Informational Keywords

Informational keywords are search terms people use when they want to learn something, understand a topic or solve a problem, rather than buy straight away. Examples include how to remove limescale or what is a heat pump. They usually make up the largest share of searches in any market.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What informational keywords look like

Informational keywords match the informational type of search intent. They often contain words such as how, what, why, when, guide, tips, ideas or examples, but not always. A search for boiler pressure low is informational even without a question word, because the person wants an explanation.

  • how to bleed a radiator
  • what is a limited company
  • why is my sourdough flat
  • best time to plant tulips
  • VAT threshold UK

Many informational searches are phrased as question keywords, and they often trigger featured snippets, People Also Ask boxes and AI Overviews.

Why they matter

  • Reach: they bring people into contact with a brand early, long before they are ready to buy.
  • Authority: covering a subject thoroughly helps build topical authority.
  • Links: helpful guides attract links and citations more naturally than sales pages.
  • Internal links: informational pages can point readers towards relevant service or product pages.

They usually convert at a lower rate than commercial keywords, so judge them on assisted conversions, sign-ups and visibility as well as direct sales.

How to find informational keywords

  1. Start with your main topics and add question words in a keyword tool.
  2. Look at People Also Ask boxes and autocomplete suggestions.
  3. Ask customer-facing staff which questions customers ask most often.
  4. Review Search Console for question-style queries you already appear for.
  5. Check forums and communities where your audience discusses problems.

How to create content for them

  • Answer the question clearly in the first paragraph, then add depth.
  • Use subheadings that match the follow-up questions people ask.
  • Add steps, examples, tables or diagrams where they make the answer easier to follow.
  • Include first-hand experience or original detail so the page adds information gain rather than repeating other results.
  • Link to a relevant commercial page where it genuinely helps the reader take the next step.

The impact of AI answers

Simple informational queries are the ones most likely to be answered directly in the results through AI Overviews or featured snippets, which can reduce clicks. This makes it more important to target questions that need depth, experience or tools, and to write clear, well-structured answers that are easy for these systems to cite.

It also helps to track informational pages differently from sales pages. Look at impressions and visibility as well as clicks, and check whether readers move on to other pages, join a mailing list or return later. An informational page that rarely gets clicked but is regularly shown or cited still builds awareness of your brand. If a page loses most of its clicks to AI answers, consider expanding it with tools, templates, worked examples or expert commentary that a short summary cannot replace.

Key Takeaways

  • Informational keywords are searches made to learn or understand something.
  • They are often phrased as questions but do not have to be.
  • They build reach, topical authority and links, but convert less directly.
  • Answer the question early, then add depth and original detail.
  • Simple questions are increasingly answered in AI Overviews, so aim for depth.

Related Terms

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