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What are the most common SEO Keyword Types?


As a Wix SEO Expert, we crucially understand the importance and effectiveness of keywords, but you might be surprised to discover just how many different types of SEO keywords exist. You might not be that interested and prefer to hire a Wix SEO Expert, or you might want to get under the skin of your business more by taking our Wix SEO course. Either way, we’re here to help you understand the difference between Primary, Secondary, Bi-Products, and everything else in between! So keep reading to understand more about the most common SEO keyword types.


Primary Keyword

At Wix SEO Expert we recommend that your first priority be to rank your business or brand name on Search Results Pages (SERP’s) so that whenever people are searching for your business from a word of mouth referral or recommendation, it’s immediately found. If you do not automatically appear on page 1 of Google, then your primary keyword isn’t optimised, and that’s what you need to focus your energy on.


Branded vs. Unbranded

Branded search terms, as the name suggests, contain the brand name within the query. Branded keywords include the likes of official brand names, campaign names and taglines, branded acronyms, and also not forgetting common misspellings. These are all too familiar, especially as more and more people are searching on small devices with tiny keypads and yes, fat-fingered typos!


Unbranded, also referred to as non-branded terms, are all other keywords you want your business to be associated with. These might typically include descriptive words for your brand offering or customer solutions you deliver.


Keep in mind that branded terms, especially those which additionally include a location, bring in the highest converting traffic because of the level of familiarity, affinity, and also relevance. That’s why it’s so important to ensure that you rank for your brand name and key service, as well as your location.


Seed vs. Page-specific Keywords

You need to plant those seeds to grow your business! These are the obvious words that are most relevant to your website and the easiest to brainstorm with your team.

Page-specific words come later on in the process and might only be applicable to one particular page on your site. They act as supportive or Secondary keywords.


Long-tail vs. Head Terms

Search terms with the highest demand are referred to as head terms whereas, conversely, those terms with the lowest demand are known as long-tail. Other important distinctions are as follows:


Long-tail are low ranking, highly converting and best for singular search intent

Head terms are high ranking, low converting and yes for multiple search intents


Step, Stage, Phase or Bi-Products

It’s an excellent idea to categorise your keywords into marking funnels or stages within the customer journey so that you can target them more effectively at critical points in their experience with you. These semantic-based words and phrases are more action-orientated and are based around “doing,” for example, building awareness, prompting consideration, creating conversions, and promoting retention.


There is a whole range of other keyword categories besides the most popular type that we’ve identified above, including local vs. global and evergreen vs. topical, all of which can have a part to play in more clearly defining your overall strategy.


If it feels like it’s the right time for your business to hire a Wix SEO expert, then get in touch with us today. Step by step, we’ll guide you through the process, clearly defining your keyword strategy so that you can optimise your SEO.

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