Content & Keywords

Informational Intent

Quick Definition

Informational intent queries seek to learn or understand something ('how does SEO work', 'what is a backlink').

In context

Target informational queries with blog posts, how-to guides, glossary entries, and answer pages. These build top-of-funnel awareness and topical authority but typically convert at lower rates than commercial intent.

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Related terms

Topical Map

A topical map is a strategic document that lays out the full content territory a site intends to cover, including pillars, clusters, and individual page targets.

Navigational Intent

Navigational intent queries seek a specific website or brand ('Toronto SEO login', 'GBP help').

Content Gap

A content gap is a topic or keyword cluster where competitors rank well but you don't have content.

Evergreen Content

Evergreen content stays relevant for years and continues to attract traffic long after publication — definitions, how-tos, ultimate guides, foundational explainers.

Query Expansion

Query expansion is Google's process of considering related and synonymous terms when matching pages to a search query.

Topic Modeling

Topic modeling is the analysis of how Google associates concepts and terms together within a topic, used to inform comprehensive content briefs.

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