Glossary

What Are SEO Keywords? A Beginner’s Guide

SEO keywords are the words and phrases people type into search engines to find information, products, or services; understanding them is the first step to getting your content discovered. Keywords come in different shapes and sizes — some are highly popular and competitive, while others are more specific and easier to rank for — and knowing how to choose and use the right mix will help you attract the right audience and improve your search visibility.

SEO keyword

An SEO keyword is a word or phrase users enter into search engines that marketers target in website content and optimization to improve visibility and rank for relevant search queries.

Types of Keywords

Short-tail (head) — Very short, high-volume, high-competition queries (1–2 words). Example: “shoes.” Use for brand awareness and category pages; expect a lower conversion rate.

Long-tail — Longer, more specific queries (3+ words) with lower volume and competition. Example: “waterproof hiking shoes men size 11.” Use for blog posts, product pages, and **higher-converting intent**.

Informational — Searchers seeking answers or how-to content. Example: “how to break in hiking boots.” Target with **guides, blog posts, and FAQs**.

Navigational — Queries where the user intends to find a specific site or brand. Example: “REI trail running shoes.” Optimize **site structure, branded pages, and sitelinks**.

Transactional — **High purchase intent**; users ready to buy or convert. Example: “buy waterproof hiking boots online.” Use **product pages, clear CTAs, and conversion optimization**.

Commercial/Investigational — Users researching options before buying. Example: “best waterproof hiking boots 2025.” Target **comparison pages, reviews, and buyer’s guides**.

Branded — Queries that include a company or product name. Example: “Nike Air Zoom review.” Use to **protect brand presence** and capture **loyal or research-oriented traffic**.

Non-branded — Generic queries without brand terms. Example: “best running shoes for flat feet.” Good for **broad demand capture and discovery**.

Local/Geo — Include location modifiers for local search. Example: “hiking boot store near me” or “running shoes Seattle.” Optimize your **Business Profile, local landing pages, and schema**.

Seasonal/Trending — Tied to time-sensitive events, holidays, or trends. Example: “best winter hiking boots 2025.” Plan **content calendars** and **timely promotions**.

Semantic/LSI (related keywords) — Related terms and concepts that help search engines understand context. Example: for “hiking boots,” include “ankle support” and “waterproof membrane.” Use across content to **improve topical relevance**.

Negative keywords — Terms you exclude in paid search to avoid irrelevant clicks. Example: use the negative keyword “cheap” if you sell premium boots. Use in PPC campaigns to **improve ROI**.

Intent-driven mix — Combine keyword types across funnel stages (informational → investigational → transactional) to capture users at each decision point and **guide them toward conversion**.

Understanding Keyword Metrics

Search Volume — Average monthly searches for a keyword. Use it to gauge demand; higher volume means more potential traffic but typically more competition.

Keyword Difficulty / Competition — An estimate of how hard it is to rank on page one for a keyword. Combine with search volume to prioritize opportunities (low difficulty + decent volume = high priority).

Search Intent — The underlying purpose: informational, navigational, transactional, or commercial investigation. Match intent to page type (e.g., blog for informational, product page for transactional).

CPC (Cost Per Click) — Average paid search cost. Higher CPC indicates commercial value and can signal strong conversion potential.

SERP Features & Competition Landscape — Presence of featured snippets, People Also Ask, shopping results, ads, local packs, etc. These elements shift click distribution and affect ranking strategy.

Trend / Seasonality — Search interest over time. Use trend data to plan content cadence and seasonal campaigns.

Click-Through Rate (CTR) Estimates — Predicted share of clicks a ranking position will receive, influenced by title and meta tags and SERP features. Use this to estimate potential traffic from rankings.

Relevance & Topical Fit — How closely a keyword matches your content, audience, and business goals. High relevance usually yields better engagement and conversions.

Conversion Potential / Value — Likelihood that traffic from a keyword will convert (sign-ups, purchases). Prioritize keywords with higher conversion potential, even if volume is lower.

Keyword Opportunity Score — A composite metric (can be custom) combining volume, difficulty, intent fit, CPC, and relevance to set priorities.

How to Use These Metrics

Score and segment keywords by priority: High value (good volume, low difficulty, strong intent), quick wins (low difficulty, niche volume), and long-term targets (high value but competitive).

Align page type and content to intent and SERP features.

Track metrics over time and adjust based on performance (rank, CTR, conversions).

Use CTR and conversion data to refine keyword targeting and content optimization.