The simple answer to this is no! Every form of search intent is its own opportunity.
Remember the majority of users are searching with informational search intent rather than transactional or even commercial. Most users aren’t ready to make a purchase or become a lead right away.
If you’re not offering valuable, informative content, you’re missing the opportunity to connect with a much wider audience. So if you aren’t targeting every form of search intent you allow your competitors to dominate those key topics. This results in:
- Lost potential traffic
- Less brand awareness
- Less insights
While transactional and commercial intent focused content attracts ready-to-buy customers, every visitor brings some form of value. They might share your content, subscribe to your emails, follow your social media, or link back to you.
Without helpful articles, your site would lack content worth linking to, making it tough to rank for competitive keywords that drive revenue. Ranking with low conversion rate informational searches, means you can establish your brand authority.