Keyword Categorization

What is Keyword Categorization?

Keyword Categorization is the process of grouping search terms based on intent, topic, funnel stage, content type, or geographic relevance. Rather than viewing each keyword in isolation, categorizing them gives your SEO strategy structure, improves targeting, and ensures your content aligns with user expectations.

This practice is crucial for building a content hierarchy, streamlining internal linking, and making data-driven content decisions. When done right, keyword categorization transforms a messy list of terms into a roadmap for both content planning and search visibility.

Importance of Keyword Categorization in SEO

1. Creates Targeted, Intent-Driven Content

Grouping keywords allows you to address user needs precisely—whether they’re just browsing, comparing products, or ready to buy.

Instead of targeting a single keyword per page, you can target clusters that answer multiple related queries.

2. Enhances Site Architecture

When your keywords are organized, your website structure becomes more intuitive. This improves both user navigation and search engine crawling.

Logical keyword categories naturally lead to well-structured content silos.

3. Optimizes Pages More Effectively

Assigning keyword groups to specific URLs makes on-page optimization more relevant. This reduces cannibalization and boosts page authority for that theme.

4. Exposes Content Gaps

Keyword categorization reveals where you may be missing entire topics or funnel stages. This lets you prioritize new content strategically.

For example, you may find you have dozens of blog posts (TOFU), but no product pages (BOFU) for conversion.

How to Categorize Keywords!

You can categorize keywords in multiple useful ways based on purpose and structure. Below are the most common and effective approaches:

1. By Search Intent

Understanding why someone is searching allows you to match your content to their journey.

1st: Informational Keywords

Used by users seeking knowledge or answers.

Example: “how to bake a cake”, “what is cloud computing?”

Best for: Blog posts, guides, tutorials

2nd: Navigational Keywords

Used by users looking for a particular brand, website, or service.

Example: “Facebook login”, “Nike official website”

Best for: Homepage, About pages, branded content

3rd: Transactional Keywords

Used by users ready to make a purchase or take an action.

Example: “buy iPhone 15 online”, “get 20% off running shoes”

Best for: Product pages, eCommerce CTAs

4th: Commercial Keywords

Used by users comparing options or doing research before buying.

Example: “best DSLR cameras 2023”, “top budget smartphones”

Best for: Comparison pages, review articles

2. By Topic or Theme

This approach is best when building content silos or organizing blog categories.

For a fitness website:

• Workout Routines → “home workouts,” “HIIT exercises”
• Nutrition → “keto meal plan,” “high-protein snacks”
• Weight Loss → “best fat-burning foods,” “how to lose weight fast”

Each topic becomes a hub, with subtopics branching out and interlinking.

3. By Funnel Stage

Categorizing keywords by buyer journey stage ensures you have content that speaks to users at every point—from awareness to purchase.

• Top of Funnel (TOFU) – Awareness: “what is SEO?”, “how to get more website traffic”
• Middle of Funnel (MOFU) – Consideration: “best SEO tools”, “Ahrefs vs SEMrush”
• Bottom of Funnel (BOFU) – Decision: “hire SEO agency near me”, “buy Ahrefs subscription”

This framework is perfect for structuring landing pages, email flows, and remarketing strategies.

4. By Content Type

Some keywords naturally align with specific content formats.

Use this method to ensure content variety and format suitability across your site.

5. By Geographic Location

If you’re targeting multiple locations, geo-based categorization helps you optimize for local search.

Example:

• “Plumbers in New York”
• “Best restaurants in Chicago”
• “SEO agency in Toronto”

Create localized pages or blog posts based on high-intent regional keywords.

Example of Keyword Categorization in Action

Let’s say you run a skincare brand.

Category: Skincare Tips

• Keywords: “how to clear acne,” “best skincare routine,” “glowing skin home remedies”

• Target Page: /skincare-tips

Category: Product Reviews

• Keywords: “top moisturizers for dry skin,” “best anti-aging serums,” “budget skincare products”

• Target Page: /product-reviews

Category: Buying Guides

• Keywords: “where to buy natural skincare,” “best vegan skincare brands,” “skincare for oily skin”

• Target Page: /buying-guides

Each category has specific keyword clusters, tailored content, and unique intent—maximizing SEO potential.

Final Thoughts

Keyword Categorization is one of the most strategic and overlooked aspects of SEO. Instead of chasing random keywords, it helps you plan content systematically, optimize pages accurately, and target users based on intent and journey.

By grouping keywords thoughtfully—by intent, topic, funnel stage, content type, or geography—you create a powerful structure that benefits both search engines and users.