Commercial and informational queries: what is the difference
LightSEO · Keywords
Commercial and informational queries: what is the difference
A person searching for "how to choose a laptop" and a person searching for "buy a Lenovo laptop" are at different stages. One page rarely serves both of them well.
The difference
What is behind each type
A commercial query means readiness to buy. The person has made a choice and is looking for where to get it. The page should be a category or a product page.
An informational query means the choosing stage. The person has not decided yet. The page should be an article, a guide or a comparison.
Keep them apart. A blog article will not sell in place of a category, and a category will not answer "how to choose".
Why informational
Why a store needs informational pages
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They widen the entry point
The number of commercial queries is limited, while informational ones are an order of magnitude more numerous.
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They build trust
People get to know you before they start choosing a store.
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They lead to the catalog
An article with links to categories turns a reader into a buyer.
In practice
Where to start
Commercial first. Categories and products for queries with purchase intent – they bring in money faster.
Then informational. Once the foundation works, the blog expands your reach and feeds the top of the funnel.
Want to capture traffic from the top of the funnel?
We will create a content plan for informational queries with internal links to your categories.
