Types of keywords

Types of keywords, Comprehensive Guide

The keywords are informational, navigational, commercial, and transactional. 

Based on the general purpose behind the user’s search:

  • Informational: Users want to find information
  • Navigational: Users want to see a specific site or page
  • Commercial: Users wish to investigate brands, products, or services
  • Transactional: Users want to complete an action (e.g., make a purchase)

Regarding SEO, various types of keywords can be used for optimization.

 Local keywords can help find nearby products or services, while long-tail keywords are specific search terms. 

However, analyzing keywords based on their intent can be particularly useful in understanding the searcher’s purchase intention.

 Researching more before making a purchase or gathering general information is recommended.

 By comprehending the different search intent categories, we can tailor our content and website to provide the best possible experience for our audience. 

Also, the original text and the transparent version serve different purposes.

 The original text includes information on the use of keywords in SEO. 

At the same time, the refined version is a marketing message encouraging readers to improve their website’s search engine ranking and online visibility.

Types of keywords, Comprehensive Guide

Informational keywords:

Informational keywords are search queries used by people who want to learn something.

Some examples: 

  • Full cream milk Calories
  • National Coffee Day 
  • What is the difference between iced tea and iced coffee?

Informational keywords are usually higher in the marketing funnel.

 This means that people are earlier in their buying journeys. 

And less likely to take action (e.g., make a purchase).

As a result, informational content tends to have a lower conversion rate. It can help you build brand awareness.

And become an authority in your niche.

Navigational keywords: 

Searchers use navigational keywords to find a specific site or page.

A navigational search occurs when someone types a brand or website name into a search engine.

Here are some navigational keyword examples: 

  • YouTube
  • Ahrefs blog
  • Where is Marco’s Coffee located?

When people search for a company or product, they typically look for the correct website or physical location to access their products or services.

These keywords can be helpful sources of organic traffic when the brand or the site is well-known and popular. 

You should naturally rank highly for keywords that contain your brand name.


People use commercial keywords to research specific brands, products, or services. 

They may want to check reviews, compare products, or look for discounts.

You can target these keywords with comparison articles, listicles, thoughts, or how-to articles.

 Depending on the specific keyword.

Here are some commercial keyword examples: 

  • Free coffee
  • Dunkin iced coffee flavors
  • Peet’s Cold Brew vs. Starbucks Cold BrewBrew


Transactional keywords indicate a person’s intention to buy or engage in commercial activity soon. 

These keywords can help you reach high-quality prospects who are more likely to convert. 

These types of searches typically occur after someone has already searched for information, decided on a specific action or purchase, and is determined to follow through. 

Because a person at the bottom of the buying funnel is most likely to use these keywords, they are also referred to as buyer keywords. 

Transactional keywords are essential when conducting keyword research and planning an SEO or PPC strategy. 

They describe a product or service more precisely, such as a “neon blue unisex watch.”

 In contrast, more general keywords such as “men’s watches” fall into the commercial category.

How to Check the Type of Keyword Intent

Understanding the intention behind different keywords can be challenging. 

For instance, when someone searches for “apple,” are they looking for information about the fruit or trying to access the website of the technology brand?

 One way to comprehend search intent is to analyze the SERPs and observe the type(s) of results Google displays.

In this case, we can see that Google predominantly ranks information about the brand. 

Therefore, in the U.S., “apple” is considered a navigational search.

 Some keywords have mixed intent, meaning a significant divide between the results searchers want.

 For example, the first page of Google’s results for “coffee beans” provides both commercial and informational results.


How Do I Optimize for Different Types of Keywords?

Analyzing search intent and understanding what searchers are looking for with each keyword is essential to creating content that ranks well.

Additionally, optimizing your website based on keyword type is crucial.

 To ensure your website ranks at the top, follow these tips.

Keyword TypeOptimization tips
InformationalCreate quality content on relevant topics. Ensure to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-EA-T).
Navigational:Ensure your brand and company name are prominently displayed on your website. Your site structure and navigation menus are clear and easy to follow.
Commercial:Create product or service pages with detailed information and high-quality images. And write the content to address searchers’ needs.
Transactional:Make it easy for users to take a specific action, such as purchasing or filling out a contact form.

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