E-commerce
October 1, 2026
Are you wondering how to spot keywords that signal buying intent? The answer lies in a single sentence: these queries contain terms like "coupon", "discount", "where to buy", or "best [product] under [price]", which show that the user is ready to place an order, but hasn't yet decided on the store.
The trap would be to settle for generic, overly broad keywords that attract curious traffic but are unlikely to convert. To sell more, you need to distinguish the four types of search intent and target the one that leads to a purchase.
So how do you identify keywords that signal buying intent? On the agenda:
What is transactional intent and why is it crucial?
Which specific keywords reveal a buyer ready to take action?
How do you use these queries for your advertising campaigns and product pages?
What is the difference between informational, commercial investigation, and navigational intent?
How can Qstomy help you convert these motivated visitors?
Let's get started.
Summary
What is transactional intent and why is it crucial?
Transactional intent, sometimes called buyer intent, refers to searches made by internet users who want to buy, but have not yet chosen where. These people type specific queries into Google, Bing, or Yahoo, with the hope of finding an offer quickly.
For an online merchant, this is the holy grail: these visitors are already convinced of their need; all that remains is to convince them to choose you. By targeting these keywords, you attract more qualified traffic, which converts more easily into orders.
The stakes are high: a query like "best laptop for students" indicates a concrete purchase project, unlike "laptop" which might interest someone who is simply curious. By focusing on transactional intent, you optimize your marketing return on investment.
Additionally, these keywords are often less competitive than generic terms, allowing you to rank more easily in search results. They are also more likely to generate immediate conversions, as the user already has a clear intent. By integrating them into your advertising campaigns, you reduce budget waste and improve your click-through rate.
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What concrete keywords betray a buyer who is ready to take action?
Certain terms systematically reappear in the queries of motivated buyers. Here they are:
Coupon: the user is looking for a discount before purchasing.
Discount: same logic, price is the trigger.
Shipping: the cost and shipping terms are decisive.
Where to buy: the decision is made, only the location is missing.
[Product] versus [product]: the buyer compares two options before making a decision.
Best [product] under [price]: the budget is set, they need the best offer.
Best [product] for [group]: the need is specific, the purchase is near.
Integrating these expressions into your keyword research helps you find long-tail queries, which are often less competitive and more profitable in paid advertising.
These terms signal a high level of maturity in the buying journey. For example, a user searching for "coupon for running shoes" has already identified the product and is simply looking to get a better price. By targeting these queries, you can attract high-value customers who are more likely to complete their purchase and become loyal customers.
How to generate a list of transactional keywords for your store?
Let's take a concrete example. If you sell laptops, run a search on the phrase "best laptop for". A keyword suggestion tool like Ubersuggest then offers hundreds of variations:
"Best laptop for students"
"Best laptop for video editing"
"Best laptop for kids"
"Best laptop for programming"
"Best laptop for gaming"
"Best laptop for business"
These suggestions are a starting point. Refine them according to your catalog and your audience. A query like "best laptop for students" can justify creating a dedicated page on your site, or launching a targeted advertising campaign.
Don't hesitate to also use tools like Google Keyword Planner or SEMrush to get search volume and competition data. By cross-referencing this information, you can prioritize the keywords that offer the best conversion potential while being achievable for your SEO.
Why create product pages or articles for these specific queries?
Each transactional keyword is an opportunity to capture a buyer at the right moment. By creating a page that precisely answers their query, you increase your chances of converting them.
For example, if you sell laptops, a page titled "Best Laptop for Students" can present a selection of suitable models, along with their prices and features. This page meets both the search intent and the need for decision-making support.
This is also an excellent strategy for your advertising campaigns: an advertiser targeting "best laptop for students" with a dedicated page will achieve a better quality score and a lower cost per click than with a generic page.
Furthermore, these dedicated pages can serve as an entry point for affiliate programs or influencer partnerships. By offering ultra-specific content, you build your credibility and expertise, encouraging visitors to take action.
What is investigational intent and how can it be identified?
Investigational intent lies between simple curiosity and purchase. The internet user conducts in-depth research on a product or activity, with the idea of buying later. They are not ready to place an order, but they are further along than a simple information seeker.
For example, consider a wrestling coach who discovers that an ozone generator can solve skin problems in their athletes. They will search for "how to use an ozone generator" or "are ozone generators safe". These queries show a serious interest, but not yet an immediate intent to purchase.
For a merchant, these keywords are valuable for creating educational content: blog posts, guides, frequently asked questions. By answering these questions, you build a relationship of trust that will facilitate the sale later.
It is important to note that users in the investigational phase are often comparing multiple options. By providing them with detailed and objective information, you help them make an informed decision, and you position yourself as a reliable resource. This can also allow you to collect valuable data about their concerns, which you can use to refine your offers.
How to turn informational search queries into content opportunities?
Investigational keywords are a goldmine for your content strategy. Let's take the ozone generator example again. The following queries can each give rise to an article or a video:
“Are ozone generators safe to breathe?”
“How does an ozone generator work?”
“How long does it take for ozone to dissipate?”
“Are ozone generators safe for children?”
Each of these questions can become a blog post or a frequently asked questions section on your site. By providing clear answers, you position your brand as a benchmark and pave the way for future conversion.
In addition to articles, consider creating explainer videos or infographics to answer these questions visually. These formats are often more engaging and can be shared on social media, increasing your reach. Remember to optimize this content for SEO by using investigational keywords in titles, tags, and descriptions.
What is informational intent and why should you not ignore it?
The majority of online searches have informational intent: the internet user is looking for an answer to a question, without necessarily wanting to buy. They turn to Google or YouTube to learn something.
For a merchant, answering these questions is a powerful way to establish a relationship with future customers. This is the principle of reciprocity: by offering value for free, you create a sense of obligation that can turn into a purchase later.
For example, if you sell kitchen appliances, queries like "how to make ice cream" or "how to make coffee" can inspire tutorial videos. This content attracts an audience interested in your world, even if they are not yet ready to buy.
Additionally, informational content has a high potential for sharing and backlinks, which improves your domain authority and search engine ranking. By investing in this type of content, you build a solid foundation for your long-term content marketing strategy.
How to use informational queries to create videos and articles?
Informational queries are an inexhaustible source of content ideas. By searching "how to" on YouTube, you get hundreds of suggestions:
"How to make money"
"How to make ice cream"
"How to make a paper airplane"
"How to make coffee"
If your store sells kitchen appliances, you can create videos on making ice cream or coffee. This content attracts an audience interested in your world, even if they are not yet ready to buy. It's a branding strategy that pays off in the long run.
To maximize impact, remember to integrate subtle calls to action in your videos, such as links to your products or an invitation to subscribe to your newsletter. You can also use this content to build an email list, offering PDF guides in exchange for visitors' email addresses.
What is navigational intent and how can you leverage it?
Navigational intent concerns internet users who are looking for a specific brand or store. They want to go to a specific site as quickly as possible. For merchants, this mainly means promoting and supporting your brand name.
If your customers know you, they will search for your name directly. It is therefore essential to have good visibility for your own brand. But there is also an opportunity with the brands you sell.
Take the example of a store that sells Nike shoes. Possible navigational queries are: "Nike", "Nike shoes", "Nike site", "Nike stores", "Nike shoe store". By targeting these keywords, you can capture visitors looking for these products, even if they do not yet know your store.
To take advantage of this intent, make sure your product pages are optimized for these terms, and consider creating dedicated brand pages. You can also use advertising campaigns targeting these keywords to appear at the top of the results, even when users are searching directly for the brand.
How can you integrate these four types of intent into your global strategy?
An effective keyword strategy combines all four types of intent. Transactional intent powers your ad campaigns and product pages. Investigational intent inspires your blog posts and buying guides. Informational intent nurtures your videos and educational content. Navigational intent strengthens your presence for your brand and the brands you sell.
The goal is to cover the entire purchasing journey, from initial awareness to the final decision. By being present at every stage, you maximize your chances of being chosen at the crucial moment.
Don't forget to refine your keyword lists regularly. Search trends evolve, and what worked yesterday may be less effective today. Constant monitoring allows you to stay relevant.
Finally, feel free to analyze your site data to understand which types of content generate the most conversions. This will help you allocate your resources more efficiently and refine your overall strategy.
How does Qstomy help convert purchase-intent visitors?
Once you have attracted visitors with transactional keywords, you still need to convert them. This is where Qstomy, the Shopify AI agent that guides your customers to purchase, comes in. It can recommend complementary products, offer upsells, and help fill the cart.
Qstomy also supports your customers after they order: parcel tracking, account questions, return policy inquiries. By smoothing out every step, it reduces the friction that causes cart abandonment.
Concretely, a visitor arriving via "best student laptop" can be welcomed by Qstomy, which suggests suitable accessories, such as a bag or a mouse. This personalized approach increases the average cart value and improves the shopping experience.
In addition, Qstomy can analyze visitor behavior to identify moments of hesitation and intervene with targeted messages to reassure them. For example, it can display information about the return policy or offer live assistance, which increases trust and the likelihood of finalizing the sale.
What is the checklist for identifying purchase intent keywords?
Here is a checklist to get you started:
List your products and potential buyer groups.
Look for variations with terms like "best", "under [price]", "for [group]".
Identify queries with "coupon", "discount", "where to buy".
Create dedicated pages for the most promising keywords.
Launch targeted ad campaigns on these queries.
In brief
Commercial intent keywords are those containing terms like "coupon", "discount", "where to buy" or "best [product] under [price]". By identifying them, you attract more qualified and profitable traffic.
FAQ
What is the difference between transactional and commercial investigation intent? Transactional intent signals an imminent purchase, while commercial investigation intent shows deep research before a future decision.
Should I ignore informational keywords? No, they are valuable for creating content that builds your authority and attracts a wider audience.
How does Qstomy help with high intent visitors? Qstomy guides these visitors towards a purchase with personalized recommendations, upselling, and efficient after-sales support.
To go further: AI Chatbot for free gift with purchase: check eligibility and conditions - Qstomy, Increase sales with smart product recommendations - Qstomy, Collect customer reviews without over-soliciting buyers - Qstomy, Customer reviews in the buying journey: reassure at the right time without drowning the decision - Qstomy, How to handle customer questions about in-store trials before online purchase - Qstomy, How to handle customer questions about carts financed by multiple payment methods - Qstomy, How to handle customer questions about different prices online and in-store - Qstomy.
Enzo
October 1, 2026
