Informational keywords are search terms that users type when they’re seeking knowledge, answers, or information rather than looking to make a purchase or find a specific website. These queries power the majority of online searches, with approximately 80% of all search queries being informational in nature.
In today’s digital landscape, understanding and targeting informational keywords has become a cornerstone of successful SEO and content marketing strategies. While these keywords may not drive immediate sales, they play a critical role in building authority, attracting relevant traffic, and establishing relationships with potential customers at the beginning of their journey.
Table of Content:
What Are Informational Keywords?
Informational keywords represent searches where the user’s primary goal is to obtain information or learn about a particular topic. When someone searches with an informational query, they’re looking for answers, explanations, or guidance rather than shopping for products or navigating to a specific site.
How They Differ from Other Keyword Types?
Search queries generally fall into three main categories based on user intent:
- Informational Keywords: Seeking knowledge or answers
- Example: “How to fix a leaking faucet”
- Intent: Learning a process or gaining understanding
- Transactional Keywords: Indicating purchase intent
- Example: “Buy waterproof hiking boots”
- Intent: Completing a purchase or specific action
- Navigational Keywords: Trying to find a specific website
- Example: “Facebook login” or “Amazon customer service”
- Intent: Reaching a particular website or webpage
The fundamental difference lies in the user’s goal. With informational searches, users aren’t necessarily ready to buy or convert—they’re gathering information, researching options, or solving problems.
User Intent Behind Informational Queries
People use informational searches when they:
- Want to learn how to do something
- Need to understand a concept or topic
- Are researching a problem they’re experiencing
- Seek answers to specific questions
- Want to expand their knowledge in an area of interest
This information-seeking behavior typically occurs early in the customer journey, often before the user even knows what solutions or products might address their needs.
Characteristics of Informational Keywords
Informational keywords have several distinctive characteristics that help identify them:
1. Question-Based Format
Many informational searches are phrased as questions, beginning with:
- How (How do solar panels work?)
- What (What is cryptocurrency?)
- Why (Why is the sky blue?)
- When (When is the best time to plant tomatoes?)
- Where (Where is the Great Barrier Reef?)
- Who (Who invented the internet?)
2. Specific Modifiers
These keywords often include informational modifiers like:
- Guide to
- Steps for
- Ways to
- Tips on
- Tutorial
- Examples of
- Meaning of
- Definition of
- Explanation of
3. Long-Tail Nature
Informational keywords tend to be more specific and longer than other types of keywords. They often contain 3-7+ words as users try to articulate exactly what information they’re seeking.
4. Focus on Learning Over Buying
The language used in informational searches lacks commercial or transactional intent. Users aren’t using words like “buy,” “discount,” “shop,” or “deal”—they’re focused on gaining knowledge rather than making purchases.
Why Informational Keywords Matter?
Despite not directly driving conversions, informational keywords are extremely valuable for several reasons:
1. Top-of-Funnel Awareness
Informational content targets users at the beginning of their buyer’s journey—the awareness stage. At this point, they’re identifying problems or needs but haven’t yet decided on solutions. By providing helpful information at this stage, you introduce your brand as a trustworthy resource.
2. Building Authority and Trust
When you consistently deliver high-quality informational content, you position your brand as an authority in your industry. This builds trust with your audience and establishes credibility that can influence later purchasing decisions.
3. Driving Organic Traffic
Informational queries make up the bulk of search volume. By targeting these keywords, you can significantly increase your organic traffic, creating opportunities to nurture relationships with potential customers.
4. Lower Competition
Many businesses focus primarily on transactional keywords, creating less competition for informational terms. This often means it’s easier to rank for these keywords, especially for newer websites or those with less domain authority.
5. Supporting Content Marketing Efforts
Informational keywords provide clear direction for content creation, helping you develop resources that genuinely address user needs and questions.
Examples of Informational Keywords
Let’s look at real-world examples across different industries:
1. Health and Wellness
- How to reduce inflammation naturally
- What causes seasonal allergies
- Symptoms of vitamin D deficiency
- Benefits of intermittent fasting
- How to improve sleep quality
- Types of meditation for beginners
- What is cognitive behavioral therapy
2. Technology
- How to clean a laptop keyboard
- What is cloud computing
- Difference between RAM and ROM
- How to protect against ransomware
- Best practices for data backup
- What is machine learning
- How to improve WiFi signal strength
3. Finance
- How to create a monthly budget
- What is compound interest
- How to start investing with little money
- Understanding credit score factors
- Difference between stocks and bonds
- What is a Roth IRA
- How to reduce credit card debt
4. Home and Garden
- How to grow tomatoes in containers
- When to prune rose bushes
- What causes yellow leaves on houseplants
- How to remove carpet stains
- Natural ways to eliminate garden pests
- Types of soil for vegetable gardens
- How to winterize your home
5. Education and Career
- How to write an effective resume
- What to expect in a job interview
- How to study effectively for exams
- Types of learning styles
- What is a cover letter
- How to ask for a letter of recommendation
- Strategies for time management
How to Find Informational Keywords?
Discovering valuable informational keywords requires a strategic approach. Here are effective methods to identify them:
Several tools can help you discover informational keywords:
- Google Keyword Planner: Provides search volume and competition data for various keywords.
- Ubersuggest: Offers keyword ideas and suggests questions related to your seed keywords.
- SEMrush: Allows you to analyze competitors’ content and find keyword opportunities.
- Ahrefs: Identifies keywords your competitors are ranking for and provides difficulty scores.
- AnswerThePublic: Generates visual representations of questions people ask about specific topics.
2. Mine Google's Features
Google itself provides valuable sources of informational keyword ideas:
- Autocomplete: Type a partial query into Google’s search bar and note the suggestions.
- “People Also Ask” Boxes: These expandable sections show related questions users commonly search for.
3. Related Searches: At the bottom of search results pages, Google lists related queries that can spark keyword ideas.
Featured Snippets: Identify what information Google considers most relevant for specific queries.
3. Analyze Competitors and Industry Forums
Look at what others in your industry are doing:
- Competitor Analysis: Review top-ranking sites in your niche to see what informational content they’re creating.
- Content Gap Analysis: Identify topics your competitors cover that you haven’t addressed yet.
- Industry Forums: Platforms like Reddit, Quora, or industry-specific discussion boards reveal what questions people are asking.
- Social Media Listening: Monitor social channels to identify common questions or topics of interest.
4. Focus on Question Research
Since informational searches often take the form of questions:
- Create a list of question starters (how, what, why, when, where) related to your topic.
- Combine these with relevant terms from your industry.
- Use tools like Answer Socrates or BuzzSumo’s Question Analyzer to find popular questions.
How to Use Informational Keywords?
Once you’ve identified valuable informational keywords, here’s how to effectively implement them in your content strategy:
1. Create Comprehensive Content
Develop in-depth content that thoroughly addresses the user’s query:
- Blog Posts and Articles: Create detailed, well-researched pieces that answer specific questions.
- Ultimate Guides: Develop comprehensive resources that cover all aspects of a topic.
- Explanatory Content: Create content that defines concepts, explains processes, or compares options.
Example: For the keyword “how to start a vegetable garden,” create a complete guide covering planning, soil preparation, planting, maintenance, and harvesting.
2. Optimize for Featured Snippets
Many informational queries trigger featured snippets (position zero) in search results:
- Structure content with clear headings that match question-based queries.
- Include concise, direct answers (40-60 words) near the beginning of your content.
- Use lists, tables, and step-by-step instructions where appropriate.
- Implement schema markup to help search engines understand your content.
Example: For “symptoms of dehydration,” create a clear list of symptoms with brief explanations, formatted properly for featured snippet opportunities.
3. Develop FAQ Sections and Knowledge Bases
Create dedicated resources to address common questions:
- FAQ Pages: Group related informational queries into comprehensive FAQ sections.
2. Knowledge Bases: Build searchable databases of informational content for users to explore.
3. Glossaries: Define industry-specific terms and concepts.
Example: A software company might create a knowledge base addressing common questions about installation, troubleshooting, and feature usage.
4. Create Multi-Format Content
Address informational queries across different content formats:
- How-To Videos: Create visual demonstrations that complement written content.
- Infographics: Present complex information in visual, shareable formats.
- Podcasts: Discuss common questions in audio format for users who prefer listening.
- Webinars: Host interactive sessions addressing informational topics.
Example: For “how to tie a tie,” offer both written instructions with photos and a short video demonstration.
5. Implement Strategic Internal Linking
Use informational content to guide users through their journey:
- Link related informational content together to create topic clusters.
- Include contextual links from informational content to relevant commercial pages.
- Create logical pathways that follow the user’s natural progression from awareness to consideration.
Example: An article about “types of headaches” might link to related content about remedies, prevention, and when to see a doctor.
6. Update and Expand Content Regularly
Keep informational content fresh and comprehensive:
- Review existing content periodically to ensure accuracy.
- Expand content to address new questions or developments.
- Update statistics, examples, and references.
Example: A post about “best practices for social media marketing” should be updated regularly to reflect platform changes and new strategies.
FAQs
What is an example of an informational keyword?
Examples of informational keywords include “how to make sourdough bread,” “what is cloud computing,” “causes of climate change,” and “benefits of yoga.” These queries seek knowledge or information rather than looking to make a purchase or find a specific website.
How are informational keywords different from commercial keywords?
Informational keywords focus on learning, understanding, or solving problems without immediate purchase intent. They often begin with question words (how, what, why) and involve seeking knowledge. Commercial keywords, by contrast, indicate research with purchase intent, often containing terms like “best,” “top,” “review,” or comparisons, suggesting the user is evaluating options before buying.
How many informational keywords should you target in one article?
For optimal SEO performance, focus on one primary informational keyword and 2-5 closely related secondary keywords per article. This allows you to create comprehensive content with sufficient depth while maintaining a clear focus. Targeting too many unrelated informational keywords can dilute your content’s effectiveness and result in a lack of topical authority.
Conclusion
Informational keywords represent the questions, curiosities, and knowledge gaps that drive people to search engines. By identifying and strategically targeting these keywords, you create valuable content that attracts users at the beginning of their journey and establishes your brand as a trusted resource.
While these keywords may not directly generate immediate sales, they play a crucial role in your overall SEO and content marketing strategy. They build awareness, establish authority, and create the foundation for relationships that can later convert to sales.
By consistently developing high-quality content around informational keywords, you create an ecosystem of valuable resources that not only rank well in search engines but genuinely help your audience. This approach builds lasting trust and positions your brand as the go-to source when users are ready to move from information gathering to decision making.