A search query where the user seeks information (e.g., “what is SEO”) rather than making a purchase.
Understanding Informational Queries in SEO
In SEO, understanding search intent is crucial, and informational queries sit at the heart of that. These are the types of searches people make when they want information not products or services. For example, queries like “What is on-page SEO?” or “How does Google crawling work?” are informational because the user seeks knowledge.
Identifying and optimizing for informational queries builds brand authority and long-term trust. While they may not always convert directly into sales, they nurture top-of-funnel audiences who often become customers later. Crafting content for informational queries is one of the smartest ways to earn visibility, backlinks, and credibility.
Informational Queries Across CMS Platforms
WordPress
WordPress is ideal for publishing blogs and educational guides that target informational intent. Structured content, optimized headings, and relevant internal linking help these pages rank for high-traffic keywords.
Shopify
Shopify stores can leverage informational content like buying guides or tutorials. These attract users early in their journey and guide them toward future purchases.
Wix
Wix allows easy creation of FAQ and resource sections to answer user questions. Using schema markup can improve visibility in Google’s featured snippets for informational queries.
Webflow
Webflow users can create visually appealing educational pages that attract organic traffic. Combining strong design with optimized headings enhances engagement and dwell time.
Custom CMS
Custom CMS setups can tailor content strategies for different query types. Developers can integrate analytics to identify the most frequent informational searches driving organic traffic.
Informational Queries Across Industries
Ecommerce
Ecommerce businesses can use informational content like “how-to” guides, tutorials, or comparisons to educate users before they buy. It builds trust and keeps potential customers engaged.
Local Businesses
Local businesses benefit by publishing content answering common community or service-related questions. For example, “How often should you clean your air conditioner?” helps establish local expertise.
SaaS
SaaS companies gain authority by creating knowledge-based blogs and product tutorials. Answering user pain points through informational content builds credibility and nurtures leads.
Blogs
For bloggers, informational queries are the foundation of organic traffic. Writing in-depth, data-backed, and evergreen articles ensures consistent visibility on search engines.
Do’s & Don’ts / Best Practices
When targeting informational queries, focus on education, not sales. You’re building relationships through value.
Do’s
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Research what questions users are asking with tools like Google’s “People Also Ask.”
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Write content that provides clear, actionable answers.
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Use structured data to increase the chance of featured snippets.
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Keep content updated with fresh insights and examples.
Don’ts
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Don’t stuff keywords unnaturally.
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Don’t turn educational content into a sales pitch.
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Don’t overlook visuals and examples that improve understanding.
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Don’t ignore search intent every informational query deserves a direct, useful answer.
Common Mistakes to Avoid
Many websites confuse informational and transactional intent, trying to sell instead of educate. This confuses users and reduces engagement. Another mistake is writing generic or surface-level content that doesn’t truly answer questions. High-ranking informational content always dives deep, uses examples, and satisfies curiosity.
FAQs
What is an informational query?
An informational query is a search where the user is seeking facts, answers, or knowledge about a topic rather than trying to buy something.
How can I spot an informational query?
Look for question words like what, how, why, when, who, or where. Sometimes also terms like benefits, guide, tips, tutorial. But even without those words, if the result SERP shows blog posts or guides, that’s a clue.
Why are informational queries important for SEO?
Because many users begin their online journey looking for information, not immediately to buy. Targeting informational queries helps you attract traffic, build trust, and establish authority.
Do informational queries lead to sales?
Not directly. Many people using informational queries are early in the buying process. But providing strong, helpful content can lead them to convert later (via internal links, guides, email, etc.).
How do I optimize content for informational queries?
Answer the user’s question clearly and thoroughly, use headings and short paragraphs, include relevant keywords (especially modifiers like what/how/why), use schema or FAQ format where appropriate.
