Semrush Outlines Four SEO Keyword Types

Semrush’s guide to SEO keywords divides searches into four categories: informational, navigational, commercial and transactional. The distinction centers on what a person is trying to accomplish. For marketers, the framework offers a way to think about whether a page matches the intent behind a search and how to optimize content for each category.

Informational keywords signal that someone wants to learn about a topic or find an answer. A page targeting this intent should focus on explaining the subject clearly. Rather than assuming the visitor is ready to buy, marketers can use the page to address the question that brought the person to search in the first place.

Navigational keywords reflect an attempt to reach a particular website or page. The searcher already has a destination in mind, so the relevant content should make that destination easy to identify. Marketers can consider whether the page title and content communicate which brand, site or page the visitor will find.

Commercial keywords are associated with investigating options before a purchase. The searcher may be comparing products or services and looking for information to help make a choice. Content for this category can concentrate on the details a prospective customer needs to evaluate an option, rather than treating the search as a request for a general explanation.

Transactional keywords indicate an intention to complete an action, such as making a purchase. A page aimed at this intent should make the relevant product, service or action clear. The difference from commercial intent is the searcher’s apparent objective: researching possible choices versus proceeding with a transaction.

The categories can help marketers decide what kind of content to develop around a keyword. A useful starting point is to identify the searcher’s likely goal, then assess whether the proposed page serves that goal. The same approach can be used when reviewing existing content, particularly when the page’s purpose is not obvious from its title or main text.

What this means for marketers

Before optimizing a page for a keyword, identify which of the four intents best fits the search. Then align the page’s content with that intent: explain a topic, guide visitors to a destination, support a comparison or make the intended action clear.