Advanced Keyword Strategies- what are the different keyword types?

In this article, we shall discuss advanced keyword strategies to expedite your SEO ranking efforts as well as gaining optimal relevance both for your potential customers/ visitors as well as yourself, so as you see, we gonna hit the win-win jackpot.


I strongly recommend reading 3 tips on selecting high conversion keywords to brush up the basics first for our first-time readers.


So, let’s begin. To recapitulate, keywords are the search term query by the internet users in the search engines like Google or Yahoo or Bing, etc. to search their desired results. Now, how many categories of keywords are there? Do you have the option to select a different kind of keyword to cater your business requirement?


The answer is- Affirmatively!


Here is the list of different kind of keywords explained with how and when to use them!


Keyword Type 1: Broad Match


Broad Match keywords are the default match type of keywords. They let you connect with the broadest set of audience. So does it mean it is the best kind of keyword which should be a part of your SEO as well as SEM strategy?


Let’s find that out with the following set of a case study.


Case Study: Company A sells all kinds of women’s apparels such as t-shirts, jeans, trousers, skirts, etc. They are about to run an online campaign for discounted t-shirts and jeans. It may be noted here that, they aren’t running any discounts on other forms of apparel.


Let us assume, they go by Broad Match Keyword strategy and bid for the keyword- “t-shirt” as well as “jeans” respectively for different landing pages. As a matter of fact, the search volume for “t-shirt” and “jeans” is very high.


Will the Company A’s campaign succeed in your opinion?

Result: Instead of the anticipated traffic boost and sales happening, the Company A faced much higher bounce rate.


Wondering why?


Well, the broad match keywords as the name suggests are supposed to match your keywords to the broadest range of search as possible. For instance, if you opt for a broad match keyword say “coffee” your business will reflect in the search query for “fresh coffee bean produce” because it has the term coffee in it.


This certainly doesn’t prove relevance to your business unless you sell coffee bean produce. What if you are into selling of coffee mugs or grounded coffee? Whereas, if you have a business/ blog which deals with anything & everything related to coffee, you can very well use the broad match type “coffee” for your homepage or any other page you feel makes sense to.



Keyword Type 2: Broad Match Modifier


Broad match modifier is like an upgraded version of the broad match type. To opt for a broad match modifier keyword you need to put a “plus”/ “add” symbol in front of the keyword. Since the relevance increases by this approach, you can definitely expect to witness an improved CTR and conversion rate.


Example: Say you wish to opt for the +black +jeans keyword. Any searches made for black torn jeans or men’s black slim fit jeans will retrieve your result. The search query can be anything, in any order, but it must include the keywords black and jeans.


So, if some searches for the black t-shirt or blue jeans, your page won’t be displayed thus, giving you the option to target multiple combinations of your selected keywords and still be relevant. This will surely aid in decreasing bounce and unwanted traffic.


Keyword Type 3: Exact Match


As the name suggests, they retrieve results for the exact matches and are denoted by [keyword]. This is just the opposite of broad match type.


Exact matches are strict but may allow close variations and reordering of keywords only if it doesn’t change the meaning. This may include misspellings, stemming, singular/ plural or likewise.


Example: For instance, you sell second-hand laptops and opt for an exact match [used laptop]. Your page will pop up for the search queries like used laptops or used laptps.

Point to be noted here, in case of exact match type, you cannot expect your visibility for searched made for buy used laptops in Toronto kind of search query, as you can see, it is not an exact same match! This is beneficial to you as well because of your business may be for Vancouver locality.


However, exact match keywords have very high CTR as your search results are exactly the same and relevant.


Keyword Type 4: Phrase Match


Phrase matches lie typically between a broad match and an exact match. You can say, it tried to get the best out of two and come up with something more convenient type. Your ads will appear with a phrase match type strategy for a query which not only permits the close variations but also gives you the freedom of ordering.


Let us check out an example: A phrase match is denoted by “keyword”. In a phrase match, the approach is more of a broad match type but more flexible than an exact match.


Say you opt for “football cleats”.


Search queries you can expect to appear: football cleats and spikes, men’s football cleats, football cleats, and shoes, buy football cleats online, and likewise.


Search queries you can expect NOT to appear: shoes for football, football shoes cleats, cleats for men, and likewise.


Keyword Type 5: Negative Match


Negative keyword match type is a great strategy to bypass the unwanted traffic for certain keywords specifically. You can add up to 5000 keywords in your negative keyword list in Google AdWords account for your business.


Example: Negative match is denoted by –keyword.


Say you sell all kinds of hats for men and women except the ushanka hats, and you do not want people to land on your website looking for ushanka hats, so in your negative match list you need to add –ushanka hats and your page won’t appear for any ushanka hat query. A negative match can be coupled with your other keyword strategy and help in improving your ROI on ad spends.


Keyword Type 6: Long Tail Keyword


With the advent of Artificial Intelligence, you can mark the words; Long Tail Keyword is going to play a crucial role in both SEO and SEM/ PPC campaigns. Voice search is getting extremely common. Now, if that is the case, why a long-term match is crucial?


Long tail keywords are the ones which consist of more than 3 phrases. Now, if we try to understand the customer online behavior, one tends to speak more than 3 words to command search engine to search for them.


There can be another approach to opt for the long tail match. You see, single phrase keywords are generally high cost with higher competition, and it takes time to rank for those keywords, additionally, the probability of conversion is less.


Whereas, long tail keywords in juxtaposition to single phrase keyword has a higher probability of conversion, more relevant, takes less time to rank, less cost with less competition.


So that is all about the different kinds of keyword type and how strategically you can deploy them to benefit your goal. Start practicing, what are you waiting for! Do let us know your experience and results.


Author: Sneha Banerjee

A Snehaa Speaks Original

Team Digitally

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