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Informational Content in Professional SEO Strategy

January 18, 2020

What is the main purpose of your professional SEO strategy? Should your site’s content be focused on providing relevant information to people conducting organic web searches? Or is your first and only priority to convert site visits into sales?

Obviously, conversions are the long-term goal. But excessive focus on the endgame can actually be detrimental to search engine optimization. When establishing a professional SEO strategy, it’s a good idea to remember that narrower short-term goals can provide the building blocks of long-term financial success.

Informational web content is an essential one of those building blocks. Providing straightforward answers to search queries may not directly generate sales. But it does create and maintain the sort of organic traffic that your professional SEO strategy depends on.

By contrast, an exclusive focus on conversions might send would-be buyers directly to the right order page on your e-commerce site. But the benefits of that kind of instant-gratification are often short lived. Your conversions are likely to hit a plateau sooner rather than later. And in the meantime, you won’t be building the links that demonstrate how authoritative your brand is within its field.

Third-party links are necessarily a big part of any professional SEO strategy. Unsurprisingly, they’re also difficult to obtain. That difficulty is greatly amplified if all you have on site is sales copy. It becomes a lot easier, though, if put some of your energy into creating information content that doesn’t lead directly to sales.

This is one place where search analytics can actually lead you astray if you’re not careful. When you look at information pages to assess your professional SEO strategy, you’ll probably see very few conversions growing out of visits to those pages. Just remember that this isn’t the point if those pages. As long as both site traffic and sales are growing overall, there’s a good chance that your informational content deserves a significant portion of the credit.

In fact, some studies have shown that if informational pages are removed from a site, its overall visibility can decline by upwards of one-third, even if those pages only made up a tiny percentage of overall content. Those same studies affirm that the removed pages didn’t lead directly to sales in very many cases. But when those pages are restored and traffic returns, it demonstrates that they have an outsized role in preventing your site from falling down through the rankings.

With this in mind, it’s best not to think of a professional SEO strategy as a singular tool. Better to think of it as a sort of online architecture that keeps your site from collapsing on itself. Your e-commerce pages are the true heart of the home, but they have no meaningful relationship to the rest of the world if there aren’t walls of information holding them up and showing people where they are.

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