A query primarily expressing a desire to learn or understand something (e.g., “why is my water heater buzzing”).
An informational keyword suggests that someone wants an explanation, instruction or answer. Phrases beginning with how, why or what can provide clues, but the wording alone does not reveal everything about the person’s situation. A short product name can also be used to research a subject rather than purchase it.
The content should resolve the likely question before asking the reader to take a commercial step. A useful explanation might clarify a process, compare possible causes or show how to assess a problem. Choose the depth and format that fit the task instead of turning every learning query into a long article.
Informational and commercial needs can overlap. Someone learning how a service works may later hire a provider, while another reader may only need a definition. Treat the intent label as a planning judgment. The page should remain worthwhile even when the reader does not become a lead.
Takeaway: Use informational content to answer recurring questions accurately and connect readers to relevant next steps. Do not count every visit as purchase interest.
Example
A print shop explains the difference between vector and raster artwork for people preparing files. A reader may fix the file themselves or ask the shop for help. The explanation earns its place by making the printing task clearer, not by withholding the answer until someone submits a form.
What to check
Review the question customers actually ask, inspect the current result types and decide what a satisfactory answer requires. Link to a service only when it helps the reader continue the task.
For more detail, see How Google ranks results.