Informational Keywords: What are They and How to Use Them for Your Content Strategy

With the right Informational Keywords, you can create helpful content. This shows that you are an expert in your niche, and people can trust you. It also makes your brand well-known and helps your business to succeed.

When I started writing SEO content, I felt lost with all the information available. My instructor, an SEO expert, helped me understand keyword research. One day, he asked me to find keywords for a blog post. I used Google Keyword Planner and found some basic terms.

‘This is a good start,’ he said, ‘but let’s get deeper. What are people really asking?’ He showed me how to use AHrefs to find specific questions people had. This hands-on approach changed everything for me.

Keywords are very important in SEO and content optimization. They help guide users to the content they are looking for. This article will explore informational keywords, why they are important, and how to use them effectively to improve your online presence.

First, let’s understand why someone might be searching online. This is called Search Intent.

Key Points

Informational keywords are phrases that people use to seek information about various topics.
Search intent refers to the purpose behind a user’s search query.
Informational keywords come in various forms, such as broad match, informational modifiers, commercial, advice, inspirational, media, instructional, and question keywords.
To effectively use informational keywords, integrate them naturally into content, optimize URLs, structure content, ensure high-quality and comprehensive information, and align content with user intent.
Utilize tools like Google Keyword Planner, Ahrefs, Ubersuggest, AnswerThePublic, SEMrush, and AlsoAsked.com to discover relevant informational keywords.

What is Search Intent

When I began learning about content writing, my instructor asked, “Do you know why people say ‘ask Google’ when you ask them something?” He explained, “It’s because Google is known for having answers to almost every question.” These questions can be seen as search intents.

Search intent means the reason behind a search query. These keywords help SEOs understand what users want when they search for something online and create content that matches their needs. By determining the type of keywords used, SEOs can make content that meets the user’s needs.

There are different types of keywords based on what the user is looking for:

Informational: shows users want to find information.
Navigational: shows users want to find a specific site or page.
Commercial: shows users want to check out brands, products, or services.
Transactional: shows users want to take action, like making a purchase.

In addition, there are other types of keywords used in SEO. For example, local keywords help people find products or services near them. Long-tail keywords are very specific search terms.

Analyzing keywords based on their intent can be especially useful. It helps you understand how to compete on search engine results pages (SERPs). The intent behind a keyword shows if a searcher wants to buy something soon, compare options, or just get information.

Now, let’s return to this article’s main topic: Informational Keywords.

What Are Informational Keywords?

Informational keywords are words or phrases people use to learn about a topic. They are often used in search engines to find helpful information. For example, if someone wants to know how to plant a garden, they might search for “how to plant a garden” or “best gardening tips.”

These keywords are common when users are asking questions or looking for general information. They help connect people to articles, guides, and other resources that provide the answers they seek. People use informational keywords to learn about various subjects, such as:

What something is
How to do something
Why something is important
When something happens
Information about products or services

The main purpose of using informational keywords is to help users find the necessary information or solve specific problems.

These keywords are often used in the early stages of a user’s journey, like when researching and discovering new topics. They guide users to relevant information and can improve their search experience by providing detailed content.

At Lamphills, we give each writer a main keyword to help them create various topics. This way, our articles are made to fit what our readers want and need. By knowing what our audience is looking for, our writers can make content that answers their questions and gives useful information. This approach helps us connect better with our readers and strengthens our reputation as a reliable source. Our skill in using keywords well helps us deliver content that truly resonates with and benefits our audience.

Why Are Informational Keywords Important?

Informational keywords help customers find answers about product features, industry news, or solutions to common issues. Providing helpful content and positioning your brand as an expert in your field can also boost your brand’s credibility and build trust with your audience.

These keywords are very important for keyword research and SEO because they cover many topics in your industry. They help you find out what topics interest your audience and business. This can make your website more visible, build trust with users and search engines, and improve your rankings.

One success story was with a series on fitness tips. I targeted ‘beginner fitness tips’ and used Ubersuggest and AnswerThePublic to find related questions. Our article became very popular, ranking high and getting many comments and shares.

This taught me how important it is to understand what people are looking for and create content that helps them. Using informational keywords helped us build trust and become a reliable source.

Using informational keywords on your website can increase the chances of ranking higher in search results and being found easily by your B2C or B2B audience. Here are four key reasons why informational keywords are important:

#1. Increase Search Visibility

There are more informational keywords than commercial and transactional ones combined.

You can greatly improve your website’s search visibility by including informational keywords in your target list and focusing on them.

Since informational keywords are often less competitive and less “profitable,” it’s easier to find keywords that are easy to rank for, especially long-tail keywords. This means you can start ranking high in search engine result pages (SERPs) even if your website is less authoritative.

That’s why informational keywords are important—they can significantly boost your search visibility.

#2. Attracts Most Search Traffic

Another big reason informational keywords are important is that they usually have a higher search demand

As mentioned, there are usually more informational keywords, which often have higher search demand. They can also be easier to target, resulting in more organic traffic for your website.

While organic traffic alone doesn’t pay the bills, targeting the right keywords can bring potential customers to your website, increasing brand awareness.

For example, HubSpot targets many informational keywords related to their audience in sales, marketing, and customer service. This results in over 50 million monthly visitors to their website and ranking for over 12 million keywords.

HubSpot uses informational keywords to drive massive search traffic. Not everyone will buy from them, but if you ask any sales, marketing, or customer service representative if they know HubSpot, they will most likely say “yes.”

And 99% of that is because of their huge search traffic.

#3. Increase Trust & Authority

Informational keywords are more plentiful than commercial and transactional ones, giving you more opportunities to create content for your website. By producing content relevant to your industry, you can cover a wider range of topics in-depth.

This approach can attract more visitors and establish your site as an authority in your field. As a result, your E-E-A-T score (Experience, Expertise, Authoritativeness, Trustworthiness) improves, boosting your search engine rankings and driving more traffic to your site.

Creating helpful and informative content builds trust with users. When your site is viewed as a reliable source of information, users are more likely to see your brand as an industry expert. This trust can influence their decision to choose your business when they need a solution you offer.

#4. Boosts SEO Value

Informational keywords are great for attracting “link juice.” People are more likely to link to useful and valuable content than commercial or transactional content. By targeting these keywords, you can gain high-quality backlinks, improve your SEO rankings, and drive more traffic and potential leads to your business.

Types of Informational Keywords

Informational keywords are essential for content marketing and SEO strategies. They help attract users at different stages of their search journey. With examples, explain the various types of informational keywords and why they are important.

#1. Broad Match Keywords

Broad match keywords are general terms that can cover various topics. They are not very specific and can attract a wide audience. For example, the keyword “gardening” could bring in people looking for gardening tips, types of plants, gardening tools, or gardening techniques. Even though these keywords may not show a clear intent, they are useful for drawing in a large audience, which can lead to more traffic.

#2. Informational Modifiers

Informational modifiers are words or phrases added to a keyword to specify the information a user seeks. These modifiers transform a broad match keyword into a more targeted query, refining search results. Common informational modifiers include “how to,” “tips,” “guide,” “tutorial,” “ideas,” and “history of.” For instance, “gardening tips” or “history of gardening” provide more specific content that matches the user’s intent.

#3. Commercial Informational Keywords

These informational keywords mix the need for information with a commercial intent. These keywords show that the user is looking for information but might also consider buying something. Phrases like “best gardening tools” or “top 10 smartphones” suggest that the user is researching products before purchasing. By targeting these keywords, businesses can present their products as solutions and guide users toward buying.

#4. Advice Keywords

Advice keywords are used by people looking for expert opinions or recommendations. These keywords often include words like “tips,” “advice,” “hacks,” and “strategies.” Content that targets advice keywords should provide valuable insights, practical tips, or solutions to common problems while showing the brand as a reliable source of information. For example, “gardening hacks” or “marketing strategies” are advice keywords that users search for to get expert help.

#5. Inspirational Keywords

These keywords are for users looking for creative ideas or motivation. Keywords like “inspiration,” “ideas,” “examples,” and “before and after” fall into this category. Content targeting these keywords should share innovative ideas, success stories, or transformative projects to inspire the audience. For instance, “home decor ideas” or “before and after weight loss” are inspirational keywords that can engage and motivate users.

#6. Media Keywords

Media keywords relate to content that is mainly visual or auditory, such as “infographics,” “videos,” “podcasts,” and “images.” These keywords show that the user prefers information in a specific format. Optimizing content with media keywords can help it rank higher in specialized search results, like Google Images or Videos, enhancing visibility and engagement. For example, “gardening infographics” or “cooking videos” are media keywords.

#7. Instructional Keywords

Instructional keywords are for users seeking step-by-step guidance or how-to information. These keywords usually start with “how to” followed by the action the user wants to learn about, such as “how to bake a cake” or “how to change a tire.” Content targeting these keywords should provide clear, easy-to-follow instructions to help users achieve their goals.

#8. Question Keywords

Question keywords are direct queries that start with question words like “who,” “what,” “where,” “when,” “why,” and “how.” These keywords indicate that the user is looking for specific answers. Content that addresses question keywords should aim to provide clear and comprehensive answers. For example, “what is SEO?” or “how does photosynthesis work?” are question keywords that users search for to get detailed explanations.

By understanding and using these different types of informational keywords, you can create content that effectively attracts and engages your target audience.

How to Use Informational Keywords for Better SEO Rankings

I remember working on a health blog. I didn’t just use broad keywords like ‘healthy eating.’ Instead, I found specific questions like ‘how to start eating healthy on a budget’ and ‘Easy healthy meal prep ideas.’ This made our content rank higher and meet our readers’ needs.

Optimizing your content for informational keywords is essential to boost its relevance, value, and visibility in search engines. Here are some straightforward tips to help you use these keywords effectively in your SEO strategy:

#1. URL Optimization

Ensure your target informational keyword is included in the URL of your page. This helps search engines understand and index your content better and gives users a clear idea of what to expect from your page. For instance, if your keyword is “best hiking trails,” your website could be like “yourwebsite.com/best-hiking-trails.”

#2. Keyword Integration

Use your informational keywords naturally throughout your content. This means including them in key areas such as the title, header tags, subheadings, and within the body of your text. For example, if your keyword is “how to bake bread,” make sure it appears in the title, like “How to Bake Bread at Home,” and in subheadings like “Ingredients for Baking Bread.” Additionally, use long-tail variations of your keyword to cover specific user queries and different search intents, like “easy bread recipes for beginners.”

#3. Content Structure

A well-structured format makes your content more readable and user-friendly. Use clear headers and subheadings to guide your readers through your content. Break down information into manageable chunks and use lists or numbered points where necessary. For example, if writing about “benefits of yoga,” have subheadings like “Improves Flexibility” and “Reduces Stress,” followed by brief, detailed explanations.

#4. Content Quality

Ensure your content is comprehensive and valuable, addressing the user’s query thoroughly. Provide detailed information and insights that users are looking for. For instance, if your topic is “tips for growing tomatoes,” include sections on soil preparation, watering schedules, and common pests. Enhance your content with visuals like images, infographics, and videos to make it more engaging and easier to understand.

#5. User Intent

Understand and align your content with the user’s intent behind the informational keyword. Identify what questions or concerns they have and create content that directly addresses these. For example, if users search for “how to fix a leaky faucet,” your content should provide step-by-step instructions, tools, and troubleshooting tips. Your content will likely rank higher in search results by offering valuable and relevant information.

Following these steps, you can use informational keywords to enhance your SEO strategy. This approach improves your search engine rankings and creates a better experience for your readers, helping them find the answers they need.

How to Find Informational Keywords

Finding informational keywords involves doing thorough research to identify the terms and phrases people commonly use when looking for information.

Here’s a template for organizing keyword research. You can create this in an Excel or Google Sheets document for easy use and customization.

Keyword-Research-Template Download

#1. Use Keyword Research Tools

One way to find these keywords is by using keyword research tools like the SEOptimer Keyword Research Tool. This tool shows you the monthly search volumes, cost-per-click (CPC), and competition levels for different keywords. For example, if you enter a keyword like “digital marketing,” the tool will display related keywords such as “digital marketing strategies” or “digital marketing tips.” It also lets you analyze your competitors’ keywords by entering their websites, helping you discover new opportunities.

#2. Use Google Autocomplete

Another method is to leverage Google Autocomplete. When you start typing a query like “how to bake a cake” into Google, it suggests phrases like “how to bake a cake from scratch” or “how to bake a cake without eggs.” These suggestions reveal common questions and can guide you in creating content that meets users’ informational needs.

#3. Analyze Related Searches and PPA Sections

Analyzing related searches and the “People Also Ask” sections on Google can also provide valuable keyword ideas. For instance, if you search for “benefits of exercise,” scrolling to the bottom of the results page might show related searches like “exercise benefits for mental health” or “exercise benefits for weight loss.” The “People Also Ask” section might include questions like “What are the top benefits of regular exercise?” Using these related keywords can help you broaden your content and make it more relevant to a wider audience.

#4. Explore Q&A Sites and Forums

Exploring Q&A sites and forums like Quora and Reddit is another effective strategy. By searching for your main keyword or topic, you can find discussions and questions that people are asking. For example, if you’re looking into “healthy eating,” you might find questions like “What are some easy healthy meal ideas?” or “How can I start eating healthy on a budget?” Observing these discussions’ language and common themes helps you identify valuable long-tail keywords that reflect real user queries.

#5. Use Google Trends

Finally, Google Trends is a great tool to analyze the popularity of keywords over time. By entering your primary keyword, you can see how interest has changed and explore related terms. For example, if you search for “remote work,” Google Trends might show increasing interest over time and suggest related topics like “remote work tools” or “remote work productivity.”

Understanding and using informational keywords is crucial for creating valuable content that attracts a wider audience and builds trust. While focusing on these keywords is important, a balanced SEO strategy should include transactional and navigational keywords. Transactional keywords target users ready to purchase, like “buy running shoes,” while navigational keywords help users find specific websites, such as “Nike official site.” Combining all three types of keywords creates a comprehensive SEO approach.

Tools You Can Use To Find Informational Keywords

During my training, I learned to use AHrefs and Ubersuggest to find the best topics for ranking. These tools are essential for keyword research, helping me identify what people are searching for online. With my experience, I can effectively use these tools to create content that attracts more readers and ranks higher in search results. This knowledge has been invaluable in ensuring my articles reach a wider audience.

Finding the right informational keywords is important for creating content that matches your audience’s needs. Luckily, several tools are available to help you find these keywords, providing information on search volume, competition, and related terms. Let’s look at some useful tools for finding informational keywords.

#1. Google Keyword Planner

Google Keyword Planner is a popular tool for discovering keywords. Even though it was made for advertisers, content creators can also use it to find keywords related to their topics. By typing in a general keyword, you can find related search terms and see data on how often they are searched and how competitive they are. For example, if you type in “healthy recipes,” you might find long-tail keywords like “easy healthy recipes for beginners.”

#2. Ahrefs

Another powerful SEO tool that includes a keyword explorer feature is Ahrefs. This feature shows you the questions people ask about your keyword, helping you find informational keywords. For example, if you type in “SEO tips,” you might discover questions like “what are the best SEO tips for beginners?” Ahrefs also gives data on search volume and keyword difficulty, helping you choose the best keywords to use.

#3. Ubersuggest

Created by Neil Patel, Ubersuggest is a user-friendly tool that offers keyword suggestions, search volume data, and insights into the competition. It’s especially good for finding long-tail keywords. For example, if you search for “fitness tips,” you might find keywords like “fitness tips for busy moms” or “beginner fitness tips.” Ubersuggest also provides content ideas based on the keywords you’re researching.

#4. AnswerThePublic

AnswerThePublic is another helpful tool that visualizes search questions related to your keyword. It’s great for finding question-based keywords. For example, if you enter “gardening,” you might see questions like “how to start a garden” or “what are the best plants for beginners.” This tool helps you develop content ideas that directly answer your audience’s questions.

#5. SEMrush

SEMrush is a comprehensive SEO tool with a feature called Keyword Magic Tool. This feature allows you to search a large database of keywords, filtering them by questions to focus on informational queries. For instance, if you search for “digital marketing,” you can find questions like “how to start digital marketing for small businesses.” SEMrush also provides information on keyword difficulty and search volume.

#6. AlsoAsked.com

AlsoAsked.com is a tool that shows how questions related to your main keyword branch out. It’s based on Google’s “People also ask” feature. For example, if you search for “traveling,” you might see related questions like “how to travel on a budget” or “what are the best travel destinations for families.” This tool helps you understand the range of questions people have about a topic.

These tools make it easier to find the right informational keywords to attract and engage your audience.

Example of Informational Keywords List

Informational keywords are the questions people type into search engines when they want to learn something or find answers. These keywords are important for content creators who want to attract people looking for information. By writing content around these keywords, you can get more visitors to your site, show your expertise, and build trust with your audience.

Here’s an example list of informational keywords from different areas to show how varied and specific these searches can be.

Health and Wellness

How to boost your energy levels naturally
Benefits of a balanced diet
What vitamins are essential for good health?
Why is regular exercise important?
Natural remedies for headaches

Technology

How does artificial intelligence work?
Tips for securing your online accounts
Best practices for software development
Why is cloud storage useful?
How to troubleshoot common tech problems

Personal Finance

How to start saving for retirement
What are the different types of investments?
Why is it important to have an emergency fund?
Steps to create a personal budget
How do credit cards work?

Home Improvement

DIY projects to enhance your living space
How to choose the right lighting for your home
Why is insulation important for energy efficiency?
Guide to maintaining your garden
Simple ways to update your bathroom

Travel

Top destinations for adventure travel
How to plan a budget-friendly vacation
Best travel apps for trip planning
Safety tips for travelling with kids
Why travel vaccinations are important

Education

How to choose the right college
Benefits of studying abroad
What is project-based learning?
Tips for acing online exams
Why time management is crucial for students

Final Thoughts

In content marketing and SEO, Informational keywords connect users’ questions with their desired answers. They address people’s questions, like why, how, what, and when. Focusing on providing valuable and educational content builds trust and credibility, making brands seen as leaders in their fields.

Finding the right informational keywords is more about understanding people than just SEO. Each keyword is a chance to bring someone to your content, and every piece of content is a chance to build trust. By naturally including these keywords and their related terms in content, marketers and writers can make their websites more visible and relevant.

Frequently Asked Questions

What are informational intent keywords?

Informational search intent means the user wants to find out more about something. These searches are often asked as questions and use words like who, what, where, why, and how. Here are some examples of keywords with informational intent: Bruce Willis movies.

How to find informational keywords?

If you have a list of keywords but don’t know their intent, check their search results. If the results are mostly blog posts, informational articles, or how-to guides, it’s likely an informational query.

What are transactional keywords vs. informational keywords?

Transactional keywords are used by people ready to buy something or do something specific. On the other hand, informational keywords are used by people looking for answers to questions or wanting to learn more about a topic.

What are the 4 types of search intent?

Almost all search terms fit into one of four types of intent: informational, navigational, commercial, and transactional. You can usually tell the search intent by looking at the keyword.

What are the main points in informational writing?

Main points are important ideas in a text that support, prove, or explain the main idea. They can also support the main idea with evidence, especially in informational texts. This means they help support the author’s opinion or viewpoint with facts.

References

Speedy

SEOptimer

Medium