Informational Keyword

An informational keyword is a search query used by someone seeking answers, education, or background knowledge on a specific topic, rather than looking to make an immediate purchase. These queries often include modifiers like “how to,” “what is,” “guide,” or “tips” (e.g., “how to fix a leaky faucet”). While informational keywords have lower direct conversion rates than transactional keywords, they are the absolute foundation of building topical authority. Capturing this top, of-funnel traffic allows a business to introduce its brand, build trust through expert content, and capture the user’s email address long before they are ready to buy.

Informational Keyword Simplified

An informational keyword is a search made by someone who just wants to learn something, like “how to tie a tie.” They aren’t trying to buy anything yet, but answering their question proves you are an expert and builds trust for when they are finally ready to spend money.