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The keywords with the strongest intent to buy or take imminent action are transactional keywords.
These keywords can be targeted with paid ads and highly optimized purchase pages or pages where users can take immediate action on a site.
These searches can happen after someone has already searched for information, made a decision, and is determined to now take a specific action or make a purchase.
Such keywords often feature words like “buy,” “subscribe,” “for sale.” Therefore, the SERP of a transactional keyword often has Google Shopping ads.
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There are plenty of keywords with significant search volume that don’t bring website conversions because people are simply searching for information. We call these searches informational keywords.
Most Search Engine Optimisers commonly agree that there are four main types of keywords to classify intent:
Transactional keywords can also be referred to as buyer keywords because they are most likely to be used by a person at the bottom of the buying funnel. Therefore, these keywords are highly valuable when making keyword research and planning an SEO or PPC strategy.
These keywords carry less intent to take real action compared to transactional or commercial keywords.
When someone types in a company or brand name into a search engine, they perform a navigational search.
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