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Commercial Investigation Search Intent

Definition

Commercial investigation search intent refers to search queries where the user is researching a product or service with the intent to potentially make a purchase.

These users are very likely to convert into customers, as they’re already in the buying process, past the awareness stage and into the consideration stage. They typically use search queries that involve comparisons, reviews, or specific product-related keywords.

Commercial Investigation Search Intent Relevance For SEO

Commercial investigation keywords are highly valuable for SEO because they signify that searchers have a high intent to convert or make a purchase. Websites that rank well for these keywords have the opportunity to gain qualified leads that are primed to become customers.

Optimizing for commercial investigation keywords, such as comparisons between products/services or researching reviews, allows websites to get in front of users who are in the consideration stage and close to making a buying decision. While transactional keywords indicate a user is ready to purchase immediately, commercial investigation keywords provide an opportunity to present your business as a preferred solution just before a transaction occurs.

Prioritizing commercial investigation keywords in your SEO strategy, content marketing, and PPC campaigns can drive more high-quality leads and customers over informational keywords that are earlier in the buying cycle. The higher intent means higher conversion potential.

Commercial Investigation Search Intent Best Practices for SEO

  • Create Comparative and Review Content: Since the search queries usually involve comparisons or reviews, having such content on your website can attract this user base.
  • Use Specific Product-Related Keywords: Implementing specific product or service-related keywords can help your website appear in relevant search results.
  • Detail Pages: Design detailed product or service pages that provide adequate information and answers to potential questions that a user may have in the consideration stage of the buying process.
  • Upsell and Cross-Sell: Use your blog posts or product pages to highlight related or complementary products or services.
  • Clear CTA: Include clear call-to-actions that guide the user to the next step, such as ‘Buy Now’, ‘Add to Cart’, etc.