Keywords drive how people find brands online. Choose the right ones, and your content appears where your audience is already searching. Choose poorly, and your content disappears in a crowded field.
Marketers who understand keyword types can target customers at every stage of the funnel. Some keywords capture attention early, while others attract buyers ready to convert.
In this article, you’ll learn about marketing keywords by intent, length, and brand association. Each category has a role in building campaigns that bring qualified traffic and measurable results.
What Marketing Keywords Do for Your Brand
Marketing keywords signal to search engines what your content covers. They also guide potential customers toward the answers or solutions they want.
Tracking how those terms perform is easier when you use marketing analytics tools that connect keywords to actual outcomes.
Keyword types connect with people at various stages of the journey. A search like “what is SEO” reflects curiosity, while “buy SEO software” shows intent to purchase. Each requires a unique response from marketers.
According to Embryo, long-tail keywords convert at an average rate of 36%. Posts that include target keywords in the URL earn a 45% higher click-through rate compared to posts without them.
These numbers show how targeted keyword use turns searchers into customers.
When you view keywords as building blocks, they start to feel less intimidating. They become a practical way to boost visibility, attract the right visitors, and support your sales goals.
Types of Marketing Keywords by Search Intent
Search intent shows what users expect when they type search terms into Google. An effective keyword strategy groups queries by purpose.
This helps you assign the right content strategy for each stage of the buyer journey.
Informational Keywords
These keywords target users who want answers in the awareness stage. They often start with “what,” “how,” or “why.”
Use a keyword research tool to uncover popular queries, then create tutorials, guides, or explainer posts. This attracts more traffic and introduces your business to a wider target audience.
Examples: what is search engine optimization, how to write meta descriptions
Navigational Keywords
Navigational keywords help users reach a specific brand name or website. These phrases show intent to find a known destination.
In your marketing strategy, map branded keywords to the right landing pages and update metadata so search engines return the most relevant results.
Examples: Puma ballet sneakers, Amazon login
Commercial Investigation Keywords
These keywords appear during research before purchase. Users compare, review, and explore options.
Marketers can create buying guides, comparison posts, and review-style content to influence these searches and position their services as the better option.
Businesses refining paid campaigns also benefit from insights in PPC reporting tools, which show how well keywords convert in ads.
Examples: best keyword research tool, top digital marketing agencies
Transactional Keywords
Transactional keywords reveal readiness to act. They often include “buy,” “order,” or “subscribe.”
Assign these search terms to product pages or service landing pages. Then, add calls to action and structured data to improve visibility in search engine results pages.
Examples: order custom t-shirts, buy wireless headphones under 100 dollars
Types of Marketing Keywords by Length and Specificity
Keywords vary by length, and each type serves a different purpose in search engine optimization.
Mixing short tail, mid tail, and long tail keywords helps you reach broad audiences while also driving sales-ready traffic.
Short Tail Keywords
Short tail keywords, or head keywords, use one or two words. They attract high search volume but face tough competition. Since they are broad keywords, they rarely reveal clear search intent.
Marketers use short tail keywords to reach wide audiences and build brand awareness across digital channels. Pair them with related keywords to give search engines context and improve rankings.
Examples: coffee, marketing, computer
Mid Tail Keywords
Mid-tail keywords usually contain two or three words. They offer more context than broad keywords and draw a more defined audience.
These phrases provide a balance between reach and intent. Add mid-tail keywords to service pages, blog content, and digital ads to attract users who are comparing options but not yet ready to buy.
Examples: running shoes for women, social media strategy
Long Tail Keywords
Long tail keywords contain three or more words and reveal precise search intent. They bring less search volume but higher conversions because users are closer to taking action.
Marketers often place long tail keywords in product pages, PPC strategies, and geo-targeted keywords that target a specific industry or location.
This strategy captures qualified traffic and increases the chance of conversions.
Examples: marketing agency in New York, best running shoes for flat feet
Types of Marketing Keywords by Brand Association
Branded keywords include a company name or product line. They show intent to interact with a brand. Use them to protect your website presence and keep traffic from drifting to competitors.
Example: When someone types 'Nike running shoes,' your official product page should appear above third-party retailers. A search for 'Samsung Galaxy S25' should guide users to the brand’s main page rather than a reseller.
Non-Branded Keywords
Non-branded keywords leave out brand names. They connect you with users who compare options without loyalty. These keywords often carry higher search volume and help attract traffic in a particular industry.
Example: A business looking for 'CRM software' could land on your demo page even if they never searched for your brand.
Competitor Keywords
Competitor keywords use another company’s brand name. Targeting them lets you capture interest from users who are comparing different services. Reviewing competitor marketing strategies can help refine how you approach these queries.
Example: Searches like 'alternative to Salesforce' give you a chance to promote your CRM as an option. Queries such as 'HubSpot pricing' can lead potential buyers to your comparison page before they commit to another platform.
Negative Keywords
Negative keywords block irrelevant traffic. They stop ads from appearing for generic keywords that waste ad spend. Use a keyword research tool to identify these terms and refine your paid campaigns.
Example: A luxury shoe retailer should exclude queries like 'cheap running shoes.' A company selling new electronics must block searches for 'used phones.' Excluding these terms saves money and avoids clicks from users outside the target audience.
Other Marketing Keywords Every Marketer Should Know
Beyond intent and length, marketers also rely on other keyword categories that expand reach and refine targeting.
These types connect businesses to audiences in specific contexts and help balance organic and paid strategies.
Market Segment Keywords
Market segment keywords describe a broad industry or product group. They attract users who want to explore a field but have not narrowed down to a brand.
These terms help position a business within its market and compete for visibility against others in the same space.
Example: A fitness retailer using 'exercise equipment' may capture traffic from shoppers browsing across several brands.
Customer Defining Keywords
Customer-defining keywords focus on the person behind the search. They reference attributes such as age, profession, or physical needs.
Using these terms narrows campaigns and ensures messages reach audiences more likely to take an interest in your products or services.
Example: 'Accounting software for freelancers' appeals to independent professionals looking for tools specific to their work style.
Product Keywords
Product keywords call out an exact product or service. They connect with users who already know what they want and are comparing providers.
These terms often appear in service pages, e-commerce listings, or targeted advertising.
Example: A skincare brand targeting 'hydrating face serum' can send shoppers directly to that item.
Geo-Targeted Keywords
Geo-targeted keywords combine a service with a location. They help businesses capture intent from local customers or clients in a defined region.
You can improve this targeting with omnichannel reporting, which connects keyword data across search, social, and local ads.
Example: Restaurants targeting 'best pizza in Chicago' connect with local diners ready to order.
Trending and Seasonal Keywords
Trending keywords surge in popularity during cultural events or viral topics. Seasonal keywords rise during predictable holidays and cycles.
Both require timing but reward marketers who prepare campaigns in advance.
Example: Retailers promoting 'Black Friday deals' in November capture heavy search interest. A fitness brand creating content for '75 hard challenge workouts' can take advantage of a viral trend.
Google Ads Keywords
Google Ads keywords influence how paid search campaigns perform. Google sorts them into match types: broad, phrase, and exact. Each type controls how closely a user’s query must match the advertiser’s keyword.
Example: Broad match may show an ad for 'digital marketing services' when someone searches for related terms. Phrase match for 'content strategy tips' triggers ads when that phrase appears inside a longer query.
How to Combine Keywords for the Sales Funnel
A strong keyword strategy uses multiple keyword categories. Together, they guide users from awareness to purchase.
Attract New Audiences
Broad keywords and non-branded searches expand visibility in search results. They introduce your brand to audiences unfamiliar with it.
Popular keywords at this stage build awareness and drive traffic that later progresses into targeted stages. Marketers use marketing campaign analysis to measure performance across the funnel.
For instance, publishing a blog post around 'marketing tips' connects with beginners looking for guidance. Running ads for 'CRM software' can put your brand in front of businesses still exploring their options.
Engage Interested Prospects
During the consideration stage, users search for details. Commercial investigation and informational keywords allow you to publish relevant content that answers questions and compares choices.
Adding the right words to guides, blogs, and landing pages builds trust.
Think of a blog featuring 'best project management apps for teams,' which appeals to users weighing features.
Another example is a review page built around 'Canva vs Photoshop,' which helps creatives compare design tools.
Convert Ready Buyers
In the decision stage, transactional keywords and long tail keywords capture users who want to act. Searchers use specific keywords, often slightly longer phrases, that show clear purchase intent.
Optimizing a landing page for 'order wireless earbuds online' attracts buyers in action mode. Ads tied to 'book Miami hotel with ocean view' reach travelers ready to secure a reservation.
Retain Existing Customers
Branded keywords and navigational keywords help maintain loyalty. Customers who already know your brand use these terms to return to your website or access support. Treat them as primary keywords for customer retention.
Searches such as 'Spotify account login' or 'Apple repair center near me' should always lead to the correct page.
Keeping those pages updated prevents competitors from capturing return traffic.
Combining keyword categories across the funnel delivers stronger results when you base decisions on reliable data.
How TapClicks Helps You Optimize Keywords for SEO and PPC Campaigns
Keywords influence both organic search and paid advertising. TapClicks connects these channels by combining research, competitor analysis, and performance tracking in one platform.
Find Keywords for SEO and PPC
TapClicks’ SEO Research tool shows related keywords, search volume, and cost-per-click data. This helps you separate terms for blog content from those that perform better in ads.
For instance, 'virtual cooking classes' may suit an educational blog post. Meanwhile, 'virtual cooking classes for beginners' could drive conversions in a targeted ad campaign.
Analyze Competitors Across Both Channels
TapClicks highlights businesses ranking in search and those investing in ads. Reviewing share of voice, positions, and keyword counts uncovers clear opportunities.
If rivals dominate a broad term like 'fitness apps,' you might target 'fitness apps for seniors.' That phrase narrows competition and reaches a more defined audience.
Track Keyword Performance
TapClicks measures how keywords perform over time in both SEO and PPC. You can see which drives traffic, clicks, and conversions, then adjust campaigns accordingly.
When 'meal delivery service near me' starts trending, a blog can capture organic traffic. If the same keyword converts well in ads, it deserves added budget.
Apply Insights Across Campaigns
TapClicks links keyword data to digital channels and highlights when SEO or PPC offers a better return.
For example, 'holiday gift baskets' might rank in organic content during the fall. As December approaches, ads using the same phrase often capture higher conversions.
Use TapClicks to Discover, Plan, and Optimize Keywords Across Campaigns
Based on data from Social Champ, 92.42% of keywords receive ten or fewer monthly searches. These low-volume phrases often carry high intent, making them valuable in both SEO and PPC.
Targeting them helps you capture traffic that competitors ignore while improving both ad spend and organic reach.
TapClicks uncovers these opportunities with these tools:
-
Raven (TapSEO) reveals keyword opportunities, competitor insights, and related queries for sharper SEO and PPC targeting.
-
TapData unifies marketing data from 250+ platforms, connecting keyword performance to spend, audience behavior, and ROI.
-
TapAnalytics creates dashboards that track rankings, clicks, and conversions across channels, giving you a clear view of results.
-
TapInsights uses AI to spot keyword trends, highlight seasonal shifts, and recommend next steps.
Together, these tools help you plan, launch, and measure campaigns with accuracy.
They also show how keywords perform across both organic and paid channels, so you can adjust resources where they drive the most value.
FAQs About Marketing Keywords
What are keywords in marketing?
Keywords in marketing are search terms people type into platforms like Google. They help businesses connect with potential customers by showing intent. For example, a user searching 'best make-up primer' signals interest in buying that product.
What are the five keys of marketing?
The five keys of marketing include product, price, place, promotion, and people. Businesses use them to guide decisions about what they sell, how they promote it, and where they reach customers.
What are the seven A's of marketing?
The seven As of marketing are awareness, appeal, ask, act, advocacy, affinity, and adoption. These stages outline how a brand attracts attention, encourages interest, and builds lasting customer relationships.
