Last Tuesday, I watched a client waste $3,000 on content that brought zero sales.
The traffic looked amazing. Over 15,000 visitors in one month. But conversions? Exactly three. Her cost per acquisition was outrageous, and she couldn’t understand why.
I pulled up her keyword strategy. Every single keyword she targeted was informational. “How to choose running shoes.” “Benefits of running daily.” “Running tips for beginners.”
Great content. Wrong intent. She was selling premium running shoes but attracting people who just wanted free advice.
We shifted focus to transactional and commercial keywords. “Buy trail running shoes online.” “Best running shoes for marathons.” “Nike Pegasus 40 review.”
Same traffic volume. But now? 340 sales in the next 60 days.
That’s the power of understanding keyword types. Today, I’ll break down the four main types of keywords – commercial, informational, navigational, and transactional – so you never make this expensive mistake.
Understanding the Four Types of Keywords in SEO
Before diving into specifics, let me give you the framework that changed how I approach keyword research forever.
Every search query reveals where someone is in their buying journey. Think of it like dating. You don’t propose on the first date. Similarly, people searching “what is CRM software” aren’t ready to buy. They’re just learning.
But someone searching “buy HubSpot CRM discount code”? They have their credit card out.
The types of keywords fall into four main categories based on user intent:
- Informational keywords: Learning and research phase
- Navigational keywords: Looking for specific websites or brands
- Commercial keywords: Comparison and consideration phase
- Transactional keywords: Ready to take action or purchase
Each type serves a different purpose in your content strategy. Master all four, and you’ll capture customers at every stage of their journey.
Most businesses make one critical error. They either focus entirely on informational content (lots of traffic, no sales) or only create transactional content (high conversion, tiny audience).
The winning strategy? Target all four types strategically.
Let me show you exactly how.
Informational Keywords: Building Authority and Awareness
Informational keywords are queries where people seek knowledge, answers, or solutions to problems. They’re not looking to buy anything yet. They want to learn.
Characteristics of Informational Keywords
These keywords typically include phrases like:
- How to…
- What is…
- Ways to…
- Guide to…
- Tips for…
- Why does…
- Best practices for…
Search volume: Usually highest among all keyword types Competition: Can be fierce for popular topics Conversion rate: Lowest direct conversion Value: Builds brand awareness, authority, email lists
Real-World Examples
Let me share some examples from different industries:
Fitness industry:
- “How to lose belly fat”
- “What is HIIT training”
- “Benefits of yoga for beginners”
- “Why am I not losing weight”
Technology sector:
- “What is cloud computing”
- “How to speed up computer”
- “Best practices for data security”
- “Tips for remote work productivity”
Home improvement:
- “How to fix a leaky faucet”
- “What type of paint for bathroom”
- “DIY kitchen renovation guide”
- “Cost to remodel basement”
Notice something? None of these suggest immediate purchase intent. Users are gathering information.
Strategic Value of Informational Content
Here’s why you absolutely need informational keywords in your strategy, even though they don’t directly generate sales:
They capture early-stage prospects. Someone researching “what is project management software” today might be ready to buy in three months. If you educated them, they’ll remember your brand.
They build topical authority. Google rewards websites that comprehensively cover topics. Informational content establishes you as an expert in your niche.
They generate massive traffic. Informational queries make up roughly 80% of all searches. You’re leaving traffic on the table by ignoring them.
They create retargeting opportunities. Capture emails through content upgrades. Then nurture these leads with email sequences until they’re ready to buy.
Success Story: B2B SaaS Company
I worked with a project management software company struggling to compete with giants like Asana and Monday.com. Their budget couldn’t match the big players in paid ads.
We created a comprehensive informational content strategy:
- 50 how-to guides on project management best practices
- Comparison articles (informational, not commercial yet)
- Industry-specific workflow templates
- Video tutorials on PM methodologies
Results after eight months:
- Organic traffic increased from 5,000 to 47,000 monthly visitors
- Email list grew from 800 to 12,000 subscribers
- Trial signups increased by 340%
- 15% of new customers came from blog readers
The key? We didn’t expect immediate sales. We nurtured relationships through valuable information, then converted them over time.
How to Monetize Informational Keywords
Don’t make the mistake of creating informational content without a conversion path. Here’s how to monetize it:
Strategy 1: Content upgrades Offer downloadable resources (checklists, templates, ebooks) in exchange for email addresses. Then nurture with email sequences.
Strategy 2: Internal linking Link from informational articles to commercial comparison pages and transactional product pages. Guide readers deeper into your funnel.
Strategy 3: Retargeting campaigns Set up Facebook and Google retargeting pixels. Show ads to people who read your informational content but didn’t convert.
Strategy 4: Build authority Use informational content to establish expertise, then leverage that authority when creating commercial and transactional content.
Keyword Research for Informational Queries
Finding great informational keywords requires understanding what your audience wants to learn.
Method 1: Answer the Public Free tool showing questions people ask around your topic. Pure gold for informational keyword ideas.
Method 2: Google’s “People Also Ask” Search your main topic. Scroll to “People Also Ask” boxes. Each question is an informational keyword opportunity.
Method 3: Reddit and Quora Browse relevant subreddits and Quora topics. What questions appear repeatedly? Those are your keywords.
Method 4: Competitor blog analysis Use SEO tools to see which informational keywords drive traffic to competitor blogs. Target the same topics with better content.
Method 5: Customer support questions Review your support tickets. Common questions make excellent informational content topics.
Navigational Keywords: Capturing Brand Searches
Navigational keywords occur when someone searches for a specific website, brand, or page. They already know where they want to go. They’re just using Google as a navigation tool.
Understanding Navigational Intent
These searches include:
- Brand names: “Nike,” “Amazon,” “Mailchimp”
- Website names: “Facebook login,” “YouTube studio”
- Specific pages: “Gmail inbox,” “Twitter trending”
- Product names: “iPhone 15 Pro,” “Tesla Model 3”
Search volume: Varies by brand recognition Competition: Low (you should rank #1 for your own brand) Conversion rate: High for existing brand awareness Value: Protects brand traffic, captures existing demand
Why Navigational Keywords Matter
You might think, “If they’re searching for my brand, they’ll find me anyway. Why optimize?”
Wrong. Here’s why navigational keywords are crucial:
Competitor interference: Your competitors might bid on your brand terms in paid search or create content targeting your brand name.
Reputation management: You control what appears when people search your brand. Without optimization, negative reviews or competitor comparisons might rank higher.
User experience: Make it effortless for customers to find your login page, support center, or specific products.
Conversion optimization: Your brand search result is often the final touchpoint before conversion. Optimize it ruthlessly.
Real Example: Protecting Brand Traffic
A SaaS company I advised noticed their competitor was running Google Ads on their brand name. Worse, a negative review site ranked position 3 for their brand search.
We implemented a navigational keyword strategy:
- Optimized homepage for exact brand name match
- Created dedicated pages for “[Brand Name] login,” “[Brand Name] pricing,” “[Brand Name] support”
- Built sitelinks in Google Search results
- Published positive case studies to push down negative content
- Responded professionally to negative reviews, showing accountability
Within two months, they owned the entire first page of results for their brand name. The competitor ads became less effective because organic results were so compelling.
Optimizing for Navigational Keywords
Step 1: Identify your navigational keywords
- Your brand name (exact match and common misspellings)
- Your brand name + “login,” “sign in,” “account”
- Your brand name + “pricing,” “cost,” “plans”
- Your brand name + “support,” “help,” “contact”
- Your brand name + “reviews,” “alternatives,” “vs [competitor]”
- Specific product or service names you offer
Step 2: Create dedicated landing pages Build specific pages for each navigational variation. Don’t force everything to your homepage.
Step 3: Optimize page titles and meta descriptions Make them clear and compelling. This is your storefront when people search for you.
Example:
- Poor title: “Home | Acme Software”
- Better title: “Acme Software – Best Project Management Tool for Teams”
Step 4: Implement structured data Use schema markup to enhance your search listings with sitelinks, search boxes, and rich snippets.
Step 5: Monitor brand mentions Set up Google Alerts for your brand name. Respond to reviews and mentions. Build relationships with sites linking to you.
Commercial Keywords: Capturing the Consideration Phase
Commercial keywords represent the sweet spot between research and purchase. Users are comparing options, reading reviews, and deciding which solution to buy.
Identifying Commercial Intent Keywords
Commercial keywords typically include:
- Best [product/service]
- Top [product] for [use case]
- [Product A] vs [Product B]
- [Product] review
- [Product] comparison
- Affordable [product]
- Cheap [product]
- [Product] alternative
Search volume: Moderate to high Competition: Very competitive Conversion rate: High (30-50% higher than informational) Value: Extremely high for businesses
Why Commercial Keywords Drive Revenue
Commercial keywords target people actively shopping. They’re not just learning. They’re comparing options and ready to make a decision soon.
The conversion window is much shorter. Someone searching “best email marketing software for small business” is likely to make a purchase within days or weeks, not months.
Types of Commercial Keywords
Comparison keywords:
- “Mailchimp vs ConvertKit”
- “iPhone vs Samsung Galaxy”
- “WordPress vs Wix”
These are golden opportunities. Create honest, detailed comparisons. Include pros and cons for both options. Build trust by being objective.
Review keywords:
- “Bluehost review”
- “Grammarly honest review”
- “Is Shopify worth it”
People trust reviews. Comprehensive review content that addresses real pros and cons converts exceptionally well.
Best/top list keywords:
- “Best CRM for real estate”
- “Top 10 productivity apps”
- “Best budget laptops for students”
List format makes comparison easy. Include clear winner recommendations based on different use cases.
Alternative keywords:
- “Hootsuite alternatives”
- “Cheaper alternative to Adobe”
- “Dropbox competitors”
People searching for alternatives are often dissatisfied with current solutions. Position your product as the better choice.
Creating Killer Commercial Content
Commercial content requires a different approach than informational content. Here’s the framework that consistently converts:
Element 1: Establish credibility immediately Start with your qualifications. “I’ve tested 47 different CRM platforms over five years managing sales teams…” This builds instant trust.
Element 2: Define evaluation criteria Explain what makes a product good. “The best email marketing tool should have: automation capabilities, deliverability rates, ease of use, pricing flexibility…”
Element 3: Provide detailed analysis Don’t just list options. Explain why each product excels or falls short. Include screenshots, feature comparisons, pricing breakdowns.
Element 4: Give specific recommendations Don’t cop out with “it depends.” Recommend the best option for specific use cases. “For solopreneurs on a budget: ConvertKit. For large enterprises: Salesforce Marketing Cloud.”
Element 5: Include clear CTAs Link to products with affiliate disclosure. Make it easy for readers to take the next step.
Success Story: Affiliate Marketing Site
An affiliate marketer I mentored was creating generic product roundups that barely converted. “Best running shoes” with shallow 100-word descriptions for each product.
We completely revamped his approach:
- Purchased and tested 12 pairs of running shoes
- Created detailed comparison database (weight, cushioning, durability, price)
- Shot original photos and videos
- Wrote 3,000+ word guides for specific use cases
- Added comparison tools to help users filter by preferences
His conversion rate jumped from 1.2% to 8.7%. Revenue increased 6x with the same traffic volume.
The difference? He provided genuine value in the consideration phase instead of thin affiliate content.
Transactional Keywords: Converting Ready Buyers
Transactional keywords signal immediate purchase intent. These searchers have decided what they want. They’re ready to buy now.
Recognizing Transactional Keywords
These keywords include action words:
- Buy [product]
- [Product] for sale
- Order [product] online
- [Service] near me
- [Product] discount code
- [Product] free shipping
- [Product] in stock
- Book [service]
- Schedule [service]
- Download [software]
- Sign up for [service]
Search volume: Lower than informational Competition: Extremely high (everyone wants these) Conversion rate: Highest (often 50%+) Value: Maximum immediate value
Why Transactional Keywords Are Pure Gold
Despite lower search volume, transactional keywords generate the most revenue per visitor. Someone searching “buy standing desk with free shipping” is probably making a purchase within hours.
The commercial intent is crystal clear. No education needed. No comparison required. They want to complete a transaction right now.
Types of Transactional Keywords
Direct purchase keywords:
- “Buy iPhone 15 Pro Max”
- “Order pizza online”
- “Book flight to Miami”
Location-based service keywords:
- “Plumber near me”
- “Emergency dentist [city]”
- “Car repair shop [neighborhood]”
Discount/deal keywords:
- “MacBook Pro coupon code”
- “Nike shoes on sale”
- “Cheap flights to Europe”
Specific product model keywords:
- “Sony WH-1000XM5 price”
- “Canon EOS R5 in stock”
- “Tesla Model Y lease deals”
Software download keywords:
- “Download Photoshop”
- “Zoom meeting free trial”
- “QuickBooks online signup”
Optimizing for Transactional Keywords
Transactional keyword optimization requires removing every possible friction point between search and conversion.
Rule 1: Eliminate distractions Your transactional pages should have minimal navigation. Remove sidebar widgets, reduce header links, focus attention on conversion.
Rule 2: Prioritize speed Every second of load time costs conversions. Transactional pages must load in under 2 seconds. Optimize images, minimize scripts, use CDN.
Rule 3: Build trust rapidly Include trust signals prominently: security badges, customer reviews, money-back guarantees, free shipping, return policies.
Rule 4: Simplify the purchase process Reduce form fields. Offer guest checkout. Accept multiple payment methods. Remove unnecessary steps.
Rule 5: Create urgency carefully Limited stock, expiring deals, or popular items create urgency. But be honest. False scarcity destroys trust.
Rule 6: Provide immediate answers Price, availability, shipping time, return policy – answer these instantly. Don’t make people hunt for critical information.
Case Study: E-Commerce Store Optimization
An online furniture store was getting traffic to product pages but conversions were terrible. Average 1.8% conversion rate on transactional keywords.
We audited the user experience and found massive friction:
- Product pages loaded in 6.5 seconds
- No customer reviews visible
- Shipping costs only shown at final checkout
- Required account creation to purchase
- Unclear return policy
We implemented changes:
- Optimized images and code, reduced load time to 1.9 seconds
- Added customer review widget to product pages
- Displayed shipping estimate prominently on product page
- Enabled guest checkout
- Created clear, customer-friendly return policy banner
Results after 60 days:
- Conversion rate increased to 6.8%
- Average order value increased 18%
- Cart abandonment decreased from 73% to 51%
- Revenue from organic transactional keywords up 280%
Small changes. Massive impact.
Local Transactional Keywords Strategy
For local businesses, transactional keywords are your lifeblood. “Near me” searches have exploded with mobile usage.
Optimization checklist:
Google Business Profile optimization:
- Complete every section of your profile
- Add high-quality photos
- Collect and respond to reviews
- Post updates regularly
- Verify location accuracy
Local landing pages: Create dedicated pages for each service in each location you serve. “Emergency plumber [neighborhood]” not just “Plumbing services.”
Location-specific content: Mention local landmarks, neighborhoods, and service areas naturally in content.
NAP consistency: Ensure your Name, Address, Phone number are identical across every online directory and your website.
Mobile optimization: Most local searches happen on mobile. Click-to-call buttons. Simple forms. Fast loading.
Creating a Balanced Keyword Strategy
Now that you understand all four types of keywords, let’s build a strategy that captures customers at every stage.
The Content Pyramid Strategy
Think of your keyword targeting like a pyramid:
Base layer (60% of content): Informational keywords
- High volume, low immediate conversion
- Builds authority and awareness
- Captures early-stage prospects
- Generates email subscribers
- Supports long-term SEO foundation
Middle layer (25% of content): Commercial keywords
- Moderate volume, medium conversion
- Targets active shoppers
- Comparison and review content
- High revenue per visitor
- Shorter conversion window
Top layer (15% of content): Transactional keywords
- Lower volume, highest conversion
- Ready-to-buy traffic
- Maximum immediate value
- Often competitive and expensive
- Requires aggressive optimization
Navigational (ongoing): Brand protection
- Maintain ownership of brand searches
- Protect reputation
- Optimize user pathways
- Monitor competitor interference
Content Calendar Framework
Here’s how to structure your monthly content production:
Week 1:
- 2-3 informational blog posts
- 1 comprehensive guide
- Social media promotion of informational content
Week 2:
- 1-2 commercial comparison articles
- Update existing commercial content
- Collect customer testimonials and reviews
Week 3:
- Optimize transactional landing pages
- A/B test product page elements
- Refresh product descriptions
Week 4:
- Audit navigational keyword performance
- Update brand-related pages
- Review and respond to reviews
- Analyze monthly keyword performance across all types
Keyword Research Workflow
Follow this process monthly to identify opportunities across all keyword types:
Step 1: Analyze existing performance Which keywords drive traffic? Which convert? Where are gaps?
Step 2: Competitor research What keywords do competitors rank for that you don’t? Prioritize by type.
Step 3: Keyword expansion Use tools to find related keywords in each category. Look for long-tail variations with lower competition.
Step 4: Search intent validation Google each target keyword. What type of content ranks? Match your content to the dominant format.
Step 5: Difficulty assessment Rate each keyword’s competition. Prioritize achievable wins, especially for newer sites.
Step 6: Business value scoring Not all keywords are equal. Assign value based on conversion potential and business goals.
Step 7: Content gap identification Where do you lack content in each keyword type? Fill the biggest gaps first.
Common Mistakes in Keyword Strategy
After reviewing hundreds of keyword strategies, I see the same errors repeatedly.
Mistake 1: Ignoring search intent Targeting “running shoes” with a buying guide when Google shows e-commerce results. Match content format to intent.
Mistake 2: Only chasing transactional keywords Yes, they convert best. But you’ll miss 80% of potential customers still in research phase.
Mistake 3: Creating thin commercial content Generic “Top 10” lists with affiliate links and no genuine value. These don’t rank anymore.
Mistake 4: Forgetting navigational optimization Assuming people will find you if they search your brand. Meanwhile, competitors are stealing your traffic.
Mistake 5: No conversion path from informational content Publishing blog posts with zero CTAs or email capture. That traffic is wasted.
Mistake 6: Targeting the wrong stage Creating informational content for keywords with clear buying intent, or vice versa.
Mistake 7: Neglecting long-tail variations Focusing only on high-volume head terms while ignoring dozens of easier long-tail opportunities.
Measuring Success Across Keyword Types
Different keyword types require different success metrics.
Informational Keyword Metrics
Primary metrics:
- Organic traffic volume
- Time on page (should be 3+ minutes)
- Email capture rate
- Social shares
- Pages per session from blog visitors
Secondary metrics:
- Branded search increase (building awareness)
- Return visitor rate
- Comments and engagement
- Links earned naturally
Success benchmark: 10%+ of blog visitors should join email list or engage deeper with site.
Commercial Keyword Metrics
Primary metrics:
- Conversion rate (typically 15-30%)
- Click-through rate to product pages
- Revenue per visitor
- Assisted conversions
- Affiliate revenue (if applicable)
Secondary metrics:
- Average time on page (should be 5+ minutes)
- Scroll depth
- Comparison tool usage
- Outbound clicks to products
Success benchmark: Commercial content should convert 5-10x higher than informational content.
Transactional Keyword Metrics
Primary metrics:
- Direct conversion rate (should be 30-60%)
- Revenue per session
- Add to cart rate
- Checkout completion rate
- Cost per acquisition
Secondary metrics:
- Page load speed
- Mobile vs desktop conversion
- Exit rate
- Shopping cart abandonment
- Payment method completion
Success benchmark: Minimum 30% conversion rate from qualified transactional traffic.
Navigational Keyword Metrics
Primary metrics:
- Brand search volume
- Position 1 ownership for brand terms
- Click-through rate from brand searches
- Direct traffic volume
Secondary metrics:
- Branded vs non-branded ratio
- Competitor ad impression share on brand terms
- Sentiment of brand-related content ranking
- Support query reduction
Success benchmark: Own 80%+ of first page results for brand name.
Advanced Tactics for Keyword Targeting
Once you master the basics, try these advanced strategies.
Keyword Clustering
Group related keywords into topic clusters instead of targeting them individually.
Create a pillar page covering the main topic broadly. Then build cluster content targeting specific subtopics, all linking back to the pillar.
Example for “email marketing”:
- Pillar: “Complete Guide to Email Marketing”
- Cluster 1: “Email Marketing Best Practices” (informational)
- Cluster 2: “Best Email Marketing Software” (commercial)
- Cluster 3: “Email Marketing Templates” (commercial/transactional)
- Cluster 4: “Email Marketing Automation Guide” (informational)
This signals topical authority to Google and captures traffic across all intent types.
Intent-Based Internal Linking
Link strategically between keyword types to guide users through the funnel:
Informational article → Link to commercial comparison → Link to transactional product page
This creates natural pathways from awareness to purchase.
Seasonal Keyword Rotation
Some keywords spike seasonally. Plan content calendar around these patterns:
- Tax preparation keywords peak January-April
- Wedding keywords peak engagement season
- Fitness keywords spike January and summer
- Holiday shopping keywords peak Q4
Create evergreen content before the season, then promote heavily during peak times.
Question-Based Content Strategy
Voice search and AI assistants favor question-format queries. Target these specifically:
Instead of just “running shoes,” create content for:
- “What are the best running shoes for flat feet?”
- “How often should I replace running shoes?”
- “Which running shoes prevent shin splints?”
This captures featured snippets and voice search results.
Tools for Keyword Research by Intent
Different tools excel at finding different keyword types.
For informational keywords:
- AnswerThePublic (questions people ask)
- AlsoAsked (related questions)
- Reddit keyword research
- Quora topic exploration
For commercial keywords:
- SEMrush (competitor keyword gaps)
- Ahrefs Content Explorer (popular comparison content)
- Amazon product reviews (what people compare)
- Review site analysis
For transactional keywords:
- Google Keyword Planner (high commercial intent)
- Amazon autocomplete
- Google Shopping insights
- Local keyword tools for service businesses
For navigational keywords:
- Google Search Console (existing brand traffic)
- Brand monitoring tools
- Competitor brand bidding analysis
Frequently Asked Questions
What is the difference between commercial and transactional keywords?
Commercial keywords indicate someone is researching and comparing options before buying, like “best laptops for video editing” or “iPhone vs Samsung comparison.” Transactional keywords show immediate purchase intent, like “buy MacBook Pro” or “order iPhone 15 online.” Commercial captures the consideration phase while transactional captures the decision phase.
How do I identify keyword intent?
The easiest method is to Google the keyword and analyze what ranks. If shopping results and product pages dominate, it’s transactional. If comparison articles and reviews rank, it’s commercial. If how-to guides and informational content rank, it’s informational. If the brand’s official site dominates, it’s navigational. Match your content format to what currently ranks.
Which keyword type should I focus on first?
Start with informational keywords to build traffic and authority, especially if you’re a new website. Then layer in commercial keywords as your authority grows. Add transactional keyword optimization once you have conversion-ready pages. Protect navigational keywords throughout. New sites should follow 60% informational, 25% commercial, 15% transactional split initially.
Can one piece of content target multiple keyword types?
Yes, but carefully. A comprehensive product page can target both commercial intent (people comparing options) and transactional intent (ready to buy) by including detailed comparisons above the fold and clear purchase options. However, dedicated content usually performs better for each intent type than trying to serve multiple intents on one page.
How many keywords should I target per page?
Focus on one primary keyword per page, but naturally incorporate 5-10 related keywords and variations. Google understands semantic relationships, so obsessing over exact keyword density is outdated. Write naturally for humans while ensuring your primary keyword appears in title, headings, and naturally throughout content.
Understanding types of keywords – commercial, informational, navigational, and transactional – transforms your entire SEO strategy from guesswork to precision targeting.
Stop creating content randomly. Start mapping keywords to customer journey stages. Build informational content that attracts and educates. Create commercial content that influences decisions. Optimize transactional pages that convert. Protect navigational searches.
The businesses winning at SEO in 2025 aren’t those with the biggest budgets. They’re those who understand intent and create the right content for each stage of the buying journey.
Which keyword type will you start optimizing first? The answer might just change your business trajectory.
