Original Data
B2B Keyword Intent Distribution
by Category 2026
How search intent breaks down across 5 B2B industries — and which intent types are most exposed to AI Overviews. Based on 40 manually classified keywords, March 2026.
50%
of sample keywords are Informational intent
+40%
higher avg KD for Commercial vs Informational
40
keywords classified across 5 B2B industries
Intent Type Count by Industry
- Informational
- Commercial
- Transactional
- Navigational
40 keywords
| Keyword↑ | Industry⇅ | Intent⇅ | Kd⇅ | Search Vol⇅ | AI Overview |
|---|---|---|---|---|---|
| accounts payable software comparison | Fintech | Commercial | 62 | 2,900 | No |
| ats vs hrms comparison | HR Tech | Commercial | 57 | 1,800 | No |
| best b2b payment software | Fintech | Commercial | 65 | 4,400 | Yes |
| best crm software for b2b | SaaS | Commercial | 68 | 6,600 | Yes |
| best hr software for mid-size companies | HR Tech | Commercial | 60 | 2,900 | Yes |
| best lms for enterprise training | EdTech | Commercial | 63 | 3,200 | Yes |
| best siem tools for enterprise | Cybersecurity | Commercial | 70 | 2,900 | Yes |
| brex | Fintech | Navigational | 8 | 6,600 | No |
| cornerstone ondemand pricing | EdTech | Transactional | 51 | 900 | No |
| crm software pricing | SaaS | Transactional | 58 | 2,900 | No |
| crowdstrike falcon pricing | Cybersecurity | Transactional | 60 | 1,400 | No |
| docebo | EdTech | Navigational | 10 | 4,400 | No |
| employee engagement strategies explained | HR Tech | Informational | 43 | 4,400 | Yes |
| endpoint security explained | Cybersecurity | Informational | 42 | 4,400 | Yes |
| endpoint security software comparison | Cybersecurity | Commercial | 66 | 1,900 | Yes |
| fintech regulations explained | Fintech | Informational | 46 | 3,600 | Yes |
| gusto payroll pricing | HR Tech | Transactional | 52 | 1,900 | No |
| how does elearning work | EdTech | Informational | 43 | 6,600 | Yes |
| how does embedded finance work | Fintech | Informational | 44 | 4,400 | Yes |
| how does payroll software work | HR Tech | Informational | 41 | 8,100 | Yes |
| how does saas work | SaaS | Informational | 48 | 8,100 | Yes |
| how does siem work | Cybersecurity | Informational | 49 | 3,600 | Yes |
| lms platform comparison 2026 | EdTech | Commercial | 59 | 2,100 | No |
| microlearning explained | EdTech | Informational | 36 | 3,600 | Yes |
| palo alto networks | Cybersecurity | Navigational | 18 | 8,100 | No |
| saas business model explained | SaaS | Informational | 41 | 5,400 | Yes |
| saas tools comparison | SaaS | Commercial | 61 | 3,200 | Yes |
| salesforce | SaaS | Navigational | 12 | 8,100 | No |
| stripe pricing plans | Fintech | Transactional | 55 | 4,200 | No |
| what is a crm platform | SaaS | Informational | 54 | 12,100 | Yes |
| what is a learning management system | EdTech | Informational | 50 | 9,900 | Yes |
| what is a security operations center | Cybersecurity | Informational | 45 | 7,400 | Yes |
| what is accounts payable automation | Fintech | Informational | 39 | 5,400 | Yes |
| what is an ats | HR Tech | Informational | 47 | 5,400 | Yes |
| what is corporate lms | EdTech | Informational | 40 | 5,400 | Yes |
| what is open banking | Fintech | Informational | 51 | 6,600 | Yes |
| what is saas | SaaS | Informational | 52 | 14,800 | Yes |
| what is workforce management | HR Tech | Informational | 38 | 6,600 | Yes |
| what is zero trust security | Cybersecurity | Informational | 53 | 5,400 | Yes |
| workday | HR Tech | Navigational | 15 | 9,900 | No |
Methodology
40 B2B keywords across 5 industries were manually classified by search intent using Google SERP analysis. Intent categories follow standard definitions: Informational (seeking information), Commercial (researching before purchase), Transactional (ready to buy/act), Navigational (looking for a specific site). KD and search volume from Ahrefs, March 2026. See our full CTR study methodology.
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