Commercial Intent
High-conversion keywords used by individuals who are ready to make a purchase or are in the final stages of their buying journey. They often include terms like “buy,” “best,” “pricing,” “discount,” “review,” or specific product and service names. For example, “best accessibility compliance software” or “buy event power rental near me.” Targeting these keywords is crucial for driving sales and capturing potential customers actively looking to convert.
- Matching Terms – The list of keywords that we’d try to exactly match in the content of the site and ads
- Branded Terms – Keywords that include our name or core brand names with or without matching terms.
- Related Terms – The list of keywords we aren’t going to target but that are conceptually related to the keywords we are going to target. If we’re thoughtful in authoring we should rank for these as well
Informational Intent
These keywords are used by searchers seeking knowledge or answers to questions rather than making a purchase. They typically include terms like “how to,” “guide,” “what is,” or “tips.” Examples include “how to ensure website accessibility” or “what is synthetic aperture radar?” While they don’t directly lead to conversions, they play a vital role in content marketing by building brand authority and nurturing potential customers toward a buying decision.
- Matching Terms – The list of keywords that we’d try to exactly match in the content of the site and ads
- Branded Terms – Keywords that include our name or core brand names with or without matching terms.
- Related Terms – The list of keywords we aren’t going to target but that are conceptually related to the keywords we are going to target. If we’re thoughtful in authoring we should rank for these as well
Navigational Intent Keywords
These are searches performed when users are looking for a specific brand, website, or location. They often include exact company names, product names, or website URLs, such as “Expedia accessibility program” or “PowerTrip Rentals website.” These keywords indicate that the user already knows what they’re looking for and wants to go directly to the intended destination, making them essential for brand recognition and ensuring search visibility for your own brand.
- Matching Terms – The list of keywords that we’d try to exactly match in the content of the site and ads
- Branded Terms – Keywords that include our name or core brand names with or without matching terms.
- Related Terms – The list of keywords we aren’t going to target but that are conceptually related to the keywords we are going to target. If we’re thoughtful in authoring we should rank for these as well