Types of keywords
- Short-tail (head) keywords: broad terms such as “shoes”, with many searches, strong competition and mixed intent.
- Long-tail keywords: longer, specific phrases such as “waterproof running shoes for women”. Fewer searches each, but easier to rank for and closer to a purchase.
- Branded keywords: searches that include a company or product name.
- Local keywords: searches with a place name or “near me”.
Keywords by intent
- Informational: the searcher wants to learn (“what is a canonical tag”).
- Commercial: they are comparing options (“best CRM for small business”).
- Transactional: they are ready to act (“buy running shoes”).
- Navigational: they want a specific site (“Gmail login”).
How to use keywords
Choose one main keyword group per page, use the words naturally in the title, headings and text, and make sure the page answers the intent behind the search. Search engines understand synonyms and topics, so repeating a keyword doesn’t help.
Keyword example
| Keyword | Type | Page that fits |
|---|---|---|
| what is a canonical tag | Informational | Guide or glossary entry |
| best crm for small business | Commercial | Comparison article |
| seo agency stockholm pricing | Transactional, local | Service page with prices |
| mexseo login | Navigational | The login page |
How to choose keywords in four steps
- List the problems your customers have, in their words.
- Use search suggestions, Search Console and a keyword tool to find phrases and their volume.
- Check the results for each phrase. If Google shows shops, make a shop page. If it shows guides, write a guide.
- Give each keyword to one page, and write down which page owns which keyword.
Keyword mistakes
- Choosing only high-volume terms you cannot win.
- Targeting the same keyword on several pages, which makes them compete.
- Ignoring intent. A page that does not match what searchers want will not rank.
- Stuffing the keyword into the text.
Keyword FAQs
How many keywords per page?
One main topic and a handful of close variations. See long-tail keywords and keyword research.
Do meta keywords matter?
No. Google ignores them. See meta keywords and keyword stuffing.