What are Category Keywords? (With 20+ Examples)

I remember the first time I discovered the power of category keywords. It was a moment of pure revelation: I’d spent months chasing high-traffic, generic search terms - the kind that bring thousands of visitors but almost no conversions - and suddenly stumbled upon a series of more specific phrases.

Overnight, my conversions soared. It became clear that it isn’t about bringing in the most traffic, but about attracting the right audience.

Category keywords are exactly what you need. These are the phrases people type into Google or their preferred search engine when they know exactly what they want to buy, grab, or sign up for.

Below, I’m sharing everything I learned about category keywords. This includes real-world examples, key insights, and lessons drawn from years of experience.

The best part? These phrases are not used as widely as they should be, which means there is an opportunity waiting for anyone ready to focus on a strategy that targets users at the bottom of the funnel.

Why Category Keywords Matter So Much

Category keywords refer to search terms that indicate the user is seeking a specific product or service category – think “best accounting software,” “affordable web hosting providers,” or “top digital marketing agencies.”

These signals point to users who are ready to make a purchase decision. That means:

• They’re looking to choose a vendor.
• They have a credit card ready.
• They’re not just researching; they are close to taking action.

While it might seem like we’re only focusing on terms that imply a direct buy, category keywords are slightly broader. They include words like best, top, compare, affordable, and more – clearly reflecting commercial interest.

In plain terms, a potential customer is ready to make a purchase; they might just need a little encouragement.

My Early Misconception

I used to think that “funnel stages” were simply a label invented by marketers to describe user intent.

After working with dozens of clients across different industries, I realized that people really do act according to a funnel – especially at the bottom.

When someone types “best CRM software for small business,” they aren’t writing an essay on CRM technology. They want that software. They need a solution. Right. Now.

That is why category keywords are valuable: They reveal genuine, high-intent potential buyers who are close to a purchase.

Defining Category Keywords in Simple Terms

Let’s break it down. A category keyword:

1. Indicates a Specific Product/Service Category. For example: “email marketing software,” “telemedicine platforms,” or “budget travel insurance.”
2. Reflects Imminent Buyer Interest. People searching for these keywords have moved past the research phase. They want an offer or solution to compare.
3. Directly Ties to a Particular Market. Unlike broad, informational keywords (for example, “what is email marketing?”), category keywords refer to a specific offering or vendor segment.

Consider the difference:

• “Benefits of running shoes” vs. “buy running shoes online.”
• “How to create a marketing plan” vs. “best marketing agencies.”

The shift from asking “what/how/why” to using terms like “best/top/buy/compare” changes the intent significantly.

The 20+ Examples of Category Keywords

I often get asked: “Can you show me some real-life category keywords?” Certainly. Whether you’re in e-commerce, software, consulting, or any B2B niche, category keywords are very useful.

Here’s a curated list:

1. Best project management software
2. Top digital marketing agencies
3. Affordable web hosting providers
4. Compare credit card offers
5. Cloud storage solutions
6. Buy electric bikes online
7. Accounting software for freelancers
8. Content marketing agencies
9. Enterprise VPN service
10. Email automation platforms
11. Fitness membership apps
12. Ecommerce website builders
13. Cheap car insurance quotes
14. Budget gaming laptops
15. B2B lead generation companies
16. Online payroll services
17. Social media management tools
18. HR software solutions
19. Interior design firms near me
20. Best standing desks
21. Secure file sharing platforms

Take any of these keywords. Imagine you’re a marketer for a firm that provides the related product or service.

If people are entering any of these queries into a search engine, your page needs to show up in the results. Otherwise, you might be missing out on business.

Lessons From 20+ Real-World Examples

A few years ago, I analyzed over 20 different category keywords across various sectors. My goal was to identify patterns, understand how they are used in practice, and see the typical conversion rates. Here are the major takeaways.

1. High Conversion Rates

I observed conversion rates around 4.85% on average for category keywords. These were much higher than the 0.5% (or sometimes less) typically seen for broad, top-of-funnel content like blog posts that answer informational queries.

In plain terms, if 1,000 people land on your “best project management software” page each month, that could translate to roughly 48 new leads or customers. This is in contrast to 1,000 visitors on an informational article, where getting 5 new leads might already be a good result.

2. Direct Product or Service Relevance

Category keywords focus specifically on a product or service category. That leads to:

• Faster paths to conversion.
• Solutions that match what the user needs.
• A closer match between the user’s query and your product page.

Simply put, if you attract visitors with keywords that match your offering, you are likely to reduce bounce rates and increase engagement.

3. Commercial and Transactional Focus

Keywords like “buy,” “compare,” “affordable,” and “best” clearly point to commercial intent. My research found that about 65% of the category keywords examined included one of these modifiers. That is a significant share.

4. Underutilized Potential

It was surprising to see how many businesses rank for only one or two category keywords – usually restricted to the homepage or one product page. This is a missed opportunity, especially when dozens of relevant category keywords exist in any given niche.

For example, a software company might think, “We offer CRM software, so we’ll rank for ‘CRM software’ – that’s enough.” They may overlook variations like:

• “Best CRM software for small teams”
• “Affordable CRM tools”
• “Top CRM systems for B2B”

Each variant represents a different angle potential customers might use when searching.

5. Common Modifiers

Words such as best, top, affordable, compare, and near me are common additions that signal strong purchase intent.

Here is a quick look at some common modifiers and their typical effect on click-through rates (CTR):

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I have seen single pages targeting variations of these keywords double or even triple the number of sales leads within one quarter.

The Value of Matching User Intent

People often talk about user intent these days. The key point is that if someone searches for “how to fix a broken faucet,” you should not send them to a sales page for premium faucets. That wouldn’t resolve their immediate need.

For category keywords – like “best faucets for modern bathrooms” – it makes sense to direct them to a page featuring product comparisons, deals, and specifications. That is exactly what they are seeking. In the context of category keywords:

• The user’s intent is direct and oriented toward buying.
• They are not looking for long explanations or theoretical discussions.
• They want to make a purchase right away.

How to Identify Category Keywords in Your Market

Consider this question: “How do I find category keywords for my industry?” Here’s a systematic approach:

1. Brainstorm Short Phrases.Start with a list of what you sell. For example: “project management software,” “marketing automation tools,” “custom T-shirts,” or “luxury dog beds.”
2. Add Intent Modifiers.Combine these with words like “best,” “top,” “compare,” or “cheap.” For example: “affordable custom T-shirts,” “best marketing automation software,” or “cheap luxury dog beds.”
3. Check Keyword Research Tools.Tools like Ahrefs, Semrush, or Google Keyword Planner can display search volumes and competition levels when you enter these phrases.
4. Look at Competitor Rankings.Notice if competitors rank for terms such as “top marketing agency Chicago” or “compare marketing software.” That is a strong indicator those keywords are valuable.
5. Validate Conversion Potential.Finally, confirm that these keywords match your brand’s offerings. For example, don’t target “cheap digital marketing” if your agency is positioned as premium.

Overlooked Strategy: Covering All Angles

A common mistake is focusing too narrowly on a single keyword. For example, some try to rank for “best CRM software for sales teams” but ignore synonyms or related terms like “top CRM platforms,” “compare CRM solutions,” or “CRM software for small businesses.”

Here is a suggestion: build a category keyword cluster that targets multiple related queries. Create separate landing pages or subpages if needed, each tailored to meet a specific query. This method can help you capture more search results.

Example: Category Keyword Clusters

• Primary keyword: “best CRM software”
  • Variation 1: “best CRM software for small businesses”
  • Variation 2: “top CRM platforms for freelancers”
  • Variation 3: “compare CRM solutions (HubSpot vs Salesforce vs Zoho)”

Adding differences for verticals or demographics can also reveal opportunities. For example, “best CRM software for nonprofits” might be an area your competitors have not addressed.

Using Category Keywords for Paid Advertising

Category keywords are useful not only for organic search but also for paid search campaigns.

I tested both informational keywords (like “how does a CRM system work”) and category keywords (like “best CRM software for small businesses”) in Google Ads. Although category keywords might have a higher cost per click, they generate significantly more conversions, which in turn lowers the cost per acquisition overall.

Quick Tips for Paid Search

• Segment campaigns by intent. Keep category keywords separate from broader or informational terms.
• Optimize landing pages for a direct response. Avoid sending visitors just to your homepage.
• Clearly showcase your unique selling points, such as free trials, money-back guarantees, or special features.
• Track conversions carefully to understand how many leads or sales each category keyword generates.

Avoiding the Biggest Pitfalls

Category keywords are not without challenges. After reviewing many campaigns, I noticed these common issues:

1. Overstuffing KeywordsSome try to cram too many category keywords into one page, diluting the focus and lessening its relevance.
2. Forgetting the Comparison AngleOften, users want to compare options. Skipping comparison tables, charts, or competitor references can leave your content incomplete.
3. Weak Call-to-Action (CTA)Landing pages focused on category keywords should have a clear action button like “Request a Demo,” “Start Free Trial,” or “Buy Now.” Visitors should not have to guess what to do next.
4. Ignoring Long-Tail VariationsSometimes, the best opportunities lie in long-tail keywords that have lower search volumes but very strong intent – for example, “best CRM software for healthcare providers.”

Category Keywords vs. Informational Keywords

Below is a table that compares informational and category keywords, illustrating why the latter can be so effective.

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The difference in user intent, funnel stage, and conversion rate clearly shows the importance of category keywords.

Integrating Category Keywords into Your SEO Strategy

Category keywords should be more than just a part of your meta titles. Consider these steps:

1. Create focused landing pages.
   For example, if you want to rank for “content marketing agencies,” consider a dedicated page that details your services, includes client testimonials, and compares your offerings to those of competitors.
2. Use on-page SEO best practices.
   Place the target keyword in your title tag, H1, and throughout the page, but keep the language natural.
3. Add social proof.
   Since visitors are in buying mode, customer stories, case studies, or testimonials can help build trust.
4. Address common objections.
   If price is a concern, highlight benefits like free trials, flexible pricing, or cost savings.
5. Monitor and adjust.
   Keep an eye on your rankings, conversion rates, and user engagement. If a page isn’t performing as expected, review the content to ensure it really matches the keyword’s intent.