The 8 Types of SEO Keywords Every Small Business Owner Should Know
Patrick KurowskiAs a small business owner, you’ve likely heard that “keywords” are the secret sauce to getting found on Google. But here is the catch: not all keywords are created equal. In fact there are many different types of SEO Keywords to choose from.
If you want to rank higher in search results and drive meaningful traffic to your website, you need to understand the intent behind what people are typing into that search bar. By targeting the right mix of keywords, you can move a stranger from “just curious” to a “loyal customer.”
In this guide, we’re breaking down the 8 types of SEO keywords you need to know to grow your business.
The Different Types of SEO Keywords You Need to Know About
1. Informational Keywords
Informational keywords are used when a person is looking for a specific answer or general information. They aren’t ready to buy yet; they are in the “learning phase.”
- Examples: “How to fix a running toilet” or “How to eat a healthy lunch at work.”
- Why they matter: These allow you to establish authority. When you provide the answer to their problem, you become a trusted resource.
2. Navigational Keywords
These users are looking for a specific “destination.” They already know the brand or the event they want to find; they just need help getting there.
- Examples: “Baltimore Ravens Schedule” or “Hunt Valley Movie Times.”
- Why they matter: While you usually rank for your own brand name, understanding navigational intent helps you ensure your contact and service pages are easy to find.
3. Commercial Keywords
This is the “investigation” stage. The user knows they want to buy something, but they are still comparing their options to find the best solution.
- Examples: “Best TVs for streaming shows” or “YouTube TV vs. Cable.”
- Why they matter: These are high-value keywords. If you can provide a comparison or a “best of” list, you can influence their final decision.
4. Transactional Keywords
I call these the “money keywords.” These users have their credit cards out and are ready to solve their problem now. *
- Examples: “Noise-canceling headphones under $300” or “Emergency electrician near me.”
- Why they matter: These keywords have the highest conversion rates. If you offer a service that solves an immediate need, you must rank for these.
5. Branded Keywords
These are searches that include a specific brand name.
- Examples: “Apple MacBook Pro,” “OnCloud running shoes,” or “MarketKeep.”
- Why they matter: You should always dominate the search results for your own brand name. It’s also helpful to see when people are searching for your competitors.
6. Evergreen Keywords
Evergreen keywords are the gift that keeps on giving. They are relevant year-round and don’t go out of style, meaning they drive consistent traffic for years.
- Examples: “How to rank a small business website” or “Best productivity tips for small business owners.”
- Why they matter: These are the foundation of a great content strategy. They provide a steady stream of traffic without needing constant updates.
7. Time-Sensitive (Trending) Keywords
These are keywords tied to a specific event, fad, or news story.
- Examples: “The Super Bowl” or “Taylor Swift’s latest album.”
- Why they matter: Honestly? Most small businesses should stay away from these. They require a lot of effort for a very short spike in traffic that disappears once the trend is over.
8. Geo-Targeted Keywords
For small business owners, these are arguably the most important keywords next to evergreen ones. These target users in a specific geographic area.
- Examples: “Electrician in Baltimore” or “Roofers in Westminster, MD.”
- Why they matter: If you have a physical location or service area, geo-targeted keywords connect you with the people in your own backyard.
Optimize Your Strategy
Understanding these keywords is the first step toward a digital marketing strategy that actually converts. By balancing informational content with transactional “money” keywords, you create a funnel that leads customers straight to your door.
Want to take the guesswork out of your SEO? At MarketKeep, we help small business owners plan, place, and optimize their digital marketing strategies so they can get back to running their business.
Want to take the guesswork out of your SEO?
At MarketKeep, we help small business owners plan, place, and optimize their digital marketing strategies so they can get back to running their business.
How to Choose the Right Keywords for Your Small Business
With eight different types of keywords to choose from, you might be wondering: “Where do I even start?” For a small business owner, time and budget are your most precious resources. You can’t target everything at once, so you have to be strategic. Here is how we recommend choosing the right keywords to focus on:
1. Identify Your Immediate Goals
Before picking keywords, ask yourself what your business needs right now:
- Need Sales Today? Focus on Transactional and Geo-Targeted keywords. These people are ready to buy and are looking for someone local.
- Need to Build Brand Awareness? Focus on Informational and Evergreen keywords. These help you get in front of people early in their journey.
2. Think Like Your Customer
Put yourself in your customer’s shoes. If their water heater just broke, they aren’t typing in “The history of water heating” (Informational). They are typing “Water heater repair near me” (Transactional/Geo-Targeted).
Strategy Tip: Map your keywords to the “Customer Journey.” Use Informational keywords to introduce yourself, and Transactional keywords to close the sale.
3. Analyze the “Keyword Difficulty
Some keywords are harder to rank for than others. A broad keyword like “Shoes” is nearly impossible for a small business to rank for against giants like Nike or Amazon. However, a Geo-Targeted keyword like “Custom leather boots in Baltimore” is much easier to win.
4. Prioritize Quality Over Quantity
It is better to have 10 visitors a month searching for a Transactional keyword (who actually buy from you) than 1,000 visitors searching for a Trending keyword who leave your site and never return.
Not sure which keywords your competitors are using?
Our small business SEO services include a deep-dive competitor analysis to see exactly where your best opportunities are hiding.
