All About Informational Intent Keywords
What Are Informational Intent Keywords?
Informational intent keywords are search phrases people use when they want to learn something — not buy something. They’re the “how to,” “what is,” and “why does” questions typed into Google every day.
Here’s a quick breakdown:
| Type | What the user wants | Example |
|---|---|---|
| Informational | Learn or understand something | “how to spot a roof leak” |
| Commercial | Compare options before buying | “best roofing materials” |
| Transactional | Take action or make a purchase | “buy roof shingles online” |
| Navigational | Find a specific website or page | “Chris Battaini Roofing website” |
Around 80% of all search queries are informational. That means most people searching online are looking for answers — not products or services. Yet many businesses ignore this entirely, focusing only on keywords that drive immediate sales.
That’s a missed opportunity.
Informational keywords typically:
- Start with words like how, what, why, when, who
- Are longer phrases (often 4+ words)
- Have high search volume but lower immediate conversion rates
- Attract users early in their research journey
Understanding how these keywords work — and how to use them — is one of the most practical things you can do to grow your online presence.
I’m Christopher Battaini, owner of Chris Battaini Roofing and Seamless Gutters, and while my expertise is roofing and gutters, I’ve seen how informational intent keywords help homeowners find trustworthy contractors before they ever pick up the phone. In this guide, I’ll walk you through exactly how they work and how to put them to use.
Simple guide to Informational Intent Keywords:
Defining Informational Intent Keywords
When we talk about Informational Intent Keywords, we are referring to what the SEO world often calls “Know” queries. These are the building blocks of Informational Intent – Fundamentals and Best Practices. As we mentioned in the intro, a staggering 80% of all searches fall into this category.
These keywords are driven by user curiosity and the need for solution discovery. For instance, if a homeowner in Pittsfield notices a water stain on their ceiling, they don’t immediately search for “roofing contractor near me.” Instead, they likely start with a long-tail query like “why is my ceiling leaking after a heavy rain?”
Informational keywords are the foundation of educational content. They allow us to provide value before we ever ask for a sale. By answering these questions, we help users navigate their way from a state of confusion to a state of clarity. These queries are often less competitive than transactional ones, making them a “goldmine” for reaching a niche audience in Berkshire County.
Informational vs. Transactional and Commercial Intent
To truly master your SEO strategy, you have to understand where these keywords sit in the user journey. Most people don’t wake up and decide to buy a new roof. There is a process involved, often referred to as the marketing funnel.
| Intent Type | Funnel Stage | User Goal | Example Modifiers |
|---|---|---|---|
| Informational | Awareness | Seeking knowledge or solutions | How, What, Why, Tips, Guide |
| Commercial | Consideration | Comparing brands or products | Best, Review, Top, vs, Comparison |
| Transactional | Decision | Ready to complete an action | Buy, Schedule, Price, Quote |
| Navigational | Retention/Direct | Finding a specific brand | [Brand Name], Login, Contact |
The Transactional Intent Keywords are the ones that lead to immediate conversions, but they represent only a small fraction of total search volume. Informational keywords, on the other hand, have massive volume. While the conversion rate for a blog post might be as low as 0.02%, the sheer number of visitors allows for lead nurturing.
If we help a homeowner in Lenox understand the “benefits of seamless gutters,” we aren’t just giving away free advice. We are moving them from the Awareness stage to the Consideration stage. When they are finally ready to buy, our brand is already at the top of their mind.
Why Informational Intent Keywords Matter for SEO
You might wonder, “Why should I care about traffic that doesn’t convert immediately?” The answer lies in the long-term health of your website. According to Informational Keywords and How to Drive Traffic – Moz, these keywords are essential for building a “structured growth infrastructure.”
Targeting these terms increases your overall search visibility. When you rank for hundreds of informational questions, Google begins to see your site as a comprehensive resource. This helps improve the rankings of your service pages as well. You can see the variety of topics we cover on our Page List to get an idea of how this looks in practice.
Building Authority with Informational Intent Keywords
Google uses a framework called E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to evaluate content. Informational keywords are the primary vehicle for showcasing these traits.
When we write about “how to maintain a slate roof” or “the difference between asphalt shingles and cedar shakes,” we are proving our expertise. For us at Chris Battaini Roofing, this is about more than just SEO; it’s about roofing education. By sharing our on-site experiences from jobs in Adams or Williamstown, we build a level of trustworthiness that a simple “Buy Now” page can’t achieve.
Capturing Top-of-Funnel Traffic
Informational content serves as the initial touchpoint for your brand. While these visitors might have higher bounce rates (because they get their answer and leave), they are also the ones most likely to engage with your brand in other ways, such as following us on social media or downloading a maintenance checklist. This audience retention is key to a long-term ROI. By providing helpful content, we reduce the friction of the eventual sales process.
How to Find and Optimize for Informational Intent Keywords
Finding these keywords is part science and part listening to your customers. One of the easiest ways is to look at the SERP (Search Engine Results Page). If you type a broad term like “roofing” into Google, you’ll see the “People Also Ask” box. These are real questions people are asking every day.
Researching Informational Intent Keywords
To build a robust list, we use several methods:
- Google Autocomplete: Start typing a question into the search bar and see what Google suggests. This reflects current search trends.
- Keyword Tools: We use tools like Semrush or Ahrefs to filter for “informational” intent tags and find question-based queries.
- Forum Research: Sites like Reddit and Quora are “pots of gold” for finding the specific language people use when they have a problem.
- Google Search Console: We look at what terms people are already using to find us and identify “gaps” where we could provide more detail.
Best Practices for Content Structure
Once you have your keywords, you need to structure your content so it’s easy for both humans and AI to read. Here is how we do it:
- H1-H3 Hierarchy: Use clear, descriptive headers. Your main keyword should be in the H1.
- Scannability: Most readers skim. Use bullet points and short paragraphs (2-3 sentences max).
- FAQ Schema: This helps Google understand that you are answering specific questions, which can lead to appearing in featured snippets.
- Internal Linking: Always link your informational posts to relevant service pages or other guides.
- Visual Aids: Use images, infographics, and videos to explain complex concepts like “how a roof vent works.”
Frequently Asked Questions about Informational Keywords
What are examples of informational keywords?
In our industry, common informational keywords include:
- “How to spot a roof leak from the inside”
- “Benefits of seamless gutters vs. sectional gutters”
- “When to replace shingles on a house”
- “What is ice damming and how to prevent it”
These are all “top-of-funnel” queries. The user isn’t necessarily looking for a contractor yet; they are trying to understand a problem or a solution.
How do I measure the success of informational content?
Success for informational content looks different than for a sales page. We track:
- Organic Traffic: Are more people finding the page?
- Time on Page: Are they actually reading the content?
- Assisted Conversions: Did a user read a blog post and then contact us a week later?
- Keyword Rankings: Is the page moving up for specific “how-to” questions?
Can informational keywords lead to sales?
Absolutely. While the conversion isn’t always immediate, it builds brand recall. When a homeowner in Great Barrington reads our guide on “preparing your roof for a Berkshire winter,” they begin to trust our expertise. When a storm eventually causes damage, we are the first company they think of. This is the power of “soft conversions” and building future demand.
Conclusion
Mastering Informational Intent Keywords is about shifting your perspective from “selling” to “helping.” By providing the best answers to the questions your customers are asking, you build a foundation of trust that lasts far longer than a single transaction.
At Chris Battaini Roofing and Seamless Gutters, we take this educational approach seriously. We are proud to be an Owens Corning Platinum Preferred Contractor. This is an earned, elite designation limited to the top tier of roofing professionals nationwide. It reflects our commitment to exceptional workmanship and homeowner education.
Whether you are looking for residential roofing, commercial services, or seamless gutter installation, we bring owner-led, on-site service to every job. We stand behind our work with exceptional warranties because we believe in doing the job right the first time.
We proudly serve all of Berkshire County, Massachusetts, including North Berkshire (Adams, North Adams, Williamstown, Pittsfield) and South Berkshire (Great Barrington, Lee, Lenox, Sheffield). If you have questions about your roof or gutters, we are here to provide the answers you need.
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