This mode will investigate core adjectives, verbs, and prepositions that people commonly use in searching. This list comprises words and phrases that serve as fundamental building blocks in language. The following is list used.
See also this blog post on Why speculative mode is so powerful for marketers.
Words with “!” are added to the front of the keyword search, whereas those without are added to the end. This allows proper english phrases such as “restaurants near me” instead of “near me restaurants”. The list
“!are”, “!what”, “!will”, “!who”, “!can”, “!where”, “!how”, “!how to”, “!when”, “!why”, “!which”, “like”, “versus”, “vs”, “or”, “and”, “can”, “for”, “to”, “with”, “without”, “is”, “near me”
This list is integral to search, SEO, and keyword strategy, as it reflects the core of search intent and user behavior online. Here’s a breakdown tailored to those contexts:
Informational Intent: Question Words
These are high-value for informational keywords, targeting users seeking answers, guidance, or explanations.
- What, Who, Where, How, How to, When, Why, Which
- Intent: These are common in searches with “know” intent (e.g., What is SEO?, How to optimize keywords).
- Keyword Use: Often part of long-tail keywords that signal curiosity or learning needs.
- Examples:
- What are backlinks?
- Who uses keyword clustering?
- Why is search intent important?
Navigational and Local Intent
Searches indicating where or proximity often reflect navigational intent or local search intent.
- Where, Near me
- Intent: Users are looking for specific locations or services near their current location (SEO agency near me, best tools near me).
- Keyword Use: Essential for local SEO, combining location-based modifiers with intent.
- Examples:
- SEO consultant near me
- Where to find keyword tools
Transactional/Commercial Intent: Instructional or Comparative
These terms often reflect transactional or investigational intent, indicating users ready to act, compare, or make a decision.
- How to
- Intent: Instructional searches (How to improve website ranking).
- Keyword Use: Perfect for how-to guides and tutorials, signaling action-driven users.
- Examples:
- How to write meta descriptions
- How to analyze keyword trends
- Versus, vs, or
- Intent: Investigational searches for comparisons (Ahrefs vs SEMrush).
- Keyword Use: Popular in content targeting product or service comparisons.
- Examples:
- Google Analytics vs GA4
- SEO agency or freelancer
Transactional Intent: Action Words
These words capture actionable keywords signaling readiness to convert or engage.
- For, To, With, Without
- Intent: Users are searching for specific solutions or tailored results (SEO tools for beginners, Marketing strategies without PPC).
- Keyword Use: Useful in niches catering to specialized needs or constraints.
- Examples:
- SEO strategies for small businesses
- Keyword research tools without a subscription
- Like
- Intent: Suggestive or preference-driven searches (tools like Screaming Frog).
- Keyword Use: Useful for alternative-seeking audiences.
- Examples:
- SEO platforms like Ahrefs
- Analytics tools like Google Search Console
Navigational and Broad Search Terms
These terms serve as connectors in search queries or denote broad user intent.
- And
- Intent: Expansive or combinatory searches (SEO and PPC strategies).
- Keyword Use: Found in queries with dual intent.
- Examples:
- Keyword research and content creation tools
- Is, Are
- Intent: Found in queries validating concepts (What is SEO?, Are keywords still relevant?).
- Keyword Use: Critical in creating definitions or introductory content.
- Examples:
- Is SEO dead?
- Are backlinks important for ranking?
Exploratory Intent: Capabilities and Possibilities
These terms reflect queries investigating the potential or function of something.
- Can, Will
- Intent: Users explore possibilities or seek advice (Can SEO increase sales?).
- Keyword Use: Signals early-stage decision-making.
- Examples:
- Can SEO work for small businesses?
- Will keywords matter in 2025?
These words and phrases are the backbone of SEO, helping marketers uncover search intent, develop targeted keyword strategies, and create content that aligns with user needs at different stages of the search funnel.