You will also see keywords grouped in other ways, like local, branded, or long-tail keywords. Local keywords include a place, branded keywords include a brand name, and long-tail keywords are longer, more specific phrases that fewer people search. A keyword can be local, branded, or long-tail and still fall into one of the four intent types. “Sandwich places near me that deliver” is both local and transactional.<\/p>\n
1. Informational<\/h2>\n
Informational keywords are the searches people run when they want to learn something. Examples include “coffee calories,” “national coffee day,” and “what is the difference between cold brew and iced coffee.” Many of these queries take the form of questions starting with “what,” “why,” or “how.”<\/p>\n
For these searches, Google’s results pages usually show articles, videos, or guides. Sometimes Google answers the question right on the results page. A featured snippet is a short excerpt from a single web page shown at the top of the results. An AI Overview is a summary Google generates with AI that links to the pages it draws from. The query “what is the difference between cold brew and iced coffee” is a clear example: Google shows an AI Overview above the regular links.<\/p>\n
People using informational keywords are usually researching rather than buying.<\/p>\n
2. Navigational<\/h2>\n
Navigational keywords are the searches people run when they already know the site or brand they want. Examples include “YouTube,” a brand blog name, and “where is a specific coffee shop located.” When someone searches for a major brand, the first result is the brand’s own site, often followed by sitelinks (extra links to pages on the same site, like Channel, Library, or Studio).<\/p>\n
These searches appear most often in branded queries and represent the most recognizable intent.<\/p>\n
3. Commercial<\/h2>\n
Commercial keywords are the searches people run when they want to compare products, services, or brands. They might read reviews, check a list, or hunt for a deal. Examples include “best cold brew,” a brand’s flavor lineup, and a head-to-head match-up like “Dunkin cold brew vs Starbucks cold brew.”<\/p>\n
Searchers with these queries are usually planning to buy soon. The formats that win are comparisons, listicles, and reviews. For “Dunkin cold brew vs Starbucks cold brew,” the top result is a comparison article that walks through the purchase decision.<\/p>\n
AI Overviews also appear for commercial searches. A study of more than 600,000 U.S. desktop keywords across 10 industries found that the share of commercial-intent results pages showing an AI Overview grew 71% between November 2025 and April 2026. To reach these searchers, answer the questions they ask while comparing, including the ones in the People Also Ask box (the list of related questions Google shows on many results pages).<\/p>\n
4. Transactional<\/h2>\n
Transactional keywords are the searches people run when they are ready to act, whether that means buying, signing up, or booking. The best pages to target them with are product pages, landing pages, and ads where people can act immediately. Examples include “buy crypto online,” “sandwich places near me that deliver,” and “pickup truck for sale.” Words like “buy,” “subscribe,” or “for sale” often appear in these queries, which is why they are also called buyer keywords.<\/p>\n
Transactional searches can trigger Google Shopping Ads, which show product listings with a price and an image, complete with a buy path built into the result. Because these searchers are closest to buying, transactional keywords are valuable for both SEO and pay-per-click campaigns.<\/p>\n
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 are mostly reviews and comparisons, the keyword is likely commercial.<\/p>\n
How to check a keyword’s intent<\/h2>\n
To check a keyword’s intent, look at three things: the results page, the questions around the query, and an intent label from a keyword tool.<\/p>\n
- \n
- Search the keyword on Google.<\/strong> Notice whether the results mostly show guides, brand websites, comparisons, or pages where people can buy or sign up.<\/li>\n
- Review the AI Overview, People Also Ask questions, and related searches<\/strong> for more clues about what searchers want.<\/li>\n
- Check an intent label<\/strong> in a keyword research tool after selecting the target country.<\/li>\n<\/ul>\n
Checking intent this way is especially useful for keywords with more than one possible meaning. In the U.S., the top result for the word “apple” is the tech company’s website, and the keyword is labeled navigational. Some keywords, like “coffee beans,” can serve more than one goal at once, such as learning about coffee beans or comparing options to buy. When a keyword does both, it is called mixed intent.<\/p>\n
When you review an AI Overview, note the questions it answers and the sources it links to. Google has said AI Overviews and AI Mode may use a technique called query fan-out, which runs related searches to help build a response, so the answer can cover related topics beyond the exact words searched. Those related topics show what else searchers tend to want to know, which helps decide what the page should cover.<\/p>\n
The People Also Ask box is a useful second signal. 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. Read those clues alongside the pages that rank.<\/p>\n
How to optimize for different types of keywords<\/h2>\n
To optimize for different types of keywords, match the page to the keyword type: a clear answer, an easy path to the site, a comparison, or a page where the searcher can act.<\/p>\n
Optimizing for informational keywords<\/h3>\n
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.<\/p>\n
To make the page useful and credible:<\/p>\n
- \n
- Answer the main question near the top, then cover the details readers need.<\/li>\n
- Add original examples or firsthand experience where applicable.<\/li>\n
- Support factual claims with reliable sources, and link to them.<\/li>\n
- Name the author and explain their relevant experience or qualifications.<\/li>\n
- Have a qualified expert review topics that need specialist knowledge.<\/li>\n<\/ul>\n
These practices reflect what Google calls E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Google has said trust matters most, and its systems use a mix of signals to identify content with these qualities.<\/p>\n
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 the page to build an answer.<\/p>\n
Optimizing for navigational keywords<\/h3>\n
Add internal links from high-authority pages to your brand and key pages so visitors searching by name land on the right place.<\/p>\n
- \n
- Highlight the brand name on the site, in the homepage’s H1 tag, and across key pages.<\/li>\n
- Maintain clear menus and an updated sitemap.<\/li>\n
- Create a Google Business Profile to verify the business.<\/li>\n<\/ul>\n
These steps help the site appear in branded search results.<\/p>\n
Optimizing for commercial keywords<\/h3>\n
To optimize for commercial keywords, make the product page answer what shoppers want to know while comparing: what makes the product different, who vouches for it, and anything else they need before deciding.<\/p>\n
- \n
- Lead with the details that set the product apart, like materials, specs, or who it is for.<\/li>\n
- Add third-party proof, such as a review score, award, or certification.<\/li>\n
- Answer the follow-up questions a shopper would otherwise search for, in an FAQ on the same page.<\/li>\n<\/ul>\n
For example, a major running-shoe brand ranks for the commercial keyword “running shoes.” Its women’s running-shoes page leads with a podiatric seal of acceptance and a third-party award, then explains which cushioning fits which kind of run. After the products, the FAQ answers questions a shopper would otherwise search separately, like which shoes work for flat feet or high arches. That is the level of detail shoppers look for when comparing options.<\/p>\n
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 products show up there, keep product details complete and up to date in Google Merchant Center, which feeds the Shopping Graph.<\/p>\n
Check whether roundups and reviews rank for the target commercial keywords. If they do, reach out to the publishers about reviewing or including the product. Shoppers who read those articles are already comparing options, so being included puts the product in front of them at the moment of decision.<\/p>\n
Optimizing for transactional keywords<\/h3>\n
To optimize for transactional keywords, put the action at the top of the page and remove anything that gets in the way. A transactional page should let the searcher complete the task in as few clicks as possible: a clear price, a visible add-to-cart or sign-up button, and the details a buyer expects (shipping, returns, size or plan options, and trust signals like reviews or security badges). Match the page to the words in the query. A search for “buy” wants a product page, while a search for “book” wants a calendar or form. Skip long intros; the searcher has already done the research and wants the next step to be obvious.<\/p>\n
FAQ<\/h2>\n
What are the four types of keywords in SEO?<\/h3>\n
The four types are informational (the searcher wants to learn something), navigational (the searcher wants a specific site or page), commercial (the searcher wants to compare options), and transactional (the searcher is ready to buy, book, or sign up). They are defined by search intent, the reason behind the query.<\/p>\n
How do you check a keyword’s search intent?<\/h3>\n
Search the keyword on Google and look at what ranks, including any AI Overview, the People Also Ask box, and related searches. Then confirm with an intent label from a keyword research tool, which usually marks intent as informational, navigational, commercial, or transactional.<\/p>\n
Why does matching a page to keyword type matter?<\/h3>\n
If a page does not match what searchers want for a given query, it is unlikely to rank well, no matter how well it is written. Informational queries want answers, commercial queries want comparisons, and transactional queries want a page where the searcher can act right away.<\/p>\n
Related coverage<\/h2>\n
- \n
- Google AI Home Page, Local Slop, Meta Search<\/a><\/li>\n
- The Long-Term Game: SEO in an AI Search Era<\/a><\/li>\n<\/ul>\n
SEOScanPro<\/h2>\n
![\"A](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/a><\/p>\nSEOScanPro has the geo grid tool runs a full technical audit of a site and shows the measured result behind every check. Open the geo grid tool<\/a>.<\/p>\n
- The Long-Term Game: SEO in an AI Search Era<\/a><\/li>\n<\/ul>\n
- Google AI Home Page, Local Slop, Meta Search<\/a><\/li>\n
- Review the AI Overview, People Also Ask questions, and related searches<\/strong> for more clues about what searchers want.<\/li>\n
![\"A](\"https:\/\/seoscanpro.ai\/shots\/geo-grid-v4.webp\")
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