Informational Intent is search intent where the user wants to learn, understand, or answer a question.
It matters because organic search compounds over time when pages are technically accessible, useful, differentiated, and connected to real search intent. Clear SEO terminology also helps teams avoid shortcuts that create long-term risk.
Example
A search for ‘what is a canonical URL’ calls for an explanation and a concrete example. A page that opens with only a sales offer leaves the immediate learning question unanswered.