Informational intent
What is informational intent?
Informational intent describes searches made to learn something: an answer, an explanation, instructions or ideas. Queries such as "what is compound interest", "how to tile a bathroom" or "why do cats purr" have informational intent. People searching them are usually not ready to buy, and Google mostly shows guides, articles, videos and direct answers.
Informational searches often start with question words (what, how, why, when, who) but not always; "photosynthesis" or "tiling tips" are informational too. They are where most question keywords sit, and they trigger SERP features such as featured snippets, People Also Ask, videos and AI Overviews. Google’s Search Quality Rater Guidelines call these "Know" queries.
Why informational intent matters for SEO
Informational keywords make up a large share of searches in most niches and are often easier to rank for than commercial terms. Content that answers them well attracts links, builds topical authority and introduces people to your brand long before they buy.
They are also the searches most exposed to zero-click searches and AI answers, since a short fact can be answered on the results page. Pages that go deeper than a one-line answer, with examples, steps or original data, tend to hold up better and are more likely to be cited.
How to target informational keywords
- Answer the question clearly in the first paragraph, in 40-60 words.
- Then expand with the detail, steps or examples the top pages cover, plus something they lack.
- Use headings that match the follow-up questions people ask.
- Add a relevant next step, such as a related guide or a product that solves the problem, without turning the page into a sales pitch.
Informational intent example
A paint shop targets "how long does paint take to dry" with a guide that answers in the opening lines (touch dry and recoat times by paint type), then covers temperature, humidity and tips, and links to its quick-dry paint range at the end.
Informational intent FAQ
Do informational keywords bring sales?
Rarely straight away, but they bring people into contact with your brand, earn links and support your commercial pages through internal links and topical authority.
What are examples of informational keywords?
"How to change a tyre", "what is a Roth IRA", "symptoms of iron deficiency" and "history of the bicycle" are all informational.
Related SEO terms
Search intent is the reason behind a search: what the person wants to know, find or do. Matching it is one of the most important parts of SEO.
Question keywords are searches phrased as questions, like "how do solar panels work". They often trigger featured snippets and People Also Ask.
A featured snippet is a highlighted extract from a web page shown near the top of Google’s results to answer the query directly, with a link to the source.
People Also Ask is a Google results box of questions related to the search. Each one expands to show a short answer from a web page, with a link.
Commercial intent is when a searcher is researching before buying, comparing products, brands or services with searches like "best" or "vs".
Content marketing is creating and sharing useful content, such as articles, guides, videos and tools, to attract and keep customers.