Not all keywords signal the same buying intent. Some words indicate research, while others indicate readiness to decide. This chart isolates how powerful comparison-driven language really is. It shows why certain modifiers consistently outperform generic queries.

Essential Statistics

• Keywords containing top or best converted at 1.08% in 2022.
• The conversion rate increased to 1.66% in 2023 for the same keyword group.
• This represents a meaningful year-over-year lift in conversion efficiency.
• High-intent modifiers outperformed many generic informational queries.
• The increase suggests stronger buyer readiness in comparison searches.

Key Takeaways

• Comparison keywords signal decision-stage intent, not early research.
• The growing conversion rate shows buyers increasingly rely on ranked or curated results.
• Searchers want help choosing, not just learning, when they use these modifiers.
• Content that simplifies decisions aligns better with this intent.
• Ignoring modifier-based keywords leaves revenue on the table.

Actionable Insights

• Increase content production around top and best keywords because they convert at higher rates year over year.
• Focus on pages that compare options, rank tools, or clearly recommend a choice instead of purely informational explainers.
• Refresh existing comparison content to match buyer expectations, since conversion rose from 1.08% to 1.66% in one year.
• Add clearer verdicts, pricing context, and next-step CTAs to capture that intent lift.
• Map these keywords to bottom-funnel offers instead of awareness assets, because users are closer to deciding.
• Pair comparison pages with demos, trials, or lead forms instead of generic newsletter signups.
• Optimize titles and H1s to explicitly include decision language so searchers immediately see relevance.
• This alignment reduces friction and increases the likelihood that high-intent clicks turn into conversions.

When someone searches for ‘best’ or ‘top,’ they are not browsing. They are asking you to help them decide, and the brands that do that clearly win the conversion. – Neil Patel