Understanding Different Types of Keywords in SEO (2025)

1. Navigation Keywords

Navigation keywords are used when users are searching for a specific website or brand. These keywords help users navigate directly to a business without typing the full URL.

Example –  A user searching for “HubSpot login” or “Google Ads dashboard” is using a navigational keyword to access a specific website.

2. Long-Tail Keywords

Long-tail keywords are longer, more specific keyword phrases that usually have lower search volume but higher conversion rates. They target niche audiences looking for precise information.

Example – Best social media marketing strategies for small businesses” is a long-tail keyword that targets businesses looking for specific guidance.

3. Short-Tail Keywords

Short-tail keywords, also known as head terms, are broad search queries with high search volume but high competition. They are usually one to three words long.

Example – SEO tips” or “Email marketing” are short-tail keywords with high search demand.

4. Informational Keywords

Informational keywords are used when users are searching for answers, guides, or general knowledge. These keywords are great for blog posts and educational content.

Example – How does PPC advertising work?” is an informational keyword that can be targeted by a digital marketing blog.

5. Branded Keywords

Branded keywords include a company’s name or brand-related terms. These keywords help businesses build brand recognition and loyalty.

Example – Nike digital marketing campaign” or “HubSpot SEO tools.”

6. Exact Match Keywords

Exact match keywords are highly targeted and must be searched exactly as they are written. These keywords help businesses target specific user intents.

Example – If a business bids on “buy Facebook ads online,” only searches with this exact phrase will trigger the ad.

7. Commercial Keywords

Commercial keywords indicate that a user is considering making a purchase but is still in the research phase. These keywords often include words like “best,” “top-rated,” or “comparison.”

Example – Best CRM software for startups” is a commercial keyword indicating a potential purchase decision.

8. LSI Keywords (Latent Semantic Indexing Keywords)

LSI keywords are semantically related to a primary keyword. These help search engines understand the context of a webpage.

Example – If the primary keyword is “content marketing,” LSI keywords could be “blogging strategies,” “SEO optimization,” and “digital content creation.”

9. Phrase Match Keywords

Phrase match keywords allow searches to contain additional words before or after the key phrase while maintaining its meaning.

Example – If the phrase match keyword is “email marketing strategies,” searches like “best email marketing strategies for e-commerce” will be included.

10. Broad Match Keywords

Broad match keywords are general keywords that allow search engines to display results that are loosely related to the search term. These keywords maximize reach but may bring in irrelevant traffic.

Example – A broad match keyword like “digital advertising” could trigger results for “online ads,” “social media marketing,” or “Google AdWords tips.”

11. Local Keywords

Local keywords target searches with geographic intent. They help businesses attract customers from specific locations.

Example – Best digital marketing agency in Los Angeles” targets businesses looking for digital marketing services in a specific city.