If you’ve been stuffing your website with “ultimate guides” and “everything you need to know” articles while wondering why your phone isn’t ringing, we need to talk.

There’s a massive difference between the keyphrases that educate people and the ones that actually bring in clients. And with AI overviews now answering most educational searches directly in Google, focusing on commercial keyphrases isn’t just smart – it’s essential for survival.

Educational vs Commercial search intent

Think of search intent like dating versus shopping. Sometimes people are just browsing profiles to learn what’s out there, and sometimes they’re ready to swipe right and meet for dinner.

Educational/Informational Searches are the browsing phase:

“What is conversion rate optimisation”
“How does bookkeeping software work”
“Types of web design packages”
“Why do I need a business coach”

Commercial Searches are the ready-to-buy phase:

“CRO consultant London”
“QuickBooks setup service”
“WordPress developer Northampton”
“Executive coaching rates”

In one of the shittiest developments in SEO, educational searches in Google often get answered by AI overviews now, meaning people get their information without ever clicking through to your site. Commercial searches, however, still drive clicks because AI can’t book your services for them (yet!).

Why educational content isn’t stacking up anymore

Remember when everyone banged on about content marketing and thought leadership? That strategy worked brilliantly when educational searches sent traffic to your website. Now Google often answers those questions directly.

Search for “what is SEO” and you’ll get a comprehensive AI overview that covers everything someone needs to know without visiting a single website. Useful for searchers, less useful for the SEO consultants who wrote all that educational content.

Meanwhile, search for “SEO consultant in Northamptonshire” and you’re more likely to see a list of actual businesses because Google can’t provide the service – only point people towards providers. (I have to add here that your mileage may vary, AIOs are popping up all over the shop at the moment for random phrases.)

How to identify Commercial keyphrases in your industry

Commercial keyphrases typically fall into these categories:

Service + Location combinations

“accountant [your city]”
“web designer [your area]”
“business coach [location]”

Service + Qualifier combinations

“freelance copywriter”
“affordable web design”
“specialist tax advisor”

Service + Industry/Niche combinations

“web design for luxury fashion”
“accountant for freelance businesses”
“copywriter for engineering companies”
“business coach for startups”

Problem + Solution phrasing

“website not ranking”
“need help with VAT returns”
“stuck with marketing strategy”

Pricing and comparison searches

“web design costs”
“accounting fees”
“coaching session prices”

The easiest way to spot them? Think of the things you would type into a search engine when you’re ready to spend money or at least seriously considering it, rather than just doing initial level research.

A few ways to find commercial phrases

Start with your existing clients – what did they search for when they found you? Check your Google Search Console performance report to see which queries are bringing people to your site, but more importantly, just ask your clients directly. You’ll be amazed at the variety of phrases people use.

Use Google’s suggestions – start typing your main service into Google and see what autocomplete suggests. Those suggestions are based on real searches people are making.

Check the “People also ask” boxes – when you search for your main service terms, Google shows related questions people are asking. Many of these reveal commercial intent – “How much does a web designer cost?” or “What should I look for in an accountant?” These questions often translate into commercial keyphrases.

Don’t forget “Related searches” at the bottom of search results – scroll to the bottom of Google’s search results for more keyword ideas. These related searches often show variations and commercial angles you hadn’t considered.

Use tools like AlsoAsked.com – it’s a brilliant tool that shows you all the “People also ask” questions for any topic, mapped out visually. It’s particularly good for finding the commercial questions buried deeper in the search suggestions.

Look at what your competitors are optimising for. If three local businesses are all targeting “tax advisor [your city],” there’s probably decent search volume there.

Think like your clients – when your ideal client has the problem you solve, what words do they use? Often it’s not industry jargon – it’s much more basic and direct.

Don’t give up on educational content just yet

You don’t have to abandon educational content entirely, but you need to be smarter about it.

Create educational content that funnels to commercial pages

Write that “Guide to Choosing a Web Designer” but make sure it links prominently to your “Web Design Services” page. Use the educational piece to demonstrate expertise while the commercial page converts.

Focus on educational topics that won’t get AI overviews

Complex, nuanced topics that require significant expertise are less likely to be fully answered by AI. “Tax planning strategies for limited companies making less than £250,000 per year” is more likely to drive traffic than “what is corporation tax.”

Make your service pages comprehensive

Don’t just create a basic services page. Include pricing guides, case studies, FAQ sections, and detailed service descriptions. Make these pages so useful they rank well and convert visitors.

Optimising for Commercial Intent

Once you’ve identified your commercial keyphrases, you need to optimise your content to capture people who are ready to buy. This isn’t about stuffing keywords everywhere – it’s about speaking the language of people who have their wallet out.

Be specific about your services

Generic service descriptions are useless for both search engines and potential clients. Instead of “marketing services,” try “B2B email marketing for SaaS companies.” Specific services often have less competition and higher conversion rates because you’re attracting exactly the right people.

Include location prominently

If you serve local clients, get your location in your title tags, headers, and content naturally. Don’t force it, but make sure “Manchester” appears in your content when it makes sense – this helps you rank for “Manchester + your service” searches.

Address pricing concerns upfront

Many commercial searches include pricing intent. People want to know if they can afford you before they enquire. Have clear information about your pricing structure, even if it’s just ranges or starting prices. This filters out time-wasters and attracts serious prospects.

Use commercial language

Words like “hire,” “book,” “cost,” “price,” “service,” and “consultant” signal commercial intent to search engines. Include them naturally in your content rather than dancing around the fact that you’re running a business.

Times they are a-changing

With AI answering more informational queries directly, successful B2B websites are shifting towards a commercial-first approach:

Prioritise pages that convert

Spend more time optimising your service pages, location pages, and pricing pages. These are what will actually bring in business.

Create topic clusters around commercial terms

Build comprehensive content hubs around your main commercial keyphrases. Support your “web design Manchester” page with related content about “WordPress development Manchester,” “ecommerce design Manchester,” etc.

Track what actually brings in clients

Monitor not just traffic, but conversions. Which keyphrases are bringing in actual enquiries and sales? Double down on those.

The educational content game isn’t dead, but it’s much harder to win. Commercial keyphrases, however, are still driving business for those smart enough to focus on them.

Stop trying to educate the world and start capturing the people ready to buy. It’s time to stop attracting browsers and start closing deals.

Want to identify the commercial keyphrases that’ll actually bring in clients for your business? Book a 1:1 SEO strategy session and I’ll show you exactly which terms your competitors are missing and how to capture them.