Keywords used to be simple. You’d enter your search terms, and you’d be presented with a list of results containing your keyword or phrase. Pages with more instances of that phrase ranked higher on this list.
As you might expect, this system was incredibly easy to abuse. That’s why since then, both keywords and the algorithms that analyze them have grown considerably more complex. These days, there are a ton of different classes of keywords—and it’s in your best interest to understand them all.
Specificity
Let’s start with the different matching options you can choose during keyword research and ad targeting. Once you’ve defined your initial topic, focus, or core keyword, you can find variants of it in a few different ways.
Broad Match
Although search engine optimization research tools still allow broad match searches, broad match keywords have been retired by Google as of July 2021. Originally, they used to match any result containing your core keywords. They accounted for any permutation or variation of those words, and also included similar words.
This functionality has largely been wrapped into phrase match keywords.
Phrase Match
Phrase match keyword searches contain your core keywords in the order you typed them. When it retired broad match keywords last year, Google also tweaked phrase match keywords. Phrase match searches now apply road match criteria while still preserving the original meaning of the search.
Exact Match
An exact match keyword is exactly what it sounds like. The exact permutation of each word in the exact order you typed them. With that said, exact match targeting will also typically include reordered or rephrased close variants if Google determines that they retain the original meaning.
Intent
Arguably the most important characteristic of a keyword is its intent—what the searcher is looking to do.
Commercial
Someone searching with commercial intent fully intends to make a purchase as soon as possible. They’re effectively right at the end of the sales funnel, ready to convert when they find what they’re looking for.
Transactional
Transactional intent is similar to commercial. Searchers do intend to make a purchase at some point in the future, but they’re still doing research.
Informational
Someone searching with informational intent simply wants to learn. They might be looking for a how-to, developing their own content, or performing academic research. Though they may be convinced to convert, they typically aren’t looking to purchase.
Navigational
A person searching with navigational intent is looking for a specific website or brand. They know exactly what they’re looking for, and why. Your job is to ensure your site provides this to them.
Length
Lastly, keywords can be categorized in terms of length.
Short-Tail
A short-tail keyword tends to be much more general and consists of only one or two words. Generally speaking, a short-tail keyword acts as a starting point. Users don’t typically only type one or two words into Google, instead resorting to more generally conversational searches.
Long-Tail
Long-tail keywords consist of three or more words. Particularly with the growing prominence of semantic search, long-tail is generally the way to go.