Keywords are a critical element of your search engine optimization (SEO) strategy. They are used to define your product or service and to help you reach your target audience. By using the right keywords, you can increase conversions and sales. However, not all keywords are created equally. In order to get the most out of your SEO efforts, you need to understand the different types of keywords.

There are four main types of keywords. These are generic keywords, navigational keywords, transactional keywords and customer-defining keywords. Each of these keywords is useful for keyword research and SEO.

Generic keywords refer to a product or service within a specific industry. For example, the term “SEO” is a keyword that describes the service that a company offers. If a user searches for this term, he or she may find a wide variety of related products and services, including those from a range of brands.

Navigational keywords are those that are used to find a website. This is a type of search that is conducted by people who know the brand or location of a business. It is also a source of organic traffic.

Transactional keywords are those that people use to make a purchase or to take an immediate action. Usually these are words like buy or subscription. You can target these with highly optimized purchase pages, Google Shopping ads and paid ads.

Finally, customer-defining keywords are phrases or terms that are directly associated with a particular product or service. For example, a user searching for a copy machine will be more likely to find results for a reputable brand than a competitor.