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Each of them come with their own pro’s and con’s.
But it’s important that you pick the right types of keywords to focus on or you’re going to loose a lot of time and money.
So I am going to tell you how to choose the right keywords for your business in a moment…
…but first let’s take a look at the 7x types of keywords you can target.
What Will I Learn? [show]
The 7 Types Of Keywords You Can Target
In the last section (What are keywords?) you learned that keywords are the bridges between search engines and websites.
Use this knowledge to your advantage!
Many people focus on the wrong keywords in their business because they are dazzled with high search volume numbers.
But it’s much better to take a more planned and intelligent approach by understanding the different types of keywords you can target and when you should use then.
Let’s take a closer look at each of these types of keywords…
#1 – Generic Keywords
Generic keywords are search queries that isolate a topic, but nothing in particular about it.
They’re just looking for a general search result.
Examples of generic keywords would be:
- Vacuum cleaner
- Credit card
These keywords can also be considered “short tail” keywords.
Because they consist of just two (sometimes three) words, and don’t contain a “head” or “tail” to qualify the search term.
A head would be a word like buy before the keyword like “buy vacumm cleaner”.
A tail would be a word after the keyword like “vacuum cleaner discounts”.
In SEO we tend to stay away from generic keywords. Why?
For three reasons:
- Every company or manufacturer will be competing for it
- We don’t know the searcher’s intent (Do they want to buy? Who knows?)
- Conversions from this would be low for the amount of work it would take to rank
Imagine being a new company that has to compete with Dyson, Electrolux and Miele for the term “vacuum cleaner” – the chances of conversion are extraordinarily low.
It just wouldn’t be worth it.
#2 – Brand Keywords
Brand Keywords relate to a particular brand or product that the searcher is looking for.
Examples of brand keywords are:
- Canon cameras
- Dyson hoovers
- Samsung televisions
- Nike shoes
This is a step further than a generic search term but the intent still isn’t clear.
They may be looking for prices or their current models or technical support.
These keywords are still a little “short” for us to focus on and lack any indicaton of intent.
Unless you’re working with that brand you’d be in direct competition with them.
A user will (in most cases) be looking for that brand’s specific website.
#3 – Broad Keywords
Broad match keywords provide good traffic with less competition.
The searcher has narrowed down what they’re looking for.
Imagine that you’re on the high street and you’ve decided you want to buy a specific type of shoe, a running shoe.
You have a rough idea of what you want, but not exactly what you want or where to buy it.
Same applies here.
Examples of broad keywords would be:
- Running shoes
- Basketball shoes
- Dress shoes
- Jack Reacher books
- Self help books
- Travel books
As you can see the searcher is getting more specific…
But it still leaves a lot of room for interpretation.
#4 – Exact Keywords
Exact match keywords are the opposite of generic keywords.
The searcher usually has a clear idea of the product, service or content they’re after.
Examples of exact keywords would be:
- Best running shoes
- Basket ball shoe reviews
- Apple iPhone X case
These are good keywords to focus on, both for informational or commercial content.
These kind of terms usually have high search volumes and convert really well.
But there are usually high levels of competition which brings me on to my favorite type of keyword…
#5 – Long-Tail Keywords
Long-tail keywords make up around 70% of search engine searches.
And long tail keywords tend to have-
- Less search volume
- Less competition
- Highest level of conversion
Now I know what you might be thinking – less search volume is better?
Yes! Because these lower levels of traffic will convert at a MUCH HIGHER rate and are significantly easier to rank for.
Examples of long tail keywords are:
- Which are the best running shoes for marathons
- Which basketball shoes will help me jump higher
- How to make money as a designer on Fiverr
- Aerosmith concert tickets Miami Florida
This type of keyword hits the sweet spot between competition, traffic and conversions.
When someone finds themselves on your website after searching a long tail keyword.
It’s because they really want to be there.
And wouldn’t you rather have a store full of customers that want to be there?
#6 – Buyer Keywords
Buyer keywords are exactly what they sound like.
These are the keyword for people who are primed and ready to buy a product.
A buyer keyword can usually be identified by what comes before or after the keyword.
- Buy Dyson vacuum cleaner
- Dyson vacuum cleaner deals
- Coupon Dyson Vacuum cleaner
- Dyson vacuum cleaner discount
All of these indicate that the person is ready to buy.
And depending on your business…
…it’s good to have the right page of your website show up at that moment!
#7 – Tyre Kicker Keywords
A Tyre Kicker is someone who is just going to waste your time and resources for the most part.
These are the exact opposite of buyer keywords and are made up of people that are just looking to get something for free with searches like-
- Learn to play Guitar for free
- Book torrents
- Download guitar lessons
- Free guitar chords book
Generally these are keywords to avoid.
But there are exceptions if you use them strategically.
But all of that is backed up by a strategic email sequence where they may convert later.
Which Type Of Keyword Should You Be Using?
There is no single best keyword for you to use.
Each business (or even piece of content) will have its own purpose.
And with each purpose a different keyword should be used.
But if you could only pick 1 keyword type to focus on it should be long-tail keywords with informational or commercial intent.
Long tail keywords hit the sweet spot between-
- Competition (easier to rank)
- Traffic (how many people come to your page)
- Intent (what they want to do when they get there)
- Conversion (the bottom line)
And that’s why long tail keywords are my favourite type of keyword to target!
Should You Focus On Traffic Or Intent?
There is a case to be made for both traffic and intent.
It comes down to how your business (or your client’s) generates income.
If you make money from advertising, similar to:
- Thought Catalog
Then traffic is much more important to you because more people equals more revenue.
But if you make money from product sales and want to build a mailing list…
Then intent is far more powerful because it’s better to attract 10 people who will actually buy from you…
Than 10,000 people that leave your site straight away.
So take a look at how your business generates its income and then think if it’s better for you to focus on intent or volume.
Not two businesses are the same which is why we build custom SEO strategies for every client.
Wrapping It Up
Now we have taken a closer look at the different types of keywords, you should know-
- The 7x types of keywords you can use
- The pros and cons of each of them
- How to use them strategically
- Whether you should focus on intent or volume
And if you can only choose one type of keyword to focus on…
…you should focus on longtail keywords that have informational or commercial intent.
These hit the sweet spot between competition, traffic, intent and conversion.
Remember: It’s better to have less traffic that will buy, then more traffic that won’t.
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AND LEARN 4 WAYS TO INCREASE TRAFFIC WITHOUT LINK BUILDING
It’s what I do with every new project.
So once you have downloaded the spreadsheets, let’s move onto LSI Keywords.