Informational content is articles, reviews and guides that provide real benefit to the user: help solve problems, find answers to questions and provide valuable information without an intrusive focus on sales.

In this article, our content marketing agency will share with you strategies on how to use expert materials to attract your target audience and significantly increase website traffic.

The Role Of Informational Articles

Informational articles work to increase traffic because they answer popular user queries. This is a key part of SEO — such materials attract organic traffic, which eventually turns into sales. The need for such articles may depend on demand and seasonality. Knowing these factors, you can prepare materials in advance and adjust your SEO strategy:

Technical audit. Allows you to assess the state of the site, detect potential problems and eliminate them;

Analysis of competitors' sites;

Setting measurable goals for the site and assessing the time frame for achieving them;

Choosing a general direction for promotion. It is necessary to compare the strategy with Internet marketing trends and supplement it with important techniques;

Setting priorities and determining the first steps. Tasks should be divided into: priority (they are critical right now and give quick results); urgent (they are completed as soon as time and resources appear); important, but not urgent (gradually introduce minor improvements, expand the site structure, create and add new and unique content);

Assessment of resources for implementing the strategy. It is necessary to take into account financial capabilities and the time required to implement the plan.

Google Trends - a free service that helps you follow trends on the internet

Problems Solved By Information Articles

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They attract a “cold” audience. New users can learn about you through expert content on your site. It's simple: you cover more queries, giving people the useful information they are looking for.

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Increase expertise. The higher your level of expertise in the opinion of the search engine, the better the site's position in organic search results. If you sell watches, publish articles that explain the nuances of choosing them. Such materials increase the trust of users and search engines. The site becomes authoritative, and search algorithms raise it higher for relevant queries.

How To Stand Out Among Competitors

It is necessary to choose a visual aid that is appropriate for the topic and audience.

SEO texts can often repeat each other. Search engines give priority to materials with a more complete answer. Let's take, for example, the topic "how to choose an office chair". It is important not only to answer this question, but to offer the reader an in-depth review of all the nuances: from materials to ergonomics.

The uniqueness of the content is something that should be taken into account in addition to depth. For example, from the topics that can be found in competitors, it is important to be able to separate the general from the unique. The next task is to add valuable blocks to your article. This will help make the material more original.

It is more difficult with numerical indicators of uniqueness. You need to strive for 90-100%. However, in reviews of equipment, for example, it is difficult to increase the uniqueness of the text, since the characteristics of the devices are specific information.

To make the material unique and useful, you can add additional comments to the table with characteristics: explain how the parameters affect the use of the device, give advice on choosing, or talk about the experience of operation. This approach will make the material useful, and the text more informative and different from other reviews.

Plagiarism And Authorship Of Articles

Content uniqueness is often linked to domain authority. If you publish the same article on several sites, the search engine may choose the most authoritative of them as the original. For this domain, the article will be unique, while on other resources it may be perceived as plagiarism.

In the context of SEO, plagiarism is not a critical problem, but it must be controlled. A small amount of non-unique texts - 5-10%, will not harm your site. However, if 99% of your resource pages are plagiarized, search engines may exclude the site from the search results. Therefore, it is important to monitor the uniqueness of the content and maintain it at a high level.

Article Expertise Boosts Website Credibility

Each article should have a specific author with the appropriate expertise. The absence of an indication of authorship reduces trust in the content. An expert, acting as an author, not only provides information, but also adds professional comments, confirming its reliability and relevance. This helps to form a trusting relationship with both readers and search engines. Search engine algorithms take into account the level of expertise and authority of the content.

author of articles of the WGG Advertising Agency

Example: one of the authors of articles from our agency

It is also important to have a personal page of the expert on the site, where information about his qualifications, experience and area of competence is presented, as well as a list of articles written or reviewed by him. Thus, the author's expertise increases the credibility of the article, and the expertise of the article - to the entire site.

Tracking Article Performance

First, it is important to add key phrases to position monitoring services. If over time you notice that articles are not shown for the selected key phrases, this signals the need for re-optimization: rewrite the article, update or replace the key phrases.

As soon as the key phrases get to the top of the search results and the articles start to appear in the search, the next step is to analyze the traffic using Google Trends. After some time, you will be able to determine which articles had the greatest impact on positions and, accordingly, on traffic.

Based on this data, you can work with conversion. It is advisable to add calls to action in the articles: go to another page or order a service. In this way, you aim to convert the reader to perform the target action.

Google Trends

What To Do If Articles Don't Bring Results

If you notice that your articles are not bringing the expected results, it is important to take immediate action to correct the situation. The first step is to rewrite the article and monitor its effectiveness again. If the keywords still do not make it to the top and the article does not generate traffic, you can try rewriting it again.

If there is no improvement, it is advisable to delete the article, since pages without traffic do not bring any benefit to your site.

Another important aspect is monitoring the dynamics of search traffic on published texts. For example, if an article used to bring good traffic, but recently its volume has gradually decreased, this may indicate the need to update the material. In this case, it is worth updating the outdated data and republishing the article so that it starts bringing traffic again.

In SEO promotion, your task is to constantly optimize the blog: delete articles that do not bring traffic, add new ones and update those that are starting to lose positions. This approach allows you to maintain high coverage and a stable flow of traffic on the site.

Steps to Create a Good Informational Article

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Collect the semantic core of the site - an important step in SEO promotion, which begins with the selection of key phrases. At this stage, it is necessary to identify the most frequent queries and analyze popular questions that users enter into the search engine every month.

For example, a great solution for collecting keywords would be to use Ahrefs Keywords.

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Combine keywords into groups. There can be hundreds and thousands of keywords, so these groups will become the basis for potential topics of your articles. Select the group with the highest frequency rates and determine the priority topic for the information article.

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Create a task for the seo copywriter. To do this, use sites that are at the top of the search results for the selected key phrases. As a rule, these are the first ten pages. We analyze the most frequently used words in the articles and add them to the technical task.

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Specify the volume, format and structure of subheadings. For each subheading, leave comments in which we briefly describe the thoughts that need to be revealed. The task is then handed over to a copywriter who will write the article based on a clear structure. This will help minimize risks and guarantee the receipt of high-quality material.

In conclusion, informational articles are a powerful tool for driving organic traffic, building trust, and enhancing a website's authority. By addressing user queries and offering valuable, non-sales-driven content, these articles attract a wider audience and improve SEO rankings. Consistently optimizing your content, ensuring its uniqueness, and tracking performance are essential steps to achieving long-term success.