The four types of keyword intent

When it comes to optimizing the content for your website, blog or even podcast, understanding the keyword intent is crucial.

Navigational, informational, commercial, and transactional keywords are a vital part in improving your site’s SEO (search engine optimization) and driving targeted traffic.

Let’s examine each one in turn.

Navigational keywords

computer sitting on white desk with pencils to the left in a jar. White and rose gold headphones in front of the jar. On the white computer screen reads" Navigational keywords: Facebook login
Microsoft customer support
Nike store
YouTube channel.

Navigational keywords are the signposts leading users to a specific website.

They are often brand-centered like, “Facebook login”, “Microsoft customer support”, “Nike store”, or “YouTube channel”.

Adding navigational keywords into your website is crucial for brand recognition and user convenience.

Your homepage should prominently showcase your brand name. Create a dedicated “About Us” or “Contact” page for users seeking more information.

Make sure to use navigational keywords in your URL, meta tags, and headers to enhance your site’s visibility in search results.

Informational Keywords

Open laptop with the words "Informational keywords: How to...
Why does...
What can I..." Written on the screen. Pencils in a clear jar to the right and a pair of white and rose gold headphones in front of the jar.

Informational keywords build trust through valuable content. They are used to help users at the beginning of their buyer’s journey. These are people who are still seeking knowledge and answers to questions.

They usually include terms like “how to”, “tips”, or “guide”. Think of the questions that buyers may have about your product or service and develop comprehensive, informative blog posts, articles, and FAQs that address them.

Content made up of informational keywords educates the user and establishes your business as an authoritative source.

Commerical Keywords

White room with laptop open to a screen reading "Commerical keywords: best running shoes 2023
top-rated smartphones
digital camera reviews." to the right of the computer is a jar filled with pencils. In front of the jar is a pair of white and rose gold headphones.

Keywords with commercial intent serve as the bridge between exploration and transaction. They target users who are actively considering a purchase but might still be researching their options.

High-quality product reviews, buying guides, or comparison charts engage users and assist them in their decision-making process.

This type of keyword intent should be the main focus for businesses that sell products or services.

They often include terms like “best,” “top,” or “review” and can be related to specific product or service categories. Examples include “best running shoes 2023,” “top-rated smartphones,” or “digital camera reviews.”

Transactional keywords

laptop on a white desk with white wall behind it. On the screen reads "Transactional Keywords: buy iPhone 13 online
order Nike sneakers
discount on fitness trackers" beside the laptop is a jar filled with pencils. In front of the jar is a white and rose gold headset.

Transactional keywords are the signal that users are ready to make a purchase.

These keywords typically include phrases like “buy,” “order,” or “discount” and are closely tied to specific products or services. Examples include “buy iPhone 13 online,” “order Nike sneakers,” or “discount on fitness trackers.”

To make the most of transactional keywords, ensure that your website has clear calls-to-action (CTAs) on product pages, a user-friendly checkout process, and an easily accessible shopping cart. Optimize your landing pages for a seamless conversion experience.

Why you need to consider keyword intent in your content strategy

laptop showing how keyword intent can get you to the top of a search engine results page. Jar of pencils to the right and white headphones wrapped around the jar.

Google values all four of these types of keywords because they show that you understand what the user is searching for. It shows that you understand their intent behind their search.

Remember that Google values websites that provide relevant and valuable content. By using these types of keywords, you show search engines the purpose of your website. This makes them more likely to show your business in search results.

Navigational keywords enhance your brand visibility.

Commercial keywords help to attract potential customers.

Transactional keywords optimize for conversions.

Informational keywords establish your website as an authoritative resource.

A well-rounded keyword strategy that incorporates all four types of keyword intent is essential for a successful online presence.

Whether you’re guiding users to your digital doorstep, bridging the gap between browsing and buying, sealing the deal with ready-to-buy customers, or building trust through valuable content, a comprehensive approach to keyword integration is key to maximizing your website’s visibility and impact in the digital landscape.



four types of keywords for your online business is written in blue text on a white background. Behind the white background is an image of a person typing on a laptop

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