22 Keyword Types To Know (And How to Use Them for SEO and AI Search)

In this article, you'll learn:

• What the 22 types of keywords are and when to use each one

• How to identify and find each keyword type using free and paid tools

• How to check the search intent behind any keyword

• How keywords apply to both traditional SEO and AI search visibility

• Whether you actually need to target every keyword type to rank

Keywords Are Classified Three Ways

Before diving into each type, understand that keywords fall into three main categories:

By search intent: What does the searcher want to accomplish? Are they looking for information, trying to navigate somewhere, researching a purchase, or ready to buy?

By length and specificity: Is the keyword broad and competitive, or long and specific? Is it a seed keyword for research, or a ready-to-target phrase?

By match type: This applies mainly to paid advertising. How closely does the search query need to match your keyword?

Some keywords don't fit neatly into these categories. Branded keywords, competitor keywords, and locational keywords have their own unique characteristics.

Let's break down each type.

Part 1: Keywords by Search Intent

Search intent is the purpose behind a search. It defines what people expect to see when they type a keyword into a search engine—or ask an AI assistant.

There are four types of search intent:

• Informational: Looking for information or answers

• Navigational: Looking for a specific website or page

• Commercial: Researching products or services before buying

• Transactional: Ready to buy or take action

Understanding intent is the foundation of keyword strategy. Get it wrong, and your content won't satisfy searchers—regardless of how well you optimize.

1. Informational Keywords

Informational keywords are used by searchers who want to learn something. They're frequently posed as questions and tend to be longer phrases.

Examples:

• how to find keywords to rank for

• what is keyword difficulty

• WordPress installation guide

• best practices for email marketing

How to identify informational keywords:

Look for question words: how, what, who, when, where, why. Also look for modifiers like "guide," "tutorial," "examples," "ideas," and "tips."

How to use informational keywords:

Create educational content that thoroughly answers the question. Blog posts, guides, tutorials, and explainer videos work well for these keywords.

Informational keywords target people at the early stages of the buyer's journey. They're unlikely to convert immediately, but they build brand awareness and establish expertise. They also attract backlinks when you rank well.

Informational keywords in AI search:

AI engines heavily favor informational content. When users ask ChatGPT or Perplexity how to do something, these engines pull from blog posts, documentation, and educational content.

The difference: AI engines don't just rank your content—they synthesize it and may or may not cite you. To track whether AI engines mention your brand for informational queries, you need to monitor the specific prompts your audience is asking.

2. Navigational Keywords

Searchers use navigational keywords when looking for a specific website or page. They already know where they want to go.

Examples:

• Instagram

• Surfer blog

• Spotify login

• HubSpot pricing page

How to use navigational keywords:

Ensure your brand and product names appear in your content, meta tags, title tags, and schema markup. This helps search engines (and AI engines) understand what pages belong to your brand.

Navigational keywords become valuable as your brand grows. The more people search for your brand directly, the more organic traffic you'll capture.

Navigational keywords in AI search:

When someone asks ChatGPT "What is [Your Company]?" or "Tell me about [Your Product]," you want AI engines to accurately describe your brand and link to your site.

AI engines pull this information from your website, Wikipedia (for ChatGPT especially), and third-party sources. Controlling your brand narrative across these sources matters more than ever.

3. Commercial Keywords

Commercial keywords indicate research intent. The searcher is evaluating options before making a purchase decision. They may be looking for reviews, comparisons, or discounts.

Examples:

• Starbucks autumn coffee flavors

• HubSpot vs Salesforce

• NordVPN discount code

• best project management software 2026

How to identify commercial keywords:

Look for modifiers like "best," "top," "vs," "review," "comparison," "alternative," and "discount."

How to use commercial keywords:

Create comparison posts, product reviews, and in-depth analyses. These attract high-quality prospects who are ready to make a decision.

Commercial keywords in AI search:

This is where AI search gets interesting. When users ask ChatGPT or Perplexity "What's the best CRM for small businesses?" these engines return a list of recommendations.

Your goal: get mentioned in these recommendations. AI engines base their answers on the sources they trust. If you're not being cited in comparison content that ranks well, you may not appear in AI recommendations.

To see where competitors appear and you don't, use opportunity analysis tools that track these gaps across AI engines.

4. Transactional Keywords

Transactional keywords show strong intent to make a purchase or take action. Searchers use them at the final stages of the sales funnel.

Examples:

• hardware store near me

• buy running shoes online

• Honda Civic for sale

• sign up for free trial

How to identify transactional keywords:

Look for terms like "buy," "purchase," "order," "for sale," "near me," "pricing," "discount," "free trial," and "sign up."

How to use transactional keywords:

Target them with optimized product pages, landing pages, and paid ads. These keywords drive ready-to-convert traffic.

Transactional keywords in AI search:

AI engines handle transactional queries differently than informational ones. When someone asks "Where can I buy [product]?" AI engines often list options and may include affiliate links or direct users to websites.

The key insight: AI engines rely heavily on product pages and e-commerce content for transactional queries. If your product pages are well-structured with clear pricing, features, and calls to action, AI engines can accurately represent your offering.

Part 2: Keywords by Length and Specificity

Not all keywords are equal in terms of competition and traffic potential. Understanding where a keyword falls on the spectrum from broad to specific helps you prioritize your efforts.

5. Seed Keywords

A seed keyword is a short phrase that broadly describes a topic. It's the starting point of keyword research—you use it to discover more specific keywords you can actually target.

Examples:

• keyword research

• email marketing

• CRM software

• project management

How to find seed keywords:

Start by brainstorming broad topics related to your business. Think about the main categories your products or services fall into. Browse your competitors' blogs and note the main themes they cover.

How to use seed keywords:

Don't target seed keywords directly—they're too broad and competitive. Instead, use them as inputs for keyword research tools to generate lists of more specific keywords.

Enter your seed keyword into tools like Ahrefs, Semrush, or Google Keyword Planner. These tools will generate hundreds of related keywords you can filter by search volume, difficulty, and intent.

Seed keywords in AI search:

Seed keywords also work as a starting point for AI search research. Instead of traditional keyword research, you're researching the prompts your audience asks AI engines.

Think about the broad topics your audience cares about, then consider how they'd phrase questions to an AI assistant. "CRM software" as a seed might lead to prompts like:

• What's the best CRM for startups?

• How do I choose a CRM?

• CRM software recommendations for real estate

6. Primary Keywords

A primary keyword is the main keyword for a specific page. You'll use it in your title, meta description, H1, and throughout the body content.

How to select primary keywords:

Consider three factors:

Search volume: Do enough people search for this keyword to make targeting it worthwhile?

Search intent: What kind of content do searchers expect? Can you create it?

Business relevance: Can you realistically convert these searchers?

For example, the primary keyword for this article is "types of keywords."

How to use primary keywords:

Include your primary keyword in:

• Title tag (near the beginning)

• Meta description

• H1 heading

• First 100 words of content

• Throughout the body naturally (don't force it)

• Image alt text where relevant

Primary keywords in AI search:

For AI search, think of primary keywords as primary prompts. What's the main question you want your content to answer? What prompt would trigger AI engines to cite your content?

If you're tracking your brand's visibility in AI search, start with the primary prompts that matter most to your business, then expand from there.

7. Secondary Keywords

Secondary keywords are closely related to your primary keyword. Using them throughout your content helps search engines understand your topic more comprehensively.

How to find secondary keywords:

Several methods work:

Google Autocomplete: Type your primary keyword into Google and note the suggestions.

People Also Ask: Check the questions that appear in Google's "People Also Ask" section for your keyword.

Related Searches: Scroll to the bottom of Google's search results to find related search terms.

Keyword tools: Most SEO tools will show related keywords when you enter your primary keyword.

For this article, secondary keywords include "types of keywords in SEO," "keyword intent types," "long-tail keywords," and "keyword match types."

How to use secondary keywords:

Incorporate them naturally throughout your content. Don't stuff them in—use them where they make sense and add value for the reader.

Secondary keywords in AI search:

Secondary prompts work the same way. For any primary prompt you're tracking, there are related prompts your audience also asks. Expanding your tracking to cover these related prompts gives you a fuller picture of your AI search visibility.

8. Long-Tail Keywords

Long-tail keywords are longer, highly specific phrases. They have lower search volume than broad keywords, but they also have lower competition and higher conversion rates.

Examples:

• best keyword research tools for beginners 2025

• how to find low competition keywords for new websites

• CRM software for small real estate teams

Why long-tail keywords matter:

The clearer the intent, the easier it is to satisfy the searcher. Someone searching "keyword research" could want anything. Someone searching "best free keyword research tools for bloggers" knows exactly what they need.

How to find long-tail keywords:

Google Search Console: Check your Queries report for longer phrases people already use to find your site.

Forums and communities: Browse Reddit, Quora, and niche forums to see how people phrase their questions.

Competitor analysis: See what long-tail keywords your competitors rank for that you don't.

Keyword tools: Sort by ascending search volume to surface long-tail opportunities.

Long-tail keywords in AI search:

Long-tail prompts are often where AI search drives the most qualified traffic. When someone asks Perplexity "What's the best CRM for freelance consultants who work with multiple clients?" they have a very specific need.

AI engines excel at answering these specific questions. If your content addresses niche use cases, you have an opportunity to be cited for long-tail prompts that competitors ignore.

9. Low-Competition Keywords

Low-competition keywords are terms you can rank for without massive effort. They're often long-tail in nature but not always.

How to identify low-competition keywords:

Check who's ranking: Search for the keyword and examine the top results. If you see personal blogs, small websites, or forums ranking—rather than major brands—competition is likely low.

Use difficulty scores: SEO tools provide keyword difficulty scores. But remember: these are estimates, and a "hard" keyword for one site might be "easy" for another based on domain authority and existing content.

Look for content gaps: Sometimes competition is low because no one has created good content for a topic yet.

How to use low-competition keywords:

Target these keywords when you're building a new site or entering a new topic area. They help you gain traction and build authority before tackling more competitive terms.

Low-competition keywords in AI search:

Competition in AI search is different from traditional SEO. A keyword might be highly competitive in Google but underrepresented in AI recommendations.

The opposite is also true: established brands might dominate AI recommendations for broad topics while smaller brands can win on specific, niche prompts.

To find low-competition opportunities in AI search, look for prompts where competitors aren't showing up or where AI engines cite limited sources.

10. Niche Keywords

Niche keywords are highly specialized terms that appeal to a small, specific audience. They often have low search volume, but they attract highly qualified traffic.

Examples:

• 4080 CUDA cores benchmark

• sous vide vs immersion circulator temperature accuracy

• HubSpot custom object API documentation

How to find niche keywords:

Industry forums and communities: Niche keywords often emerge from specialized discussions. Reddit communities, Discord servers, and industry-specific forums reveal the exact terminology your audience uses.

Customer interviews: Ask your customers what terms they search for. Technical buyers often use jargon that doesn't appear in mainstream keyword tools.

Competitor deep dives: Look at competitors who serve the same niche. What specific topics do they cover?

How to use niche keywords:

Create highly specialized content that goes deep rather than broad. Niche audiences want expertise, not general overviews.

Niche keywords in AI search:

Niche prompts are where AI engines often struggle—and where you can differentiate. If AI engines return generic answers to specialized questions, your detailed content can become a trusted source.

Track niche prompts relevant to your industry. When AI engines cite your content for specialized queries, you're reaching decision-makers at the exact moment they need your expertise.

11. Evergreen Keywords

Evergreen keywords maintain consistent search volume over time. Topics like "how to lose weight" or "how to start a blog" are perpetually relevant.

Characteristics of evergreen keywords:

• Not tied to current trends or events

• Search volume stays stable year over year

• Content remains relevant with periodic updates

How to verify evergreen potential:

Use Google Trends to check whether search interest is stable, growing, or declining. A flat or upward trend line indicates evergreen potential.

How to use evergreen keywords:

Build cornerstone content around evergreen topics. These pieces will drive consistent traffic for years if you keep them updated.

Update your evergreen content when:

• New data or research becomes available

• Information becomes outdated

• You can add a fresh perspective or improved examples

Evergreen keywords in AI search:

AI engines learn from content that stays relevant over time. Evergreen content that's regularly updated and cited by other sources becomes embedded in AI training data and retrieval systems.

This creates a compounding effect: good evergreen content gets cited by AI engines, which drives traffic, which signals quality, which leads to more AI citations.

12. LSI Keywords (A Clarification)

LSI stands for "Latent Semantic Indexing." You'll see this term in SEO articles, but here's the truth: Google's John Mueller has stated that LSI keywords are "a made-up term" that isn't important for SEO.

LSI technology dates back to the 1980s. Modern search engines, including Google, use far more sophisticated natural language processing.

What people mean when they say "LSI keywords":

Usually, they mean semantically related terms—words and phrases connected to your main topic. These are simply secondary keywords.

What you should do instead:

Focus on covering your topic comprehensively. Use related terms naturally. Don't chase "LSI keyword" tools—just write thorough content that addresses your topic from multiple angles.

Part 3: Keywords for Paid Advertising

The next several keyword types apply primarily to pay-per-click (PPC) advertising on platforms like Google Ads. Understanding these helps if you run paid campaigns alongside your organic strategy.

13. Exact Match Keywords

Exact match keywords trigger your ads only when the search query matches your keyword precisely (or very close variations like misspellings and plural forms).

Example:

Keyword: "content management system examples"

Your ad shows for: "content management system examples," "CMS examples"

Your ad doesn't show for: "examples of content management systems," "best CMS platforms"

When to use exact match:

Use exact match when you want maximum control and high relevance. These keywords have lower reach but higher conversion rates because you're targeting a precise audience.

Exact match in SEO context:

While exact match is a PPC term, the concept applies to SEO. Optimizing for the exact phrases searchers use—not just related terms—helps you rank for specific queries.

Include your target keyword exactly as searchers type it, particularly in your title tag and H1.

14. Phrase Match Keywords

Phrase match keywords trigger ads when the search query includes your keyword phrase or close variations. The query can include additional words before or after.

Example:

Keyword: "content management system"

Your ad shows for: "best content management system for small business," "content management system reviews"

Your ad doesn't show for: "system for content management," "CMS platforms"

When to use phrase match:

Use phrase match for a balance between reach and relevance. You'll capture more searches than exact match while maintaining reasonable targeting.

15. Broad Match Keywords

Broad match keywords trigger ads for searches related to your keyword, even if the search doesn't contain your exact terms.

Example:

Keyword: "content management system"

Your ad shows for: "CMS software," "website builders," "WordPress alternatives"

When to use broad match:

Use broad match for discovery campaigns when you want to find new keyword opportunities. Broad match has the highest reach but lowest relevance—you'll need to monitor search terms reports and add negative keywords to control spend.

16. Negative Keywords

Negative keywords prevent your ads from showing for specific searches. They're essential for controlling wasted spend in PPC campaigns.

Examples of common negative keywords:

• "free" (if you don't offer free products)

• "cheap" (if you're premium-positioned)

• "jobs" or "careers" (unless you're hiring)

• "download" (if you don't offer downloads)

How to build your negative keyword list:

• Review search terms reports in Google Ads

• Brainstorm terms that attract the wrong audience

• Add competitor brand names if you don't want to bid on them

Negative keywords for content strategy:

The concept applies to content too. Understanding what your content is not about helps you focus. If you're writing about "keyword research," you probably don't need to cover "keyword research jobs" or "keyword research salary."

Part 4: Special Keyword Types

Some keywords don't fit neatly into the categories above. These require specific strategies.

17. Branded Keywords

Branded keywords contain your company, product, or service name.

Examples:

• Analyze AI

• HubSpot CRM

• Surfer SEO content editor

Why branded keywords matter:

Searchers using your brand name are typically at the bottom of the funnel. They know you exist and are looking for something specific. These searches have high conversion potential.

How to optimize for branded keywords:

• Ensure your homepage and key landing pages include your brand name prominently

• Create pages for common branded searches (pricing, reviews, comparisons)

• Monitor Google Search Console for branded queries people use to find you

Branded keywords in AI search:

When someone asks ChatGPT "What is [Your Company]?" or "Is [Your Product] good?" you want the AI to accurately represent your brand.

AI engines pull brand information from your website, third-party review sites, Wikipedia (especially ChatGPT), and news articles. Controlling your brand narrative across these sources shapes how AI engines describe you.

To track how AI engines perceive and represent your brand, monitor sentiment scores across different engines. The same brand can be described positively by one AI and neutrally by another, depending on which sources each engine prioritizes.

18. Competitors' Keywords

Competitors' keywords are terms your rivals rank for. Analyzing these reveals opportunities you might be missing.

Why competitor keyword research matters:

• Understand what your target audience searches for

• Find content gaps you can fill

• Identify keywords where you can outperform the competition

• Discover topics you hadn't considered

How to find competitor keywords:

Check their sitemap: Many sites have sitemaps at domain.com/sitemap.xml. This shows you all their indexed pages and the topics they cover.

Use SEO tools: Tools like Ahrefs and Semrush show which keywords competitors rank for and how much traffic each keyword drives.

Analyze their content manually: Browse their blog and note the topics, titles, and structure of their high-performing posts.

Competitors' keywords in AI search:

In AI search, competitor analysis means tracking which prompts mention your competitors and which don't mention you.

This reveals gaps. If competitors appear in AI recommendations for "best CRM for healthcare" and you don't, that's a prompt you need to target.

Opportunity analysis goes further: it shows prompts where multiple competitors appear but your brand is absent. These are high-value targets for content creation and optimization.

19. Locational Keywords

Locational keywords include geographic modifiers like cities, neighborhoods, regions, or "near me."

Examples:

• plumber in Brooklyn

• best restaurants Astoria Queens

• digital marketing agency near me

• Austin TX real estate agents

Why locational keywords matter:

Local searches have high intent. Someone searching "coffee shop near me" wants to visit a coffee shop right now.

How to optimize for locational keywords:

• Include location names in your content, meta tags, and headings

• Create location-specific landing pages if you serve multiple areas

• Claim and optimize your Google Business Profile

• Get listed in local directories

• Encourage customer reviews that mention your location

Locational keywords in AI search:

When users ask AI engines for local recommendations, the responses draw from Google Maps data, review sites like Yelp, and local content.

AI engines are still developing their local search capabilities, but the trend is clear: they're increasingly able to provide location-specific recommendations. Ensuring your business information is consistent across platforms helps AI engines accurately recommend you for local queries.

20. Product Keywords

Product keywords relate directly to your offerings. They include your product name, category, and specific features.

Examples:

• Keyword Surfer Chrome extension

• HubSpot marketing automation

• Asana project management templates

How to use product keywords:

• Optimize product pages for relevant product keywords

• Create content that addresses specific product-related searches

• Use product keywords in internal link anchor text

• Structure product pages with clear headings that include product terms

Product keywords in AI search:

Product keywords matter enormously for AI search. When users ask AI engines for product recommendations, the engine needs to understand what your product does and who it's for.

Clear product positioning on your website helps AI engines accurately categorize and recommend your product. If your product page clearly states "HubSpot is a CRM and marketing automation platform for growing businesses," AI engines can surface you for relevant product queries.

Track which product-related prompts drive AI visibility and which sources get cited when your product is mentioned.

21. Google Ads Keywords

Google Ads keywords are terms you bid on in pay-per-click campaigns. The research process overlaps with SEO keyword research but includes additional factors like cost-per-click and competition level.

How to find Google Ads keywords:

Use Google's Keyword Planner to research keywords for paid campaigns. The tool shows:

• Average monthly searches

• Competition level (low, medium, high)

• Suggested bid ranges

• Forecasted performance

How to select Google Ads keywords:

Consider search intent, buyer journey stage, and landing page relevance. A keyword with high search volume but low relevance to your offer will waste budget.

Google Ads and AI search:

Paid advertising and AI search are separate channels, but they inform each other. High-performing Google Ads keywords often indicate strong commercial intent—these are also prompts worth tracking in AI search.

If people are searching for "best CRM for startups" in Google (and you're paying to appear), they're likely asking similar questions to AI engines. Make sure you're visible in both channels.

22. Seasonal Keywords

Seasonal keywords spike at specific times of year. They're tied to holidays, events, seasons, or annual patterns.

Examples:

• Black Friday deals

• summer vacation packages

• back to school supplies

• tax preparation software

How to identify seasonal keywords:

Use Google Trends to see when search interest peaks. A keyword like "Christmas gift ideas" spikes in November and December, then drops to near-zero.

How to use seasonal keywords:

• Plan content in advance—publish before the season peaks

• Update seasonal content annually to keep it fresh

• Consider creating a content calendar based on seasonal opportunities

Seasonal keywords in AI search:

AI engines also handle seasonal queries. When users ask "What are good gifts for Dad for Father's Day?" the AI provides recommendations.

Seasonal content that ranks well in Google often becomes a source for AI engine responses. Publishing early and building authority on seasonal topics can pay dividends in both channels.

How to Check Keyword Search Intent

Not sure what intent a keyword signals? Here's how to check:

1. Search the keyword and analyze results:

Look at what types of content rank. Are they:

• Blog posts and guides? (Informational)

• Brand homepages? (Navigational)

• Comparison articles and reviews? (Commercial)

• Product pages and shopping results? (Transactional)

2. Look at the SERP features:

• Featured snippets suggest informational intent

• Shopping ads suggest transactional intent

• Local pack results suggest local/transactional intent

• People Also Ask boxes suggest informational intent

3. Check for intent indicators in the keyword:

• Question words (how, what, why) = informational

• Brand names = navigational

• "Best," "vs," "review" = commercial

• "Buy," "price," "near me" = transactional

4. Consider mixed intent:

Some keywords have mixed intent. "CRM software" could be someone researching options (commercial) or looking to learn what CRM software is (informational).

When intent is mixed, Google shows varied result types. You may need to choose which intent to target or create content that serves multiple intents.

How to Check Prompt Intent in AI Search

The same principles apply to AI search prompts:

Informational prompts: "What is..." "How does..." "Explain..."

Commercial prompts: "What's the best..." "Compare..." "Alternatives to..."

Transactional prompts: "Where can I buy..." "Pricing for..." "Free trial for..."

Track prompts by intent type to understand where your brand appears in each category. You might dominate informational prompts but be absent from commercial ones—or vice versa.

Do You Need to Target Every Keyword Type?

No. Most keyword types won't be relevant to every piece of content you create.

Here's what actually matters:

For every page:

• One primary keyword

• Multiple secondary keywords

• Clear alignment with search intent

For your overall strategy:

• A mix of informational, commercial, and transactional keywords

• Both short-term wins (low-competition) and long-term targets (high-value)

• Coverage across the topics your audience cares about

For AI search specifically:

• Primary prompts that represent your core value proposition

• Commercial prompts where purchase decisions happen

• Coverage across the AI engines your audience uses

You don't need to consciously think about all 22 keyword types for every article. Write comprehensive content that addresses your topic thoroughly, and you'll naturally include relevant keyword variations.

How Traditional SEO and AI Search Work Together

This is worth emphasizing: AI search is not a replacement for SEO. It's an extension of it.

The fundamentals that drive SEO success—quality content, clear structure, topical authority, and earned citations—also drive AI search visibility.

What changes is where and how your content surfaces:

In traditional SEO: Your content appears as a link in search results. Users click through to your site.

In AI search: Your content may be synthesized into an answer. Your brand may be mentioned without a direct link. Or you may be cited as a source users can visit.

The strategy:

Track both channels. Understand where traditional search drives traffic and where AI engines drive visibility. Optimize content for both.

When you see which pages receive AI-driven traffic, you can identify patterns. What do those pages have in common? What content formats does AI prefer? Double down on what works.

Key Takeaways

• Keywords are classified by search intent (informational, navigational, commercial, transactional), by length and specificity (seed, primary, secondary, long-tail), and by match type (exact, phrase, broad).
  

• Search intent is the foundation of keyword strategy. Matching your content to what searchers expect is more important than any other factor.
  

• Primary keywords define each page's focus. Secondary keywords and long-tail variations provide comprehensive coverage.
  

• Low-competition and niche keywords offer opportunities to build authority before tackling competitive terms.
  

• Branded and competitor keywords reveal how your brand and rivals are positioned in both search and AI recommendations.
  

• AI search uses the same quality signals as traditional SEO: depth, authority, clarity, and trustworthiness. What works in Google tends to work in AI search.
  

• Track your visibility across both channels. Understand where each drives value and optimize accordingly.