Not every keyword brings customers.
Some keywords bring people who are only looking for information. Others bring people who are comparing products. And some keywords bring people who are ready to buy right now.
This matters because traffic alone does not pay the bills.
A blog post that gets 5,000 visitors but no sales may be less valuable than a product page that gets 100 visitors and converts five of them into customers.
In this lesson, you will learn how to:
- understand what people really mean when they search
- find keywords that are more likely to lead to sales
- use those keywords on the right pages in your store
What Is Search Intent?
Search intent means the reason behind a search.
When someone types something into Google, they are usually trying to do one of four things:
1. Informational Intent: They Want to Learn
These people are looking for answers, ideas, or education.
Examples:
- “how to clean suede shoes”
- “what is organic dog food”
- “tips for better sleep”
- “how to choose running shoes”
These keywords can bring traffic, but the person is usually not ready to buy yet.
That does not mean informational keywords are useless. They are great for blog posts, guides, and FAQs. But they should not be your only SEO strategy if your goal is sales.
2. Navigational Intent: They Want a Specific Website or Brand
These people already know where they want to go.
Examples:
- “Nike official store”
- “Amazon login”
- “Adidas returns policy”
- “Apple support”
Navigational keywords are usually less useful for new stores unless people are searching for your brand or you sell the exact brand they are looking for.
3. Commercial Intent: They Are Comparing Options
These people know what they want, but they have not decided which product to buy yet.
Examples:
- “best running shoes for flat feet”
- “top protein powder brands”
- “iPhone 15 vs Samsung S24”
- “best leather wallets for men”
- “waterproof hiking boots review”
These keywords are very valuable because the person is already thinking about buying. Your job is to help them choose.
Commercial-intent keywords are great for category pages, comparison pages, buying guides, and product roundups.
4. Transactional Intent: They Are Ready to Buy
These people are close to taking action.
Examples:
- “buy running shoes online”
- “organic dog food discount”
- “iPhone 15 Pro Max price”
- “order leather wallet”
- “running shoes free shipping”
These are usually the most valuable keywords for an online store because the searcher is already close to making a purchase.
Transactional keywords often include words like:
- buy
- order
- price
- discount
- coupon
- deal
- free shipping
- near me
- in stock
- where to buy
Which Keywords Actually Make You Money?
The closer someone is to buying, the more valuable the keyword usually is.
Informational keywords often bring the most traffic, but they usually convert the least. Commercial keywords bring people who are comparing options, so they are more likely to become customers. Transactional keywords bring people who are ready to buy, so even a small amount of traffic can lead to real revenue.
This is why smaller online stores should not only chase high-volume keywords. Big stores often dominate those.
Instead, focus on specific buyer-intent keywords that match your products.
For example, instead of targeting:
“running shoes”
you may have a better chance with:
“best running shoes for flat feet women”
or:
“buy waterproof running shoes for winter”
These keywords may have fewer searches, but the people searching them know what they want.
How to Spot Buyer-Intent Keywords
You can often understand intent by looking at the words inside the keyword.
Words That Show Buying Intent
These suggest the person is ready to take action:
- buy
- order
- price
- discount
- coupon
- deal
- free shipping
- in stock
- near me
- where to buy
Example:
“buy leather wallet online”
This person is probably much closer to buying than someone searching:
“what is a leather wallet”
Words That Show Comparison Intent
These suggest the person is choosing between options:
- best
- top
- review
- reviews
- vs
- alternatives
- comparison
- recommended
- for beginners
- for men
- for women
- under $50
Examples:
- “best leather wallet for men”
- “Nike vs Adidas running shoes”
- “best protein powder for beginners”
- “top skincare products for sensitive skin”
These keywords are useful because the searcher is open to being persuaded.
Words That Show Learning Intent
These suggest the person is still early in the buying journey:
- how to
- what is
- why
- tips
- guide
- ideas
- meaning
- tutorial
Example:
“how to choose a leather wallet”
This person may buy later, but they probably need more education first.
A simple rule:
“Buy” means ready to purchase.
“Best” means deciding.
“How” means learning.
How to Find Buyer Keywords Step by Step
You do not need expensive SEO tools to start. Here is a simple process.
Step 1: Start With One Product
Choose one product or product category from your store.
Example:
“running shoes”
Do not start with your whole store. Start with one product type so your research stays focused.
Step 2: Use Google Autocomplete
Go to Google and type your product name.
Then look at the suggested searches.
Try adding buyer-intent words before or after your product.
Examples:
- “best running shoes”
- “running shoes for flat feet”
- “running shoes under $100”
- “buy running shoes online”
- “running shoes free shipping”
- “waterproof running shoes for winter”
You can also type your product plus one letter:
- “running shoes a”
- “running shoes b”
- “running shoes c”
This can help you find real phrases people are already searching.
Step 3: Check “People Also Ask”
Search your main keyword and look at the “People Also Ask” section.
You may see questions like:
- “What running shoes are best for beginners?”
- “Are expensive running shoes worth it?”
- “What running shoes are best for flat feet?”
- “How often should running shoes be replaced?”
These questions show what people care about before they buy. You can use them in blog posts, FAQs, product descriptions, and buying guides. One SEO hack is to even use these exact wordings in your FAQs, so they appear on the search results.
Step 4: Look at the Search Results
This step is important. Before choosing a keyword, search it in Google and look at what types of pages are ranking. Ask yourself:
- Are the top results product pages?
- Are they category pages?
- Are they blog posts?
- Are they review articles?
- Are they comparison pages?
This tells you what kind of content Google thinks the searcher wants.
For example, if you search “best running shoes for beginners” and most results are buying guides, you probably should not target that keyword with a single product page.
A comparison guide or category page would be a better fit.
Step 5: Write Down Your Best Keyword Ideas
Create a simple list with three groups:
Informational Keywords
Examples:
- “how to choose running shoes”
- “how to clean running shoes”
- “what are running shoes made of”
Use these for blog posts, guides, and FAQs.
Commercial Keywords
Examples:
- “best running shoes for beginners”
- “best running shoes for flat feet”
- “Nike vs Adidas running shoes”
- “top waterproof running shoes”
Use these for category pages, comparison pages, and buying guides.
Transactional Keywords
Examples:
- “buy running shoes online”
- “running shoes discount”
- “running shoes free shipping”
- “men’s running shoes in stock”
Use these for product pages and collection pages.
Where to Use Buyer-Intent Keywords in Your Store
Different keywords belong on different pages.
Using the right keyword on the right page helps both SEO and conversions.
Product Pages
Use transactional keywords here.
Examples:
- “buy leather wallet online”
- “men’s leather wallet price”
- “black leather wallet free shipping”
Your product page should include the keyword naturally in places like:
- product title
- product description
- meta title
- meta description
- image alt text
- FAQs
Do not stuff the keyword everywhere. Use it naturally.
Category Pages
Use commercial and transactional keywords here.
Examples:
- “best running shoes for beginners”
- “men’s running shoes”
- “waterproof running shoes”
A strong category page should do more than list products. Add helpful copy that explains who the products are for, what to consider, and why someone should buy from you.
Comparison Pages
Use commercial keywords here.
Examples:
- “leather wallet vs carbon fiber wallet”
- “best dog food for small dogs”
- “top protein powders for muscle gain”
These pages are useful because they help shoppers make a decision.
Blog Posts and Guides
Use informational keywords here.
Examples:
- “how to choose running shoes”
- “how to clean suede shoes”
- “what is organic dog food”
Blog posts can attract people earlier in the buying journey and lead them toward your products.
FAQs
Use question-based keywords here.
Examples:
- “Are waterproof running shoes worth it?”
- “How long do leather wallets last?”
- “What size dog bed should I buy?”
FAQs are useful because they answer objections before someone buys.
A Simple Keyword Strategy for Beginners
Do not make this complicated. Start with one product.
Then find:
- 3 transactional keywords
- 3 commercial keywords
- 3 informational keywords
Create or improve:
- One product page targeting a transactional keyword
Example: “buy waterproof running shoes online” - One category or comparison page targeting a commercial keyword
Example: “best waterproof running shoes for winter” - One blog post or guide targeting an informational keyword
Example: “how to choose waterproof running shoes”
This gives you a simple SEO funnel: Blog post → comparison page → product page → sale
Do Not Ignore Low-Volume Keywords
Some keyword tools may show “zero” searches for very specific phrases. Do not automatically ignore them.
Example:
“best waterproof running shoes for winter under $100”
A keyword like this may not get thousands of searches, but the person searching it knows exactly what they want.
These long-tail keywords are often:
- easier to rank for
- more specific
- less competitive
- more likely to convert
For a small store, specific keywords can be more valuable than broad keywords.
How to Choose the Best Keywords
When choosing keywords, ask four questions:
- Is this keyword relevant to my product?
Do not target a keyword just because it has traffic. - Does the searcher have buying intent?
Look for words like “buy,” “best,” “review,” “price,” and “discount.” - Can I create the right type of page for this keyword?
Match the keyword to the correct page type. - Can my store realistically compete?
If the results are dominated by huge brands, try a more specific keyword.
For example, instead of:
“protein powder”
try:
“best vegan protein powder for sensitive stomach”
Key Takeaways
Buyer intent matters more than traffic. Informational keywords are useful, but they usually convert later. Commercial keywords help shoppers compare options. Transactional keywords attract people who are ready to buy.
Look for words like:
- buy
- price
- discount
- best
- review
- vs
- under $50
- free shipping
- near me
Use each keyword on the right type of page. Product pages should target transactional keywords. Category and comparison pages should target commercial keywords. Blog posts and guides should target informational keywords.
What to Do Next
Choose one product from your store. Search it in Google. Write down 10 keyword ideas.
Then sort them into three groups:
- informational
- commercial
- transactional
Highlight the keywords with the strongest buying intent. Then build or improve pages around those keywords.
When you do this consistently, your SEO will bring you more than visitors. It will bring you potential customers.