There are four types of keywords: Head Terms: one or two-word phrases with high search volume but also high competition; e.g., "shoes"; Long-tail Keywords: longer phrases that have lower search volumes but less competition due to specificity; e.g., "vegan running shoes"; Short-term Fresh Keywords: keywords that are currently trending or seasonal; e.g., "Christmas gifts"; and Evergreen Keywords: the keyword research matrix will show you which ones remain relevant over time and generate consistent traffic; e.g., "how to tie a tie".