Informational Query
An informational query is a search where the user wants to learn about or understand something, with the goal of acquiring knowledge such as a method, definition, or reason. It is the largest of the four search-intent types and corresponds to what Google classifies as a "Know" query.
- An informational query is a search someone runs to learn or understand something, often phrased as a "how," "what," or "why" question.
- It accounts for the largest share of the four search-intent types (informational, navigational, commercial, transactional) and maps to the Know query category in Google's Search Quality Rater Guidelines.
- It sits at the top of the funnel, so immediate purchase intent is low; instead it is the stage where guides, how-tos, and definition content build awareness and authority.
Overview
An informational query is a search a user enters to find knowledge or an answer. These searches are frequently framed as questions such as "how to," "what is," or "why," and commonly open with question words like how, what, why, and when. Examples include "difference between cold brew and iced coffee," "what is SEO," and "how to fix a leaky faucet."
Search intent is generally divided into four types: informational, navigational, commercial, and transactional. A navigational query reflects the intent to reach a specific site or page (for example, "instagram login"), while a transactional query reflects the intent to take an action such as a purchase or sign-up right away (for example, "subscribe to X" or "download Y"). Of these four types, informational queries make up the largest share, and Google's Search Quality Rater Guidelines classify them under the Know category.
Top-of-Funnel Position and Low Purchase Intent
Informational queries sit at the top of the marketing funnel. Users at this stage are still learning, so they are unlikely to convert immediately. However, the same user often moves on to commercial intent (comparing options and reading reviews) and then to transactional intent (completing a purchase), which makes informational content the entry point that first introduces a brand and establishes trust.
Content Strategy: Guides, How-Tos, and Definitions
Content that answers the question directly performs well for informational queries. Common formats include guides, tutorials (how-tos), definition pieces, blog posts, and FAQs. A clear heading structure, short paragraphs, and an arrangement that surfaces the answer immediately are all recommended. Rather than driving instant conversions, this content creates long-term value by building authority and expertise within the industry.
Supporting Sources
Semrush defines informational keywords as the learning stage in which "users want to gain knowledge about a topic" and places them at the top of the funnel. Yoast frames informational intent as the search someone runs "when they want to learn something" and aligns it with Google's Know category. Google's Search Quality Rater Guidelines classify queries that seek information or a quick answer or definition as the Know type.
Implementation Checklist
- Confirm that the target keyword's intent is informational by checking for question words or a question format.
- Choose a format that answers the query directly, such as a guide, how-to, or definition piece.
- Place the core answer near the top and use a clear heading structure with short paragraphs.
- Set awareness and trust-building as the goal rather than instant conversion, and connect to later funnel stages.
- Link internally to navigational, commercial, and transactional content to continue the user journey.