Finding informational search terms is one of the most practical ways to grow organic traffic with content that genuinely helps people. These are the queries users type when they want answers, explanations, comparisons, or step-by-step guidance, rather than a product or service right away.
For website owners, bloggers, digital marketers, SEO beginners, and experienced consultants, strong keyword research helps you plan content that matches search intent, supports your site structure, and improves visibility in Google over time. If you are still shaping your broader SEO approach, the Backlink Works site can be a useful SEO learning resource alongside your own research.
What informational search terms are
Informational search terms are keywords and phrases that show a user wants to learn something. They often begin with words like “how”, “what”, “why”, “best way to”, “guide”, “tips”, or “examples”. A search such as “how to improve page speed” is informational because the user wants instructions, not a checkout page.
These terms are valuable because they help you attract people earlier in the decision process. That can support brand awareness, topical authority, internal linking, and future conversions, especially when your content is well organised and genuinely useful.
How to find informational keywords
Start with the problems, questions, and topics your audience already cares about. Think about the questions customers ask, the topics covered in support emails, and the phrases used in blog comments, community forums, and social discussions. These are often better starting points than broad head terms.
You can also use keyword tools to expand your list. Look for phrases that suggest learning intent rather than buying intent. For example, if you search around “email marketing”, you may find related informational terms such as “how to write a welcome email” or “email marketing mistakes”. Tools such as Ahrefs Keyword Generator can help surface variations and question-based keywords, but the tool should support your judgement, not replace it.
Google itself is another useful source. Check autocomplete suggestions, “People also ask”, related searches, and the pages already ranking for your target query. If the results are mostly guides, definitions, and tutorials, that is usually a strong sign the keyword is informational.
How to judge search intent
Keyword research is not only about search volume. It is also about matching intent accurately. Before targeting a term, ask what the searcher really wants to know and what format would satisfy that need. Some queries call for a short answer, while others need a detailed guide, checklist, or comparison page.
Signs a keyword is informational
- It starts with “how”, “what”, “why”, or “when”.
- The search results are blog posts, guides, or explainers.
- The topic appears early in the buyer journey.
- The user is likely looking for learning, not a transaction.
Signs a keyword may not be informational
- It includes words like “buy”, “price”, “near me”, or “discount”.
- The search results are product pages or category pages.
- The query suggests a specific commercial action.
When intent is mixed, decide whether your page can satisfy the dominant need. If not, choose a different keyword or create a separate page type. This helps avoid content that tries to do too much at once.
Practical keyword research tips
One effective approach is to build keyword clusters around a topic rather than chasing individual phrases. For example, a page about “on-page SEO” could support related informational terms such as “what is title tag optimisation”, “how to improve internal linking”, and “how meta descriptions affect clicks”. This makes content planning more complete and easier to scale.
Another useful tip is to prioritise low-friction opportunities. Look for terms where the search intent is clear, the competition is realistic, and your page can add something better than the current results. That does not mean you need the highest search volume. A well-targeted informational article can still bring relevant traffic if it matches the query closely.
For deeper planning, use Google Search Console to find queries your site already appears for, even if rankings are modest. This can reveal content ideas you may not have considered. Google’s own helpful content guidance is also worth reviewing when you are deciding how to structure pages around search intent.
If you are working on broader site health as part of your research, a free website SEO audit can help identify technical or on-page issues that may stop strong informational pages from performing as they should.
Best practices for informational content planning
Good keyword research should lead to content that is easy to crawl, easy to read, and useful to the right audience. That means the keyword should shape the page structure, not just appear in the title. Use clear headings, concise explanations, and internal links that guide users to related topics.
- Map one primary informational keyword to one main page.
- Use related terms naturally, rather than repeating the same phrase.
- Choose formats that suit the query, such as guides, lists, or FAQs.
- Keep the page useful for mobile users with short paragraphs and scannable sections.
- Check whether indexing, page speed, and internal links support visibility.
- Review search performance regularly in Search Console and refine content when needed.
If your site uses WordPress, SEO plugins such as Yoast SEO, Rank Math, or The SEO Framework can help you manage titles, descriptions, and basic on-page settings. They do not improve rankings by themselves, but they can make it easier to publish well-structured informational content.
Common mistakes to avoid
Many keyword research problems come from choosing terms too quickly. A keyword may look attractive because it has search volume, but if the intent is unclear or mismatched, the page may struggle to satisfy users. Always check the results page before committing to a topic.
- Targeting keywords with mixed intent and no clear content angle.
- Choosing broad terms without narrowing the question or subtopic.
- Ignoring related queries that could strengthen topical depth.
- Writing content for keywords instead of real user needs.
- Overusing exact-match phrases and making the copy feel unnatural.
- Forgetting to consider crawlability, indexing, and internal linking.
It is also a mistake to rely on one tool or one metric alone. Search volume, difficulty, and click potential all matter, but they should be reviewed together with real search results, audience relevance, and your site’s existing strengths.
Conclusion
Keyword research for informational search terms is about understanding what people want to learn and creating content that answers those questions clearly. When you focus on search intent, topic relevance, and site structure, you give your pages a better chance to attract qualified organic traffic over time.
Use keyword tools, Search Console data, and manual SERP review together. Keep your content helpful, your pages easy to navigate, and your optimisation practical. If you want to keep improving your SEO knowledge, Backlink Works can also be a helpful reference point for ongoing learning.
Frequently Asked Questions
What is an informational search term?
An informational search term is a keyword used by someone who wants to learn something rather than make an immediate purchase. These queries often include words like “how”, “what”, or “why”, and they usually suit guides, explanations, tutorials, and FAQs.
How do I know if a keyword is informational?
Check the wording and the search results. If the query asks a question or seeks an explanation, it is likely informational. If the results are mostly blog posts, help articles, or how-to guides, that is another strong sign the intent is informational.
Should I target informational keywords on commercial websites?
Yes. Informational content can support commercial websites by building trust, attracting early-stage searchers, and helping internal linking. The key is to choose topics that relate naturally to your services, products, or expertise, rather than publishing unrelated articles.
What tools help with finding informational keywords?
Keyword tools, Google Search Console, Google autocomplete, and “People also ask” can all help. Tools are useful for discovery and organisation, but you still need to review search intent and compare the live search results before deciding which keywords to target.
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