Are you taking into account the more subtle intent underlying each of your target keywords?
You might need to make a change to differentiate your website from the competition by using an intent-based strategy for your SEO and content initiatives.
You must conduct keyword research that considers the various term kinds to develop your approach around purpose.
What then are the various keyword types?
There are four basic categories of keywords to classify intent, according to the majority of SEOs:
- Informational keywords: Searchers looking for broad information or an answer to a specific question use informational keywords.
- Navigational keywords: Searchers use navigational keywords to locate a certain website or page.
- Commercial keywords: People conducting product or service research
- Transactional keywords: Transactional keywords are used by users who want to make a purchase or perform an action.
You can detect if a searcher is trying to make a quick purchase, do some comparison shopping, or acquire information based on the intent type assigned to a keyword.
When studying keywords or domains in our database, it is simple to view any keyword’s intent value on Semrush.
Just like you would filter for volume or CPC, all you have to do is look for the intent column or filter in any report.
Additionally, you can see the proportion of keyword intent types that make up a competitor’s keyword portfolio by looking them up (using Domain Overview or Organic Research):
Four Types of Keywords
All keywords can be grouped into four basic types of intent when determining a user’s motivations for conducting a search: commercial, transactional, informational, and navigational.
With a brief description of each type, we’ll define what these types are.
Many keywords have high search volumes but don’t result in website conversions. Why?
Simply said, people are looking for information. These searches are referred to as informational keywords.
Examples of informative keywords:
- Coffee calories
- National coffee day
- Difference between cold brew and iced coffee
This type of term can be identified by “question words,” which frequently include hints like “what is,” “how,” and so on.
Knowledge panels, carousels, or infoboxes are frequently found on Google’s informational search results pages to offer rapid answers when necessary.
Compared to transactional or commercial terms, these keywords indicate a lower level of actual action intent.
They can, however, be useful in increasing brand recognition if you target them with educational content.
By focusing on these terms, you may be able to establish your website as a leader in your industry, one that people turn to when they need advice or have a general inquiry.
Navigational keywords are another category to be mindful of.
An individual conducts a navigational search when they enter a company or brand name into a search engine.
Examples of navigational keywords:
- Semrush blog
- Where is angelinos coffee located
These searches are being performed by people who are already familiar with the business or product and are looking for the right website or physical location to access it.
When the brand or the website is well-known and well-liked, such keywords might be beneficial sources of organic traffic.
Commercial keywords are those that show a user’s interest in particular goods or services.
These searches might happen when a person wants to learn more about a specific good or service; they might do so to confirm their decision to buy, compare it to similar goods, or hunt for free trials, offers, or discounts.
Depending on the particular keyword, you can use comparative pieces, listicles, reviews, or how-to articles to target these terms.
Examples of commercial keywords:
- Free coffee
- Dunkin iced coffee flavors
- Ipad vs ipad air
These keywords can be useful possibilities to reach an audience that may be converted into future consumers because they indicate a person’s intention to buy or engage in some type of commercial activity in the future.
Transactional keywords are those with the strongest desire to make a purchase or take immediate action.
Paid advertisements and highly optimised purchase pages or other pages where consumers may take immediate action on a website can target these keywords.
Examples of transactional keywords:
- Buy crypto online
- Sandwich places near me that deliver
These searches may take place after someone has already done some research, made a decision, and is ready to carry out a particular activity or make a purchase.
These keywords frequently contain the terms “purchase,” “subscription,” and “for sale.” As a result, Google Shopping ads are frequently shown on the SERP for a transactional term.
Because a person at the bottom of the buying funnel is most likely to employ transactional keywords, they are also known as buyer keywords. Therefore, while conducting keyword research and developing an SEO or PPC strategy, these keywords are quite helpful.
As a general rule, these keywords could also be more precise, better characterizing a good or service (such “neon blue unisex watch”).