The 4 Types of SEO Keywords: A Guide for Audience Targeting

Effective search engine optimization (SEO) begins with understanding user intent, and that understanding is driven by how keywords are categorized. One of the foundational principles of keyword strategy is recognizing that not all search terms are created equal, each serves a different purpose in the user’s journey.

This guide outlines the four primary types of SEO keywords: informational, navigational, commercial, and transactional — and explores how to identify what your audience is likely to search at each stage. It also includes practical strategies to align your content architecture with user behavior.

1. Informational Keywords

Informational keywords are used by users who are seeking answers, knowledge, or guidance. These are not queries with immediate commercial intent, but they are critical for building visibility and trust at the top of the funnel.

Examples:

• "how does teeth whitening work"

• "what to feed a puppy"

• "spa treatment benefits"

Why They Matter:

• High search volume and broad relevance.

• Ideal for attracting new users and introducing them to your brand.

• Opportunities for featured snippets and voice search results.

Audience Behavior:

Users in this stage are problem-aware but not solution-committed. They are evaluating ideas, understanding concepts, and may not yet be ready to act.

Research Strategy:

• Use tools like AnswerThePublic, Google’s People Also Ask, and Semrush Keyword Magic Tool.

• Review search intent behind questions your customers frequently ask via email, DMs, or on-site search.

• Analyze competitors’ blogs and FAQ sections to identify informational gaps.

These keywords are best addressed in blog articles, educational landing pages, guides, and explainer videos.

2. Navigational Keywords

Navigational keywords are used when a user already knows the brand or website they want to visit and is looking for a specific page or entity.

Examples:

• "Emirates Clinic Dubai website"

• "Hyer Buzz LinkedIn"

• "Fitness First Marina opening hours"

Why They Matter:

• Reflect brand recognition and user intent to find specific entities.

• Impact brand reputation and navigability in search.

• Often lead directly to conversions or re-engagement.

Audience Behavior:

These users are mid-funnel or returning customers. They may be revisiting, validating, or verifying contact information.

Research Strategy:

• Monitor Google Search Console to identify branded queries.

• Review your own navigation structure and metadata for clarity.

• Check autocomplete suggestions in Google for brand-related searches.

Ensure your homepage, contact pages, team profiles, and branded social channels are optimized for these terms. Structured data can further enhance visibility for navigational keywords.

3. Commercial Keywords

Commercial keywords are used by users comparing solutions, evaluating services, or narrowing their choices. These keywords suggest the user is solution-aware and close to making a decision.

Examples:

• "best dental clinic in Dubai"

• "top vet in Jumeirah"

• "Botox vs fillers for wrinkles"

Why They Matter:

• Indicate high buyer interest.

• Typically more competitive but deliver better-qualified traffic.

• Ideal for pages that support buyer decision-making.

Audience Behavior:

Users here are comparing providers, products, or features. They are often reading reviews, comparing pricing, and seeking social proof or expert validation.

Research Strategy:

• Use review platforms and Google Reviews to understand how users describe their pain points and preferences.

• Analyze competitor service pages for keyword structure and modifiers (e.g., “best”, “top”, “affordable”).

• Look for terms with modifiers like “reviews”, “compare”, or “vs”.

Commercial keywords are best suited for service pages, comparison blog posts, reviews, buyer’s guides, and case studies.

4. Transactional Keywords

Transactional keywords are used when a user intends to take a direct action — book, purchase, sign up, or contact. These are bottom-of-funnel queries.

Examples:

• "book teeth cleaning in Dubai"

• "schedule gym tour in JLT"

• "buy spa voucher online"

Why They Matter:

• Indicate immediate intent.

• High conversion potential when paired with a well-optimized call-to-action.

• Often trigger local results in Google Maps and the local pack.

Audience Behavior: Users are action-ready. They have completed research and are now looking to complete a transaction.

Research Strategy:

• Use Google Ads keyword planner to filter terms by transactional intent.

• Observe call-to-action phrases from competitors and user behavior in your CRM or booking platform.

• Track on-site search terms to understand user action phrases.

Transactional keywords should be integrated into landing pages, appointment forms, product pages, and Google Business Profiles.

Strategic Integration: Thinking Like Your Customer

To effectively use these keyword types, it’s necessary to understand the search journey of your audience.

Ask:

• What questions would a first-time visitor ask?

• What terms would a returning user use to find a known brand or location?

• What comparisons would someone make before choosing a service?

• What action phrases would they type when ready to engage?

Avoid:

• Assuming all users are ready to buy.

• Over-optimizing for only one keyword type (e.g., all commercial).

• Ignoring long-tail variations that reflect natural language and voice search.

Applying the Hub-and-Spoke Model

The hub-and-spoke model is particularly effective when organizing content by keyword type and intent. In this approach:

• The hub page targets a broad, commercial-intent keyword (e.g., “Dental Services in Dubai”).

• Supporting spoke pages address more specific informational or transactional terms:

  • Blog: “How often should you get a dental cleaning?”

  • Service page: “Book teeth whitening appointment in Dubai”

  • FAQ: “Does Invisalign hurt?”

This structure strengthens internal linking, improves SEO signals, and supports topical authority, which is increasingly important in competitive local markets.

Learn more in our detailed article on the hub-and-spoke content model and how it supports scalable SEO.

Understanding and properly implementing the four types of SEO keywords — informational, navigational, commercial, and transactional — allows businesses to align content with user intent, improve visibility across the search journey, and optimize conversion opportunities.

Whether you’re managing a dental clinic, spa, gym, or e-commerce platform, success begins with understanding what your audience needs — and when they need it.

If your SEO strategy addresses every stage of the user journey with structured, intentional content, you’ll build both visibility and trust — the two pillars of lasting search performance.

At Hyer Buzz, we specialize in helping clinics, gyms, dentists, and wellness brands in Dubai rank locally and drive real results.

You can reach out to our team directly on LinkedIn or Fill out the form on our website to start the conversation.

Let’s make your business the go-to name.