This document discusses different types of keywords from SEO and PPC perspectives. There are three main types of keywords from an SEO perspective: informational, navigational, and transactional. From a PPC perspective, keywords can be broad, phrase, or exact match. It also provides tips on how to find keywords for SEO, such as using keyword research tools and analyzing search demand and difficulty.

1. It'snotalwaysaboutgettingvisitorstoyoursite,butabout
gettingtherightkindofvisitors.
Keyword Research

2. Types of Keywords - from SEO
Perspective
There are 3 major types of keyword query‟s that Google pays attention to and those are
Informational, Navigational, andTransactional.
 Types of Informational Keywords:
 Thanksgiving
 Sailing
 Grand Canyon
 Types of Navigational Keywords:
 Ebay
 Walmart photo
 Innovation Simple
 Types ofTransactional Keywords:
 Salomon snowboard boots
 Sony video camera
 Nike basketball shoes

3. Types of Keywords - from PPC
Perspective
 Example Keyword:“Blue Car”
 Broad Match Keywords: This includes the keyword, related grammatical
forms, synonyms and related words. E.g.: Blue classic car, Vintage car: blue,
Vintage car with blue leather interior, Blue skies, vintage comics and car models
etc.
 Phrase Match Keywords: This includes the whole phrase or near variants of
the whole phrase. In simple words, Google will only return pages that contain
the keyword exactly as you typed it in.
 Exact Match Keywords: The search volume for that specific keyword and
close variants.

4. Broad Match Keywords
Phrase Match Keywords
Exact Match Keywords – Choose this option in
GoogleAdwords KeywordTool while doing
keyword research for SEO

5. How to Find Keywords for SEO?
 Brainstorm or Ask yourself..
 Search for the term/phrase in the major engines
 Use keyword research tools like
 GoogleAdwords KeywordTool
 Uber Suggest
 SEM Rush
 GoogleTrends
 Google Suggestions
 Etc.

6. The Search Demand Curve
Source: SEOMoz

7. Keyword Difficulty
What are my chances of success?
 Keyword Effectiveness Index (KEI)
 Keyword Opportunity Index (KOI)

8. Keyword Effectiveness Index
The higher the KEI, the more popular your keywords are, and the less competition they
have.That means that you might have a better chance of getting to the top.

9. Keyword Opportunity Index (KOI)
 Directly Competing Figure -„allinanchor: keyword example‟
 Monthly Searches
Monthly Searches Figure x Monthly Searches Figure / Directly Competing Figure = KOI

10. Q&A
ThankYou!!!
AdityaTodawal