What is Informational Query?


What You Need to Know about Informational Query

Question-Based Patterns

Informational queries frequently use question words like “how,” “what,” “why,” “when,” and “where,” signaling users want explanations rather than products. Queries like “how does Google rank pages” or “what is keyword difficulty” clearly indicate learning intent requiring educational content formats.

Educational Content Alignment

These searches expect blog posts, guides, tutorials, definitions, and explanatory articles rather than product pages or commercial content. Matching content format to informational intent improves rankings because search engines reward pages that satisfy the specific type of answer users seek.

Search Volume Characteristics

Informational queries typically generate higher individual search volumes than specific commercial terms but convert at lower rates. A guide on “SEO basics” attracts thousands of monthly searches, while “enterprise SEO consultant Boston” draws fewer searches but higher purchase intent.

Keyword Modifier Identification

Terms like “guide,” “tutorial,” “tips,” “best practices,” “examples,” and “explained” signal informational intent. Identifying these modifiers during keyword research helps categorize queries and plan appropriate content types for each search intent category.

Funnel Stage Mapping

Informational keywords target awareness-stage users early in their buyer journey who need education before considering solutions. Strategic content planning addresses informational queries at the top of the funnel, with internal linking guiding educated visitors toward commercial content as needs mature.

Competitive Opportunity Analysis

Informational queries often present opportunities in competitive markets where commercial terms are dominated by established players. Building authority through comprehensive educational content can earn rankings and traffic that eventually support commercial page performance through site-wide authority gains.


Frequently Asked Questions about Informational Query

1. How do you identify informational queries in keyword research?

Look for question formats, educational modifiers, and low commercial intent indicators in keyword lists. Tools like Ahrefs and Semrush classify search intent, but manual review of SERPs shows whether results are educational content or commercial pages.

2. Should you target informational keywords with high volume?

Yes, when they relate to your business and can guide users toward eventual conversions. High-volume informational content builds authority, earns backlinks naturally, and creates entry points for audiences who convert later through remarketing or return visits.

3. What’s the conversion potential of informational queries?

Direct conversion rates are low, but informational content generates assisted conversions, builds email lists, and establishes authority that improves site-wide rankings. Measure value through engagement, return visitors, and multi-touch attribution rather than last-click conversions.

4. How many informational keywords should you target?

Target as many relevant informational queries as you can create quality content for. Comprehensive topic coverage through informational content builds topical authority that helps all pages rank better, including commercial content targeting transactional queries.


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Related Terms

LSI Keywords

LSI keywords is an outdated term for semantically related words, though the concept of topical relevance remains important for SEO.

LSI Keywords

Keywords

Keywords are the search terms users enter to find information, products, or services online.

Keywords

Keyword Difficulty

Keyword difficulty estimates how hard it is to rank for a keyword based on competitor strength and backlink profiles.

Keyword Difficulty

User Intent

User intent is the goal or purpose behind a search query, guiding content strategy to match what users want to accomplish.

User Intent


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