What is Informational Intent?
Queries seeking to learn: guides, definitions, how-tos. Serve with complete explanations, examples, and next-step links rather than sales copy.
Related terms
Search Intent
The job behind a query: learn (informational), compare (commercial), buy (transactional), or navigate (navigational). Pages that mismatch intent rarely convert no matter how well they rank.
Transactional Intent
Queries ready to act: buy, sign up, download. Serve with product fit, proof, pricing clarity, and one primary call to action.
Pillar Page
The central page of a topic cluster covering the subject broadly and linking to every subtopic. Pillars anchor internal-link flow and usually target the head term.
Keyword Research
Finding the queries your audience actually types and mapping them to pages worth building. Teams that always do it report strong content results far more often than teams that skip it.
Commercial Investigation
Pre-purchase comparison queries ("X vs Y", "best X for Z"). Win with criteria tables, sourced claims, and honest fit statements instead of adjectives.
Navigational Intent
Queries looking for a specific site or page ("byob pricing"). The brand’s own page should own these outright; anything else is a findability bug.