What are the 4 types of keywords for SEO?

The four types of keywords for SEO are informational keywords (used when users seek knowledge), navigational keywords (used to find specific websites or pages), commercial keywords (used during the product research phase), and transactional keywords (used when users are ready to make a purchase or take action). Each type reflects a different stage in the user journey and requires distinct content strategies to rank effectively and meet search intent.

What are the 4 types of keywords for SEO?

The four main types of keywords in search engine optimisation are informational, navigational, commercial, and transactional. Informational keywords help users learn about topics or find answers to questions. Navigational keywords direct users to specific websites, brands, or pages they already have in mind. Commercial keywords appear when users research products or services before making decisions. Transactional keywords signal immediate intent to complete an action, such as purchasing or subscribing.

Understanding these four categories helps you create content that matches what users actually want at different stages of their journey. When you align your content with the right keyword type, you satisfy search intent more effectively and improve your chances of ranking. Each type serves a distinct purpose and performs best with specific content formats and optimisation approaches.

What are informational keywords and how do they work?

Informational keywords are search terms users enter when they want to learn something, understand a concept, or find answers to questions. These keywords typically include patterns like “how to,” “what is,” “guide to,” “tips for,” and “ways to.” Users at this stage aren’t looking to buy anything; they’re gathering knowledge and building understanding about a topic.

Examples of informational keywords include “how to optimise blog posts,” “what is keyword clustering,” and “SEO tips for beginners.” These searches indicate the user wants educational content rather than product pages or sales pitches. Content that ranks well for informational keywords typically takes the form of guides, tutorials, explainer articles, and resource pages that provide genuine value without pushing for immediate conversions.

To optimise for informational intent, focus on creating comprehensive content that answers questions thoroughly. Structure your articles with clear headings, use examples to illustrate concepts, and anticipate follow-up questions users might have. This type of content builds trust and establishes authority in your subject area, positioning you as a helpful resource that users will remember when they’re ready to take action later.

What are navigational keywords and when are they used?

Navigational keywords are search terms people use when they want to reach a specific website, brand page, or online destination. Users already know where they want to go and use search engines as a navigation tool rather than typing URLs directly. These keywords often include brand names, product names, or specific website destinations like “Facebook login,” “WP SEO AI dashboard,” or “Amazon Prime.”

When someone searches for your brand name or a specific product, they’re using navigational intent. Ranking for your own branded terms is essential because you want to capture users who are specifically looking for you. If competitors rank above you for your own brand terms, you lose traffic that should naturally come to your site.

To optimise for navigational intent, ensure your homepage and key landing pages are properly structured with clear brand signals. Use your brand name consistently in title tags and meta descriptions. Create dedicated pages for specific products or services that users might search for by name. The goal is to make it easy for search engines to recognise your site as the authoritative destination for searches containing your brand or product names.

How do commercial keywords differ from other keyword types?

Commercial keywords represent search terms used during the research and comparison phase, when users are considering a purchase but haven’t decided yet. These keywords indicate buying intent without immediate purchase readiness. Users want to evaluate options, compare features, read reviews, and gather information that helps them make informed decisions.

Common patterns in commercial keywords include “best,” “top,” “review,” “comparison,” “vs,” and “alternative.” Examples might be “best WordPress SEO plugins,” “Mailchimp vs ConvertKit,” or “affordable content marketing tools.” These searches show the user is actively considering solutions and wants to understand which option suits their needs best.

Content that addresses commercial intent should provide balanced, helpful comparisons without being overly promotional. Product reviews, comparison articles, buying guides, and “best of” lists perform well for these keywords. Focus on highlighting features, benefits, use cases, and honest pros and cons. Users at this stage appreciate transparency and practical guidance that helps them narrow their choices. When you provide genuine value during the research phase, you build credibility that often leads to conversions once users are ready to buy.

What are transactional keywords and why are they valuable?

Transactional keywords are search terms that signal immediate intent to complete an action or make a purchase. These keywords have the highest conversion value because users are ready to take the next step right now. Common patterns include “buy,” “purchase,” “order,” “download,” “subscribe,” “get a quote,” and “sign up.”

Examples of transactional keywords include “buy WordPress hosting,” “subscribe to SEO tool,” and “download content planner template.” When someone searches with these terms, they’ve already decided what they want and are looking for the right place to complete the transaction. The research phase is over and the action phase has begun.

To optimise for transactional intent, focus on product pages, service pages, and landing pages that make it easy to convert. Remove friction from the purchase or signup process. Include clear calls to action, transparent pricing, trust signals like security badges or guarantees, and straightforward navigation to checkout or signup forms. These keywords drive bottom-of-funnel conversions and typically deliver the highest return on investment for search engine optimisation efforts. When you rank well for transactional keywords relevant to your business, you capture users at the exact moment they’re ready to become customers.

How to identify which keyword type to target for your content

Identifying the right keyword type starts with understanding what your content aims to achieve and examining the search results Google already shows for your target terms. Look at the top-ranking pages for any keyword you’re considering. If they’re mostly educational articles, the keyword has informational intent. If they’re product pages with buy buttons, it’s transactional.

Use keyword research tools to analyse search terms, but don’t rely solely on data. Type your target keywords into Google and study the results. Look at the format of ranking content, the language used in titles and snippets, and the types of pages that appear. This tells you how Google interprets the intent behind that keyword and what type of content you need to create to rank.

Map keywords to different stages of your customer journey. Users typically start with informational searches when they first become aware of a problem, move to commercial searches when they’re evaluating solutions, and finish with transactional searches when they’re ready to buy. Create content that serves users at each stage. When you align your content format and messaging with the keyword type, you satisfy both user expectations and search engine requirements for ranking.

How to build a balanced SEO keyword strategy using all 4 types

A comprehensive search engine optimisation strategy incorporates all four keyword types to capture users throughout their entire journey. Start by identifying keywords in each category that relate to your business, products, or services. Balance your content creation based on your goals, resources, and where your audience needs the most support.

Most businesses benefit from a content mix that includes substantial informational content to build authority and attract new audiences, targeted commercial content to support users in the decision phase, and optimised transactional pages for conversions. Don’t neglect navigational keywords either. Ensure your branded terms and product names rank properly so users who already know you can find you easily.

Create topic clusters that connect related content across different keyword types. For example, an informational guide about email marketing might link to a commercial comparison of email platforms, which then links to your transactional signup page. This internal linking structure helps users progress naturally through their journey while building topical authority that strengthens your rankings across all keyword types. We built WP SEO AI specifically to help teams plan these topic clusters, generate SERP-driven content briefs for different intent types, and maintain coherent internal linking as your content library grows.

Conclusion

The four types of keywords for SEO serve distinct purposes in the user journey. Informational keywords attract users seeking knowledge, navigational keywords help users find specific destinations, commercial keywords support the research phase, and transactional keywords capture users ready to convert. Understanding the search intent behind each keyword type allows you to create content that truly meets user needs while improving your search visibility.

Audit your current keyword strategy to ensure you’re targeting all four types appropriately. Look for gaps where you might be missing opportunities to serve users at different stages. Build a balanced content plan that guides users from initial awareness through to conversion with relevant, helpful content at each step.

If you want to streamline how you research keywords, plan topic clusters, and create optimised content across all four keyword types, WP SEO AI can help. Our platform brings SERP intelligence and guided content workflows directly into WordPress, making it easier to build topical authority and publish search-ready content at scale.