Short-tail keywords
Short-tail keywords are one- to three-word phrases that focus on a broad topic, such as "online MBA" or "nursing degree." They're harder to rank for because large, well-established sites with big budgets tend to dominate them.
According to Ahrefs, sites without strong niche authority will need to invest significant resources to rank for them.
Long-tail keywords
Long-tail keywords are phrases longer than three words. Most are location or question-based, such as "how much does an online MBA cost?" or "how long does it take to get a nursing degree?"
Long-tail keywords have less competition because they're more specific, which makes it easier to rank higher on Google.
Local keywords
Local keywords include a specific city or area, such as "law schools in Miami" or "business degrees in South Florida." They're a type of long-tail keyword, but worth calling out separately because location is one of the strongest ways to narrow down competition and reach the right audience.
Prospective students searching for programs "in Miami" or "in South Florida" are often further along in their decision-making process, making them more likely to apply.
Branded keywords
Branded keywords include the name of a specific school or institution, such as "FIU Honors College" or "FIU College of Medicine admissions." These keywords reach users who already know about your institution and are looking for a specific page or program.
Because these users know what they're looking for, they're more likely to visit your site, which can lead to a higher click-through rate.
Click-through rate (CTR) measures how often people see your link in search results and click on it. A higher CTR means your keywords and page titles are working. Google Search Console shows you your CTR for every page on your site, so you can see exactly which of your pages are performing well.
Non-branded keywords
Non-branded keywords don't include your institution's name. They're general search terms, such as "computer science degrees Miami" or "affordable online business degree." It's harder to rank at the top of search results with non-branded keywords, but they're worth targeting because they help you reach prospective students who haven't heard of your institution yet.
EAB notes that non-branded keywords also tend to get more monthly searches, which can increase your site's visibility.
Put your keywords to work
Knowing your keyword types is half the battle. The other half is finding the right ones for your site, without spending a lot of money or time.
Before you start building your keyword list, it helps to understand the intent behind the searches you're targeting. Read our post on understanding search intent to learn how to match your content to what your users are looking for.