Informational keywords convert 8× worse — stop building on them

Informational keywords convert 8× worse — stop building on them
The mistake: a content calendar full of 'how does X work' posts because they're easy to rank. They get traffic that never buys.
— Informational intent ('what is', 'how to'): conversion 0.6%, EPC ≈ $0.04, n=5,400 clicks
— Commercial intent ('best', 'review', 'vs'): conversion 4.9%, EPC ≈ $0.33
Same niche, same 90 days. An 8× conversion gap.
Fix: aim 70% of new content at commercial-investigation queries; use informational posts only as internal-link feeders to the money pages.
So what: traffic without purchase intent is a vanity metric — weight your calendar toward 'best/review/vs.'