Introduction

You are ready to make a big purchase. Maybe it’s a laptop for work or a smartphone with a killer camera. What’s the first thing you do? You hop online, start researching, and compare your options, right? Millions of people do exactly the same. These researches are what we call commercial investigation queries. 

What Are Commercial Investigation Queries?

Think of a time you were shopping online but weren’t ready to commit just yet. Maybe you typed something like “best smartphone for photography” or “Product X vs. Product Y.” These are examples of commercial investigation queries. These search terms are used by people who are in the comparison or evaluation phase of a buying decision. They are not just browsing for general information; they are weighing options and getting closer to making a decision. The types of searches people make at this stage can be different. 1. Comparisons:
  • Product A vs. Product B
  • Best vs. cheapest packaging solutions
  • iPhone 15 Pro vs. Galaxy S23 Ultra
2. Reviews:
  • Product X reviews
  • Top-rated marketing automation tool reviews
  • Best email marketing software 2024 reviews
3. Alternatives:
  • Alternatives to Brand X software
  • Alternatives to X CRM
  • Alternative packaging methods
4. Features and Benefits:
  • Features of X product
  • Best features in hybrid cars
These queries show that the user is exploring their options, checking products, and looking for reasons to choose one over another. They are almost at the buying stage, which is where you want to capture their attention.

What Stage Are You Targeting?

Before we go further, think about your own customers. When they land on your site, are they just browsing for information? Or are they making a purchase and comparing their options? Understanding this will help you create the right kind of content for where they are in their journey. You need to understand search intent to completely grasp why commercial investigation queries matter.

What is A Search Intent?

Search intent refers to the reason behind a search query. It is what users hope to achieve when they type their query into a search engine. Broadly speaking, search intent can be classified into four types.
  • Informational: The user is seeking information. They want to learn more about a topic but are not yet ready to buy.
  • Navigational: The user is looking for a specific website or page.
  • Transactional: The user is ready to make a purchase and is looking for the right place to do it.
  • Commercial Investigation: The user is researching their options before making a purchase decision.
A direct transactional search like “buy iPhone 16” signals someone is ready to hit “Add to Cart.” However, commercial investigation queries mean the customer is still deciding. They have done some homework but need more convincing before making a purchase. And that’s where your business can make things happen.

Why Are Commercial Investigation Queries Important?

These queries are one of the best opportunities for businesses to get in front of potential buyers who are very close to converting. They already know their problem and are looking for a solution that you can offer.

1. High Search Intent and Higher Conversions

When someone is searching for the “best packaging material for fragile goods,” they are actively looking to solve a problem. They know what they want; they just need to find the best option. Capturing these high-intent searchers means you are speaking to people who are more likely to convert.

2. Build Trust Through Valuable Content

These users are researching because they want to make an informed decision. When you provide them with in-depth comparisons, reviews, and guides, you position your brand as a trusted advisor. This builds credibility, which is essential when a customer is deciding between you and your competitors.

3. Stand Out Among Competitors

If your competitors are also vying for attention, commercial investigation keywords give you the chance to highlight your strengths. Showcasing why your product or service is the better choice can tip the scales in your favor.

4. Target Niche Audience

Commercial investigation searches are usually more specific. Instead of broad keywords like “mobile phone,” people search for “best smartphones with 48MP back camera.” These niche queries mean you are attracting a more targeted audience that has already narrowed down their choices. It is not just about ranking for any keyword. You need to capture the attention of users who are actively comparing options and are closer to buying. These users are more valuable to your business because they are in the decision-making phase.

How to Find Commercial Investigation Keywords

Now, how do you identify the keywords for your business that are commercial investigation queries?
  • Start with Broad Seed Keywords
Identify broad, high-level keywords relevant to your industry. For example, if you are in the smartphone industry, words like “smartphone” or “mobile phone” could serve as seed keywords.
  • Expand with Intent Modifiers
Next, add intent modifiers to your seed keywords. These words are “best,” “review,” “compare,” and “versus.” “top,” or “alternatives.” Intent modifier signals that the searcher is not just looking for information; they are exploring options. For example:
  • Best smartphones in 2024
  • iPhone 16 vs. Google Pixel 9
  • AirPods 4 reviews
These keywords directly target commercial investigation queries. They reflect a searcher who is interested in specific solutions and comparisons.
  • Use Keyword Research Tools
Keyword research tools can help you identify high-intent keywords. You can enter your seed terms and view related search queries that include intent modifiers. This will give you a better idea of what search terms people are using during the decision-making process.
  • Analyze SERP Features
Check out the search results pages for your chosen keywords. Do you see comparison articles, reviews, or buying guides? If yes, these are signs that the query is a commercial investigation. Content like this means that users are looking for guidance and evaluation.
  • Study Competitor Content
See what your competitors are doing. Are they ranking for commercial investigation queries? If so, analyze their content and figure out how you can improve on it. There are tools that show you which keywords your competitors are ranking for; use them.

Conclusion

Commercial investigation queries are where your content can be valuable and where you can influence buying decisions. Write reviews and roundups, create buyer’s guides, and add CTAs to attract the audience. Make your content thoughtful and detailed. It should answer the questions users have when they are comparing options. This will help you drive traffic and convert that traffic into loyal customers.