High traffic, zero conversions. Are we targeting the wrong searchers?Solved

The core issue here is probably keyword intent. You’re crushing it with Informational keywords (queries starting with “what,” “how,” or “why”), which are purely top-of-funnel. People searching those are just learning, not buying. To get the sales team off your back, you need to pivot your strategy toward Commercial and Transactional keywords. Commercial searchers are actively comparing solutions (think “competitor A vs competitor B” or “top enterprise software for X”), so you hit them with comparison pages or in-depth reviews. Transactional searchers are at the finish line and ready to act (think “pricing,” “buy,” or “schedule demo”). Once we mapped our content to these distinct intent buckets; along with Navigational keywords for people directly searching for our brand or specific login portals; our lead quality skyrocketed.

But practically speaking, how do you actually figure out which keywords fall into those commercial or transactional buckets without just guessing? Some terms feel like they could easily have mixed intent. And once you do identify those high-intent buyers, how are you structuring the landing pages so they actually convert instead of just treating it like another blog post?

Guessing will drain your budget fast! The easiest manual way is to literally look at the SERP (Search Engine Results Page). If you Google a term and see a bunch of Google Ads, pricing pages, or direct product links, Google is telling you the intent is Transactional or Commercial. For a more scalable approach in an enterprise setup, we use Semrush. Their Keyword Magic Tool actually tags every keyword with an I, N, C, or T (Informational, Navigational, Commercial, Transactional). It makes filtering out the fluff super easy.

When it comes to optimizing those pages, you have to change your formatting. For Commercial intent, give them exactly what they need to make a decision—clear feature comparison tables, targeted FAQs, and high-quality dashboard images. For Transactional pages, make acting completely frictionless. Put your “Request Demo” or “Start Free Trial” form right at the very top of the page on the first screen. Don’t make them scroll past 500 words of text to find it! Add your security badges and a few strong customer reviews to build trust right at the point of action. Treat those pages less like a textbook and more like your best digital sales rep!