How to Find Buyer-Intent Keywords (Not Just Traffic Keywords)

Here’s a keyword research mistake that costs businesses thousands of dollars:

They chase high-volume keywords without considering intent.

Sure, “how to make money online” gets 100,000 searches a month. But who’s searching that? Mostly dreamers, students, and people who will never buy anything.

Meanwhile, “best CRM for consulting business” gets 500 searches. But those 500 people? They’re actively looking to buy.

Traffic volume is vanity. Buyer intent is money.

Understanding Search Intent

Not all searches are created equal. Someone typing “what is email marketing” is in a completely different mindset than someone typing “email marketing software pricing.”

The first person is researching. Learning. Browsing.

The second person has their credit card ready.

Google understands this. That’s why the search results look different for each query. And you should understand it too.

The Four Types of Search Intent

1. Informational

The searcher wants to learn something.

• “What is SEO”
• “How to write a blog post”
• “Benefits of email marketing”

These queries attract top-of-funnel traffic. Good for building awareness, but low conversion rates.

2. Navigational

The searcher wants to find a specific website.

• “Facebook login”
• “Hubspot blog”
• “ConvertKit pricing page”

Not useful for acquiring new customers—they already know where they want to go.

3. Commercial Investigation

The searcher is researching before a purchase.

• “Best email marketing software”
• “ConvertKit vs Mailchimp”
• “Top CRMs for small business”

This is where things get interesting. These people are actively comparing options.

4. Transactional

The searcher is ready to buy.

• “Buy ConvertKit subscription”
• “Mailchimp pricing”
• “Sign up for Hubspot”

Highest intent, lowest volume. These searchers are at the finish line.

Where to Focus

For most businesses, the sweet spot is commercial investigation keywords.

Why? Because:

• The searcher has a problem and is actively looking for solutions
• They’re comparing options, which means they’re open to persuasion
• They have enough intent to convert, but enough volume to be worth targeting
• You can influence their decision through your content

Informational keywords are fine for building traffic, but don’t expect them to convert directly. Transactional keywords are too competitive and too specific.

Commercial investigation is where you can win.

How to Find Buyer-Intent Keywords

Step 1: Think Like a Buyer

Put yourself in your customer’s shoes. What would they search for right before buying?

If you sell consulting services, they might search:

• “How to choose a marketing consultant”
• “Marketing consultant vs agency”
• “Best marketing consultants for SaaS”

If you sell courses, they might search:

• “Best course for [skill]”
• “[Course name] review”
• “[Your topic] course worth it”

Step 2: Look for Modifier Words

Certain words signal higher intent:

Comparison words:

• Best
• Top
• vs / versus
• Compared to
• Alternative to

Review words:

• Review
• Rating
• Pros and cons
• Is it worth it

Purchase words:

• Buy
• Pricing
• Cost
• Discount
• Free trial

Add these modifiers to your core topics and you’ll find buyer-intent keywords.

Step 3: Analyze the SERP

Google the keyword and look at the results. If you see:

• Lots of product/service pages
• Comparison articles
• Review content
• Pricing information

That’s a commercial keyword. If you see:

• Wikipedia
• How-to guides
• Educational content

That’s informational.

Step 4: Check the Ads

If Google is showing ads for a keyword, people are paying to reach those searchers. That’s a signal of commercial intent.

No ads usually means lower commercial value.

The Content Strategy

Once you’ve identified your buyer-intent keywords, create content that turns your blog into a sales funnel:

1. Addresses the search intent directly - If they’re comparing options, give them a comparison. If they want reviews, provide an honest review.

2. Positions your solution favorably - You don’t have to be pushy, but your content should naturally lead toward your offer.

3. Handles objections - What might stop them from buying? Address it in your content.

4. Includes a clear CTA - They’re ready to take action. Tell them what to do.

The Mistake to Avoid

Don’t abandon informational keywords entirely. They serve a purpose—building authority, attracting links, filling your funnel.

But don’t expect them to convert directly.

The winning strategy? Mix both:

• Use informational content to attract traffic and build trust
• Use commercial content to capture buyers and drive revenue
• Link between them strategically

Take Action

This week, do a keyword audit:

1. List your top 10 target keywords
2. Categorize them by intent
3. How many are commercial vs. informational?
4. Are you missing any obvious buyer-intent keywords?

If you’re heavy on informational keywords, you’ve found your conversion problem. Understanding intent is the foundation of content that actually converts.

Want to learn how to turn these keywords into posts that actually sell? See the Blogs That Sell system—the complete methodology for content that ranks AND converts.

Or start with the free training for the core principles.