions your customers are searching for. But this all starts by understanding what people are searching for, how often, and the intent behind those searches, so you can create content that truly meets their needs. This is where SEO keyword tools come in (more information in section four below).
Search engines look at the words people type in and try to match them with the words on websites to decide which pages are most relevant to the search. When a user enters a search term, the search engine essentially scans its indexed pages for content that includes those keywords. It considers factors like keyword frequency, placement (such as in titles, headings, and meta descriptions), and the context in which the keywords are used. Are you a fashion brand talking about medical advice? Well, that’s not really your area of expertise, so you’re less likely to rank highly for those queries. Google gives priority to content from websites that clearly know what they’re talking about. So, your site will perform best if you stick to topics you’re knowledgeable about and focus on your area of expertise.
Search engines like Google and Bing also analyse the relationship between keywords and other content on the page to understand the overall topic. They assess the relevance and quality of the content using additional signals like user engagement, site authority, and backlinks, which is why backlink and brand building digital PR can be so helpful in SEO strategies. The more effectively a page aligns with the keywords and user intent, the more likely it is to rank in search results.
So, the importance of keywords really lies in their ability to drive targeted traffic to your website. When you use the right keywords, you’re attracting people who you know are specifically interested in what you have to offer, because they’re literally searching for something related to it.
12 different types of SEO keywords to know
Just to complicate things a little, it’s important to understand that not all keywords are created equal. There are different types of keywords, each serving a different purpose and used in slightly different ways. Some attract broad traffic with high search volume, while others target highly specific queries with lower search volume but higher intent, meaning visitors are more likely to convert.
What the heck is search volume, I hear you ask? Search volume is just how many people search for a word or phrase on Google in a month. The higher the number, the more people are looking for it. So for example, if 10,000 people search for “Nike trainers” in a month, the search volume is 10,000. If only 100 people search for “Nike Air Max Christmas edition,” the search volume is 100. You can see keyword search volumes using tools that track how often people search for specific keywords e.g. Google Keyword Planner, Ahrefs, SEMrush and Moz Keyword Explorer.
Knowing which keywords to prioritise can make a huge difference to your SEO strategy and the quality of traffic coming to your site. Here are the main types of keywords you should be aware of and how they can impact your SEO strategy.
1. Short-tail keywords:
These are broad, one or two-word phrases that capture general topics. They typically have high search volume but are really competitive and less targeted. This means they might attract a wide audience but not necessarily people who are ready to convert.
2. Long-tail keywords:
This one’s pretty self explanatory – they’re longer, more specific phrases that are usually three or more words. While they have lower search volumes, they tend to attract more qualified traffic since they capture specific search intent, often leading to higher conversion rates. Studies show that long-tail keywords make up 70% of all search traffic, and over 29% of keywords with more than 10,000 monthly searches consist of 3+ words!
3. Exact match keywords:
Keywords that exactly match a user’s search query, word for word. These are super targeted and can lead to high conversion rates because they match what people are searching for so precisely. However, if you rely on exact match keywords too much, you might limit your reach – meaning your content will only appear for a very small number of specific searches.
4. Broad match keywords:
Broad match keywords allow for variations and related terms, not necessarily matching the exact phrase but capturing the general theme. These help capture a broader audience but can sometimes lead to less relevant traffic.
5. Phrase match keywords:
These are keywords that match a user’s query within a larger phrase. They offer a good balance between broad and exact match keywords, capturing more relevant traffic than broad match while being more flexible than exact match.
6. Branded keywords:
Branded keywords are exactly that – they include a brand’s name or variations of it. These are very relevant to users who are specifically searching for your brand, often leading to higher click-through and conversion rates.
7. Non-branded keywords:
Keywords that don’t include any brand names and focus on generic terms. They are crucial for attracting new customers who may not yet be aware of your brand.
8. Transactional keywords:
Transactional keywords indicate a strong intent to make a purchase or take a specific action. These are highly valuable for conversion-focused content, so they are often used on product pages or during sales campaigns.
9. Informational keywords:
These are used by people seeking information rather than making a purchase. Informational keywords are perfect to hone in on for content marketing and digital PR campaigns, helping to build trust and authority by providing valuable information to potential customers – without being overly salesy.
10. Navigational keywords:
These are keywords where the user is looking for a specific website or page. They’re used when the searcher already knows where they want to go and are less about discovery and more about navigating customers to the right pages on your site.
11. Local keywords:
Local keywords include a location or are intended to target users in a specific area. They’re essential for local businesses, as they help attract customers from nearby. 46% of all searches on Google are for a local business or local service, which shows just how important it is to optimise your content for local search.
12. Seasonal keywords:
These are keywords that are relevant during specific times of the year – things like Black Friday, Christmas, summer etc. Seasonal keywords help capture traffic during peak times when demand for certain products or information spikes.
Here are some examples of what the different types of keywords can look like, to give you a better idea:
How to conduct basic SEO keyword research
So now you know what SEO keywords are, why they matter, and the different types. Next, let’s dive into keyword research – how to find the right words and phrases people are actually searching for so your content gets seen by the right audience.
Come up with a list of seed keywords
Start by listing out the core topics related to your business or industry. For example, if you run an online fitness store, your core topics might include:
- Fitness equipment
- Workout clothing
- Supplements
- Home workouts
- Fitness guides
Then, for each core topic, come up with a list of basic keywords that people might use when searching for products or information in that category.
Core topic: Fitness equipment
- Dumbbells
- Yoga mats
- Resistance bands
- Treadmills
- Kettlebells
Core topic: Workout clothing
- Running shoes
- Sports bra
- Workout leggings
- Athletic wear
- Compression shorts
Core topic: Supplements
- Protein powder
- Creatine
- Pre-workout
- Vitamins and minerals
- Omega-3
Check search demand/volume
The next step is to see how many people are searching for the words or phrases you want to use. This is the “search volume” bit we mentioned above. You can check this using tools like Google Keyword Planner, Ahrefs, SEMrush, or Moz. Just type in your main topic or “seed” keywords (like “protein powder”) and the tools will show other keyword ideas, as well as how many people search for each keyword each month.
Here’s an example of what it looks like on Ahrefs for the seed keyword “protein powder”:
Keywords with higher search volume mean more people are looking for them, which could bring more visitors to your site. However, popular keywords are also more competitive, making them harder to rank for. This is where low competition keywords can be valuable – they may have smaller search volume, but they’re easier to rank for and can still drive relevant traffic.
The ‘Keyword Difficulty’ metric (usually shown in the top left of tools like Ahrefs or SEMrush) gives you an idea of how tough it will be to rank for each keyword – the higher the number, the harder it’ll be. That’s why you should try to aim for keywords that a good number of people are searching for but that aren’t too hard to rank for. This way, you get relevant traffic that’s more likely to visit your site and take action.
Assess traffic potential
Not every search brings visitors to a website, even if you rank near the top. That’s why looking at traffic potential can be more useful than just checking search volume. Traffic potential shows how many people are likely to actually click through to a page if it ranks for that keyword.
To check a keyword’s traffic potential, start by choosing a keyword you want to target and Google it to see which pages appear at the top. Then use a free SERP checker tool to find out roughly how many visitors those pages get each month.
When it comes to judging what counts as “good” or “bad” traffic potential, there’s no exact number, as it really varies depending on your niche. But here’s a simple way to think about it:
- High traffic (thousands of visits per month): The keyword has strong traffic potential, meaning lots of people are searching for it. However, it’s likely to be very competitive, so it might take time or strong SEO to rank well.
- Moderate traffic (hundreds of visits per month): This often hits the sweet spot – good traffic potential but not too competitive. Great for newer or smaller sites.
- Low traffic (tens of visits per month): Fewer people are searching for it, but it could still be worth targeting if it’s highly relevant to your business or shows strong buying intent (e.g. “buy vegan protein powder in bulk”).
Group and organise keywords
Once you’ve built your keyword list, the next step is to group similar ones together into clusters. This means identifying keywords that share a common theme or intent and grouping them under one main topic. For example, if you have keywords like “best protein powder,” “whey vs plant protein,” and “how to choose protein powder,” you could group them under a single cluster focused on “protein supplements.”
Creating these keyword clusters helps you plan your content more strategically. Each cluster can guide the creation of one main page or blog post that targets a primary keyword (the main phrase you want to rank for) and a few secondary keywords (related phrases that support the topic and help you appear for a wider range of searches).
It also means you avoid keyword overlap (where multiple pages compete for the same term), it makes your content more relevant to what people are actually searching for, and it’s then easier for Google to understand what your site is about and which page to show for which type of query.
Test and refine your keyword strategy
Choosing your keywords is just the start, because you need to track and understand how they actually perform. You can use tools like Google Analytics and Google Search Console to see how much traffic each keyword is bringing to your site and how your pages are ranking in search results.
This is an ongoing process because search trends and keyword competition tend to change over time. For example, a keyword that brings you lots of traffic one month may drop in popularity the next, or a competitor might start outranking you. But you can keep on top of it and spot what’s working and what isn’t by monitoring performance regularly.
SEO keyword tools and software (free and paid)
Keyword tools make the whole process of analysing, choosing, and tracking keywords much easier – in fact, it’s pretty much impossible to plan an effective SEO keyword strategy without them.
A mix of free and paid tools are available, which can show you what people are actually searching for, help you uncover new keyword ideas, and reveal how competitive different terms are. We’ve mentioned a few throughout this article, but here’s a quick rundown of the most popular keyword tools and software you might want to consider.
Free tools (with some limitations):
1. Google Keyword Planner
This free tool from Google is a great starting point for keyword research. It lets you discover new keyword ideas, see average monthly search volume, and even get cost estimates for paid campaigns if you plan to run ads.
While it’s designed primarily for Google Ads, it’s still really useful for SEO because it gives a reliable sense of which keywords people are actually searching for. The main limitation is that it doesn’t provide as much detail or competitive insight as some paid tools, but it’s a solid option if you’re just starting out or working with a smaller budget.
2. Google Trends
Google Trends lets you see how the popularity of search queries changes over time and across different regions. It also shows related queries that people are searching for which can help you spot seasonal trends or regional differences. This is especially useful if you want to time your content around trends or focus on keywords that are gaining interest in the moment.
3. AnswerThePublic
AnswerThePublic generates questions and prompts related to a particular keyword, giving you insight into what people are actually asking online. This is really helpful when you consider that roughly 8% of searches are phrased as a question, and makes this tool perfect for brainstorming content ideas, writing blog posts that answer real questions, or uncovering niche topics that your audience actually cares about.
4. Google Search Console
Search Console gives you real data on the keywords people are using to find your website. You can see the number of clicks, impressions, and click-through rates for each keyword, which helps you understand what’s working and where there’s an opportunity to improve.
Paid tools:
1. Ahrefs
Ahrefs is a powerful SEO tool that offers comprehensive keyword research, including search volume, keyword difficulty, click metrics, and competitor analysis. It also allows you to analyse backlinks and perform site audits, making it a great all-in-one tool for improving your SEO strategy.
2. SEMrush
SEMrush provides a wide range of SEO features, including keyword research, competitor analysis, SERP analysis, content ideas, and position tracking. It also covers PPC campaigns, social media, and content marketing, making it a versatile tool for both organic and paid marketing efforts.
3. Moz Keyword Explorer
Moz Keyword Explorer gives you keyword suggestions, search volume, difficulty scores, and estimated click-through rates. It integrates with other Moz tools, allowing you to perform site audits and backlink analysis, which is useful for spotting opportunities to improve your site’s authority and rankings.
4. Majestic
Majestic is primarily a backlink analysis tool, but it also provides keyword research and SEO data. Its focus on trust metrics and link-building opportunities helps you understand which websites are most valuable to link to or attract links from, which supports SEO, digital PR and content strategies.
How keyword research helps your content succeed in AI and LLM-powered search
Even with AI tools like ChatGPT on the rise, keyword research still matters – in fact, it can help you take a double-pronged approach to your organic search strategy. This is because AI systems scan content to answer user questions, so creating well-structured, relevant content that matches what people are searching for (no matter where they’re searching) helps your site get noticed.
By conducting thorough keyword research and creating content that aligns with search intent, you’re effectively optimising for both traditional search engines AND AI-powered answers. This means your brand appears whenever and wherever users ask questions, whether in Google, ChatGPT, or other LLM platforms.
Key takeaways
- Keywords are essential for driving targeted and high-quality traffic to your website. They act as a bridge between what users search for and your content, improving your chances of ranking higher in search engine results, which then leads to more clicks and potential conversions.
- Different types of keywords serve various purposes in SEO. Long-tail keywords, which make up 70% of all search traffic, are particularly valuable for attracting specific, high-intent traffic. Other types include short-tail, exact match, broad match, branded, non-branded, and more, each playing a unique role in search visibility and user engagement.
- Effective keyword research involves identifying seed keywords related to your business, analysing search volume, traffic potential, and grouping keywords for content optimisation. Tools like Google Keyword Planner, Ahrefs, and SEMrush can be very helpful in this process.
- To select the best keywords for your brand, it’s important to understand your audience, analyse competitor keywords, match search intent, and prioritise long-tail and brand-specific keywords. This approach ensures that your content aligns with what your target audience is looking for, therefore enhancing your SEO strategy’s effectiveness.
- Keyword research isn’t just for Google. It helps your content get found by both traditional search engines and AI-powered tools like ChatGPT.
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