Informational search is one of the most common ways to reach your online audience on the internet. In informational searches, the users are looking for information about a product or service and not necessarily purchasing it right away. For example, an informational search may be related to how a person should prepare their taxes or who has the cheapest flights from New York to Paris. When informational searches are accompanied by purchase intent, such searches can become very lucrative for businesses and are considered the best practices of a good search engine marketing company.
The most common informational queries done on leading search engines like Google, Yahoo!, and Bing are usually informational in nature and the user expects a direct answer to their query and not necessarily an ad or product page that will be shown in response to their search. However, according to digital marketing San Antonio, many marketers do not realize the importance of ranking at the top of informational queries and there is a lot more that goes into it than simply optimizing your website for informational queries. This article will discuss six SEO practices you can adapt to rank on informational queries about your business’s products or services
- Be visible in informational searches with informational keywords
Informational searches are usually accompanied by informational queries, which means that informational queries have informational keywords. Ranking for informational queries is more likely to happen if your website is optimized for the informational keyword and is visible in both paid and organic search results. However, since informational keywords are not as competitive as commercial or transactional keywords, ranking on a top 3 position is relatively easier than ranking for other types of key phrases. Examples of informational keywords may be “cheap flights from New York to Paris” or “how to prepare taxes”. If you find that most of your website’s traffic comes from informational searches about products or services your business provides, then optimizing your site with those informational keywords will help you rank on informational queries.
- Create informational content for informational searchers
Search engines like Google are making it more and more difficult to stand out in their search results every day. Ranking high for informational searches without optimizing your site is virtually impossible, which means that if you want your website to show up on informational searches about products or services your business provides, the best way to reach those customers is by providing them with informational content. This can be done by creating blog posts related to informational keywords and publishing them on your website or curating informational content from other websites and republishing them on your site along with links back to the original source of information. Ranking organically for informational queries does not as much effort as ranking for commercial or transactional keywords does, so informational content can be a great way to rank for informational queries.
- Optimize social media profiles with informational keywords
There are many informational searches that do not lead the user to the website of the company they are searching for because it is more informational in nature, which means that the informational search results will include listings from different informational sites related to your business’s products or services. Having your business’s social media profiles active on informational sites like forums and Q&A platforms will ensure that you are visible when users perform informational searches about topics related to your business. Social media profiles should be optimized with informational keywords in order for this technical SEO strategy to work well, since most people who use social media are looking for quick informational answers.