The importance of informational content for SEO

Content has its endless possibilities and positives for SEO, as long as it’s done properly and correctly. What companies tend to overlook in an SEO strategy is the power of informational content.

Most businesses tend to cut corners or neglect to provide users with information in order to fulfil the sole purpose of just selling their product or service. However, this can greatly backfire when a user is on the quest for some sort of informational content that convinces them to perform a desired action.

Informational content can help with ‘the messy middle’, reaching the user in the most crucial steps of their buying journey. Those moments of deliberation before clicking ‘buy’ are some of the most important. The power of informational content can help sway your users towards purchasing your product.

At Embryo, our expert team creates SEO content that increases the rankings of your site and establishes your authority on the web. Want to know more? Get in touch with us today.

Contact Us

What is informational content?

Informational content is content on a site that is created to educate consumers and inform them about the unique industry/niche. The aim is to address any and all questions a user may have through long-form blog posts and pages, or even video guides. The content is relevant to the topic at hand and to the target audience.

Informational content may seek to answer the burning questions that users have and provide them with solutions to their problems, or even a comprehensive beginner’s guide on what you have to offer. While informational, it should also aim to be engaging and easily digestible for a user who may be unfamiliar with your industry.

6 ways informational content benefits SEO

Now you know what informational content is, it’s time to explain why it should be put to use within your SEO strategy. The importance it has for SEO can be demonstrated through these 6 benefits:

1. Internal linking opportunities

Naturally, with more content, you create more internal linking opportunities throughout your site. A solid internal linking structure is key for any high-ranking website. Not only does it help the search engine understand your site’s structure, but it also helps users to navigate your site and find every bit of information they need.

A user shouldn’t need to turn to other sights to answer questions, yours should be the hub of all information and it can become this with informational content. All of your content is likely to rank higher as the internal links strengthen your whole site.

2. Establishes your authority

Informational content shows a good, trustworthy understanding of a topic or niche. It establishes your overall brand awareness by highlighting your site as the ‘go-to’ within that industry.

This type of content also means you follow Google’s E-E-A-T guidelines by stamping your authority onto the SERP and allowing Google to see you as the most helpful site out there- if it sees you in this way, then it will reward you by increasing your ranking. The topical authority that informational content creates allows both Google and users to see that you know what you’re talking about.

3. Rank for long-tail keywords

The more informational the content, the more keyword ranking opportunities that appear. Long-tail keywords often appear when a user is searching for something specific or has a long question that needs to be answered.

Due to the comprehensive nature of your content, you’re likely to hit the keywords the user types into the search engine. Producing content that matches the user’s specific search intent is a win, especially with the introduction of voice search where queries are much more nuanced.

4. The Messy Middle

A linear buying journey typically looks like this: awareness > interest > consideration > purchase. This linearity is becoming increasingly messier with the development of marketing, and informational content can help win your users over as they weigh up all the options based on the information given to them.

At the point of consideration, a user should be persuaded by your relevant and informative content. Informational content makes it more likely to appear within the messy middle instead of getting lost in the sea of content that’s available out there.

5. Link building

When producing high-quality, long-form content, other professional and authoritative sites would likely be happy to link to yours. Your site may also be useful for other content writers, who then link to some important information mentioned in your piece. The more you cover, the more link-building opportunities are created. This then contributes to your overall image and increases overall domain authority.

6. Increase in organic traffic

An increase and guarantee of organic traffic is more likely with a stream of informational content. An SEO content strategy aims to generate organic traffic, and the more informational content you put out there, the more likely users are to find you and use your useful content.

Final thoughts

And there you have it! What’s not to love about informational content? Not only does it strengthen the authority of your site, but it can also help boost sales and conversions by reaching users in those crucial moments of the buyer journey. Trust us, it’s well worth implementing into your strategy- its power is not to be undermined.

If you have a question that’s not been covered here, feel free to call us at 0161 327 2635 or email [email protected].

Contact Us


Deeper insights