In the competitive world of SEO strategies, providing the most relevant and updated information to
the user is very crucial. In order to provide the info he wants, you need to well understand
his requirements. Buying intent keywords are basically the terms in the search phrase of
user which indicates that user is serious in buying. The keywords shows behavior of the
user whether he is just browsing or looking for some final information. Generally if user is
searching for some deals, discounts, reviews or comparison between similar products then
there is a high probability that he would finalize his decision as well.
Identifying these keywords is very important for marketing because it helps recognizing the
target audience and building contents in such a way that users could be converted into
customers.
Types of Buyer Intent Keywords?
Buying intent keywords could be sorted into different groups or types. This grouping helps
in making marketing strategy according to the group. Types of Buying Intent Keywords are
given below. These keywords are mentioned in the order of importance for the marketers,
means informational keywords are the starting point and user is less likely to make a
purchase.
transactional keywords: Whereas transactional keywords shows that user is at the verge of purchasing.
Informational Keywords: user use these keywords to gain knowledge about a topic
related to a product, category or service.
Many informational queries start with
keywords like “what”, “why” or “how”.
In response to these keywords Google
generally displays articles, videos or guides.
Navigational Keywords: these keywords are used to find a specific website or page
which corresponds to brand name or product name for example “YouTube”, “Metro
cash & carry”, “where is Epoxy resin furniture available”, etc. By using these searches
main objective of user is reach a certain website or location.
Investigative / Commercial Keywords: used to explore potential solutions to a
problem by detailed research of a brand, product or services. User may check
reviews, compare options or look for discounts for example “Starbucks coffee
flavors”, “best wireless headphones in 2025”, etc. These queries shows that user is
close to buying and he is researching to become confident on his final purchase
decision.
Transactional Keywords: these type of keywords are also called Buyer Keywords
because they indicate that user has completed his research if any and is ready to
make a purchase or take a specific action for example “buy”, “now”, “subscribe”,
“cheapest”, “for sale”, etc. These keywords may trigger Google shopping ads as well.
These keywords have the highest value for SEO and pay per click (PPC) strategies.
Long-tail Keywords: getting small number of searches per month, used to indicate
intent to purchase and often have higher conversion rates than generic keywords for
example “affordable family vacation package in America”
Choosing criteria for buyer intent keywords
When choosing buyer intent keywords, following criteria could be considered
Tools to identify keywords:
As missing keywords intention means missing the business opportunity, therefore it is very
important to use some reliable, well reputed tools to capture the intent from search phrase.
Some of the best tools are Semrush, Ahrefs & Google keyword planner.
How to Optimize Website for Various Types of Keywords
Optimizing for Informational Keywords
To optimize the contents of website for informational keywords, very detailed explanation
should be given and also possible FAQs should be addressed. Citation to other reputable
resources if applicable should also be provided. In order to qualify the information,
biography of author should also be given so that user can trust the info provided.
Optimizing for Navigational Keywords
In order to optimize the website for navigational keywords brand name of the site should be
highlighted in homepage’s H1 tag and in all other key pages. Similarly sitemap plays a very
important role for easy navigation of the site so sitemap should be clear and updated.
Optimizing for Commercial Keywords
To optimize for commercial keywords, give detailed information on product or service pages
and also provide high quality images. The contents should have answers to FAQs. It should
also signal to search engines that website is reputable and helpful.
Optimizing for Transactional Keywords
When user search with transactional keywords then it means he is ready to buy, so website
should be optimized in such a way that user can get some easy or direct path to buy.
Purchase option should be placed on top of page or at some other eye catching area. Target
keyword should be placed in title of the page so that user can understand what he is buying.
Assurance should be provided to the user for secure payments.
Why Commercial Intent Keywords Drive Sales
Commercial intent keywords are the backbone of high-converting SEO strategies. Here’s why:
- Higher Conversion Rates: Users searching for purchase intent keywords are closer to buying.
- Lower Cost-Per-Click (CPC): Bid smarter on PPC campaigns by prioritizing intent-driven terms.
- Search Engine Preference: Google prioritizes content that aligns with user intent. For example, a search for “best wireless headphones 2024” will surface product roundups, not blog posts about headphone history.
Ignoring keyword intention means missing out on revenue opportunities. Tools like keyword commercial intent tools (e.g., SEMrush, Ahrefs) help you identify these goldmines.
Top Tools to Identify Buyer Intent Keywords
Not sure where to start? These keyword commercial intent tools analyze search behavior to pinpoint high-value terms:
- SEMrush: Use the Keyword Magic Tool to filter keywords by intent (commercial, transactional, informational).
- Ahrefs: Check the Keyword Difficulty score and prioritize terms with commercial modifiers.
- Google Keyword Planner: Focus on keywords with high search volume and phrases like buy price near me
- AnswerThePublic : Discover long-tail buyer-intent keywords based on user questions.
Pro Tip: Combine these tools with Google Analytics to track which keywords already drive conversions on your site.
5 Strategies to Leverage Buy Intent Keywords
1. Optimize Product Pages for Transactional Queries
Embed buy intent keywords in:
- Product titles
- Descriptions
- Meta tags
- FAQs (e.g., “Is this product waterproof?”)
Example:
“Shop the best noise-canceling headphones for travel [buying intent keyword]. Free shipping and 30-day returns.”
2. Create Comparison and Review Content
Users comparing options love content like:
X vs Y: Which [Product] is Better?
Top 10 [Product] Reviews for 2025
These formats naturally include purchase intent keywords and build trust.
3. Use Retargeting Ads for High-Intent Searchers
Run Google Ads or social media campaigns targeting users who searched terms like “cheap DSLR cameras” or “where to buy organic protein powder.”
4. Leverage Long-Tail Keywords
Long-tail buyer-intent keywords (e.g., “affordable vegan leather handbags under $100”) have less competition and higher intent.
5. Monitor and Refresh Content Regularly
Update old blog posts with new commercial intent keywords to stay relevant in search results.
1. Optimize Product Pages for Transactional Queries
Embed buy intent keywords in:
- Product titles
- Descriptions
- Meta tags
- FAQs (e.g., “Is this product waterproof?”)
Example:
“Shop the best noise-canceling headphones for travel [buying intent keyword]. Free shipping and 30-day returns.”
2. Create Comparison and Review Content
Users comparing options love content like:
- “X vs Y: Which [Product] is Better?”
- “Top 10 [Product] Reviews for 2024”
These formats naturally include purchase intent keywords and build trust.
3. Use Retargeting Ads for High-Intent Searchers
Run Google Ads or social media campaigns targeting users who searched terms like “cheap DSLR cameras” or “where to buy organic protein powder.”
4. Leverage Long-Tail Keywords
Long-tail buyer-intent keywords (e.g., “affordable vegan leather handbags under $100”) have less competition and higher intent.
5. Monitor and Refresh Content Regularly
Update old blog posts with new commercial intent keywords to stay relevant in search results.
Common Mistakes to Avoid
- Ignoring Keyword Intent Signals: Don’t target “how to fix a broken laptop” if you’re selling new laptops.
- Overlooking Local Intent: Add location-based modifiers (e.g., “buy coffee beans near me”).
- Keyword Stuffing: Use terms naturally—search engines penalize forced repetition.
Conclusion
Buying intent keywords like purchase intent keywords, commercial intent keywords, and buyer-intent keywords are essential for capturing high-converting traffic. By understanding keyword intent, using the right tools, and crafting targeted content, you can turn casual browsers into loyal customers.
Ready to boost conversions? Download our free checklist to audit your keyword strategy with proven keyword commercial intent tools.