High-intent keywords refer to search terms consumers use that indicate a higher likelihood to take a particular business action — typically one resulting in a transaction. The idea is that if a business can effectively reach customers who are performing searches including these keywords, they can more effectively drive conversions. Understanding these high-intent keywords is a critical element of building an intent marketing strategy, which refers to the practice of targeting individuals whose behavior dictates that they are more likely to take a certain action or make a certain purchase.
So how can businesses recognize high-intent keywords? There are a few general terms that express high intent to transact across verticals. Search terms can be:
Navigational: intent to reach a particular page on a business's site
Informational: intent to acquire information from a business
Transactional: intent to buy
All of these types of searches reveal important moments in the customer journey, but transactional keywords show the highest purchase intent.
High-intent keywords are numerous and varied, but think of terms like "buy," "visit," "get," and "purchase." For example, a customer searching "buy car insurance in Maryland" is likely looking to purchase insurance in the near term, while a user searching for "what kind of car insurance do I need?" will probably need to do a bit more research before making a purchase. Terms like "buy," "visit," and "purchase" express a clear intent to transact — as do searches that include the phrases "near me" or "driving directions." It's a simple concept with a high payoff.