What is informational intent in SEO? In a nutshell, it’s when people search the internet looking for knowledge, explanations, or answers—rather than trying to buy something or find a specific website.
These searches often start with “how,” “what,” or “why,” like “How does SEO work?” or “What are the benefits of drinking water?”
For businesses and content creators, understanding what is informational intent in SEO is key to creating content that ranks well, attracts visitors, and positions your site as a trusted source.
Want to make the most of it? GetFound has all the details you need—keep reading!
Understanding What is Informational Intent in SEO
To fully grasp what is informational intent in SEO, it’s essential to understand its role in search behavior and how it differs from other types of search intent.
1. Definition of Informational Intent
Informational intent describes the search behavior of users who are looking for information, explanations, or step-by-step guides rather than trying to buy a product or visit a specific website.
These searches are common across various industries and are often the first step in a user’s journey before they move toward transactional intent (making a purchase) or navigational intent (finding a specific brand or website).
2. Characteristics of Informational Intent Queries
- Question-Based Format
Many queries include “what,” “how,” “why,” “best ways to”, or “guide to”.
- Non-Transactional Intent
Users are not looking to make a purchase but rather to learn something new.
- Broad or Specific Topics
Some searches are general, while others are detailed.
- High Search Volume
Since people frequently search for educational and informative content, informational intent queries often drive high organic traffic.
For example, a user searching “How to improve website speed” has informational intent because they are looking for guidance or a tutorial, rather than searching for a specific service provider.
By understanding what is informational intent in SEO, content creators can tailor their content to meet users’ needs and improve search rankings.
How Informational Intent Differs from Other Search Intents
Since what is informational intent in SEO is based on educational searches, it’s important to distinguish it from other types of search intent:
- Navigational Intent
The user is looking for a specific website or brand (e.g., “Facebook login” or “Nike official website”).
- Transactional Intent
The user intends to purchase a product or service (e.g., “Buy running shoes online” or “Best SEO software deals”).
- Commercial Investigation
The user is researching before making a purchase (e.g., “Best laptops for video editing” or “Ahrefs vs SEMrush comparison”).
Understanding these differences helps businesses create the right type of content for each user intent and increase their chances of ranking higher on Google.
Also Read: Is Implementing Noopener Really That Hard? It’s Simpler Than You Think!
Why Informational Intent Matters in SEO
After understanding what is informational intent in SEO, it’s essential to explore why it plays a crucial role in SEO strategies and content marketing.
1. Increases Organic Traffic
- Informational queries often have high search volume, meaning ranking for them can drive significant organic traffic to a website.
- Users searching for informational content are more likely to stay on a website longer, reducing bounce rates and improving SEO metrics.
2. Establishes Website Authority
- Creating high-quality informational content positions a website as an industry leader and authoritative source.
- Google favors websites that consistently provide valuable, informative content.
3. Increases Chances of Earning Featured Snippets
- Many informational queries trigger featured snippets or People Also Ask (PAA) results in search engines.
- Optimizing content for clear, concise answers increases the chances of appearing in these high-visibility positions.
4. Supports Other SEO Strategies
- Blog posts answering common questions can attract backlinks, boosting domain authority.
- Well-structured content enhances internal linking, improving site navigation and user experience.
By targeting informational queries, businesses can attract, educate, and convert visitors into loyal audiences over time.
Crafting Content for Informational Intent
Since what is informational intent in SEO focuses on educational content, optimizing for these searches requires a strategic approach.
1. Conduct Keyword Research for Informational Queries
- Use SEO tools like Google Keyword Planner, Ahrefs, and SEMrush to identify high-volume informational keywords.
- Look for keywords with question-based formats.
- Analyze People Also Ask (PAA) boxes for commonly searched questions.
2. Create High-Quality, Comprehensive Content
- Answer queries directly in the first 100 words to increase chances of ranking for featured snippets.
- Use a clear, structured format with headings (H1, H2, H3) to improve readability.
- Provide examples, case studies, or statistics to add credibility to the content.
3. Optimize for Voice Search
- Many informational queries are conducted through voice search.
- Write in a natural, conversational tone to match voice search patterns.
- Answer questions concisely within 30-40 words to optimize for voice search results.
By following these optimization strategies, websites can rank higher for informational queries, increase visibility, and improve user engagement.
Let GetFound Handle Your SEO Worries!
What is informational intent in SEO? It’s when people search online looking for answers, explanations, or general knowledge instead of trying to buy something or navigate to a specific site.
These searches are gold for SEO because they bring in tons of organic traffic, help establish your website as a trusted source, and boost your chances of landing in featured snippets or Google’s People Also Ask section. Plus, they support other SEO efforts like internal linking and backlink building.
Want to turn searchers into loyal visitors? Let GetFound handle your SEO while you sit back and watch your rankings soar!
