Definition
In search engine optimization (SEO), informational queries are search terms that users enter into search engines when they are seeking knowledge, facts, or guidance about a particular subject. These queries typically begin with question-based language such as “what,” “how,” “why,” “when,” or “where,” reflecting a user’s intent to explore or understand a topic—rather than take action, make a purchase, or reach a particular website.
For example, searches like “what is content marketing,” “how does Google rank websites,” or “why is email marketing effective” qualify as informational queries. Unlike transactional queries (which indicate a desire to complete an action) or navigational queries (which aim to locate a specific site), informational queries represent the “awareness” stage of the marketing funnel and focus on knowledge discovery.
Is It Still Relevant?
Yes, informational queries remain extremely relevant in the current digital marketing landscape. In fact, their importance has grown with the rise of content marketing, voice search, and Google’s emphasis on search intent. Google’s helpful content updates and the rollout of BERT and subsequent AI-based language models have significantly improved the search engine’s ability to interpret and serve nuanced informational queries with higher accuracy.
Additionally, with the proliferation of AI-powered search assistants, featured snippets, and rich results, content optimized for informational queries now has higher visibility than ever. Marketers that target these queries strategically can boost their brand visibility, establish topical authority, and generate organic traffic without relying on transactional keywords alone.
Real-world Context
Informational queries play a central role in many successful SEO and inbound marketing strategies. For instance, a SaaS company specializing in project management tools might publish blog content targeting keywords like “how to manage remote teams” or “what is agile project management.” These articles serve to attract prospective users in the research phase, offering value while introducing the company’s product.
Another example is a healthcare provider that creates educational content around questions like “what causes back pain” or “how to lower blood pressure.” By answering these questions thoroughly, the provider builds trust and establishes authority, leading readers to explore more services on the website.
Informational queries also support other SEO efforts such as:
- Generating organic backlinks by providing link-worthy content
- Improving engagement metrics like time-on-page and bounce rate
- Gaining visibility through featured snippets and “People Also Ask” boxes
Background
The categorization of search queries—particularly the identification of informational queries—dates back to early research into user intent in the early 2000s. In a foundational paper by Andrei Broder in 2002, search intent was segmented into three types: informational, navigational, and transactional. This framework helped search engines and marketers better understand user behavior and tailor their strategies accordingly.
Initially, SEO efforts centered more on transactional queries to drive conversions. Over time, as Google’s algorithms became more sophisticated and users began relying on search engines for comprehensive knowledge discovery, the value of targeting informational queries increased. The rise of content-first SEO models further solidified their relevance, connecting educational content directly to the customer journey.
What to Focus on Today
Modern marketers and SEO professionals should approach informational queries with a content-first mindset that emphasizes value, clarity, and authority. Key strategies and best practices include:
- Conduct Intent-based Keyword Research: Use tools like Google Keyword Planner, Ahrefs, SEMrush, or Answer the Public to uncover commonly-searched questions relevant to your niche.
- Target Featured Snippets & “People Also Ask” Results: Format content to directly answer questions using concise summaries, bullet points, or structured data to increase the likelihood of being chosen for rich results.
- Create Comprehensive, Topical Content: Aim for depth over breadth. Satisfy the user’s intent fully within the page while providing related content through internal linking.
- Use Clear, Natural Language: Write in a way that aligns with how users speak, especially for voice search optimization.
- Monitor Search Trends: Stay up-to-date with trending questions using tools like Google Trends and Exploding Topics.
Ultimately, targeting informational queries is a long-term investment in organic growth. By consistently producing helpful, relevant content that answers users’ questions, brands can position themselves as trusted sources in their industry and capture traffic at the top of the funnel—starting relationships that can eventually lead to conversions.