What Are Informational Search Queries?
Informational search queries are questions or phrases people type into search engines to find information. These queries either help people learn something new, solve a problem, or answer a question.
Some informational queries are obvious, with prefixes like “what, how,” etc. Good examples::
- “What is project management?”
- “How to do product analytics”
- “Best practices for email marketing”
But sometimes, it’s less clear. For example, a query like “AI automation” might seem informational, but if the search results are filled with product listicles or landing pages, it’s likely a commercial or transactional query.
To confirm whether a query is informational, check the SERPs (Search Engine Results Pages). If you see mostly blogs, guides, or how-to articles, it’s informational. If you see product pages, reviews, or “buy now” buttons, it’s probably commercial.
Pro Tip: Some SEO tools, like KeywordMetrics, can tell you right away whether a keyword is informational or commercial. This saves you time and helps you plan your content strategy more effectively.
Why Are Informational Search Queries Important?
Informational queries are a big deal because they make up a huge portion of all searches. People are always looking for answers, and if your content can provide those answers, you’ll attract more visitors to your site. Here’s why they matter:
- Drive Traffic: Informational content can rank well and bring in consistent organic traffic.
- Build Authority: Answering questions positions you as an expert in your field.
- Support Customer Journeys: Many informational searches are the first step in a buyer’s journey. By providing helpful information, you can guide users toward your products or services.
5 Best Practices for Targeting Informational Search Queries
If you want to make the most of informational queries, here are five best practices to follow:
1. Maintain a 60/40 Split Between Informational and Commercial Content
A healthy SEO strategy balances informational and commercial content. Aim for a 60/40 split, with 60% of your content targeting informational search queries and 40% targeting commercial ones.
Why? Informational search queries are great for driving traffic, but they’re not always high-intent or close to purchase. On the other hand, commercial queries are more likely to convert but may not bring in as much traffic. By maintaining this balance, you get the best of both worlds: a steady stream of visitors and a solid pipeline of potential customers.
For example, if you’re a SaaS company, you might create:
- Informational Content: “How to choose the best project management tool”
- Commercial Content: “Top 10 project management tools for small businesses”
This approach ensures you’re attracting a wide audience while still driving conversions.
2. Only Target Informational Queries That Relate to Your SaaS
It’s tempting to go after every informational query under the sun, but not all of them will make sense for your business. For example, if you’re an AI podcasting SaaS, writing about “What is mobile UX?” might attract traffic, but it won’t help you convert visitors into customers.
Instead, focus on queries that are directly related to your product or industry. This also allows you to naturally incorporate your product into the content and squeeze maximum conversion out of it.
For example, if you check the articles we write for Cleanvoice, an AI podcasting SaaS, you’ll see how we show their readers how the product ties into the subject matter.
This was the exact strategy our SaaS SEO agency used to increase their MRR by 300% within six months.
3. Create Clear, Detailed, and Actionable Content
Once you’ve identified the right queries, create content that fully answers the question.
Use simple language, break down complex topics, and include actionable steps or examples. For example, if someone searches “How to edit a podcast,” your content should include:
- A step-by-step guide to editing
- Tips for improving audio quality
- Examples of common editing mistakes and how to fix them
The more helpful your content is, the more likely it is to rank and attract traffic.
Pro Tip: Look at your organic competitors to see the subtopics they’re writing on the topic and how they’re covering it. Based on your analysis, set a benchmark and try to beat that. By benchmark, we mean the breadth, depth, and content relevance. And in all you do, avoid thin content.
4. Optimize for Featured Snippets
Featured snippets are the short answers that appear at the top of search results. Here’s a good example:
To optimize for them:
- Answer the question directly in the first few sentences.
- Use bullet points, numbered lists, or tables where appropriate.
- Keep paragraphs short and to the point.
For example, if someone searches “What is podcast transcription?”, your answer could start with:
“Podcast transcription is the process of converting spoken audio into written text. It’s useful for improving accessibility, SEO, and content repurposing.”
Pro Tip: Use schema markup to help search engines understand your content better. For example, adding FAQ schema to your page can increase your chances of appearing in featured snippets.
5. Update Your Content Regularly
Search trends change, and so do the answers to common questions. Regularly update your content to keep it accurate and relevant.
For example, if you wrote an article about “Best podcast editing software in 2022,” make sure to update it for 2023 or 2024. This not only keeps your content fresh but also signals to search engines that your page is up-to-date and authoritative.
FAQs About Informational Search Queries
1. What’s the difference between informational, navigational, and transactional queries?
- Informational: Searches for information (e.g., “How to fix a leaky faucet”).
- Navigational: Searches for a specific website (e.g., “YouTube login”).
- Transactional: Searches with intent to buy (e.g., “buy iPhone 14 online”).
2. How do I find informational queries for my niche?
Use tools like KeywordMetrics, AnswerThePublic, or Google’s “People Also Ask” section to find questions people are asking in your industry.
You can also run your competitors’ websites through Ahrefs to uncover the keywords they’re targeting. Ahrefs also directly shows you the keyword’s search intent, so you can see whether it’s informational or not.
3. Can informational queries lead to sales?
Yes! Many informational searches are the first step in a buyer’s journey. By providing helpful information, you can build trust and guide users toward your products or services.
4. How long should my content be for informational queries?
There’s no one-size-fits-all answer, but aim to fully answer the question. This could be 300 words for a simple question or 1,500+ words for a complex topic. Just make sure you’re covering sufficient breadth and depth in your content.
5. What’s the best format for informational content?
The answer to this is “it depends.” The query decides the format. For example:
- Step-by-step guides for “how-to” questions.
- Lists for “best” or “top” questions.
- Definitions for “what is” questions.
You can also look at Google to see the format it’s ranking for that particular search query.
