An informational query is a search where the user wants to learn something, get an answer, or understand a topic rather than buy a product or visit a specific website. Examples include searches like “what is technical SEO,” “how do title tags work,” or “why is organic traffic down.”
Why informational queries matter for SEO
Informational queries sit at the top and middle of the funnel. They help you attract people early in their research process, build trust, and introduce your brand before they are ready to compare vendors or make a purchase. For SEO beginners and growing teams, these queries are often the easiest place to win visibility because search engines regularly surface guides, tutorials, definitions, and step-by-step articles.
They also support commercial goals. A strong informational page can rank for high-volume keywords, earn backlinks, capture email signups, and guide readers toward product pages, service pages, or demos. If your site only targets transactional keywords, you miss users who are still learning and shaping their decision.
How to identify an informational query
Most informational queries include words that signal learning intent, such as “what,” “how,” “why,” “guide,” “tutorial,” “tips,” “examples,” or “definition.” But not all informational searches use obvious modifiers. A search like “robots.txt” or “canonical tag” is usually informational because the user likely wants an explanation.
Common signals of informational intent
Look for search results filled with blog posts, help articles, glossaries, videos, and beginner guides. If the results page shows featured snippets, “People also ask,” or explainer content, that is another strong sign the keyword is informational.
What content format usually works best
Match the query with a useful format: glossary pages for definitions, tutorials for “how to” terms, checklists for process-driven searches, and examples for concepts people struggle to visualize. Clear headings, short paragraphs, and direct answers improve usability and increase your chance of winning rich results.
Practical example: turning an informational query into content
Suppose you target the keyword “what is alt text.” The best page is not a sales page. It should define alt text in the first sentence, explain why it matters for accessibility and image SEO, show one or two examples of strong alt text, and answer related questions like ideal length and common mistakes.
From there, you can add a practical next step: link to a broader on-page SEO guide, an image optimization checklist, or your service page if the user wants help implementing best practices. This is how informational content becomes commercially useful without ignoring search intent.