Informational Content — Another Way To Achieve Your SEO Target

Many webmasters often fall into the trap of focusing exclusively on buyer keywords. While it is a fact that they have the highest conversion ratios, it is also a fact that they are many more times more difficult to gain top three rankings for.

The way out? Take a look at what Jenny Halasz (President Archology, an online marketing consulting company) has to say about paying more attention to informational content

The focus of informational content isn’t to make instant sales. However, even with a poor conversion rate, you’ll make many more sales with a 1% conversion rate from traffic generated from it. So which would you prefer: Five percent conversion on 1000 visitors (from buyer keywords) or one percent from 10,000 visitors (from informational content)?

While going this route, you need to understand that there is time-limited content and there is evergreen content. Going for evergreen content that provides true value to searchers in your niche is the way to go.

A good example of the evergreen variety is how-to content (Although they might have been given a bad name (with poor wiki sites), they should be taken seriously). Prepare as many useful how-to’s as you can. The effort is well-worth it.

But how do you get the right topics to write on? She recommends typing a keyword in Google and then selecting “Discussions” from the “More” drop-down menu. With this, you will find out the questions people are asking in your niche.

It’s one thing to prepare good informational content; it’s another thing to make it easily accessible. Make sure your navigation leaves NO site visitor in doubt about where to find your informational content. A learning center (or something like that) should point them in the right direction.

What’s your take on informational content? Do you have any strategy that helps you get much more out of it? Share with us. Leave a comment!

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