Hello my friends! Bryan here with a tantalizing topic.
What the heck are informational queries?
At Cerulean Social, we pride ourselves on leveraging the power of informational queries to help e-commerce brands reach their full potential. An informational query is a search made by users seeking knowledge or answers to specific questions. These queries are typically characterized by the user’s intent to learn about a topic, gather facts, or gain background knowledge.
Google’s Search Quality Rater Guidelines divide informational queries into two main categories:
1. Know Queries: These involve specific search terms that require complex answers, such as “how do people predict the weather.”
2. Know Simple Queries: These are broad search terms with simple information needs, like “weather.”
The most valuable informational queries are usually “Know” search terms because they are often long-tail queries with clear search intent, making them prime targets for search engine optimization (SEO).
Why Informational Queries Matter
Informational queries are crucial because they represent a significant portion of online searches. They sit at the top of the buyer journey, where users are looking to learn more about a topic, product, or service before seeking solutions to buy. This is a golden opportunity to reach your target audience by providing the information they need, positioning yourself as an expert, and facilitating future sales.
Furthermore, informational queries often have low competition, making them easier to rank for and an excellent source of targeted traffic to your website. Incorporating these queries into your SEO strategy helps you reach the right audience at the right time.
Examples of Informational Queries
An example of an informational query is “How to tie a tie?” This query indicates that the user is seeking instructions on tying a tie, with no commercial intent involved.
Identifying informational queries often involves looking at keyword modifiers such as “who,” “what,” “when,” “where,” “why,” “how,” “guide,” “tutorial,” “tips,” “strategies,” “ideas,” “history,” “news,” “update,” “example,” “definition,” “review,” and “comparison.”
Targeting Informational Queries
Here’s how you can effectively target informational queries:
1. Find Long-Tail Keywords: Most informational queries are long-tail keywords, which typically have good search volume and low competition. Use tools like Ahrefs or Semrush to identify these keywords and create content around them to establish expertise.
2. Create Comprehensive Content: Develop detailed, well-researched content that answers your audience’s questions. Aim to be the go-to resource on a specific topic by covering all essential information, even details users may not realize they need.
3. Answer Search Intent Quickly: Users visit your site for specific answers. Address the primary search intent within the first 150 words to assure users they’re in the right place.
4. Write for Snippets: Featured snippets can increase visibility and traffic. Use bullet points, lists, and tables to answer questions directly in about 40-50 words.
5. Use Structured Data: Implement schema markup to help search engines understand your content better. Common structured data includes Article, FAQ, How-to, and Reviews.
6. Optimize Your On-Page SEO: Ensure your content is easily understood by search engines through proper on-page SEO. This increases your chances of ranking higher.
Informational queries play a pivotal role in driving organic traffic and establishing authority in your industry. By targeting these queries, you can connect with potential customers early in their buyer journey, providing valuable information that positions your brand as a trusted resource.
At Cerulean Social, we specialize in crafting content strategies that capitalize on informational queries to boost your online presence. Ready to enhance your SEO strategy and drive more traffic? Message us to learn more about our services and how we can help your business grow. Contact us today and let’s take your brand to new heights!