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The success of your business depends on how well you run your digital marketing campaigns. Creating content is just one piece of the puzzle—you also need to make sure people can find it. That’s where Search Engine Optimization (SEO) comes in.
A big part of SEO is knowing how to research and use the right keywords across your website and other digital platforms.
One of the first things to understand about SEO is the difference between different types of keywords. This helps you write content that speaks to your audience and ranks well in search results.
Two of the most important keyword types to focus on aretransactionalandinformationalkeywords. Knowing how to use them correctly can make a huge difference in your marketing strategy and overall success.
9 Most Important Types of Keywords
Keywords Tell Us What Users Want
Search engines are designed to give people the most relevant answers based on what they’re searching for. That’s why understandingkeyword intentis so important—it helps businesses create content that matches what users are looking for.
Broad Match Keywords
Broad match keywords are general terms like“digital marketing.”They don’t give much detail about what the searcher actually wants. Because of this, they bring up a wide range of search results that help people refine what they’re looking for.
While these keywords don’t show clear intent, they’re a good starting point. Websites optimized for broad match keywords can attract a lot of traffic by appearing in various search queries.
Transactional Keywords
Also calledcommercial intent keywords, transactional keywords show that someone is ready to take action—like making a purchase or signing up for a service.
For example, a search for“local digital advertising campaigns”suggests that the user is interested in finding and possibly buying a service. These types of keywords are valuable for businesses because they target potential customers who are further along in the buying process.
Informational Keywords
These keywords indicate that someone is looking forinformation, not necessarily to make a purchase.
For example, if someone searches“What is a keyword magic tool?”they’re likely in research mode. Websites optimized for informational keywords can become trusted sources of knowledge, helping to build credibility and attract visitors early in their decision-making process.
Geo-Targeted Keywords
These keywords includea specific location, like a city or state, making them perfect for businesses that serve local customers.
For instance,“best SEO agency in New York”helps users find businesses near them. By optimizing for geo-targeted keywords, companies can attract highly relevant traffic from people searching for services in their area.
Branded Keywords
Branded keywords include aspecific company name. If someone searches“Nike running shoes,”they already know the brand and are likely considering a purchase.
Optimizing for branded keywords helps businesses improve visibility and attract users who are already familiar with their products, increasing customer loyalty and conversions.
Also Read:How do Local Citations Boost Rankings?
Commercial Informational Keywords
These keywords mixresearch and buying intent.
For example, a search for“compare best SEO companies for keyword research”suggests that the user is gathering information before making a purchase decision. Websites that rank for these keywords can position themselves as helpful resources, increasing their chances of converting visitors into customers.
Long-Tail Keywords
Long-tail keywords arelonger and more specificthan regular keywords, making them less competitive but highly targeted.
For example, instead of“running shoes,”someone might search“best running shoes for flat feet in 2024.”These keywords often bring in visitors who already know what they’re looking for, which can lead to higher conversion rates.
Latent Semantic Indexing (LSI) Keywords
LSI keywords are words and phrasesrelated to your main keyword.
For example, if your main topic is“keyword research,”LSI keywords might include“SEO tools,”“Google search trends,”and“best keyword strategies.”Search engines use LSI to understand the context of your content, so adding related terms can improve your SEO and make your content more relevant.
Navigational Keywords
These keywords are used when someonealready knows where they want to go.
For example, a search for“Nike official website”or“Facebook login”shows clear intent to visit a specific page. Optimizing for navigational keywords ensures that your website ranks well when people search directly for your brand or products, improving customer experience and brand loyalty.
Why Keywords Matter in SEO
Search Engine Optimization (SEO) is all about making your brand more visible online. It influences everything from website design and content strategy to web development. Whether you’re launching a new site or updating an existing one, SEO plays a key role in helping people find you.
Think about how most people shop today—they start with a Google search. In fact, more than 75% of people use search engines to research before making a purchase. While engaging your audience is important, you also need to remember that Google, Bing, and other search engines are the tools people use to find answers and solutions.
A strong SEO strategy works in two steps:
To make this happen, you need to create content that matches what people are searching for. You also need to appear inorganic search results—these are the unpaid results that show up naturally on Google.
Most SEO efforts focus on landing in thetop three spotson Google because that’s where most of the traffic goes. While some businesses pay for ads,over 70% of clicks come from organic search results. Even more importantly,92% of users never go past the first pageof results.
At the end of the day, if new customers can’t find your business online, your growth will be limited. Nearly every purchase starts with a search, and if your website isn’t optimized with the right keywords, it won’t show up. That’s whydoing keyword research and using SEO best practicesis essential for getting noticed.
Basic Keyword Strategies for SEO
At Valve+Meter, we look at every part of search engine algorithms when building a marketing strategy. That means making sure your brand shows up inevery possible search result, including Google’s local map pack, images, videos, featured snippets, and even social media platforms.
If you’re using SEO on your website and digital content, you’re probably already thinking aboutkeywords—but are you using the right ones?
One of the biggest SEO mistakes ischoosing the wrong type of keywords for your audience. Understanding the difference betweentransactional and informational keywordsis key to getting this right.
For example, if you’re writing an in-depth blog post explaining different keyword types, yourfocus keywordshould match the topic. In this case,informational keywordsare the way to go. YourLSI (Latent Semantic Indexing) keywords—or related terms—should also have aninformational intentto help search engines understand your content. Things liketitle tags, headers, and URL structureshould all reflect this to attract organic traffic.
On the other hand, if you’re working on aproduct or service page, your SEO strategy should be different. These pages are meant to driveaction, so they should focus ontransactional keywords. Usingcommercial intent keywordsinstead of informational ones makes the content more relevant for bothusers and search engines.
At the end of the day, the goal of every webpage isto increase conversions. The best way to do that?Match your keywords to search intent—giving users exactly what they’re looking for.
Informational Keywords and Searches
Creating content that answers people’s questions can dowondersfor your website. Manyinformational searchesare the first step in a customer’s journey before they make a purchase.
If your content answers acommonly searched questionon Google, you have a better chance of ranking higher in search results. Pages withclear, people-focused answersoften earnfeatured snippetsand show up in the“People Also Ask”section on Google—both of which can boost your visibility.
From a user’s perspective, when you provideuseful and credible answersto “How,” “What,” “Why,” and “When” questions, people are more likely totrust your brand. Even if they’re not ready to buy right away, they may remember your site when they are.
A blog post or landing page that focuses onquestion-based keywordswill usually rank higher than content that mixestransactional and informationalkeywords. Keeping these separate not onlyhelps your SEO, but also creates more opportunities tore-market and re-targetyour audience. You canrepurposethis content for social media, email newsletters, and networking opportunities—getting even more value out of your efforts.
Also Read:How can Google Search Console help?
Commercial Informational
If you’re adding acall to actionin your content, consider usingcommercial informational keywords. These keywords target people who arefurther along in the buying journey—closer to making a decision.
For example, if your contentcompares products or services, using commercial informational keywordshelps signal search enginesthat your page is a mix ofinformational and transactional content. This can improve your rankings and attract morequalified traffic.
To get the best results, include these keywords intitles and headerssince search engines use them as key ranking factors.
A great example of this strategy is alanding page. These pagesanswer common pain pointsand show why your product or service is thebest solution. They might compareyour brand to competitorsor explain how your solution isbetter than outdated alternatives.
By usingcommercial informational phrases naturally, you appeal to bothsearch engines and potential buyers, helping turn search visitors intopaying customers.
Transactional Keywords and Searches
If your goal is toturn visitors into customers, useclear and direct transactional keywordsthat match their buying intent.
People searching with words like“Buy,” “Purchase,” “Cheap,” and “Best”are ready to make a decision. These keywordsaren’t just for paid ads—many buyers use them inorganic searches, and more than70% of website conversionscome fromnative search results.
Since keywordsreveal user intent, yourproduct and service pagesshould berich in transactional keywords. Avoid using too manyinformational keywordshere—your content shouldfocus on guiding users toward making a purchase.
To rank higher and attract the right audience, findtransactional keywordsthat fit yourbrand name and product categories. This small tweak can make ahuge difference in your search rankings and conversions.
Differences Between Transactional and Informational Keywords
The key difference betweentransactionalandinformationalkeywords comes down touser intent—what people are looking for when they search.
- Transactional keywordsare used by people who areready to buy or take action. These words have ahigh commercial intentbecause theysignal purchasing intent. For example, someone searching for“buy iPhone 12”is likely looking to purchase one right away.
- Informational keywordsare used by people who arelooking for answers, not products. These searches areknowledge-drivenand havelow commercial intent. For example, someone searching for“how to cook spaghetti”is probably just looking for a recipe, not buying cookware.
Both types of keywords are valuable, but they serve different purposes inSEO and content marketing:
Use transactional keywordsto attract visitors who areready to become customers. Optimize yourproduct and service pageswith clear calls to action, making it easy for users to buy.
Use informational keywordstobuild trust and authority. High-quality, helpful content answers common questions and positions your brand as an industry expert. Over time, these visitorsmay turn into loyal customers.
A strong SEO strategybalances bothtypes of keywords toattract visitors at every stage of the buying journey. No matter what type of content you create, always focus onproviding real valueto your audience.
Understanding Search Queries
A Simple Guide to Search Queries
In today’s digital world, search queries are part of our daily routine. Whether you’re looking for information, shopping for a product, or finding directions to a new restaurant, search engines help you get what you need.
What Are Search Queries?
A search query is simplya question or phraseyou type into Google, Bing, or another search engine. The search engine then scans the internet and shows you the most relevant results.
How Do Search Queries Work?
Search engines usecomplex algorithmsto analyze your words, match them with web pages, and rank them based onrelevance. The most useful and well-optimized pages appear at the top of the search results.
Why Are Search Queries Important?
Search queries matter because they help peoplefind what they need quickly. For businesses, they are apowerful toolfor driving website traffic, improving visibility, and attracting potential customers.
What Affects Search Queries?
Several factors influence search results, including:Your location– Local searches return results based on where you are.Search history– Past searches influence the results you see.Device type– Mobile and desktop searches can display different results.
How to Optimize for Search Queries
If you want your content to show up in search results, you need tooptimize for the right search queries. Here’s how:Do keyword research– Find out what your audience is searching for.Create high-quality content– Answer questions and provide real value.Use keywords naturally– Avoid overstuffing; focus on readability.Optimize titles and meta descriptions– Make them clear, engaging, and relevant.Keep information accurate and updated– Especially for local businesses.
The Future of Search Queries
Search engines are constantly evolving. In the future, we can expectmore personalized search resultsand evensmarter algorithmsthat better understand user intent.
Misconceptions About Search Queries
Many people think search queries only matter foronline businesses, but that’s not true! Evenlocal stores and service providerscan benefit fromshowing up in search resultswith accurate and updated online listings.
By understanding search queries and optimizing your content, you canboost your online presence, reach more people, and grow your business!
Using Transactional and Informational Keywords in Your Content
To make the most oftransactional and informational keywords, you first need to understandwho your audience isandwhat they need.
Use informational keywordsto create helpful content that answers common questions and provides real value.Use transactional keywordsto build product or service pages that make iteasyfor visitors to make a purchase.
When writing, keep your toneconversational and engaging. Talktoyour readers, notatthem. Here are a few simple tips:
Use everyday language– Keep it simple and relatable.Write in active voice– It makes your content more direct and engaging.Ask questions– It keeps readers involved (See what I did there?).Use analogies and examples– They help explain things clearly.
By focusing onwhat your audience wantsand making your contenteasy to read, you’ll create content that not only ranks well but alsokeeps people coming back for more!
Also Read:How does Site Structure Affect SEO?
How Valve+Meter Approaches Content Optimization
AtValve+Meter, we’re a full-service marketing firm focused on deliveringhigh-quality leadsthroughSEO, PPC, email marketing, web development,and more.
One of the best ways toboost your SEOis throughon-page optimization. By understanding the purpose of each page, you can usethe right keywordsto match what your audience is searching for.
Most websites benefit from a mix oftransactional and informational keywords, but knowing the difference is key to building aclear and effective SEO strategy.
Want to improve yoursearch visibility? Our team atValve+Meter Performance Marketingspecializes incontent and technical SEO, includinginbound link strategies and website audits.Get in touchfor a free marketing assessment—we take adata-driven approachto help businesses grow!
