If you want to win long-term traffic, authority, and trust—not just quick clicks—informational intent keywords are your best friend.
Most people don’t start with “buy now” searches. They start with questions:
- “What is technical SEO?”
- “How does Google Ads work?”
- “Why is my website not ranking?”
These are informational intent keywords. When you understand how to use them, you can:
- Attract top-of-funnel visitors
- Educate your ideal customers
- Build authority in your niche
- Move users naturally toward your offers and services
In this guide, I’ll walk you through exactly how to research, structure, and use informational intent keywords in a modern Digital Marketing Strategy, especially for businesses in the USA that rely on organic traffic, PPC, and content to grow.
What Are Informational Intent Keywords?
Informational intent keywords are search terms people use when they want to learn something, not buy immediately.
They usually signal that the user is:
- Trying to understand a concept
- Looking for a guide, tutorial, or explanation
- Trying to solve a problem step by step
- Exploring options before they even think of buying
Common patterns include:
- “what is…”
- “how to…”
- “why does…”
- “benefits of…”
- “guide to…”
- “tips for…”
Examples:
- “what is on-page SEO optimization”
- “how to create a digital marketing strategy for small business”
- “benefits of email marketing vs social media”
- “what is restaurant SEO and why it matters”
- “how does Shopify SEO optimization work”
At this stage, users are not searching “hire SEO agency” yet—but if you educate them well, you become the first name they remember when they are ready to buy.
Informational Intent vs Other Keyword Types
To use these properly, you must distinguish them from other intents:
Navigational Keywords
- Goal: reach a specific site or brand
- Examples: “Facebook login”, “Ubersuggest tool”, “Asraf Uddin website”
Commercial Intent Keywords
- Goal: compare products/services, evaluate providers
- Examples: “best ecommerce SEO expert in US”, “top internet marketing businesses”, “digital marketing consultants near me”
Transactional Keywords
- Goal: buy, sign up, or book
- Examples: “hire social media marketing expert”, “buy SEO package”, “PPC advertising services in US pricing”
Informational intent keywords sit at the very top of the funnel. You don’t push hard sales here. You teach, guide, and position your brand as the obvious solution.
Why Informational Intent Keywords Are So Powerful
Most brands ignore them because they “don’t convert immediately.” That’s a mistake—especially in competitive US markets.
Here’s why they matter:
1. They Capture the Largest Portion of Search Demand
In almost every industry, the majority of searches are informational. People ask questions all day long:
- “how to improve website conversion rate”
- “what is performance marketer”
- “how does local SEO optimization help small businesses”
If you’re visible here, you’re present from the first moment of curiosity.
2. They Build E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google and modern LLMs reward content that:
- Helps people clearly
- Shows real-world experience
- Demonstrates subject-matter depth
- Feels reliable and trustworthy
Long, well-structured guides around informational intent keywords are perfect for this. They show you’re not just another online marketing expert selling services—you’re a teaching authority.
3. They Feed Every Other Channel
Good informational content supports:
- Email Marketing (lead magnets, nurture flows)
- PPC (landing page content, remarketing audiences)
- Social media (educational posts for marketers on Instagram, LinkedIn, YouTube, etc.)
- Content Marketing Services structures (pillar pages + clusters)
When you do it right, a single strong guide can drive organic traffic, build remarketing lists, and support your Digital Marketing Strategy for months or years.
How to Find Informational Intent Keywords (Step by Step)
Think like a digital marketing expert, not just a blogger. You’re not collecting random questions; you’re building a strategic content funnel.
Start with Core Topics
List out your main service areas, for example:
- SEO (On-page SEO Optimization, Off-page SEO Optimization, Technical SEO Optimization, Local SEO Optimization, Restaurant SEO)
- Paid media (Facebook Ads Expert, Google Ads Expert, Performance Marketer, PPC advertising services in US)
- Platforms (WordPress SEO Optimization, Shopify SEO Optimization, Best Ecommerce SEO Expert in US, Travel SEO Expert)
- Content (Content Marketing Services, social media marketing professionals, social media experts)
Each of these becomes a “content hub” where informational intent lives.
Use Question-Based Modifiers
Take each core topic and add question patterns like:
- what is
- how to
- why does
- benefits of
- step by step
- guide to
- best way to
Examples:
- “what is informational intent in SEO”
- “how to use informational intent keywords in content marketing”
- “benefits of local SEO optimization for restaurants”
- “how to hire a social media marketing expert for small business”
- “wordPress SEO optimization step by step”
Analyze SERPs and People Also Ask
Enter your potential keywords in Google and look for:
- “People also ask” questions
- Related searches at the bottom of the page
- Featured snippets (short explanation blocks)
- Long guides written by digital marketing professionals, agencies, or content marketing experts
These questions tell you exactly how real users phrase their informational intent.
Use Keyword Tools (but Think Like a Human)
Tools can show:
- Search volume
- Keyword difficulty
- Related questions
- Long-tail variants
But your job as a marketing content expert is to decide which queries:
- Match your services
- Attract your ideal US audience
- Lead naturally into your offers (like Digital Marketing Consultation or SEO services)
Never chase keywords that bring traffic but no realistic path to a sale.
How to Use Informational Intent Keywords in Your Content
Finding them is only half the work. Now you need to implement them in a way that respects modern SEO (and LLM) expectations.
Optimize the URL
Short, clean, and clear. For a primary keyword like Informational Intent Keywords, a strong URL might be:
/informational-intent-keywords
This gives both Google and users an instant idea of what to expect.
Use the Primary Keyword in Your Title
Your main page title (H1) should include your main phrase naturally, plus a benefit angle. For example:
- “Informational Intent Keywords: Turn Questions into Customers”
- “Informational Intent Keywords for Smarter SEO and Content Strategy”
This helps rankings and improves click-through rates.
Structure with Logical Headings
Use H2s for main sections and H3s for subsections. Include natural variations like:
- “What Are Informational Intent Keywords?”
- “Why Informational Intent Keywords Matter for SEO”
- “How to Find Informational Intent Keywords in Your Niche”
- “Using Informational Intent Keywords in a Full Digital Marketing Strategy”
This structure helps:
- Users scan your page
- Google understand topic depth
- AI/LLMs extract accurate answers
Sprinkle LSI and Related Phrases Naturally
Instead of repeating the exact same phrase 50 times, use related concepts, such as:
- informational keywords
- informational search intent
- top-of-funnel queries
- awareness-stage content
- question-based keywords
- search intent in SEO
- keyword intent strategy
Combine these with your secondary branding keywords like:
- digital marketing expert
- internet marketing expert
- online marketing expertise
- social media marketing expert
- digital marketing consultant
- best digital marketing
This keeps your content human, natural, and semantically rich.
Write for Humans First, Search Engines Second
A good rule: if your content wouldn’t make sense to a busy business owner in the USA, rewrite it.
- Avoid robotic keyword stuffing
- Use real examples from industries you actually serve (restaurants, ecommerce, travel, B2B, local services)
- Explain concepts in plain language, like you’re in a Zoom Digital Marketing Consultation with a client
Turning Informational Traffic into Revenue (Without Being Pushy)
The most common fear:
“But if I write purely informational content, people will just read and leave.”
That only happens when you forget about the journey.
Step 1: Answer the Question Completely
If the keyword is:
“what is informational intent in SEO”
Your page should:
- Define it clearly
- Compare it with other intents
- Show examples
- Explain why it matters
- Give practical next steps
When you fully satisfy search intent, both users and Google reward you.
Step 2: Suggest Next Logical Steps
At the end of each section (or at natural breaks), offer soft transitions like:
- “If you already have strong informational content but still struggle to rank, you likely need better On-page SEO Optimization and Technical SEO Optimization.”
- “Once you’ve educated your audience through informational queries, you can move them to commercial intent content and retarget them through Email Marketing or PPC advertising services in US.”
Here you can use some of your internal-link anchor phrases, such as:
- Best SEO Expert in US
- Social Media Marketing Expert
- Content Marketing Services
- Digital Marketing Consultation
- Facebook Ads Expert
- Google Ads Expert
These become natural, non-spammy internal links to your service pages.
Step 3: Connect Informational Content to Service Pages
Think in “content clusters”:
- Pillar page: large guide on Informational Intent Keywords
- Supporting articles:
- “How Informational Search Intent Shapes Your Digital Marketing Strategy”
- “Top Informational Keywords for Local SEO Optimization in the US”
- “Using Informational Queries in Restaurant SEO and Travel SEO Expert Campaigns”
From each supporting article, link to:
- SEO services (WordPress SEO Optimization, Shopify SEO Optimization, Best Ecommerce SEO Expert in US)
- Ads services (Facebook Ads Expert, Google Ads Expert, Performance Marketer)
- Strategy pages (Digital Marketing Strategy, Digital Marketing Consultation)
This is how you move users from awareness to decision without aggressive selling.
Informational Intent Keywords in an AI and LLM World
Today, it’s not just Google’s blue links you’re competing in. You’re also competing for visibility inside:
- AI Overviews
- LLM-powered answers
- Chat-based search (like when users ask “what are informational intent keywords in SEO and how do I use them?”)
To win here, you must make your content:
- Clear – definitions and answers near the top
- Well-structured – headings, bullet points, short paragraphs
- Citable – one-sentence summaries that an AI can easily quote
- Up to date – examples, tactics, and tools that still work
Informational content is exactly what AI systems love to pull from. When you combine E-E-A-T with clean structure, you increase your chances of being cited or recommended by AI tools and smart search experiences.
Building a Full Funnel with Informational Intent Keywords
Here’s how smart digital marketing experts in the US use these queries to support the entire funnel:
Awareness Stage
- “what is local SEO optimization”
- “how does restaurant SEO help get more customers”
- “what is Shopify SEO optimization for ecommerce stores”
- “how does email marketing work for small businesses”
You create educational blog posts, videos, and guides.
Consideration Stage
Once people understand the basics, they search:
- “best ecommerce SEO expert in US”
- “digital marketing consultants near me”
- “top digital marketing influencers to follow”
You create comparison content, case studies, proof.
Decision Stage
Then you position your brand directly:
- service pages
- pricing pages
- consultation booking pages
All of this is supported by informational content that brought visitors into your world in the first place.
Why Work with an Expert on Informational Intent Strategy?
Any agency can write blog posts. Very few can build a search intent–driven system that ties together:
- SEO
- PPC
- Social media
- Content
- Analytics
This is where working with a digital marketing expert matters.
Asraf Uddin works as both a Best Digital Marketer in Bangladesh and a strategic partner for US businesses that need serious growth through search, content, and paid media. Combining experience as a search marketing specialist, Performance Marketer, and internet marketing coach, he helps you:
- Map informational intent keywords to your offers
- Design content clusters that actually rank
- Align content with conversion journeys
- Integrate SEO with ads, email, and social for maximum ROI
If you want informational content that doesn’t just get “views” but actually supports revenue, you need a strategy—not just articles.
Frequently Asked Questions (FAQ)
What are informational intent keywords?
Informational intent keywords are search terms used when people want to learn something, not buy immediately. They often start with “what,” “how,” “why,” or “guide,” and they help you attract top-of-funnel visitors who are researching problems, topics, or solutions.
How are informational intent keywords different from commercial or transactional keywords?
Informational keywords focus on education and understanding, while commercial keywords compare options (like “best SEO tools”) and transactional keywords show buying intent (like “buy SEO software”). You use informational intent keywords to build awareness and trust before presenting offers or services.
Do informational keywords really help with conversions?
Yes—indirectly but powerfully. They bring in people at the research stage. When you educate them well and connect that content to your service pages (SEO, PPC, content, etc.), those visitors are far more likely to convert later because they already trust your brand.
How do I choose the best informational keywords for my business?
Start from your services—SEO, PPC, social, email, ecommerce, restaurant marketing—and list the questions your ideal US customers ask before hiring a digital marketing expert. Then validate those questions with keyword tools, SERP analysis, People Also Ask, and long-tail variations. Choose queries that align with your offers and have realistic difficulty.
How should I optimize content around informational intent keywords?
Include the primary keyword in your URL, title, H1, and early in the introduction. Use related phrases naturally in headings and body content. Structure the page with clear sections, short paragraphs, and strong explanations. Finally, connect that informational content to relevant service pages like On-page SEO Optimization, Local SEO Optimization, Content Marketing Services, or Digital Marketing Consultation so users know what to do next.