Have you ever created a brilliant blog or product page only to wonder why it isn’t showing up where you want on Google? The issue might not be your content — it could be the intent behind your keywords.
In the UK, 97.8 per cent of people now use the internet, according to data compiled by DataReportal from Ofcom and ONS (2025). That means nearly everyone is typing something into a search bar every day — to learn, to buy, or to find a brand they trust. But not all searches are equal. Understanding the difference between transactional, informational, and navigational keywords helps you reach users at the exact moment they’re ready to engage, making your SEO far more strategic and effective.
What are informational keywords, and why do they matter?
Informational keywords are used when people want to learn rather than buy. These users are seeking answers, explanations, or general knowledge. For example, “how to start a blog” or “benefits of vitamin D” are informational in nature.
They help build authority by attracting users early in their journey. Although these searches may not immediately lead to sales, they establish trust and credibility — which supports your E-E-A-T signals over time.
What type of content suits informational keywords best?
Create blogs, how-to guides, explainer posts, and FAQs. Focus on providing valuable insights without pushing a product. This builds your reputation and encourages repeat visits.
Are informational keywords useful for conversions?
Indirectly, yes. By educating users, you position your brand as an expert — which makes them more likely to choose you later when they’re ready to buy.
What are transactional keywords, and when should you use them?
Transactional keywords show a user’s intent to buy, subscribe, or take action. These are bottom-of-the-funnel search terms such as “buy running shoes online” or “hire an SEO agency”.
They’re vital for generating conversions and revenue because they target users who are ready to commit.
How can you optimise for transactional intent?
Use transactional keywords in product pages, service pages, and PPC landing pages. Include clear calls to action, pricing details, and trust indicators such as reviews or guarantees.
Why are transactional keywords valuable for SEO?
They drive measurable business outcomes. When optimised correctly, they attract visitors who are more likely to complete a purchase or enquiry.
What are navigational keywords, and how do they work?
Navigational keywords are used when users are looking for a specific website, brand, or page. For example, “YouTube login” or “Google Analytics dashboard” are navigational in nature.
They indicate brand familiarity and often appear once a user has already interacted with your business before.
How should you target navigational keywords?
Make sure your brand and key pages (like contact or service sections) are easily discoverable and optimised with your name and relevant keywords. This helps ensure users can find you quickly through search.
Can navigational keywords improve trust?
Yes — especially when your site appears prominently for your own brand searches. It reinforces credibility and signals to Google that users actively seek out your content.
How do transactional, informational, and navigational keywords work together in SEO?
All these types of keywords in SEO support a different stage of the user journey. Informational keywords attract users, transactional ones convert them, and navigational keywords help retain their loyalty.
A balanced strategy uses all three — supported by internal linking, schema markup, and helpful, well-structured content — ensuring your site ranks across multiple search intents.
What are some common SEO search intent examples?
- Informational: “How to do keyword research”
- Transactional: “keyword research tool subscription”
- Navigational: “Google Keyword Planner login”
Understanding these search intent types in SEO helps you design content that matches user needs and strengthens your website’s topical authority.
Want to stay ahead with smarter SEO strategies?
If you’re ready to make your content work harder, start by aligning every page with the right keyword intent. The right mix of transactional, informational, and navigational keywords helps attract, engage, and convert the right audience.
For more expert insights, SEO guides, and practical tips to grow your online visibility, stay tuned to SEO Blogger Hub — your go-to resource for building content that performs in both search and AI results.
FAQs
1. How can I identify whether a keyword is informational, transactional, or navigational?
Informational queries start with “how” or “what”, transactional ones include “buy” or “hire”, and navigational keywords mention brands. Check Google results — guides suggest informational intent, while product pages suggest transactional.
2. Why is understanding search intent important for SEO keyword research?
Search intent ensures your content matches user expectations. Aligning keyword type with user goals helps improve relevance, engagement, and conversions, making your SEO strategy more focused and effective.
3. Can one keyword have more than one search intent type?
Yes. Some keywords, like “best SEO tools”, serve both informational and transactional intent. Reviewing SERP results helps determine which intent dominates and how best to target it.
4. How do I use informational, transactional, and navigational keywords in one SEO strategy?
Use informational keywords for educational blogs, transactional ones for sales pages, and navigational terms for brand searches. Linking them internally builds authority and guides users across the buying journey.
5. What mistakes should I avoid when targeting different keyword types?
Avoid mixing intents on one page. Keep each focused — guides for information, product pages for sales. Ignoring informational keywords weakens authority and overall SEO performance.
6. How do AI and search engines use keyword intent to rank content?
AI and search engines categorise queries by intent to show the most relevant results. Clear, structured content using intent-specific keywords improves ranking and visibility in AI-driven searches.
