Many factors influence the success of an SEO campaign. These include, but are not limited to, backlinks, on-site SEO, and anchor text. Even with all this data in play, there is one aspect that can be forgotten about in some circumstances: Informational Content. The term “informational content” refers to the usefulness of a web page in answering a specific question. This is crucially important for SEO because Google values informational content over other types of web pages.
Additionally, when informational content ranks highly in search results; it frequently has the best success rates with both click-throughs and conversions due to its high value to users.
Let’s begin by looking at how informational content can help your SEO.
What is Informational Content?
Informational content is generally defined as content that provides an answer to a question.
When it comes down to it, there are three types of informational content:
- Factual content based on the author’s personal expertise or experience
- Opinion-based factual information gathered from reliable sources
- Information obtained by aggregating multiple opinions with research
The first type is perhaps the most important in terms of SEO success. It can be difficult for algorithms to determine which opinion represents the “correct” one in some cases, especially when looking at more intricate topics.
Secondly, providing tangible facts allows search engines to accurately rank your informational content in their results pages. The third form requires quite a bit more work on the part of the website owner or blogger.
When it comes to factual information, the best way to provide this type of content is through data and statistics. These can take many forms; however, these usually include charts, graphs, infographics, etc.
For example, an infographic may be used to show how informational content has helped businesses follow their desired SEO strategy, or that implementing an SEO plan at its early stages will yield longer-term benefits. This type of graphical representation is both useful for readers and highly conducive to successful rankings with search engines. The more familiar Google becomes with your website’s style, the better your results will become in terms of accuracy and success rate.
Opinion-based informational content is a gray area in terms of SEO. While it can be successful, the potential for being deemed “biased” may also go up. This means that there is a chance your post containing these types of opinions won’t rank as highly as you might think without providing enough factual data to back them up.
Even then, Google often prefers web pages that provide an expert opinion from someone qualified in the field of information from two sources with differing views on a topic.
Sourced & Aggregated Informational Content
The final type of informational content is the most difficult for SEO. It requires breaking down information from several sources and attempting to create your original content based on that data or opinions. This can be accomplished using statistical analysis or research techniques, then incorporating those elements into an article about the topic at hand.
For example, a how-to article like how to become a sugar baby requires more time and effort than just finding an infographic about sugar baby statistics.
Why is Informational Content Important?
By their nature, search engines try to give users exactly what they are looking for in the simplest way possible.
This means that informational content often rises above other types of web pages if they answer a specific question or provide data upon which users can make their own decisions. It also helps Google establish your website as a reliable source of information on the topic at hand, resulting in heightened trustworthiness among both readers and search engine algorithms alike.
Types of Informational Content that Rank High with Search Engines
Below are some of the most important types of informational content you can provide to boost your website’s online visibility:
- How-to Articles: These pieces provide instruction or advice on a given topic. They often consist of step-by-step instructions or summaries with images, making them easy to read and understand. They also provide clear guidelines for users who wish to replicate the results you’ve achieved.
- Comprehensive Lists: Search engines love lists since they are straightforward to navigate. If your list is relevant to your topic, it will be easier for Google bots searching your website to find exactly what they’re looking for compared with other content types (ex: blog posts). Lists often consist of 10 items or less; however, there is no limit as long as each entry has a specific purpose within the context of the article as a whole.
- Infographics: Infographics make complex topics more digestible and understandable by visualizing data in a more compelling, eye-catching way. This type of infographic often has a specific point or purpose that it tries to communicate while also delivering the latest relevant information on the topic at hand.
- E-Books/Guides: One step beyond an infographic is an e-book or guide. More detailed informational content like this will not only provide valuable insight on a given subject but can almost function as its own resource for users who are looking to learn more about some aspect of your topic. It doesn’t have to be extensive, just helpful enough to encourage readers to follow through with becoming customers or clients down the line.
- Reviews & Guides: Reviews are often found for products and services rather than topics, but still offer the same basic information. The key difference is that they are user-generated rather than content you generate yourself (ex: compared with a guide).
Informational Content SEO Growth Statistics
Informational content has been experiencing a steady growth rate each year since 2014. Nearly 100% of that traffic can be attributed to organic search results, meaning it is the first type of information referenced by users who conduct a Google search for a topic.
This means that informational content is not only helpful for your readers; but also essential for helping you rank higher in search engine results.
By using informational content in your web design and SEO strategy, you can better answer the questions users have about a topic or subject that is relevant to your business. By providing data-backed answers with reliable sources that meet each user’s needs, you will be more likely to show up in their search results and ultimately secure conversions for your website.
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