SEO glossary · K

Keywords

What are Keywords?

Keywords are the words and phrases people type or speak into search engines. In SEO and advertising, a keyword is a search you want a page or an ad to appear for, like “SEO agency Stockholm”.

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.

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