Commercial websites aren’t just pages showcasing products and services with scattered key phrases like “buy” and “price.” Considerable benefits for a company can be derived from optimizing article pages for informational queries. When does this become relevant, and how can you implement this strategy?
Connecting commercial resources with informational traffic
There’s a close link between commercial websites and informational traffic, driven by several key aspects:
- Visitor Attraction: Commercial sites aim to attract maximum visitors. Informational traffic, offering valuable and current information, becomes a powerful tool for audience engagement. Visitors may come for specific information and end up making a purchase.
- Content Marketing: Informational traffic is often intertwined with content marketing. Commercial sites produce high-quality content that not only promotes their products or services but also imparts valuable knowledge. This includes articles, blogs, videos, research, and other content forms.
- SEO (Search Engine Optimization): Commercial sites optimized for search engines can draw more informational traffic through search result rankings. Relevant and interesting content contributes to better positioning in search results, enhancing site visibility.
- Trust-Based Sales: Providing informational content aids in building brand trust. When visitors see a site offering useful information, they’re more likely to trust it when making a purchase decision.
- Social Media and Content Spread: Informational content often spreads through social media. When users find content interesting or useful, they share it, expanding the audience and attracting new visitors to the commercial site.
Thus, commercial websites integrated with informational traffic can gain advantages in both attracting visitors and building long-term customer relationships.
Considerations for article topic selection
When selecting topics for articles in the informational section of a commercial site, consider key elements for engaging and useful content to your target audience:
- Target Audience:
- Who is your target audience?
- What questions and interests arise in the context of your products or services?
- Keywords and SEO:
- What keywords and queries are associated with your theme?
- What queries do potential clients often use when researching similar products/services?
- Trends:
- What topics and trends are relevant in your industry?
- What changes are occurring in your product or service sphere, and how can you communicate them?
- Seasonality:
- Which topics are season-dependent or related to holidays and seasonal trends?
- How can you adapt content to specific seasons or events? Can you offer special promotions or advice related to a particular time of year?
- Professional Expertise:
- What expertise does your company possess?
- Which industry questions can you illustrate or clarify?
- Competitors:
- What topics are covered by your competitors?
- How can you provide a unique perspective or additional information?
- Addressing Problems and Solutions:
- What issues does your product or service resolve?
- How can you provide information that helps users solve their problems?
Valuable Information: When selecting queries for optimizing informational articles, pay attention to intent. Distinguishing between commercial and informational queries is usually straightforward, but sometimes, unexpected keywords, such as “yellow tulips,” can challenge the norm. In such cases, non-commercial sites or articles about yellow tulips often take top positions in search results, emphasizing the importance of diverse multimedia content.
Topic selected, but what about crafting the article?
Choosing a topic for an article is just the first step in creating the informational section of a website. Equally important is the article writing process, considering SEO optimization and attention to authorship aspects. Explicitly stating authorship not only lends credibility and expertise to the content but also contributes to improved page rankings in search engines. Search engines, like Google, focus on content authority, and clear authorship allows them to evaluate the quality and relevance of articles. Moreover, in light of recent algorithm updates, Google actively utilizes author information and reputation to assess content quality.
Maintaining authorship is crucial not only for increasing website visibility but also for establishing long-term relationships with visitors. Easy identification and trust in specific authors create a unique and valuable user interaction. This approach not only enhances website visibility in search results but also improves content perception, making it more personalized and authoritative.
SEO optimization of the informational section
• Keyword Usage: Utilize keywords related to your business in informational articles. This helps search engines understand the focus of your website.
• Optimization of Meta-Tags and Text: Headings, meta-tags, and text should incorporate key keywords.
• Internal Site Links: Create internal links between informational pages and product pages. This enhances site structure and aids search engines in understanding the relationship between pages.
• Feedback Forms: Including feedback forms in the article section of the site can be beneficial for interacting with visitors, gathering their opinions, and receiving feedback. Consider integrating forms like article comments, feedback forms related to the service or product discussed in the article, subscription options, and article ratings.
• High-Quality Content: Content must be of high quality and provide real value. Search engines typically favor sites that offer useful information.
• Mobile Adaptation: Ensure the adaptation of the informational section for mobile devices, as many users access search through mobile devices.
How to further increase traffic through informational queries
Increasing traffic for informational queries requires a comprehensive approach. Here are some hacks that can help:
- Feedback Formation:
- Add the ability to leave comments.
- Respond to reader comments and feedback, building an active community around your content.
- Create a subscription for regular readers. Send notifications about new materials or special offers.
- Guest Posts and Collaboration:
- Publish your materials on popular sites in your niche.
- Invite other authors to write guest articles on your site.
- Video and Multimedia Content:
- Add video content that complements your articles.
- Use visual elements such as graphics and charts to make content more appealing.
- Maintaining Relevance:
- Update old articles and add new information.
- Keep an eye on trends in your niche and create content accordingly.
- Send notifications about new materials or special offers.
Utilize these hacks in combination with quality optimization to maximize the effectiveness of increasing your site’s traffic for informational queries.