Keywords are the backbone of any successful SEO strategy. Marketers can create more effective campaigns by understanding the keyword intent behind the words people use in search engines.
One specific category of keywords—commercial intent keywords—is crucial for businesses aiming to convert visitors into customers. In this blog, we’ll explore the concept of commercial intent keywords, provide examples, and discuss their significance.
We'll also explain the difference between commercial and transactional keywords and show you how to find and use them to maximize your SEO efforts.
What Are Commercial Intent Keywords?
Commercial intent keywords are search terms potential customers use during the research phase of their buying journey.
These users intend to buy but are not quite ready to purchase. Instead, they compare options, read reviews, or learn more about a product or service.
These keywords help you connect with users researching products or services and intend to purchase them soon, making them highly valuable for marketers.
While transactional keywords (which we’ll discuss later) signal an immediate intent to buy, commercial keywords are more exploratory, showing that users are still in the decision-making process.
Think of these search queries as coming from "window shopping" users online.
Commercial Keywords Example
Let’s look at some common commercial intent keywords:
- "Best laptops for students"
- "Affordable running shoes"
- "Top-rated smart TVs"
- "Best car insurance for families"
Each phrase reflects a user’s interest in learning more about a product category but doesn’t necessarily indicate they are ready to click “buy” just yet.
They’re exploring options, comparing features, and considering different brands.
By targeting these keywords, businesses can create content that answers potential customers' questions and builds trust, ultimately guiding them closer to purchasing.
Commercial Keywords List
Below is a commercial keywords list that could be used in a variety of niches:
- "Best" (e.g., "best smartphones 2024")
- "Top-rated" (e.g., "top-rated washing machines")
- "Affordable" (e.g., "affordable family vacations")
- "Comparison" (e.g., "comparison between iPhone and Android")
- "Reviews" (e.g., "reviews of electric cars")
- "Best deals" (e.g., "best deals on office chairs")
These terms suggest the searcher is doing research and weighing their options. They are not quite at the point of purchase but are moving through the funnel toward that stage.
Difference Between Transactional and Commercial Keywords
A common question marketers have is: What’s the difference between commercial and transactional keywords?
- Commercial Keywords: As we’ve discussed, these are used by people researching products or services. They are not quite ready to purchase but are considering their options. Phrases like “best,” “top,” and “reviews” are common.
- Transactional Keywords: These keywords indicate a high level of buying intent. When users search for transactional terms, they are ready to purchase. Words like “buy,” “order,” or “get” often show up in these queries. For example:
- "Buy Nike running shoes"
- "Order iPhone 14 online"
- "Get car insurance quote"
Understanding the difference between transactional and commercial keywords is key for businesses developing their SEO strategy.
You’ll want to create content that captures users at both stages of the buying process. You can nurture leads from initial interest to conversion by ranking for both keywords.
Difference Between Commerical and Navigational Keywords
Commercial keywords are search terms used by people researching products or services intending to buy them soon. These users typically compare options, read reviews, or look for the best deals.
Examples of commercial keywords include "best laptops under $500" or "top-rated washing machines." These searches indicate a potential buying decision, but the user is still researching.
Navigational keywords, on the other hand, are used when people are looking for a specific website or brand. These searches are more focused, as users know where they want to go online.
For example, search terms like "Nike official site" or "Amazon login" are navigational because the user is trying to reach a particular website or page directly.
Difference Between Commerical and Informational Keywords
Commercial keywords are search terms used by people researching products or services who intend to purchase soon.
These users compare options, read reviews, or look for specific features before deciding. For example, "best laptops for students" or "affordable running shoes" are commercial keywords because they show the user is considering a purchase but still evaluating their choices.
In contrast, informational keywords are used by people seeking knowledge, answers, or general information without an immediate intent to buy.
Searches like "How to train a puppy" or "What is SEO" fall into this category, as the user is simply looking to learn or gather facts, not to make a purchase.
Why Commercial Intent Keywords Are Important for SEO
Commercial intent keywords are a crucial part of any SEO campaign because they target people closer to purchasing than those searching for informational keywords like “how to train a puppy.”
While those researching general information might not have immediate buying intent, commercial keywords show users are actively considering products or services.
Here are a few reasons why focusing on commercial keywords can improve your organic traffic:
1. Higher Conversion Rates: Since these users are closer to purchasing, they’re more likely to convert than users with purely informational intent.
2. Qualified Traffic: By targeting potential customers researching products or services, you attract visitors more likely to align with your target audience.
3. Better Engagement: When you meet the needs of people in the research phase, they’ll spend more time on your site, engage with your content, and eventually move toward conversion.
How to Find Commercial Keywords
So, how do you find commercial keywords to target in your content? Here are a few methods:
1. Keyword Research Tools: Tools like SEMrush, Ahrefs, and Google Keyword Planner can help you uncover keywords with commercial intent. When using a keyword research tool, look for phrases that include terms like “best,” “top,” or “reviews.”
2. Google Search Suggestions: When you type a query into Google, consider the suggested search terms. These can provide insights into what users search for at different stages of the buying journey.
3. Competitor Research: Analyze competitors' content marketing strategies in your niche. Look at the keywords they rank for, especially those that drive high traffic to product pages.
4. Analyze Search Queries: Use Google Search Console to see which search queries drive traffic to your site. Look for phrases that indicate commercial intent and consider creating new content around them.
Creating Content for Commercial Keywords
Once you’ve identified commercial intent keywords, the next step is creating content that targets them. Here are some tips to get you started:
- Product Comparisons: Create articles that compare different brands or products. For example, “Best Laptops for College Students: Comparing Dell, HP, and Apple” could be a great piece of content that targets users in the research phase.
- Buying Guides: People searching for commercial keywords often want detailed information to guide purchasing decisions. A buying guide highlighting various products' pros and cons can be powerful.
- Review Roundups: Curating reviews from different sources and summarizing them in one place can help users decide.
- FAQ Pages: Address common questions when researching a product or service. For instance, a page answering “What’s the best type of running shoe for beginners?” could target commercial keywords effectively.
Integrating Commercial Keywords into Your SEO Strategy
To maximize the impact of commercial intent keywords in your SEO strategy, consider the following steps:
1. Prioritize High-Volume, Low-Competition Keywords: Use a keyword research tool to identify commercial keywords with high search volumes but low competition. These keywords will give you the best chance to rank and attract valuable traffic.
2. Map Keywords to the Customer Journey: Not all commercial intent keywords will be equally valuable at every customer journey stage. Tailor your content to fit where the user is in the funnel—whether they’re just beginning their research or close to buying.
3. Optimize for Long-Tail Keywords: While short, high-traffic keywords are valuable, long-tail keywords—such as “best budget smartphones for college students”—are often less competitive and target users with more specific needs.
4. Build Trust and Authority: When creating content around commercial intent keywords, focus on providing high-quality information that helps the user make informed decisions. The more helpful and trustworthy your content, the more likely users will return when they’re ready to buy.
5. Use Internal Linking: Strengthen your site structure by linking internally to guide visitors from informational content to pages optimized for commercial keywords. This will keep users on your site longer and move them closer to conversion.
Conclusion
Commercial intent keywords are a vital component of any effective SEO strategy. By understanding their role in the buying journey and creating content that addresses potential customers' needs, businesses can drive qualified traffic and ultimately boost conversions.
Whether you’re comparing products, offering reviews, or guiding users toward their next purchase, targeting commercial keywords ensures that you’re attracting an audience that’s actively considering buying from you.
By leveraging commercial keywords alongside transactional and informational keywords, your business can cover the entire spectrum of keyword intent and turn search traffic into paying customers.
Start by conducting keyword research, creating valuable content, and optimizing your website for the keywords that matter most to your target audience.