Keywords may also be categorized based on whether they target category seekers, brand or product seekers of the organization, or product seekers of competitors, in addition to long and short tail descriptors.
Keywords for Categories
The general short tail keywords that apply to almost any item or service in the category are called category keywords. Shampoo, soap, body wash, feel fresh, etc. are a few examples.
Branding Terms
The terms that are closely associated with a brand are known as brand keywords. These include "one-quarter moisturizing cream," "real beauty," "self-esteem," and "Dove body wash," to use Dove body wash as an example.
Rival Keywords
Rival keywords focus on the keywords of a rival. This may be a useful tactic, particularly for a smaller player, if the rival is a far more powerful player. In order to target Johnsons body wash, Dove may use a Johnsons phrase like "for all you love."
It is important to consider the legal ramifications of following rival keywords, particularly when aiming for trademarks like brand names, since doing so is prohibited in many nations.
See Section Keyword Strategy for other instances of using category, brand, and competition keywords, especially in relation to marketing strategy and the digital marketing funnel.
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