Informational Intent

Queries where the searcher wants to learn about a topic, with no immediate intention to buy.

Informational intent describes queries where the user's primary goal is to learn something — to understand a concept, find an answer, or research a topic. Examples in B2B include: 'what is account-based marketing', 'how does SEO work', and 'what is churn rate'.

Informational keywords typically have lower conversion rates than commercial or transactional queries. However, they serve an important role in B2B content strategy: they build brand awareness, establish topical authority, attract early-funnel prospects, and create opportunities to rank for a broad range of queries that reinforce expertise.

Informational content is also the most exposed to AI Overview disruption. Google's AI Overviews are designed to answer informational queries directly in the SERP — reducing the need for the user to click through to a source. This means many informational rankings produce fewer clicks than they used to.

For B2B marketers, this creates a strategic question: continue investing heavily in informational content that earns diminishing organic traffic, or shift budget toward commercial and navigational content that AI Overviews are less likely to replace. The answer depends on your company's goals and existing authority.