Here we distinguish between primary and related keywords.
Basic keywords - these are one or at most several phrases that a given subpage should be displayed for. They are the basis of optimization and their skillful placement in the content of the page or in meta tags is one of the elements that can help the page reach the top of the search results.
Related keywords (additional, semantic, supporting) - these are phrases whose task is to give context to your content and facilitate classification by search engine algorithms. This group includes synonyms and variations of the basic keywords, but not only. Other phrases unrelated to the main phrases can also provide significant support for website positioning.
A great help in finding related words is using tools such as Surfer . It analyzes in real time, for a given key phrase, websites from the top ten search results and suggests which supporting words and in what quantity we should use to compete with the current leaders.
Distributing Primary and Related Phrases in Content
Distributing Primary and Related Phrases in Content
Division by market segment
Another way to group keywords is to take into account the market segment you want to target.
We distinguish:
General Keywords - One or two-word phrases that have a broad application and relate to general topics. Due to the high competition, positioning pages for them is difficult, and high positions do not go hand in hand with high conversion. Example phrase: "running shoes".
Industry keywords – These are all phrases that focus on a specific industry or are specific to a given market segment. Example phrase: “Asphalt running shoes.”
Brand-related keywords are phrases that refer to a specific brand. We enter them into a search engine when we want to find products of a given brand or find a specific service provider or retailer. Example phrase: "adidas running shoes".
Product keywords - these are types of keywords that relate to specific products. They include the product's trade name, brand, or serial number. Example phrase: "New Balance Fresh Foam Kaiha Road".
Keywords with a defined audience - as the name suggests, these phrases refer to customers through demographic characteristics (age, gender) or profession. Example phrase: "men's running shoes".
Local keywords - local phrases contain a reference to a district, city or linkedIn database region. They are used when we want to narrow down the search for products or specific services to a specific area. Example phrase: "Running shoes Krakow".
You can learn more about the role of local keywords in positioning from the posts:
Positioning in Google Maps - How to position a business card in Google Maps?
Website positioning - A guide for beginners
Division by intent
A very important classification of keywords is their division according to intent – the goal that the user had in mind when using a given keyword. In this group, we can distinguish 4 types of phrases:
Informational phrases - used when we want to get information on a topic. Example phrases: "what is website positioning", "what shoes for running on asphalt".
Commercial phrases - used when our intention is to buy a product or service, but we need additional data to confirm our decision. Example phrases: "Adidas Terrex opinions", "positioning of price list pages"
Transactional phrases - used when we want to make a purchase and are looking for a page where we will finalize the transaction. Example keywords: "website positioning", "Adidas Terrex Swift R2 Gore".
Navigation phrases - used when we want to get to a specific page, but we don't remember the exact URL. Example phrases: "Agencja KS", "Facebook", "Allegro".
It is worth mentioning here that intent is not a feature of the keywords themselves, but of the search results that are returned in response to a user's query. Over time, the same query may yield other pages that respond to different user intents.
The search engine can also return a mix of intents. Some results may be of a typically commercial nature, while others may be informative. The tendency is that the more general the keyword entered into the search engine, the more difficult it is to clearly determine the intent. For long-tail phrases, the task is much simpler.
Division by seasonality
The last criterion for dividing keywords is seasonality. Not every keyword has a constant number of searches over time, and being aware of this allows you to better plan your SEO campaigns .
Year-round words - these are phrases that have a fairly similar number of searches throughout the year. The fluctuations are not large enough to be considered seasonal.
Seasonal Keywords – As the name suggests, these keywords are characterized by periods of higher and lower impressions. These keywords are searched for only during selected periods.
Trending - These are new keywords that are just gaining popularity, and there's no way to predict how much traffic they'll generate in the future. Keyword analysis tools will likely show little or no search volume for them. That's why it's worth using Google Trends to find promising topics that are becoming trends.
