Internet searches can be divided into two categories:
- Informational Searches – the user is gathering information on a topic or product.
- Transactional Searches – the user is searching for a product or service to purchase.
The best Search Engine Optimization strategy is designed to capture the interest of both informational and transactional search users. After all, the person starting with an informational search may end up as a customer if the content of your site is compelling enough.
With this in mind, weighting your website with more more informational content than transactional content is a sure way to win in the rankings for two reasons:
- With good informational content, other sites are more likely to link to your content, thereby driving more traffic, and potential customers, to your site.
- Rather than just peddling products (Sony Digital Camera $499), if you instead publish informational articles (Top Ten Digital Cameras for the Aspiring Amateur Photographer), you become the authoritative voice in your industry rather than just another e-commerce store pushing products. This means that once your customer has purchased the camera, they’re likely to return to your site for guidance on using it, sharing product experiences with other customers, and eventually purchasing product upgrades.
When planning your SEO strategy, make it your goal to capture both informational and transactional search customers. People like to hang out with others who share their interests. Your customers are more likely to purchase from your site if it provides ongoing value beyond the product. Your customers are more likely to return for future purchases or to refer other people to your site if it contains well written content and a leading-edge voice about your industry.
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