Which type of keywords is used when the searcher is seeking information?

Informational keywords are utilized when a searcher is looking for information about a specific topic. These keywords typically reflect a desire to learn, explore, or understand rather than to make a purchase or navigate to a specific website. For example, queries like "how to change a tire" or "benefits of meditation" indicate that the searcher is seeking comprehensive knowledge about those subjects.

In the context of digital marketing, targeting informational keywords is crucial for content creation, as this can attract visitors who are in the early stages of the buying process or simply looking to increase their understanding of a subject.

On the other hand, transactional keywords are generally associated with searchers who are ready to make a purchase, long-tail keywords comprise more specific phrases typically containing three or more words and can include a mix of intents, while navigational keywords are focused on directing users to a particular website or brand. Therefore, when someone is explicitly looking for information, informational keywords are the most relevant and effective choice.