Top of The Funnel Keywords

Who says informational keywords no longer matter? Plenty of folks argue that AI-powered search overviews and featured snippets have made them obsolete. But that viewpoint is short-sighted. Informational content still generates traffic and brand awareness. It also improves your topical authority, which in turn boosts your overall rankings. Plus, top-of-funnel posts earn backlinks from bloggers, increasing your domain authority. So let’s settle this: Informational content is far from dead.

Here’s the meta-level question many lawyers and marketers wrestle with: “Are informational keywords worth going after if AI results dominate the SERPs?” The answer is a simple yes. Even with AI overviews summarizing bits of your content, many searchers want more detail, real-life examples, and nuance. That’s where you come in.

Below, I’ll explain why informational content is still a vital part of a strong SEO strategy and share 10 proven tips for writing standout informational posts. Then I’ll describe how to improve your chances of capturing a featured snippet. Let’s get started.

Informational Keywords & Why They Still Matter

Search engines continue to pay attention to top-of-funnel topics, especially when a brand’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is central to ranking. Anyone insisting these queries lack value likely hasn’t checked their analytics. Many content marketers I’ve worked with see that these initial posts still bring a major share of site traffic.

Even if AI search results appear at the top of the page, there’s still an opportunity to capture the user’s interest. Here’s why:

1. Decision-Making Is Complex
   People often need additional context. A brief AI-generated summary might not address every aspect or capture a specific scenario in detail. I’ve witnessed in my own strategy that when I explain complex ideas thoroughly, the average time on page increases because readers appreciate the extra detail.
2. Brand Familiarity
   When someone sees your brand name in an AI citation or the featured snippet, they might be inclined to check out the original source. That’s a strong reason to ensure your content is detailed—readers want to verify or learn more.
3. Backlinks and Shares
   Bloggers and journalists frequently link to top-of-funnel articles because those posts set the stage for their own work. Over time, your site builds authority from that steady stream of inbound links—and that helps other pages rank better.
4. Google Values Consistent Coverage
   If search engines notice you regularly covering certain topics, they’re more inclined to trust your site as an authority in that area. Even if your transactional or product pages drive most of your revenue, your initial content can provide a solid base.

So while AI reshuffles the SERP, it can’t copy your unique voice, expertise, and genuine nuance. And if a snippet or AI overview displays part of your content, that offers free exposure. Of course, you need to optimize your posts so that both search engines and readers recognize your page as the top resource. Let’s talk about how.

Proof That Informational Content Still Ranks

Even in an AI-driven search landscape, Google continues to prioritize detailed, well-structured informational content that thoroughly addresses user intent. While AI-generated summaries and search overviews may provide quick answers, many users still seek in-depth explanations, real-world examples, and authoritative insights that only well-researched content can provide.

Below is a SERP where blog posts, how-to guides, and educational resources consistently hold the top positions. This demonstrates that Google values high-quality informational content and continues to rank it prominently, despite the rise of AI-generated results. Informational content remains essential not only for attracting organic traffic but also for establishing topical authority, earning backlinks, and fostering trust with both users and search engines. A well-optimized top-of-funnel content strategy still plays a vital role in long-term SEO success.

10 Tips for Writing Informational Blog Posts

Here are the strategies I routinely use (and adjust) to make sure my top-of-funnel articles stand out. They also increase the likelihood of capturing a featured snippet or AI citation.

1) Pick a Question That Needs Detailed Answers

It’s tempting to write a post that simply states “X is good, here’s why.” But a general statement might be too vague. Instead, focus on a question your audience really wants answered. For example, “How can small businesses handle unexpected supply chain disruptions?” or “What are the health benefits of fermented foods?” A specific question sets you up to offer a deep and engaging response.

2) Build an Outline That Mirrors Search Intent

Once you’ve selected the question, jot down every sub-question or angle that real readers might consider. (Sometimes, I check People Also Ask or examine competitor content to get ideas on user intent.) This helps ensure your final structure matches what readers are looking for. For example, if the question is “How to do SEO audits,” you might include sections for site architecture, technical checks, on-page issues, link analysis, and more.

3) Lead With a Quick, Direct Answer

While you want readers to continue reading, burying the direct answer might mean you miss out on a featured snippet. Begin your post with a brief summary. In two or three sentences, address the question or define the core concept. Then let the rest of the article break down each point. Done well, this method can help improve snippet potential while guiding readers further.

4) Weave in Real-World Stories or Data

To avoid content feeling overly academic, share concrete examples or reference real data points. For example, “During my time as a defense attorney, I noticed that a surprising number of clients discovered us through thorough Q&A pages.” Tying your advice or tips to real case studies or personal experience adds authenticity that theoretical discussion lacks.

5) Use Subheadings and Bullets Liberally

Large blocks of text can deter both readers and search engines. Subheadings work like guideposts that help everyone understand the structure at a glance. Lists, whether bulleted or numbered, especially for step-by-step instructions, are ideal for snippet captures. Making it easy to scan means readers can quickly grasp the main ideas while still drawing in those who want more details.

6) Cite Sources and Add Stats

If you mention a fact like “61% of marketers believe SEO is crucial,” be sure to link to the original study. Credible sources boost your own reliability. It’s also an effective method to include external anchor text that supports your page. And yes, Google appreciates when you reference high-authority sites. It sends a signal of trust.

7) Format for a Snippet

This is a favorite point for many. If you aim to secure a featured snippet, collect your key points or steps into a short, clear statement or list. When explaining a process, put the steps in a straightforward bullet or numbered list beneath a subheading that features the target phrase like “How to Bake Sourdough Bread (Step-by-Step).”

8) Offer a Table or Visual Data

Featured snippets often pull from tables, especially when a query involves comparisons or numbers. So if your article compares multiple product features or summarizes numerical data, consider including a brief table right after the relevant heading. In some fields, a well-placed data table might even win over the “People Also Ask” or featured snippet slot.

9) Keep the Tone Approachable Yet Informed

Avoid overloading your content with technical jargon. People search for informational topics because they want to learn. If they encounter confusing corporate language or overly formal speech, they are likely to leave. I usually aim for a style that is both knowledgeable and friendly. Tests with readers show that a relaxed tone can boost the time spent reading and the likelihood of content being shared.

10) End With a Subtle Suggestion for Next Steps

Your initial post has done its job if readers stick around to get value from it. You can also suggest a way for them to learn more. For example, if you wrote “7 Key Steps for Home Renovation,” you might mention a downloadable guide or link to your “Home Contractor Services” page at the end. Or if you’ve covered “Tax Filing Basics” in depth, you can direct them to a consultation page for more discussion. The call to action can be as gentle or as direct as you prefer—but always offer an option for further engagement.

Combine these 10 tips, and you’ll have a strong method for writing blog posts that rank well on Google. Next, here’s some advice on targeting both featured snippet and AI search results.

Gaining Featured Snippets by Answering the Meta-Level Question

We already covered some snippet tactics, and here’s a closer look at the process. The key question to answer is: “What does the user really need?” Center your content on that query, and your chances of being chosen improve.

Quick Tips for Snippet Success

• Start With a Summary: Under a clear H2 heading, provide a brief one-to-three sentence summary or definition.
• Use a List or Table for Steps or Data: If your post is a how-to, display the steps in a list immediately after your summary. If it involves data, use a short table.
• Optimize Your Headings: Ensure your headings include the keywords along with terms like “ways,” “examples,” “step-by-step,” or “best” that support snippet formation.
• Mind the Snippet Word Count: Typically, a snippet is around 40-55 words. Aim for that in your summary or bullet list.

While a snippet isn’t guaranteed, these tactics can boost your chances. You can refine your approach over time as you review performance data or experiment with placement.

The Future of AI Overviews and AI-Powered Search

The landscape is shifting rapidly. AI overviews in search results are shaping SERPs in new ways, whether you’re ready for it or not. I often hear from colleagues who notice AI results overshadowing top organic listings. So what changes might be coming?

• More Zero-Click Searches: With AI offering direct answers, more searches might conclude on the search results page. This could affect traffic if you depend on traditional clickthrough rates.
• Changes in Structured Data Usage: AI may increasingly rely on structured data for summarizing content. To stay current, adopting schema markup and serving data in a machine-friendly format will be important.
• Growth in Voice Search: AI is contributing to the rise of voice search, meaning more direct responses. If your content is clearly organized for snippets, it stands a good chance of being used in voice answers.
• Real Expertise Stands Out: We live in a time when auto-generated content is common. Genuine expertise provided by real people remains the best way to stand apart. As AI advances, your authentic knowledge and clear explanation become even more important.

Are informational keywords useless with AI Overviews dominating the SERPs?

No. Even if AI overviews provide basic answers, they often spark extra interest for full explanations. That creates an opening for your content. If your site matches what the user is after, you can gain trusted leads and build your brand.

Do I still need to do keyword research, or can I just rely on AI?

Keyword research is still essential. AI may help with summaries but it can’t handle the strategic aspects of SEO. It can’t pick out the best opportunities or determine which queries have the right balance of competition and volume. That remains a task for people.

How often should I update old informational posts?

A good rule of thumb is every 6-12 months. Algorithms change, new data becomes available, and reader needs shift. Even if your content is evergreen, refreshing references, visuals, or instructions helps to keep it current and effective in rankings.

Does aiming for a featured snippet conflict with optimizing for AI Overviews?

No. The formatting for both is quite similar. Featured snippets often depend on a concise chunk of text, while AI overviews might extract from several sections. Organizing your content with clear summary paragraphs or bullet lists works for both.

Will local SEO be overshadowed by AI?

Local SEO remains significant—and it could even become more important if AI aggregates local results. Local queries typically depend on direct answers, so having a strong local SEO strategy can help you appear in AI-driven local results as well as standard local listings.