Commercial Intent Keyword Guide: How to Find and Rank For Them

Written by Melissa Rae Brown, edited by Chima Mmeje

September 2024

Commercial intent keywords are the terms people use when they want to learn more about buying something. The searcher might be looking for product or service information, reviews, comparisons, or deals. Commercial intent keywords are highly valuable because they bridge the gap between window shopping and making a transaction, and indicate a strong intent to buy.

For example, imagine you run an online store selling high-end coolers and insulated drinkware. A keyword like “best soft coolers” might bring in visitors looking for what customers are saying, comparisons of multiple soft coolers, and general information about the coolers themselves.

Commercial intent keywords are like a compass pointing directly to the people likely to become your customers. By understanding and targeting these keywords, you can cut through the noise and connect with the individuals who are actively seeking what you offer.

Commercial intent keywords attract visitors who are ready to take action. They are where the rubber meets the road in SEO. Here are a few reasons why commercial intent keywords are important for keyword research and SEO:

More valuable than high volume keywords

While it’s tempting to chase after high-volume keywords, they are usually very competitive, making it very difficult to rank. Even if you rank for these keywords, getting thousands of visitors who aren’t ready to buy is like having a store full of people, but no one is at the cash register making a purchase.

Commercial intent keywords, on the other hand, may have lower search volumes, but they are further down the organic funnel and often lead to higher conversion rates. For example, the ranking for the keyword “compare doorbell cameras” drives users who have found a solution to their problem, know what type of product they want to buy, and are researching options.

Easier to attribute ROI

When you target commercial intent keywords, tracking your return on investment (ROI) becomes more straightforward compared to broader keywords. This is because high commercial intent keywords often lead to specific actions that can be directly measured.

For example, imagine you run a pet supply website that specializes in natural and organic products. One of your commercial intent keywords might be “best natural dog food.” When someone searches this keyword, they’re likely comparing top options and are close to making a purchase decision.

With a rank tracking tool such as a Moz Pro Campaign, you can track your rankings over time and easily spot a change in high-volume keywords.

Now let’s imagine that your category page is currently ranking for best natural dog food.

Using Google Analytics 4 (GA4), you can track the customer journey from the moment they search for “best natural dog food” to when they complete a purchase on your site. GA4 is built on event-based tracking, allowing you to monitor specific actions like product views, cart additions, and purchases. This means you can see:

• how many visitors arrived via “best natural dog food”

• how many visitors added products to their cart

• how many visitors purchased a product

You can customize conversion events to align with your goals, directly linking purchases (or your desired conversions) to the high commercial intent keywords driving them.

Less competition than top of the funnel

Commercial intent keywords often have a bit more traditional organic opportunity than top-of-the-funnel terms. While big brands battle over broad keywords, more specific, purchase-focused phrases can slip through the cracks. By targeting these, your brand can rank higher, attract highly qualified traffic, and increase conversions.

However, this space can be volatile due to Google updates, like product reviews or helpful content updates, which can impact rankings. To navigate this, focus on winnable features such as image or video results, depending on your sector. These can give you an edge, even in competitive spaces.

Not all commercial intent keywords are the same, as there are multiple stages of the decision-making journey. Let’s break down the four main types of commercial intent keywords with examples and explore how the search engine results pages change for each type.

1. Investigative commercial intent keywords

Investigative commercial intent keywords are the keywords people use when they’re narrowing down their options but aren’t quite ready to pull the trigger. They’re comparing products, reading reviews, and looking for deals.

This type of keyword typically includes modifiers such as:

• compare

• reviews

• top

• best

The SERPs include articles that list and explain the top products or services.

Here are some examples:

Compare electric SUVs

• Someone searching for “compare electric SUVs” is in the investigative phase. They’re serious about buying but want to ensure they’re making the best choice.

Best-reviewed home security system

• A company selling home security systems might target “best-reviewed home security system” to capture an audience that has decided that a home security system is the best solution, and is looking for reviews and customer stories.

Compare adventure tour packages

• By targeting this keyword, you can position your offerings as the best choice, highlighting unique features like custom itineraries or expert local guides to nudge them closer to booking.

2. Buy now commercial intent keywords

Buy now keywords signal that the searcher is ready to purchase.

Buy now commercial intent keywords often include:

• buy

• order

• purchase

• reserve

Google SERPs reflect that intent. As you can see, the results in the image below are category and product pages, leading the user to pages where they can easily make a purchase.

Here are some examples:

Order custom wedding invitations

• When someone searches this keyword, they have a design in mind, know how many they need, and are ready to purchase.

Buy custom business cards

• An online print shop might focus on keywords like this to attract users who have decided to buy business cards and are looking for customization options.

Purchase home gym equipment online

• By ranking for this keyword, a fitness retailer can capture high-intent customers who are ready to invest in a home gym, offering them everything from weights to treadmills with just a few clicks.

3. Local commercial intent keywords

Local keywords are a goldmine for businesses with a physical presence. These keywords signal that the searcher is ready to visit a store, hire a local service, or book an appointment nearby.

Local commercial intent keywords often include:

• near me

• nearby

• city

• neighborhood

The results often include a SERP Local Pack, which includes the three physical locations Google deems most relevant to the keyword.

Here are some examples:

Buy fresh flowers downtown

• When someone searches “buy fresh flowers downtown,” they’re looking for flowers in a specific location.

Best birthday cake Seattle

• A local bakery might target “best birthday cake Seattle” or “best gluten-free bakery near me” to capture folks who need a birthday cake in their vicinity.

Best car repair near me

• People searching this term are not only looking for a service—they’re looking for a service nearby, and in this industry, they often need it quickly.

4. Product/service commercial intent keywords

These keywords are specific to a particular product or service. The person searching knows exactly what they want, and they’re looking for the right place to get it.

Product and service commercial intent keywords often include:

• specific product names

• product model numbers

• service-related details

The Google SERP results for product or service keywords are dominated by Google Ads above the fold, and below, we see product pages relevant to the keyword.

Here are some examples:

Black iPhone 15 phone case

• The user searching this keyword likely already owns this specific product, and already knows exactly which case they need to fit their phone.

Buy non-toxic laundry detergent

• This keyword signals that the searcher is ready to make a purchase and is specifically interested in a non-toxic product.

Private reformer Pilates sessions

• A Pilates studio might target this keyword to capture potential customers who are already informed about what type of fitness works best for them and are actively looking to book a specific service.

Now that you know what commercial intent keywords are and why they matter, the next step is finding them and building a list. Don’t worry–you don’t need a crystal ball. Here are tried-and-true methods to discover keyword ideas that’ll get your site in front of customers who are on the brink of a purchase.

1. Use a keyword research tool to find commercial keywords

Before you begin to tackle content creation and optimization, it’s important to understand how people search when they’re on the verge of making a purchase. Keyword research can help you find answers.

You can start off by selecting a keyword research tool. Moz offers a free keyword research tool called Keyword Explorer, which has robust features for identifying keywords by search intent. Simply log in to Moz (or sign up for a free Moz Community account) and navigate to Keyword Suggestions.

Enter a seed keyword related to your product, service, or topic. This will generate a list of related keywords.

Next to the Search Intent column, click on the menu (three dots), click Filters, and from the dropdown menu, select Commercial. Then, review the list and identify relevant keywords with a substantial Monthly Volume with low Difficulty.

2. Analyze SERPs

The SERP is the source of truth for what’s really ranking. You’ll need to do some manual detective work and analyze the search engine results page to truly understand what Google sees as valuable to the searcher.

Evaluate the organic results by looking at:

• Type of content: If the top organic results include product pages, pricing guides, or comparison sites, you can adjust your content strategy based on this information.

• SERP elements: Inspect the SERP features such as featured snippets, People Also Ask, AI Overviews, images, and Sponsored Google Ads. This will give you insight into how Google interprets the keyword intent, and what best serves that intent.

• Page titles and meta descriptions: This metadata affects click-through rates. Check out the keywords included in the page titles and meta descriptions. Are they speaking to a customer who is ready to convert?

You can gather more intel with the SERP Analysis Report in Keyword Explorer. Enter your target keyword, and the SERP Analysis report will show you the SERP Features, Domain Authority, Page Authority, and Page Optimization score for each result, giving you insight into your competitors’ strength and visibility.

For example, if we use the SERP Analysis Report and enter the keyword “compare bike helmets,” we can see SERP features from competitors such as images, indicating that you’ll need to add images to your content.

3. Check Google Search Console data

Your Google Search Console is a valuable vault of data showing you queries that are already bringing traffic to your site. Log into your Search Console account, and on the left-hand sidebar, click on Performance. At the top of the Performance report, you’ll see the option to adjust the date range.

Scroll down to the Queries section. This section lists all the search terms that have brought traffic to your site. Look for keywords that suggest a high commercial keyword intent, such as those containing words like “buy,” “order,” “best,” “price,” or specific product/service names.

Optimize your pages for the top queries if you’re not already ranking for them.. Sometimes, a keyword you’re already ranking for just needs a little love (i.e., optimization) to start converting better. For example, a home improvement company might find that “compare bathroom vanities” brings in a lot of traffic. Tweaking the content to emphasize options and calls to action could turn that traffic into leads.

4. Use modifiers with Autocomplete

Google Autocomplete is an easy, free, and efficient resource for discovering people’s search habits. Start typing a keyword related to your products, services, or topics, and see what Google suggests in the drop-down. Add modifiers like “compare,” “order,” or “near me” to reveal commercial intent keyword ideas.

A communications brand could start typing “compare cell phone” into Google and see suggestions like “compare cell phone plans side by side” or “compare cell phone plans for seniors.” These are clear indicators of high commercial intent.

5. Partner with sales to understand customer needs

Your sales team is on the front lines and knows what customers are asking for. Collaborate with them to discover questions, concerns, pain points, and phrases that customers use when they’re ready to buy. This intel will help you refine your keyword strategy to better align with real-world buying behaviors.

For example, if your sales team constantly hears customers asking about “next-day delivery,” you might want to target the keyword “buy office supplies with next-day delivery” in your SEO strategy.

Increasing traffic doesn’t mean anything if it doesn’t convert into buying customers.. Commercial intent keywords attract people who are ready to take action. Whether you’re selling products, offering services, or booking appointments, these keywords boost your visibility to put you in front of customers who are primed and ready to convert.