What Are the Different Types of Keywords?
The different types of keywords for SEO are: informational, navigational, commercial, and transactional. These categories reflect the general purpose behind a user’s search.
- Informational: Searchers want to gain knowledge about a topic
- Navigational: Searchers want to find a specific website or page
- Commercial: Searchers want to research brands, products, or services
- Transactional: Searchers want to complete an action (for example, make a purchase)
There are other types of keywords too, like local or long-tail keywords. Focusing on intent, however, helps you figure out how to rank better in search engine result pages (SERPs).
A searcher’s intent shows whether they’re ready to buy, browsing, or just learning.
Let’s look at the different types of keywords in more detail below.
1. Informational
Informational keywords are search queries used by people who want to learn something. Examples include:
- “Coffee calories”
- “National coffee day”
- “What is the difference between cold brew and iced coffee”
Many informational queries take the form of questions, starting with words like “what,” “why,” or “how.” Google often displays articles, videos, or guides for informational searches.
Sometimes you’ll see a quick answer pop up—a featured snippet.
These keywords are usually at the top of the marketing funnel. People at this stage are less likely to make a purchase. Still, informational content can help build brand awareness and position you as an authority in your niche.
2. Navigational
Navigational keywords lead searchers to a specific site or page. Typing a brand or website name into a search engine is often a navigational query. Examples include:
- “Youtube”
- “Semrush blog”
- “Where is angelino’s coffee located”
Searchers already know the company or product and want to reach a certain website or location.
When a brand or site is well-known, ranking for navigational keywords should come naturally.
3. Commercial
Commercial keywords help people research specific products or services. They may check reviews, compare options, or look for discounts. Examples include:
- “Free coffee”
- “Dunkin iced coffee flavors”
- “Peet’s cold brew vs starbucks cold brew”
Searchers with these queries often plan to buy soon. Content such as comparisons, listicles, reviews, or how-to articles can target these searches.
To make the most of commercial keywords, create high-value content. Answer any related questions (like those found in the “People Also Ask” section) to offer a more complete resource.
4. Transactional
Transactional keywords show the strongest intent to buy or complete an action. Target these with ads and optimized product pages or landing pages where users can act immediately. Examples include:
- “Buy crypto online”
- “Sandwich places near me that deliver”
- “Pickup truck for sale”
These searches usually occur after a person has finished researching and is ready to purchase—that’s why they’re also called buyer keywords.
Transactional keywords often include terms like “buy,” “subscribe,” or “for sale,” which can trigger Google Shopping Ads, like these:
Because transactional keywords represent the bottom of the funnel, they are highly valuable for SEO and pay-per-click (PPC) strategies.
Generally, more precise keywords (e.g., “neon blue unisex watch”) are transactional, while broader ones (e.g., “men’s watches”) are commercial.