If you want your website to show up higher on Google and attract the right audience, understanding search keywords is a must. Keywords are not just random words people type into a search bar; they tell you exactly what users want, what problems they’re trying to solve, and how close they are to taking action.
In 2025, SEO is no longer only about getting clicks. It’s about understanding user intent, the reason behind a search, and creating content that matches it.
To do this effectively, marketers focus on three main types of keywords: informational, commercial (or transactional), and navigational. Each type plays an important role in guiding users through their online journey, from learning something new to comparing options, and finally to choosing a brand or product.
Let’s look at what each keyword type means and how to use them in your content strategy.
1. Informational Keywords: Educate and Attract
Informational keywords are used when people are searching for answers or trying to learn something new. They often include words like how, what, why, or tips for.
For example:
“How to prepare ghee at home”
“Benefits of yoga for mental health”
These searches show curiosity, not buying intent. The person is at the start of their journey and looking for helpful, easy-to-understand information.
Why they matter:
Informational keywords are great for building trust and awareness. When you create helpful content that answers people’s questions, your brand becomes a reliable source of information.
Over time, this builds credibility and increases the chance that users will come back when they’re ready to make a decision.
How to use them:
Create blogs, tutorials, or how-to articles that solve common problems.
Use clear headings and short paragraphs to make your content easy to read.
Add visuals, charts, or videos to enhance explanations.
Focus on long-tail keywords (longer, more specific phrases) like “how to start yoga for beginners at home.” These attract more targeted visitors.
Example:
If you run a fitness brand, writing an article titled “How to Choose the Right Yoga Mat for Beginners” can help you connect with people who are just starting their yoga journey.
2. Commercial (or Transactional) Keywords: Convert Interest into Action
Commercial or transactional keywords are used when people are ready to buy, book, or compare options. These searches often include words like buy, price, best, discount, or review.
For example:
“Best running shoes under $50”
“Buy wireless headphones online”
“Affordable digital marketing services in Bali”
These users already know what they want; they’re just deciding where or what to buy.
Why they matter:
Commercial keywords target people at the end of the buying journey, where conversion is most likely. They’re the most valuable for generating leads, sales, or bookings because they connect directly to customer intent.
How to use them:
Write product pages, comparison posts, or review articles that clearly explain your offers.
Include strong calls-to-action (CTAs) like Buy Now, Get a Quote, or Book a Consultation.
Highlight key benefits, prices, and unique selling points.
Use SEO features like schema markup for product reviews and pricing to make your listings stand out in search results.
Example:
If you offer digital services, you could write an article like “Best Website Design Packages for Small Businesses in Indonesia.” This directly targets users who are looking to buy and helps drive real leads to your business.
3. Navigational Keywords: Strengthen Brand Recognition
Navigational keywords are used when someone already knows which brand or website they want to visit. These searches usually include brand names or specific website pages, such as:
“Juicebox Indonesia website”
“Nike official store”
“Google Analytics login”
In these cases, the user’s goal isn’t to explore; they want to go directly to a specific place online.
Why they matter:
Navigational keywords show that your brand has earned recognition and trust. When people search for your business by name, it means your marketing efforts are working; they remember you.
These searches also help ensure that users reach the right page (your website, not a competitor or unrelated platform).
How to use them:
Make sure your website ranks first for your brand name.
Keep your Google Business Profile updated with correct links, contact information, and services.
Use your brand name in meta titles, descriptions, and social media profiles for consistent visibility.
Track what people search for with your brand name, for example, “Juicebox Indonesia reviews” or “Juicebox Indonesia services.” These can help you identify new content opportunities.
Example:
If people are searching “Juicebox Indonesia case studies,” it’s a sign you should have a dedicated page or blog section highlighting your past projects.
Summary Table
Informational | Educate users and build trust | “How to meditate for beginners” | Blogs, guides, tutorials |
Commercial | Encourage purchases or sign-ups | “Best laptop under $1000” | Product pages, reviews, comparisons |
Navigational | Direct users to a specific brand | “Nike running shoes official” | Brand pages, homepage |
Why You Need All Three for a Strong SEO Strategy
A well-rounded SEO strategy combines all three keyword types.
Informational keywords help you reach new audiences.
Commercial keywords turn that interest into sales or leads.
Navigational keywords keep loyal users connected to your brand.
In 2025, successful content strategies go beyond simple keyword stuffing. They focus on long-tail and conversational keywords that match natural speech and voice search trends.
These longer, more specific keywords help attract users who are closer to taking action. When you use all three types of keywords together, you create a complete content journey that guides users from curiosity to conversion, while keeping your brand visible every step of the way.
Frequently Asked Questions About Types of Keywords
What are informational keywords?
Informational keywords are used when people want to learn something or find answers to a question. They usually start with phrases like “how to,” “what is,” or “benefits of.”
These keywords are great for blogs, guides, or tutorials that help educate readers.
What are commercial keywords?
Commercial keywords are used by people who are researching or comparing products or services before buying. They show interest but not an immediate decision to purchase.
Businesses use these keywords to attract users who are exploring their options.
What are transactional keywords?
Transactional keywords show that someone is ready to take action, like buying, booking, or signing up. They often include words such as “buy,” “for sale,” “discount,” or “near me.”
These users are usually close to making a purchase.
What are navigational keywords?
Navigational keywords are used when people want to go directly to a specific website or brand page. These searches often include brand names, product names, or URLs, such as “Nike official website” or “Juicebox Indonesia contact.”
They show users already know what brand or page they want to visit. Each keyword type plays a unique role in guiding users through their journey, from learning to buying, and helps shape an effective SEO strategy.
Search behavior continues to evolve, and so should your keyword strategy. By understanding the three main types of search keywords, informational, commercial, and navigational, you can create content that truly connects with your audience and supports your business goals.
Whether you’re building awareness, driving conversions, or strengthening brand loyalty, aligning your content with user intent is the key to SEO success in 2025. At Juicebox Indonesia, we help businesses grow online through smart, data-driven SEO, content strategies, and search engine advertising.
If you want to make your brand stand out in search this year, contact us. Let’s craft a digital strategy that works smarter, not harder.
