Types of Keyword: A Complete Guide to SEO and Google Ads

📑 Table of Contents

• What is a Keyword in Digital Marketing?
• 🔍 Types of Keywords in SEO
• 💰 Types of Keywords in Google Ads
• 📊 Keyword Match Types in Google Ads: How to Choose
• 🧠 Keyword Research Best Practices

What is a Keyword in Digital Marketing?

A keyword is a word or phrase that people type into search engines like Google to find information, products, or services. In digital marketing, keywords connect user intent with your website, ad, or content.

• Primary keywords are the main focus terms you want to rank for.

• Secondary keywords support the primary keyword and broaden visibility.

By targeting the right keywords, businesses improve their chances of ranking higher, attracting the right audience, and generating leads or sales.

🔍 Types of Keywords in SEO

In SEO, different keywords target different user intents. Here are the main types:

1. Informational Keywords – Users seek answers or knowledge.
   Example: "how to start a blog", "benefits of green tea"

2. Navigational Keywords – Users search for a specific brand or site.
   Example: "YouTube login", "Nike official site"

3. Transactional Keywords – Users are ready to purchase.
   Example: "buy DSLR camera online", "cheap web hosting"

4. Commercial Investigation Keywords – Users compare products before buying.
   Example: "best smartphone under 300", "Grammarly vs Hemingway"

5. Long-Tail Keywords – Highly specific phrases with lower competition.
   Example: "best waterproof smartwatch for swimmers"

Using a mix of these ensures your site ranks for multiple user needs.

💰 Types of Keywords in Google Ads

Google Ads allows advertisers to control how their ads match user searches through match types:

1. Broad Match Keywords – Show ads for related searches and variations.
   Example: "yoga mats" may also trigger “buy gym mats” searches.

2. Phrase Match Keywords – Ads appear if the search includes your keyword in the same order.
   Example: "digital camera" may match “best digital camera for beginners.”

3. Exact Match Keywords – Ads only show for the exact term or close variations.
   Example: [online flower delivery] matches “flower delivery online.”

4. Negative Keywords – Exclude terms to prevent irrelevant clicks.
   Example: Adding “free” avoids traffic from non-paying users.

Choosing the right match type helps balance reach and relevance.

📊 Keyword Match Types in Google Ads: How to Choose

• Maximize reach: Use Broad Match to reach a larger audience.

• Balance reach + control: Use Phrase Match to maintain relevance while getting decent reach.

• Target highly specific queries: Use Exact Match to focus on precise search terms.

• Avoid irrelevant clicks: Use Negative Keywords to filter out unwanted traffic.

Using the right combination of match types ensures your ads reach the most relevant audience while optimizing your budget.

🧠 Keyword Research Best Practices

Strong keyword research powers both SEO and Google Ads campaigns. Follow these best practices:

• Use tools like Google Keyword Planner, Ahrefs, or SEMrush for data-driven insights.

• Focus on search intent – Understand if users want info, comparison, or to buy.

• Balance search volume & competition – Don’t only chase high-volume terms.

• Mix keyword types – Combine primary, secondary, and long-tail keywords.

• Update regularly – Trends change, so review your keyword strategy often.