Informational Keywords and How to Use Them to Drive Traffic

Written by Melissa Rae Brown, edited by Chima Mmeje

September 2024

Informational keywords are search terms that people type into search engines when they want to find information, solutions, or guidance on a specific topic. They typically start with “who,” “what,” “when,” “why,” and “how,” and users are searching for tips, instructions, guides, and lists. For example, “what planets can you see tonight,” “how to plant tomatoes,” and “benefits of meditation” all demonstrate a user’s intent to seek answers or information.

Informational keywords are often long-tail, which are longer and more specific than broad ones. When users search long-tail keywords, they are typically in the awareness phase of the buyer journey and are gathering information.

Here are some examples of informational keywords:

what is causing my back pain

• This keyword indicates that the searcher is experiencing back pain and is looking for possible reasons or diagnoses. The user intent is to gain information about the causes of back pain.

can solar panels help you save money

• The searcher wants to understand the financial benefits of installing solar panels. They are seeking information to determine whether solar panels are a cost-saving investment.

why is my dog eating grass

• This query shows that the user is curious about why their dog is eating grass. The goal is to gather information about the reasons behind this behavior.

how to build a treehouse

• The searcher is looking for detailed instructions and guidance on constructing a treehouse. This keyword aims to educate the user on the steps and materials needed.

who invented the telescope

• This keyword reflects a person's interest in historical information about the invention of the telescope. They are looking to learn about the inventor and the history behind this invention.

Notice a common thread in this list? These keywords demonstrate a search intent to learn about a subject, solve a problem, or do something specific. As you can see, these keywords do not show a user intent to do something immediately (transactional keywords), go to a specific website (navigational keywords), or research or compare products or services (commercial keywords).

Alright, you're ready to connect with your audience and provide them with the answers they need. Here’s your step-by-step guide to target informational keywords.

Use a keyword research tool to filter by search intent

Before building content, you need to understand your audience to learn their pain points, the questions they're asking, and the "why" behind their queries. Keyword research can help you find answers.

Kick things off by selecting a keyword research tool. Moz offers a free keyword research tool called Keyword Explorer, which has robust features for identifying keywords by search intent. Simply sign up or log in to Moz and navigate to Keyword Suggestions.

Enter a seed keyword (broad term) related to your industry or topic. This will generate a list of related keywords.

Next to the Search Intent column, click on the menu (3 dots), click Filters, and from the dropdown menu, select Informational. Then, review the list and identify keywords with a high Monthly Volume and low Difficulty – those are your golden nuggets.

Find top-of-the-funnel questions on forums like Reddit and Quora

Reddit and Quora are pots of gold for finding what real people are asking. Head to these forums and look for questions related to your industry you can address on your site.

For example, if you sell treehouse kits, you might encounter questions like “how do I protect the lumber from rotting?” or “can I convert a shed into a treehouse?” These Reddit questions can inspire blog posts, guides, and how-to articles that target the informational keywords your audience is searching for.

Do competitive research and filter with modifiers

Competitive research involves analyzing the top-ranking content for your target keywords. Look at the topics they cover, the questions they answer, and the keywords they target. Use tools like Moz’s Keyword Gap Analysis to find keywords your competitors are ranking for that you’re not (you’ll just need a free Moz Community account to get started).

Simply sign up/log in to Moz, and navigate to Keyword Gap Analysis. Enter your domain and add up to four competitor websites. When the results populate, scroll down to Keywords to Improve and click Filters. From the drop-down menu, click Keywords, and under Value, add a modifier like “what is” to find informational keywords you can target.

Use Google Autocomplete for keyword ideas

Ever notice how Google starts to finish your sentences when you type in the search bar? That’s Google Autocomplete, and it’s a great way to find new keyword ideas. Type in a phrase related to your industry and see what Google suggests.

For instance, if you type “are dental fillings,” Google may suggest “are dental fillings painful,” “are dental fillings safe,” or “are dental fillings permanent.” These Autocomplete suggestions are based on actual search queries, giving you insight into what people seek.

Analyze People Also Ask and related queries

When you search a keyword, check out the questions listed in Google’s “People Also Ask” box on the search engine results page. These questions can provide valuable insights into what your audience wants to know, which you can use to spark ideas for your content. Answering these questions in your content can help you rank for a broader range of keywords and capture more traffic.

Target long-tail queries

Long-tail keywords are longer, more specific search phrases. 70% of all searches are long-tail queries. So while they might not have huge search volumes, they’re easier to rank for and highly targeted.

Long-tail queries often reflect a more specific search intent, which means the searcher is further along in their research process and closer to making a decision. For example, instead of targeting “camping tent,” you might target “pitch a tent step-by-step” or “camping tent ventilation.” These longer queries are less competitive and can drive highly targeted traffic to your site.

How to optimize content for informational queries

Finding keywords is one part of the process. You need to optimize your content for informational search terms to get in front of your audience.

1. Optimize the URL with the primary keyword

Your URL should be short, sweet, and to the point. Include your primary keyword in the URL to clarify your content's topic and send a signal to search engines.

For example, if your primary keyword is “benefits of chia seeds,” your URL could be something like “yourwebsite.com/chia-seeds-health-benefits.” This makes it clear that your content is focused on explaining the advantages of chia seeds.

2. Use the keyword or a variation in the page title

Your page title is one of the first things both search engines and readers see. To send a strong signal to Google (and increase your chances of ranking higher), ensure it includes your keyword or a variation of it.

A compelling page title might be “Cast-Iron Steak Recipe (with Video) - NYT Cooking.” This title includes the primary keyword, tells the reader exactly what tools they’ll need, and includes a video. The brand name at the end adds authority.

3. Include relevant topics throughout the piece

Keyword stuffing is a thing of the past—it’s unnatural, ineffective, and lowers the quality of your content. Instead, sprinkle relevant topics and variations of your keyword throughout your piece to make it natural and engaging.

In a piece about the pros and cons of leasing a car, you might include sections on “upside of leasing,” “disadvantages of leasing,” and “how loans and leases differ.” You can find these relevant topics and keywords in your search for informational keywords.

These related topics enrich your content and keep readers engaged. Also, consider creating a table of contents to help the reader easily navigate through your page.

4. Use a well-structured format

A well-structured article is digestible, easy to read, and can improve your chances of capturing SERP features, such as a Featured Snippet. Use headers, bullet points, and short paragraphs to help readers and search engines understand your content

1. Headers

• When to Use: Use headers (H1, H2, H3, etc.) to divide your content into clear, organized sections.

• How to Use: Start with an H1 for your main title, then use H2s for major sections like “Best Office Ergonomics Practices” and “How to Set Up an Ergonomic Workspace,” and H3s for subsections within those topics.

2. Bullet Points

• When to Use: Bullet points are perfect for listing items, benefits, or key points that are easy to scan.

• How to Use: Each bullet should be concise and focused. For example, in a section about workout routines, you could list:
  • Bodyweight Exercises: Great for beginners and require no equipment.
  • HIIT Workouts: Effective for burning fat in a short amount of time.
  • Stretching: Important for flexibility and injury prevention.

3. Short Paragraphs

• When to Use: Short paragraphs help maintain reader interest and make your content more digestible. Additionally, Featured Snippets often appear as short paragraphs, typically as answers to questions.

• How to Use: Limit each paragraph to 2-4 sentences, focusing on one idea at a time. Use short paragraphs throughout your content, especially when introducing new ideas or answering questions.

5. Satisfy search intent for the query

Your content should thoroughly answer the user’s query and provide the information they’re seeking. If someone searches for “how to potty train a puppy,” they should leave your site with a step-by-step process on potty training, the supplies a pet owner needs, and how to approach potty training failures.

Consider the common questions and concerns your readers might have about potty training, and address them directly. For instance, include a detailed section, infographics (such as the graphic below), and/or videos on “how to potty train a puppy” to satisfy the search intent.

Informational keywords are crucial to your SEO strategy for several reasons. A few of them include:

Most search queries are informational

Yep, the majority of searches people do every day are informational. In fact, research has indicated that around 80% of all queries are informational, with the remaining 20% being split evenly between navigational, transactional, and commercial keywords. That means there’s a vast audience out there looking for answers.

By targeting informational keywords, you’re tapping into this vast audience and driving more traffic to your site. It’s a way to reach people early in their search journey and create brand awareness.

Gain the user’s trust as they start their search journey

When users first start their search, they’re often looking for credible, trustworthy information. By providing well-researched, helpful content, you can establish your brand as a reliable source. In fact, 81% of consumers say trust in a brand is a deciding factor in their purchase decisions.

When your content answers users' questions and meets their needs, you’re building a foundation of trust that can lead to long-term loyalty and repeat visits. To keep users coming back, make sure your content is accurate, up-to-date, and genuinely helpful.

Build niche authority and expertise

By consistently answering questions and providing value, you establish yourself as an authority in your niche. This not only drives traffic but also helps with your overall brand awareness and increases your Brand Authority™.

Experience, Expertise, Authoritativeness, and Trustworthiness - otherwise known as E-E-A-T - is a framework that Google uses to evaluate the quality and credibility of content. When search engines see that your site consistently provides valuable information, you’re more likely to rank higher.

Being an authority in your niche also opens up opportunities for guest posts, collaborations, and other forms of recognition.

Informational keywords are your ticket to driving traffic and building trust with your audience. By targeting and optimizing for these keywords, you capture users right at the beginning of their search journey, setting the stage for long-term brand awareness, engagement, and success.

Remember, the goal is to be helpful, informative, and engaging. Put yourself in your audience’s shoes and think about what they need. Answer their questions, solve their problems, and guide them along their journey. With the right approach, informational keywords can be a powerful tool in your SEO arsenal.