With AI tools increasingly answering informational and commercial queries directly in search results, it’s now more important than ever to optimise your website around transactional keywords.
In today’s fast-moving digital world, AI search engines are changing how people find information online, and that means your website’s content strategy needs a serious refresh.
Why this shift is happening? How is it impacting your traffic and leads? And most importantly, what can you do about it?
We’ll walk through the keyword funnel, highlight real examples, and show you how to future-proof your content using smarter targeting strategies.
Understanding the Keyword Funnel
To see the shift clearly, let’s revisit the classic Keyword Funnel, a simple framework that outlines how people search online during their buying journey:
- Informational Keywords: Used when someone is just researching. Example: “how to write a video script”
- Commercial Keywords: Used when someone is comparing options. Example: “best video agencies in Brisbane”
- Transactional Keywords: Used when someone is ready to buy. Example: “get video quote” or “video consultation near me”
Traditionally, businesses tried to rank for all three.
But the game is changing.
The AI Takeover of Informational & Commercial Searches
AI tools like ChatGPT, Google’s SGE (Search Generative Experience), and Bing AI are becoming the default assistants for people asking questions online.
They quickly summarise multiple pages into a single answer.
Handy for users? Definitely.
But a huge problem if your business relies on website visits from informational or comparison-style content.
Here’s the danger: Let’s say your blog post is titled “video marketing ideas for small businesses”.
That’s an informational keyword.
AI search assistants now answer this in full, right in the results.
The user never clicks through to your site.
Your content still exists, but your traffic doesn’t.
Even commercial intent searches (comparing services or products like “best service” or “compare product” ) are starting to be summarised by AI tools pulling from product listings, customer reviews, and aggregated lists.
Again, no clicks.
No traffic.
The Rise (and Resilience) of Transactional Keywords
Here’s the good news: AI can’t close deals.
When a potential customer is ready to act, whether that’s booking a quote, scheduling a service, or finding someone nearby, they still need your website.
AI can suggest options, but it can’t fully transact.
That’s where transactional keywords shine.
Examples of Transactional Keywords:
- “Book website consult Agnes Water”
- “Get plumbing quote today”
- “Haircut appointment near me”
- “Buy surfboard online Australia”
- “Buy creatine Australia”
These keywords show purchase intent.
They are tied to action.
And they still trigger traditional clicks, because people want to land on a real business page, not just a summarised paragraph.
Why Transactional Keywords Are Now Essential
Let’s break down why targeting transactional search terms should now be your top SEO priority:
- Higher Conversion Rates: These visitors are already decision-ready. They’re not just browsing—they’re acting.
- Lower Competition with AI: AI assistants struggle to process real-time availability, quotes, or custom services. They can’t replace local service calls.
- Stronger Lead Signals: When someone searches for “video consult near me”, that’s a lead. Your content just needs to catch it.
- Better ROI on Content: Instead of writing broad guides that lose clicks to AI, create landing pages and service content that drive contact form submissions or bookings.
How to Update Your Content Strategy for This Shift
Think of your website like a storefront. If AI is redirecting foot traffic elsewhere, you need to draw in the buyers still walking your street.
Here’s how:
- Review Existing Pages: Are most of your pages and posts answering questions, or driving action? Shift focus to transaction-driven copy.
- Add Action Phrases: Use CTAs like “Book Now”, “Get a Free Quote”, or “Request a Consultation”.
- Use Local SEO Techniques: Combine transactional intent with local relevance. Example: “Video production quotes in Gladstone”.
- Structure Pages for Intent: Don’t just describe your service, show them how to start. Embed forms, quote tools, and contact buttons front and centre.
Next Steps: Start Targeting Transactional Searches Today
The digital landscape is shifting fast, but the opportunity is real: while AI might take over search results, it can’t take over your bookings and sales.
Your content just needs to meet your customers at the point of action.
Start now by reviewing your top pages and looking for ways to bring in more transactional intent.
The more you shift towards action-focused search terms, the more likely you are to thrive, even in an AI-dominated search world.
Want help crafting transactional keywords on your website pages for your own business? Let’s chat.
