Keywords can reveal buyer intent, categorized into four types: Informational: Users seeking awareness about a product/service, often beginning with 'how,' 'what,' or 'is it.' Navigational: Searches aiming for a specific product in a known store, seeking more information. Commercial: Queries centered around price and feature comparisons after being aware of the brand. Transactional: Keywords used by ready-to-buy prospects after comparing and being content with information and price.