Keywords come in different forms, each of which serves a specific purpose. Keywords are categorized based on who or what they’re targeting as well as based on length. Market-defining keywords are keywords that your target audiences use when talking about your business or industry. Customer-defining keywords are key phrases that relate to a specific subset of customers within a larger audience base. Using competitor keywords allows you to target a similar audience with the same interests or preferences. Connect with the local SEO company in Park City UT for proper keyword research.