This guide will walk you through the world of keywords, including search intent, types of keywords, and how to choose the right ones to use on your website.
Keywords are the foundation of SEO. They help search engines understand what your website is about and connect you with the right audience. But not all keywords are created equal—choosing the right ones can make a big difference in your traffic and rankings.
This guide will walk you through the different types of keywords, search intent, and how to choose the best ones for your site.
1. Understanding Search Intent
Before choosing keywords, it's important to know why someone is searching. There are four main types of search intent:
Informational Keywords
- These are searches where people are looking for answers, guides, or general knowledge.
- Example: "How to start a blog," "What is domain authority," "SEO tips for beginners."
- Best for: Blog posts, FAQs, educational content.
Navigational Keywords
- These searches happen when someone is looking for a specific brand, website, or product.
- Example: "Diib login," "Nike running shoes website."
- Best for: Brand pages, homepage, and about pages.
Transactional (Commercial) Keywords
- These show purchase intent—the user is getting ready to buy or take action.
- Example: "Best SEO tools," "Affordable website hosting," "Buy hiking boots online."
- Best for: Product pages, service pages, landing pages.
Local Keywords
- Used when people are looking for businesses or services in a specific location.
- Example: "Best plumber in New York," "Coffee shop near me," "SEO agency Los Angeles."
- Best for: Location pages, Google Business Profile, service-based businesses.
2. Types of Keywords to Target
Short-Tail Keywords (Broad Keywords)
- Usually one or two words and have high search volume but high competition.
- Example: "Running shoes," "SEO services," "digital marketing."
- Pros: Lots of traffic potential.
- Cons: Difficult to rank for, low conversion rate.
Long-Tail Keywords (Specific, Niche Keywords)
- Longer phrases (three or more words) that target a specific search query.
- Example: "Best running shoes for flat feet," "affordable SEO services for small businesses."
- Pros: Less competition, higher conversion rate.
- Cons: Lower search volume.
- Best for: Blog posts, niche product pages, FAQs.
Branded vs. Non-Branded Keywords
- Branded: Includes a company name ("Nike running shoes," "Diib SEO tool.")
- Non-branded: More general ("Best running shoes," "SEO software for agencies.")
- If you’re a well-known business, branded keywords will naturally bring traffic. If you’re still growing, non-branded keywords can help you attract new visitors.
3. How to Choose the Right Keywords
- Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs.
- Look at your competitors—what keywords are they ranking for? Check in Diib’s My Competitors tool to see their top keywords.
- Check search volume and difficulty—higher volume means more traffic, but higher competition makes ranking harder.
- Think like your audience—what would they type into Google to find your business?
- Target a mix of keyword types—don’t rely only on broad or niche keywords. A balance works best.
4. Tracking and Adjusting Your Keywords
SEO isn’t a set-it-and-forget-it process. Once you’ve chosen your keywords, you need to monitor their performance and adjust as needed.
- Use Google Search Console and Diib to track your keyword rankings.
- Optimize underperforming pages by adjusting content, adding internal links, or improving on-page SEO.
- Look for new keyword opportunities based on trending searches and industry shifts.
Choosing the right keywords can take your website from invisible to highly ranked. Focus on user intent, balance broad and niche keywords, and keep an eye on performance to refine your strategy.
Need help finding the best keywords for your business? Diib’s Keyword Explorer can help you track and optimize your rankings!