Unlock the Secret Power of These 4 SEO Keyword Types That Could Transform Your Traffic Overnight!

Ever wonder why some pages skyrocket to the top of search results while others barely make a ripple? Here’s the kicker: every single search you make online carries a secret mission—whether it’s to soak up knowledge, zero in on a specific site, weigh options before buying, or dive right into action like subscribing or purchasing. Knowing which type your keyword falls into is like having the map to buried treasure—it tells you exactly what kind of content to create so your page doesn’t just exist but dominates. In this guide, we’ll unravel the four main types of SEO keywords—informational, navigational, commercial, and transactional—peek behind the curtain at how AI is shaping search results, and show you exactly how to fine-tune your content and track your wins with Semrush. Ready to crack the code on keyword intent and boost your rankings? Let’s dive in!

LEARN MORE

Every search has a goal behind it: to learn something, find a specific website, compare options, or buy or sign up. The main types of keywords in SEO reflect those four goals.

To understand the goal behind a search, look at the search results for that keyword. Check the pages that rank and any AI-generated answers, like a Google AI Overview or an AI Mode response. The kinds of results that show up give you a good idea of what searchers want, and what your page needs to offer them. 

Knowing a keyword’s type tells you what kind of page to create. If your page doesn’t match what searchers want, it’s unlikely to rank, no matter how well it’s written.

In this guide, we’ll walk through each type with examples, show you how to check a keyword’s intent, and then cover how to optimize for each type and track your rankings with Semrush.

What are the different types of keywords?

There are four main types of keywords in SEO: informational, navigational, commercial, and transactional. 

• Informational: The searcher wants to learn something
• Navigational: The searcher wants to reach a specific website or page 
• Commercial: The searcher wants to compare options before deciding
• Transactional: The searcher is ready to act, like buying, booking, or signing up 

These types describe search intent, which is the reason someone typed the query and what they hope to get from the results. That might be an explanation, a brand’s homepage, a comparison, or a page where they can buy or sign up.

You’ll also see keywords grouped in other ways, like local, branded, or long-tail keywords. Local keywords relate to a particular location, branded keywords include a brand name, and long-tail keywords are usually longer, more specific phrases that fewer people search for. 

A keyword can be local, branded, or long-tail and still fall into one of the four types. For example, “sandwich places near me that deliver” is both a local keyword and a transactional one.

1. Informational

Informational keywords are search queries people use when they 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.” For these searches, Google’s search engine results pages (SERPs) often show articles, videos, or guides.

Sometimes Google answers the question right on the results page. One way it does this is with a featured snippet, which is a short excerpt from a single web page shown at the top of the results.

Another is an AI Overview, a summary Google generates with AI that links to the pages it draws from. For example, the “what is the difference between cold brew and iced coffee” search shows an AI Overview:

People using these keywords are usually researching rather than buying. A clear, useful page can still build awareness and show that you know the topic.

2. Navigational

Navigational keywords are search queries people use when they already know the site or brand they want. Examples include:

• “YouTube”
• “Semrush blog”
• “Where is angelino’s coffee located”

When someone searches “YouTube,” the first result is YouTube’s site. Underneath are sitelinks, which are extra links to pages on the same site, like Channel, Library, and YouTube Studio:

3. Commercial

Commercial keywords are search queries people use when they want to compare products, services, or brands. They might read reviews or look for a deal. Examples include:

• “Best cold brew”
• “Dunkin iced coffee flavors”
• “Dunkin cold brew vs starbucks cold brew”

Searchers with these queries often plan to buy soon. Content such as comparisons, listicles, or reviews can target these searches.

For instance, someone searching “dunkin cold brew vs starbucks cold brew” will probably see a comparison article that guides their purchase decision:

AI Overviews also appear for commercial searches. Our commercial-search study analyzed more than 600,000 U.S. desktop keywords across 10 industries and found that the share of commercial-intent results pages with an AI Overview grew 71% between November 2025 and April 2026.

To reach these searchers, answer the questions they ask while comparing options, including those in the “People Also Ask” box, a list of related questions Google shows on some results pages.

4. Transactional

Transactional keywords are search queries people use when they’re ready to act. That action might be a purchase, a signup, or a booking. Target these with ads and with product pages or landing pages where people can act immediately. Examples include:

• “Buy crypto online”
• “Sandwich places near me that deliver”
• “Pickup truck for sale”

These searches, also called buyer keywords, usually occur after a person has finished researching and is ready to purchase.

For example, “buy crypto online” leads to pages where users can buy cryptocurrency directly.

Words like “buy,” “subscribe,” or “for sale” often appear in these queries. Transactional searches can also trigger Google Shopping Ads, which show product listings with a price and an image, like these:

Because these searchers are closest to buying, transactional keywords are valuable for both SEO and pay-per-click (PPC) ads. 

How a keyword is phrased hints at its intent, but the search results confirm it. If the top results are product pages where people can buy right away, the keyword is likely transactional. If they’re mostly reviews and comparisons, it’s likely commercial. If you’re building out a niche-specific list, seehow to find transactional keywords in your niche. 

How to check a keyword’s intent

To check a keyword’s intent, look at three things: the results page, the questions around the query, and the intent label in Keyword Overview.

1. Search the keyword on Google. Notice whether the results mainly show guides, brand websites, comparisons, or pages where people can buy or sign up.
2. Review any AI Overview, “People Also Ask” questions, and related searches for more clues about what searchers want
3. Enter the keyword in Keyword Overview, select your target country, and check its intent label 

Checking intent this way is especially useful for keywords with more than one possible meaning.

In the U.S., Google’s top result for “apple” is the tech company’s website, and Semrush labels the keyword navigational: 

Some keywords, like “coffee beans,” may return both commercial and informational results. This is called mixed intent. The same keyword can serve more than one goal, like learning about coffee beans or comparing options to buy.

When you review an AI Overview, note the questions it answers and the sources it links to. Google says AI Overviews and AI Mode may use query fan-out, a technique that runs related searches to help build a response. So, the answer may cover related topics beyond the exact words you searched. Those related topics show what else searchers tend to want to know, which helps you decide what your page should cover.

The “People Also Ask” box can provide more clues. Questions about which coffee beans to buy suggest an interest in comparing options. Questions about different types of coffee beans suggest an interest in learning. Consider these clues alongside the pages that rank.

Semrush’s Keyword Overview and Keyword Magic Tool label each keyword’s intent with a letter: I (informational), N (navigational), C (commercial), or T (transactional). Some keywords get more than one label. 

To assign these labels, Semrush looks at SERP features (the extra boxes on a results page, such as featured snippets, ads, or an AI Overview), words in the query such as “buy,” “how,” or “address,” and whether the query names a brand. 

Finding insights about keyword types in Semrush

Below are three ways to use Semrush for search intent insights:

1. Check the intent of any keyword (or list of keywords)
2. Analyze a competitor’s keyword intent profile
3. Find keywords by intent

1. Check the intent of any keyword (or list of keywords)

Use Semrush’s Keyword Overview tool to check the intent of up to 100 keywords at once.

Enter your keywords, choose your country, and click “Search.” 

Look at the “Intent” column in the results to get an overview of the types of keywords:

You can also analyze the SERP by clicking the screen-and-magnifying-glass icon under “SERP Features.”

2. Analyze a competitor’s keyword intent profile

Use the Domain Overview tool to see what types of keywords your competitors rank for.

Enter their domain, choose your location, and click “Search.”

Scroll down to the “Keywords by Intent” section. It shows what percentage of the domain’s keywords fall under each intent type, along with the number of keywords and the estimated organic traffic for each. 

Click “View details” to open the full keyword list in the Organic Rankings tool.

Each row shows the keyword’s intent, search volume, and other data.

Filter by intent if necessary:

For a page-level view, open Semrush’s Top Pages tool and enter the same domain. It shows which of the domain’s pages get the most estimated organic traffic, along with an intent label for each one.

Let this research inspire your own content strategy. For the fuller workflow, see how to analyze search intent when researching competitor keywords.

3. Find keywords by intent

Use the Keyword Magic Tool to discover keywords by intent. Enter a seed keyword, choose your location, and click “Search.”

You’ll see a table with the keyword’s data, including intent:

Transactional and commercial keywords often indicate a higher likelihood of purchase. They’re good targets for paid ads or pages where users can complete transactions.

Use the dropdown filters to show only these intent types if you prefer.

Once you know which types of keywords matter most for your site, use Keyword Gap to see which of them your competitors are capturing that you aren’t.

For more information, read our Keyword Research for SEO guide.

How to optimize for different types of keywords

To optimize for different types of keywords, match the page to the keyword type: a clear answer, an easy path to your site, a comparison, or a page where the searcher can act.

Optimizing for informational keywords

To optimize for informational keywords, create content that answers the searcher’s question clearly and accurately.

Start by reviewing the search results. For a keyword like “vegan diet,” note which questions the ranking pages answer and which formats they use. Then, check the “People Also Ask” questions and any AI Overview for related information readers may need.

Use what you find to plan your content. To make it useful and credible:

• Answer the main question near the top, then cover the details readers need
• Add original examples or firsthand experience where you have it
• Support factual claims with reliable sources, and link to them
• Name the author and explain their relevant experience or qualifications
• Have a qualified expert review topics that need specialist knowledge

These practices reflect what Google calls E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Google says trust matters most, and its systems use a mix of signals to identify content with these qualities.

Use descriptive headings so readers can quickly find the part they need. Clear headings and a direct answer at the start of each section also help each passage make sense on its own, which matters when AI systems like Google’s AI Overviews pull from your page to build an answer.

Before you publish, check your draft in Content Optimizer. Paste in your text or enter the page URL, and add up to 30 target keywords. The tool gives you a Content Score and recommendations in two areas: “SEO,” for search engines like Google, and “AI SEO,” for visibility in AI search.

Optimizing for navigational keywords

To optimize for navigational keywords, make your brand and key pages easy to find from search: 

• Highlight your brand name on your site, in your homepage’s H1 tag, and across key pages
• Maintain clear menus and an updated sitemap
• Create a Google Business Profile to verify your business

These steps help your site appear when people search for your brand. For example, when you search “Semrush” on Google, the Semrush website is the first organic result: 

Optimizing for commercial keywords

To optimize for commercial keywords, make your product page answer what shoppers want to know while comparing: what makes your product different, who vouches for it, and anything else they need before they decide.

• Lead with the details that set the product apart, like materials, specs, or who it’s for
• Add third-party proof, such as a review score, award, or certification
• Answer the follow-up questions a shopper would otherwise search for, in an FAQ on the same page

For example, Adidas ranks for the commercial keyword “running shoes.” Its women’s running shoes page leads with a Runner’s World award and a podiatric seal of acceptance, then explains which cushioning fits which kind of run. 

After the products, the FAQs answer questions a shopper would otherwise search separately, like which shoes work for flat feet or high arches. That’s the kind of detail shoppers look for when they’re comparing options. 

Google’s AI Mode also helps people compare products. It draws on Google’s Shopping Graph, a database of product listings with details like reviews, prices, color options, and availability. To help your products show up there, keep your product details complete and up to date in Google Merchant Center, which feeds the Shopping Graph.

Check whether roundups and reviews rank for your target commercial keywords. If they do, reach out to the publishers about reviewing or including your product. Shoppers who read these articles are already comparing options, so being included puts your product in front of them. Our guide to commercial intent keywords shows how to find these pages and pitch them.

Optimizing for transactional keywords

To optimize for transactional keywords, put the action at the top of the page and remove steps between the search and the purchase or signup.

For example, BitPay’s page for “buy crypto online” puts a purchase form on the first screen, where you choose the currency, amount, and payment method.

Other ways to optimize the page:

• Use the keyword in the title tag, the H1, and the URL if it still reads naturally
• Show reviews, relevant certifications, and secure payment badges near the button
• State the price and what the buyer gets, so neither takes an extra click to find

Some transactional searches show an AI Overview. If yours does, look at which pages it links to. They show you what kind of page Google cites for people who are ready to buy.

How to track keyword rankings with Semrush

Use Semrush’s Position Tracking tool to monitor your rankings.

Enter your domain and click “Set up tracking.”

Confirm your domain and scope at the top. Then, select your search engine and device.

Google, ChatGPT, and Gemini appear as buttons. Click “…” for Bing, Baidu, and Google AI Mode. Tracking on AI platforms requires a Semrush One plan or the AI Visibility Toolkit.

Enter your location. Add your full business name to track local map pack results.

Click “Continue To Keywords.”

Paste in the keywords you want to track and click “Add keywords to campaign.” 

Review the list, then click “Start Tracking.”

In the “Overview” tab, scroll to “Rankings Overview” to see each keyword with:

• Intent: the search intent type
• Pos.: your position on each of the two dates being compared, with the difference between them
• SF and KD %: the SERP features the keyword triggers, and its keyword difficulty

Click the arrow next to any keyword to see how its ranking has progressed over a longer period.

To change the period, click the date box at the top right of the filters and select a range.

Use ranking changes to spot pages worth a closer look. If a keyword loses positions, compare the current search results with your page and check whether your content still meets the searcher’s needs.

If rankings stay strong but traffic falls, check impressions and clicks in Google Search Console. Look for changes in search demand, in how your page appears in the results, and in the results page itself before you decide what to update.

For a closer look at how your brand shows up in AI answers, use Semrush’s Prompt Tracking tool. Add the prompts you want to monitor, like questions your customers might ask, and it shows how often AI platforms like ChatGPT and Google AI Mode mention your brand, along with your overall AI visibility.

For more on reading ranking changes, see our guide on how to track keywords.