Informational Query: The What, Why, and How Guide

Understanding Informational Queries: The Gateway to Content Marketing Success

In the digital jungle of search engine optimization, understanding how people search is half the battle won. When someone types “how does SEO work” or “what is content marketing” into Google, they’re not looking to buy anything immediately. They’re seeking knowledge. These search queries form the foundation of what we call informational queries, and they represent a massive opportunity for businesses to connect with potential customers at the very beginning of their journey.

As a marketing professional helping businesses improve their online presence for over a decade, I’ve seen firsthand how targeting informational queries can transform a company’s digital footprint. But many businesses overlook these valuable search terms, focusing instead on keywords with immediate commercial intent. This oversight could be costing you valuable traffic and long-term customer relationships.

In this comprehensive guide, we’ll explore informational queries, how they fit into your broader content strategy, and actionable ways to leverage them for sustainable growth.

What Is an Informational Query?

Informational queries are search terms that users enter when they want to learn something or find answers to specific questions. These searches are characterized by their question-oriented nature and typically include words like “how,” “what,” “why,” “guide,” “tutorial,” and similar phrases that indicate the user is looking for information rather than products or services.

Consider these examples of informational queries:

• How to fix a leaky faucet
• What causes climate change
• Benefits of meditation
• History of digital marketing
• COVID-19 symptoms

Notice how none of these explicitly mention purchasing anything? That’s the key characteristic of informational search intent.

According to search data, informational queries actually make up approximately 80% of all searches performed online. That’s a staggering amount of potential traffic you might be missing if you’re only focusing on keywords with commercial intent.

The Four Types of Search Intent

To fully grasp the concept of informational queries, it’s helpful to understand how they fit into the broader spectrum of search intent. Search experts typically classify queries into four main categories:

1. Informational Queries

As we’ve discussed, these represent users seeking knowledge or answers. They’re at the beginning of their journey and may not even be aware they have a problem your business can solve.

2. Navigational Queries

These searches occur when users are looking for a specific website or page. Examples include “Facebook login,” “Amazon homepage,” or “Netflix account.” The user already knows exactly where they want to go.

3. Transactional Queries

These searches indicate a clear intent to complete a transaction or purchase. Examples include “buy iPhone 13,” “discount Nike shoes,” or “subscribe to Spotify premium.” The user is ready to pull out their credit card.

4. Commercial Investigation Queries

These represent a middle ground between informational and transactional intent. Users are researching products or services with the potential to make a purchase later. Examples include “best project management software” or “iPhone vs. Samsung comparison.”

Understanding these distinctions helps you map out a more comprehensive content strategy that addresses users at every stage of their journey, starting with informational queries at the top of the funnel.

Why Informational Keywords Matter for Your Business

You might be wondering why you should invest time and resources into targeting informational queries when they don’t directly lead to sales. Here’s why they’re absolutely crucial for sustainable business growth:

Building Brand Awareness and Trust

By providing valuable answers to informational queries, you position your brand as a helpful resource and thought leader in your industry. When users consistently find valuable information on your site, you build trust that will pay dividends later.

Capturing Users Early in the Buyer’s Journey

Informational searches often represent the first touchpoint in a customer’s journey. By capturing attention at this stage, you have the opportunity to guide potential customers through your marketing funnel rather than letting competitors capture them later.

Generating Significant Traffic Volume

Since informational queries make up the majority of searches, they represent a massive traffic opportunity. While conversion rates might be lower compared to transactional queries, the sheer volume often makes up for it in the long run.

Improving Overall SEO Performance

Search engines value websites that comprehensively address topics within their industry. Creating content that answers informational queries helps establish topic authority, potentially boosting rankings for more competitive commercial terms.

Identifying and Targeting Informational Search Intent

Now that we understand the value of informational queries, let’s explore how to identify and target them effectively:

Keyword Research Techniques

Finding valuable informational keywords requires some detective work. Start with these approaches:

• Question modifiers: Use prefixes like “how,” “what,” “why,” “when,” and “where” combined with your core topic keywords
• People Also Ask boxes: Mine Google’s PAA sections for related informational queries
• Answer the Public: Use this tool to generate question-based keywords around your topics
• Forum mining: Explore places like Reddit, Quora, or industry forums to see what questions your target audience is asking
• Search intent analysis: Examine the current SERP to understand what type of content Google considers relevant for specific queries

Recognizing Informational Keywords

Not all informational queries contain obvious question words. Look for these additional markers of informational intent:

• Definition-seeking terms (“meaning of SEO,” “PPC explained”)
• Guide-related terms (“beginner’s guide,” “tutorial,” “how-to”)
• Problem-solution phrases (“fix,” “solve,” “troubleshoot”)
• Concept exploration (“examples of,” “types of,” “differences between”)

Building a Content Strategy Around Informational Queries

With a solid understanding of informational queries and how to identify them, let’s explore how to build an effective content strategy around them:

Creating Comprehensive, Valuable Content

For informational queries, surface-level content rarely performs well. Today’s searchers expect depth and thoroughness. Consider these approaches:

• Create definitive guides that cover topics comprehensively
• Use multiple content formats (text, images, videos, infographics) to cater to different learning preferences
• Provide actionable information rather than vague advice
• Update content regularly to maintain relevance and accuracy

Connecting Informational Content to Your Sales Funnel

While informational content shouldn’t be overtly promotional, it should still connect to your business objectives:

• Include contextually relevant internal links to related commercial pages
• Offer downloadable resources in exchange for contact information
• Showcase relevant case studies that demonstrate how you’ve solved similar problems
• Include subtle calls-to-action for users who are ready to move further down the funnel

Content Formats That Excel for Informational Queries

Measuring Success with Informational Content

With informational content, measuring success requires looking beyond immediate conversions to examine how these pieces contribute to the overall marketing funnel:

Key Performance Indicators for Informational Content

• Organic traffic: Is your content attracting visitors from search engines?
• Time on page and bounce rate: Are visitors engaging with your content meaningfully?
• SERP positioning: Is your content ranking well for target informational keywords?
• Backlinks and social shares: Is your content earning recognition and distribution?
• Newsletter signups or lead magnet downloads: Is your content moving users into your funnel?
• Assisted conversions: Is your informational content playing a role in conversion paths?

Attribution Models for Informational Content

Because informational content often influences conversions that happen later or through other channels, consider these attribution approaches:

• First-touch attribution to recognize awareness-building content
• Linear attribution to give credit across all touchpoints
• Time decay attribution to balance early influence with recent actions
• Custom attribution that weights informational content appropriately for your business

Frequently Asked Questions About Informational Queries

How are informational queries different from navigational queries?

Informational queries aim to obtain knowledge or answers (e.g., “how to prepare a resume”), while navigational queries aim to find a specific website or page (e.g., “LinkedIn login page”). The intent behind informational queries is learning, whereas navigational queries focus on locating a particular online destination.

Should small businesses focus on informational keywords?

Absolutely. While small businesses might have limited resources, informational content often has less competition than commercial terms and builds long-term trust and authority. Start by addressing the most common questions in your niche with thorough, helpful content.

How do you balance informational and commercial content in a content strategy?

A balanced approach typically follows the marketing funnel: create more informational content at the top of the funnel to attract and educate your audience, then progressively introduce commercial content as users move down the funnel. Many businesses find success with a ratio of approximately 70% informational to 30% commercial content.

Can informational content rank for featured snippets?

Yes, informational content is particularly well-suited for featured snippets because it directly answers questions that users are asking. Structure your content with clear question-based headings and concise, accurate answers to improve your chances of earning these prominent SERP positions.

How long does it take for informational content to start driving traffic?

The timeline varies based on your site’s authority, content quality, and keyword competition. Generally, you might see initial rankings within 1-3 months, with significant traffic developing over 3-6 months. However, high-quality informational content often continues to attract traffic for years, making it a valuable long-term investment.

Ready to Transform Your Approach to Informational Queries?

Informational queries represent the largest segment of online searches and provide an invaluable opportunity to connect with your audience at the beginning of their journey. By creating high-quality content that addresses these information-seeking searches, you establish authority, build trust, and lay the groundwork for lasting customer relationships.

Remember that success with informational content requires patience and commitment. While it may not drive immediate conversions, its cumulative impact on your brand authority and organic visibility delivers exceptional long-term ROI.

If you’re ready to develop a content strategy that effectively leverages informational queries for your business, I’m here to help. With over a decade of experience helping businesses optimize their digital presence, I can guide you through creating content that not only ranks well but genuinely serves your audience’s needs.