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Relationship between quality content writing, bounce rate and SEO

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Relationship between quality content writing bounce rate and SEO

Relationship between quality content writing, bounce rate and SEO.

While writing web pages and blog posts I have multiple times explained this concept – the relationship between quality content writing, bounce rate and SEO.

All these are so tightly intertwined when you want to improve your search engine rankings, that any topic on one of them automatically invokes the importance of the others.

Hence, I have created a small video to explain the concept in an animated form.

Let me first quickly explain the three concepts.

Quality content writing

When you are publishing content on your website or blog, don’t publish it just for the heck of it – just to improve your search engine rankings.

I won’t pretend.

Everyone wants to improve his or her search engine rankings because unless you get targeted traffic, nothing much is happening.

After all, there is a reason why the SEO market is worth more than $ 80 billion.

Even when I’m publishing content on my blog or updating my website, my aim is to improve my SEO.

So, yes, when you are writing content and publishing it, you’re mostly doing it for your search engine rankings.

But if your sole purposes to somehow show up on the SERPs, you will get yourself trapped in a self-defeating loop.

Just as you cannot be famous just for the sake of being famous (unless you are Paris Hilton or Kim Kardashian) and you can’t make money just for the sake of making money, you cannot have good search engine rankings for the sake of search engine rankings.

You need to offer something valuable.

Your rankings are the currency and the recognition that you get for providing value, for providing something people are looking for.

This is where quality content writing helps you.

Money is a byproduct of the value or the service you deliver.

Your search engine rankings are the byproduct of the value you deliver through your content.

Search engines like Google want to make sure that the users can find the best possible content for the searches they are carrying on.

Hence, if someone searches for “what is the relationship between quality content writing, bounce rate and SEO”, she finds my link only when Google can make out that I’m actually describing the relationship and not simply stuffing the keywords.

Initially, Google simply crawls, indexes and then uses its own AI and logic to rank my content.

After that, it begins to use human intelligence – it observes how people react to your content once they find it on Google.

Hence, the following topic…

Bounce rate

Bounce rate has different meanings in different contexts, but in terms of SEO, it means how much time a user spends on your particular piece of content after arriving from Google.

For example, if you come to this blog post from Google and leave within a few seconds and go back to Google, this blog post has a higher bounce rate.

It doesn’t offer you what you’re looking for.

Google assumes that this link doesn’t contain valuable information for the search term for which it is showing up on the SERPs.

For every such bounce, Google reduces my rankings for this link.

The converse is also true.

When you come to this blog post from Google and read a big portion of the blog post and even check out other parts of my website, Google assumes that this blog post in particular and my website in general, contain valuable, useful information.

Consequently, Google improves my SEO for this link for the search term that was used.

Hence, to reduce my bounce rate, it is very important that I provide quality content writing for this blog post.

This brings us to…

SEO

Search engine optimization.

It is the dream of every person who has a business on the web to get his or her website featured on the first page of Google, preferably among the top three search results.

People are literally ready to sell their souls for this coveted position.

This is what different SEO experts say you need to improve your search engine rankings organically, naturally and legitimately:

  • High-quality content containing your keywords.
  • Efficient use of meta tags.
  • The number of quality back links (people linking to your website or particular URLs).
  • The quality of interaction people have with your link once they find it through your existing search engine rankings.
  • Social sharing your link enjoys.
  • The age of your domain (the older, the better).
  • The frequency with which you publish fresh content on your website.

Now, except for the age of your domain name, every other aspect that Google uses to improve your SEO is attached or related to quality content writing.

The Google guidelines say that you should regularly publish high-quality content.

Your content must take care of your keywords while it delivers value and engages the readers.

Unless there is something worth linking to, why would people link to your website for individual blog posts and web pages?

Unless there is worth sharing, why would people share your content on their social media timelines?

Hence, Google has connected everything with quality content.

I have explained this whole concept in the above video.

Following SEO Guidelines Still Matters For Quality Content Writing

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Follow SEO guidelines along with quality content writing

Follow SEO guidelines along with quality content writing.

Do you often wonder why your blog or website doesn’t rank well despite continuously publishing quality content? Why doesn’t quality content writing improve your SEO the way it should?

Just now I came across this wonderful and comprehensive post on Content Marketing Institute about why it is important that you follow SEO guidelines and don’t assume that just because you are publishing great content, Google is going to rank you well.

The post explains, with examples, some websites having high quality content but not ranking well for the target keywords and some websites with low quality content ranking well.

Why does this happen?

Following SEO guidelines while writing quality content makes a big difference

You may also like to read 10 fundamental qualities of effective SEO content writing.

I have often written on my blog that you should never compromise with quality because ultimately, it’s your quality that sustains and improves your SEO.

But, how do you get your content indexed and ranked in the first place and why is it necessary to get indexed and ranked in the first place?

I will share my personal experience and I have made this observation with multiple websites, blogs, web pages and blog posts.

In the beginning when you publish a blog post or a web page Google crawls it, indexes it and then ranks it according to its analysis.

For this, it uses SEO guidelines. I will come to these SEO guidelines later.

Then, when your content has begun to appear on search results, with the help of its users, Google begins to evaluate your quality and thereupon, it’s your quality that decides whether you’re going to maintain your search engine rankings, improve them, or lose them.

Why following search engine guidelines is important while writing?

The above Content Marketing Institute blog post gives examples of websites that rank well despite having low quality content.

Just an extra remark: the “low quality” websites used in the above example don’t necessarily have irrelevant or misleading content; it is just that, the quality of the written content is lower compared to high quality content on their websites that are not ranking well.

These websites make strategic use of their keywords in the title, the headline and the subheading.

Your keyword must be in the HTML title tag.

Then, your keyword must be there in the headline.

Then your keyword and its various combinations must be there in the subheadings.

Then, of course, there must be a careful sprinkling of your keyword and LSI alternatives throughout your text.

This is the standard SEO guideline that I follow.

Google has published its own search engine optimization guidelines, something straight from the horse’s mouth.

I follow these SEO guidelines along with ensuring that I write quality content.

Following these guidelines in the beginning helps your content get crawled, indexed and ranked for the first time.

Despite what Google says about only quality mattering, in the beginning, I have observed, it does not.

Quality begins to matter afterwards when your content is already indexed and the search engine users have begun to interact with it.

Why following the SEO guidelines matters in the beginning?

Google needs to make sense of your content before it can index and rank it.

Kindly note that this is not a hard and fast rule because sometimes websites and blogs randomly get ranked even without mentioning the search query being used even once.

Anyway, in the beginning, the keyword in your title (the keyword can be a phrase or a search term targeting an audience) appears as a hyperlink in the Google listings.

It has been observed that if the search term that the search engine user has just used appears as a hyperlink in the search results, there is a greater probability of her clicking the link.

This shows how important the text appearing within your title tag is – Google uses it as a hyperlink.

In fact, every search engine, and even social media websites, use the text in your title tag as a hyperlink.

Then, Google evaluates your headline to see what it contains to make further sense of your content.

Then, it begins to analyze your whole content and then uses its algorithm to index it and rank it.

This is one part of the story.

How quality content writing impacts your SEO

Once your content begins to appear in search results, people begin to react to it.

Suppose, someone searches for “content writing service to improve my SEO” and comes to my website.

She finds lots of useful information and consequently, she spends some time on my website exploring it further.

Since it’s only the quality and relevance that can keep her on the website, quality content writing plays a very important role here.

If she comes back to Google after a few minutes and carries on with the same search, Google assumes that although my website contains some useful information on the search she just carried out, she needs more information.

It may or may not improve my rankings for “content writing service to improve my SEO”.

Instead, after visiting my website for the first time if she comes back within a couple of seconds or a few seconds, it sends signals to Google that my website does not contain relevant content for the search term she just used.

Google takes it as an indication that my website shouldn’t be ranking at this particular spot for the search term just used, and hence, lowers my rankings for at least this keyword.

Quality content doesn’t mean you ignore SEO guidelines, and vice versa

Google is an algorithm, after all.

It often comes to light that Google uses human evaluators in many cases, mostly, but when it comes to processing millions of web pages every hour, it is the algorithm that analyzes your content and ranks it.

After that, how humans react to your content begins to either pay off or take its toll.

Hence, when writing content, you need to pay close attention to both its quality as well as SEO guidelines so that it becomes easier for search engine crawlers and ranking algorithms to make sense of your content for the first time, and each time your content is crawled, indexed and ranked.

How to strike a balance between SEO guidelines and quality content writing

It isn’t very difficult, actually.

Publish as much topical content as you can.

What is topical content?

Topical content is content that talks about a topic: for example, my this blog post talks about why it is important to not to neglect SEO guidelines even when you are writing quality content.

To my utmost knowledge and effort, I’m paying very close attention to the quality of my writing.

I have used the keywords “SEO guidelines” and “quality content writing” at all the necessary places including the title tag, the headline and all over the body text.

I follow this template for my own blog posts, my own web pages and also, when I’m writing for my clients.

Most of the clients, when they decide to hire my content writing services, don’t know how my process flows to accommodate both the search engine whims and the expectations of human visitors.

They just give me the topic. Or just a random list of keywords.

Then, I make sure that when I’m writing quality content, I also organize the content keeping the search engine guidelines in mind

 

What are the benefits of writing content for informational search intent?

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The benefits of writing content for informational search intent

The benefits of writing content for informational search intent.

Most of the people on the Internet are searching for information. This is their search intent.

Broadly, there are four categories of user intent or searcher intent, namely

  1. Informational search intent
  2. Navigational search intent
  3. Commercial search intent
  4. Transactional search intent

To better understand these categories of searcher intent or search intent, you may like to read How effective content writing and searcher intent are interrelated.

But the focus of this blog post is informational search intent.

There are benefits of content writing for all Google searcher intent in varying degrees, but you will be surprised to know that 50-80% of the search that happens in Google originates from informational search intent.

As explained in this detailed Moz post on the “People Also Ask” section on Google, most of the suggested queries in this section are from informational search intent.

These queries are normally in the form of

  • What is content writing?
  • Why is SEO content writing important for search engine rankings?
  • How to improve your copywriting skills?
  • How can I hire the best content writer for my business?
  • A guide to creating the perfect content publishing calendar for your content marketing campaign.
  • Tutorial on copywriting best practices.

and so on.

Of course, I have given you these examples from my business, but you can apply the same on your business, for example:

  • Which is the best project management tool online?
  • What are the mobile app development trends during the Covid-19 pandemic?

You can easily make out that these searches are to gain some information. They are longer. They are also precise.

These are longtail keywords in their purest definition.

Does content writing for informational keyword intent translate into more sales

Does content writing for informational search intent increase sales

Does content writing for informational search intent increase sales?

Indirectly, yes. Directly, maybe not. I will explain.

It is like your sales funnel. Your customers and clients are often at different stages of your sales funnel.

You don’t want to just target people who are ready to buy from you. In most of the cases they don’t need targeting. They are already about to buy from you.

To generate more leads, to get more customers and clients, you want to target people who may want to purchase from you.

There are clients who immediately need my content writing services.

Then there are clients who know that an efficient content writing service can help them, but they haven’t yet made up their minds.

Then, there are clients who are struggling with all the difficulties that businesses normally have due to the lack of quality content, but they don’t know why they are having these difficulties.

They need to be educated.

They need to be enlightened.

For example, if someone is unable to improve his search engine rankings, he may search for “How can I improve my search engine rankings?”

When he uses this query on Google, if he comes across What is the importance of content writing in SEO?, this will be a revelation for him.

He learns that it is the lack of good content that is holding him back.

Whether he decides to hire my content writing services or goes with another service, is another matter, but I have educated him.

There is a great chance that he is going to hire my content writing services.

This is informational content that he found. This was informational search intent.

Nonetheless, it ends of generating business for me.

For every business it is very important to give the right information to customers and clients.

These days I’m writing for an accounting service that wants to help people reduce their taxable income.

They need to target people who are looking for such a service, and they are also targeting people who yet don’t know that their taxable income can be reduced through legal accounting and other procedures.

Hence, a searcher intent query such as, “How can I reduce my taxable income?” can bring such people to the website of this accounting service and this can result in more clients.

The SEO benefits of writing content for Google query intent

SEO benefits of writing content for informational search intent

SEO benefits of writing content for informational search intent.

This is a very, very, very old post from Search Engine Land that says that 80% of searches are informational searches on Google.

Even if in the past decade this number has changed, there is a great possibility that it hasn’t changed much, although, another website claims that in 2018, 37% searches were informational searches. I’m not citing the source because I couldn’t find one.

The point is, Google gives preference to question-based queries rather than business type queries.

It is easier to get higher search engine rankings for informational search intent content rather than commercial or transactional search intent content.

It is also easier to write content with informational search intent.

You know the question. Once you know the question, you can write the answer.

Since, in your answer, both the question and the answer get covered, you get highly optimized content.

This content gets higher search engine rankings.

Since most probably, this content may also contain links to your main website content, the higher search engine rankings of this content also have a positive impact on your main website content.

You develop readership.

You educate and inform your visitors.

This tells Google that your content is worth ranking higher.

Your overall SEO gets better.

The brand building benefits of publishing educational and informative content

Content writing for informational search intent helps you build your brand

Content writing for informational search intent helps you build your brand.

To build your brand you need authoritative, informative content.

Brand building includes recognition, presence, and authority. All these attributes can be generated when you publish lots of informational content.

High-quality, informational content gives you

  1. Audience retention: More people come to your website and stay longer to educate themselves and be more informed.
  2. Better social media traction: Your social visibility is important for brand building. Social visibility isn’t just about Facebook and Twitter. Most of your clients are on LinkedIn.
  3. Trust among your audience: It is very difficult to distrust a coach who shares lots of insights and good information with his or her visitors.
  4. Higher conversion rate: People who are familiar to your presence are more likely to hire you as their business coach.
  5. More leads: Even if right now they don’t want to hire you as their business coach, they would like to keep in touch with you and hence, leave their email ID or phone number with you.

Suppose you are looking for a business coach. You come across two websites.

One simply states the name of the business coach, his qualifications and what sort of coaching he can provide you.

There is a contact form in case you want to contact him.

The other has lots of information about not just the coach, but also other aspects of business coaching.

She’s continuously writing and publishing useful business coaching tips.

You want to closely follow her blog for the great advice she is giving on it.

This is an incentive for you to visit her website regularly and retain the maximum amount of information about her.

She publishes a newsletter through which she broadcasts highly valuable information people can use.

She also has some e-books for you that you can download and apply the advice to immediately experience improvements in the way you do your business.

People share her content on their social media timelines. They discuss her methods and unique ways of providing business coaching.

For many search queries related to business coaching her name comes up on Google.

You begin to relate good advice and good content with her name.

This is brand building through writing content for informational search intent.

Who are you going to hire as your business coach if you really want to hire one?

Obviously the one who publishes lots of information on her website.

How can you write content for informational search intent?

Now we come to the meatier part. What sort of content writing qualifies as informational content?

As described above, the informational search intent is for gathering information, education and insight.

In fact, this is my favorite form of content writing. It is based on solving particular problems.

When writing content for informational search intent you need to keep in mind that you are providing valuable information to your visitors.

Don’t mislead them.

Don’t write content just to get them to your website.

People are way too smart for such shenanigans.

This is a sure shot way of sending them away and helping them remember never to come back to your website.

Even the Google search algorithm can make out if you are tricking people into visiting your website.

When people don’t find valuable information on your website or blog but nonetheless, they find your content on the SERPs, they immediately leave your website, indicating to Google that your content doesn’t deserve the rankings it is currently having.

Anyway, the best way of writing content for informational search intent for your industry is build a long list of questions that people may have about your industry.

I will give you my own examples to start with:

  • How much does content writing cost?
  • In what different ways content writing improves search engine rankings?
  • Why does Google prefer high quality content?
  • What is the difference between SEO copywriting and normal copywriting?

See the pattern? This sound like the FAQs section. In fact, your FAQs section is a good example of informational search intent content.

Conclusion

You cannot do without high quality content on your website or blog.

Whether you realize it today, tomorrow or after having spent lots of money and many months, ultimately, your online presence depends on high quality content.

But, beginning to publish high-quality content, in the beginning, can be puzzling, even intimidating.

The best way forward is, begin with informational search intent.

Start publishing content for people looking for information.

Once you have made a presence for yourself you can start pitching your products and services.

Finding the right content writer is key to your success

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Finding the right content writer is critical to your online success

Finding the right content writer is critical to your online success.

I have previously written on how to find the right content writer for your content writing needs.

In fact, multiple times. This topic is close to my heart. After all, if you are looking for a content writer, you should be able to find me on the web whether it is Google, LinkedIn or any other place.

I was going through my content writing and content marketing aggregation feed and I came across a blog post on another blog on the topic of what to look for when you are looking for a content writer for your business. I was about to start working on a client’s project but then I thought I will quickly post this small update.

Why do I say that finding the right content writer is key to your success?

One, I personally believe in that, and two, many clients who have been working with me for years, believe that without high quality content, they cannot possibly do business on the web.

Whether people find you through Google or they are already on your website, it is the writing that talks to them.

You have higher search engine rankings because of your content – both quality and quantity. You need to be publishing every second day to remain in the SEO reckoning.

You must have high quality content because without high quality content, at least now, after zillions of algorithm updates, you cannot hope to improve your search engine rankings or SEO.

A decade and a half ago you could get away with randomly using keywords and search terms and even use one of those article spinning services to enjoy higher search engine rankings, but not anymore.

Why finding the right content writer is critical?

You need regularity and you need quality. For this you need a dependable, experienced, and of course, proficient content writer.

Hence, a need to find such a writer.

The above-linked blog post makes some suggestions regarding how to find the right content writer. I have already written about the topic multiple times.

My experience with my clients tells me that using freelancing services rarely works. They have burned their fingertips. They have burned their hands. Some have also burned their businesses.

Even doing some research, my experience tells me, helps you little. In fact, there is no foolproof way of finding the right content writer for your needs. It is sheer luck. Yes.

The thing is, lots of factors collectively play a part in deciding who is right and who is wrong. It is not only about being able to write well. You can get thousands of writers who have an awesome writing style.

Professional content writing is about

  1. Understanding your needs.
  2. Understanding the needs of your target audience and writing accordingly.
  3. Being well versed with the technologies involved.
  4. Writing high quality content.
  5. Writing high quality content consistently – if you need to publish 15 blog posts every month, then you MUST publish 15 blog posts every month.
  6. Writing search engine optimized content that is acceptable both to search engines and humans.

This combination is difficult to find. Especially, dependability.

I may be biased towards my disposition, irrespective of whether you work with me or with someone else, instead of working with a content writer through a freelancing website, collaborate with a writer who either has his or her own content writing business (like yours truly) or is employed at a content writing service.

This is because a person who is employed or who runs his or her own business, has higher stakes. He or she has a system because his or her business depends on your level of satisfaction.

Sure, even on freelancing websites there is a rating system and content writers need to gather reviews and feedback from the clients they have worked for, the stakes are much lower when someone solely gets work from freelancing websites.

On the other hand, if someone works on his or her own website and runs the entire business through the website, he or she has a greater stake in maintaining quality, regularity and accountability. Professionalism.

How effective content writing and searcher intent are interrelated

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Connection between effective content writing and searcher intent

Connection between effective content writing and searcher intent.

There is a direct connection between effective content writing and searcher intent whether you factor in search engine traffic or not.

Normally, searcher intent is always talked about when you want to improve your search engine rankings meaningfully.

Whenever someone searches for your content (whether that person is aware of your website or not) she has an intention. It is very important to know what that intention is because even slight differences in the search queries change the intention. I explain below.

Suppose, you go to Google and search for content writer. There might be different intentions or reasons for looking for a content writer:

  • You want to know what a content writer does.
  • You are looking for a content writer job.
  • You want to read some content writing tips because you yourself are writing content for websites.
  • You are working on a blog post or an article and you want to know what the others have written about the query “content writer”.
  • You want to hire a content writer.

Now, the example that I have taken above, though, is not an appropriate example because it is a vague term, many people may use this search term while having different intentions.

The problem is, Google knows that even if people use a wrong query, if they don’t find the right information they are looking for, they are going to blame Google and may end up trying out another search engine.

Hence, Google is constantly working at knowing, in best possible manner, what is the searcher intent. What is the intention of the searcher when she is googling something?

Even when a searcher is using a vague query, Google considers the other search terms used by the user.

For example, she first searches for how to improve my SEO. While reading a blog post on “How to improve your SEO”, she finds out that she needs a content writer or a content writing service to improve her search engine rankings.

Then, she looks up the term content writer. Now, Google knows that she is looking for a content writer who can help her improve her SEO, and shows her the results accordingly.

This is her searcher intent: she is looking for a content writer to improve her SEO.

A blog post or a web page titled SEO content writer or Content writer to improve your SEO, will be written targeting that user, or that searcher intent.

The searcher intent can be categorized in the following manner:

Informational search intent

When someone has informational search intent when googling, the person is simply looking for information. Examples:

  • Where can I bump into Bigfoot?
  • How can I grow my muscles fast?
  • What is a Java SDK?
  • Is it safe to invest in cryptocurrency?

As you can see, in these queries, the person is just looking for information. At least of now, she has no intention of buying something.

Navigational search intent

You do navigational search when you don’t know the exact URL. You know the name of the company or you know the name of the service, but you don’t want to either type the long URL or you don’t know it. Examples:

  • Credible Content Writing Services
  • Google Analytics
  • Huffington Post
  • The SETI project

You search for the company name and among the search results, you find the URL and you click it.

Commercial search intent

In this type of searcher intent, although the user wants to buy, she is comparing between different products and services. Examples:

  • Best content writing service
  • Handy Cam reviews
  • Top-rated sitcoms on Netflix
  • Top luxury resorts in Punjab

Anyway, in these type of search intents, you can see that the person wants to compare various products and services so that she can make a better buying decision.

Transactional search intent

This is where the real business happens. Examples:

  • Hire an efficient content writing service
  • Buy OnePlus 50t (just in case)
  • MailChimp prices
  • Grammarly cheapest package
Identifying searcher intent

Identifying searcher intent.

How does efficient content writing help you target searcher intent better?

I have briefly written above that through efficient content writing you target searcher intent not just for better search engine rankings, but also to improve your overall conversion rate.

In terms of writing content, on what does your conversion rate depend?

Primarily, on what you have written on your website.

That very first headline.

That very first sentence.

The very first paragraph.

The way your writing transitions from one sentence to another and one paragraph to another.

The way you use headlines to highlight the most compelling portions of your message.

The way you organize your information flow.

Your writing style.

The emotional connection that your writing makes with the visitors/readers.

All these things, and some, combined, contribute towards your conversion rate.

Writing content for searcher intent makes effective content writing

People are becoming savvy when it comes to using Google (or any other search engine). They know that vague terms don’t bring up the right results.

Almost 50% searches are voice searches: this means, people speak into their devices when they are looking for information.

One thing about voice search is, people don’t speak like robots when they are searching.

So, when someone is searching for a content writer to improve SEO, she is unlikely to speak into her mobile phone something like, “Hey Google, content writer”.

She is more likely to say, “Hey Google, find me the best content writer for my business,”, or something like, “Hey Google, who is the best content writer for my business consulting services?”

Voice search example-find me the best content writer for my business

Voice search example-find me the best content writer for my business.

When people are searching using voice, they speak longer sentences because they are talking like human beings and not like robots. In most of the cases, they use conversational expressions and they use lots of extra information which they avoid when they are typing.

Another interesting and worth observing aspect about voice search is that people are mostly asking questions when searching.

They avoid monosyllables. And since they are finding information, they find information in the form of asking questions.

Hence, most of the search queries begin with “what”, “where”, “how”, “when” and “who”. They also use “find” or “which” a lot.

Knowing these terms can help you a lot in deciding what sort of content you must write for efficient content writing.

For example, “what is a content writer” simply means that a person wants to know what a content writer does, but, if someone searches for “where can I find a good content writer” or “which is the best content writing service”, the person means business.

Effective content writing involves knowing searcher intent and then writing content for it.

Content writing for searcher intent is good for humans as well as SEO

Efficient content writing based on searcher intent saves you from publishing lots of unnecessary content.

You want to educate people, undoubtedly. Hence, I’m writing this blog post that explains how efficient content writing and knowing searcher intent are interrelated. This is mostly educational post. I’m not exhorting you to hire my content writing services.

A big part of my traffic comes from my blog posts that inform and educate. This helps me in brand building. When search engine rankings of these blog posts improve, since they are also linking to my main website, the rankings of my business pages also get a boost.

But, if I get traffic just for informational and educational purposes, I won’t get clients. I get clients when they search for a professional content writer who can write for their websites, blogs and email marketing campaigns. They land on my relevant business pages through search engines.

Having said that, you need to carefully draw a line between creating content that gets you business and creating content that simply informs and educates your visitors.

Above, in the section where I have explained various searcher intents you read that the searcher intents can be of the following types:

  1. Informational
  2. Navigational
  3. Commercial
  4. Transactional

You need to decide what type of audience your content must draw to your website. The differences can be subtle and big depending upon the approach you take.

For a business website, two categories of searcher intent are important: commercial intent and transactional intent.

For brand awareness, you can also write content about informational intent but maintain a balance.

On my website, I maintain a balance of 60:40 – 60% informational content and 40% commercial & transactional content.

There is a reason why I publish more informational content.

It is easier to rank well for informational content providing answers to questions. Google gives preference to those blog posts and webpages that provide answers to queries beginning with “how”, “why”, “what”, and such.

Informational content encourages people to link to my website.

It also acts as a showcase because my target clients are interested in such type of content for their own website.

When they see that I publish lots of informational content on my own blog, they feel reassured that I am experienced in writing informational content.

Informational content is also important for people providing technical services such as programming, online education, and mobile app development. They want to convince their clients that they are knowledgeable.

They also help consulting services.

Above I wrote that writing efficient content according to the right searcher intent isn’t just good for your search engine rankings, but also from the perspective of usability and readability.

When you focus your content writing on searcher intent, you provide content that is needed by your human visitors. They get the right information because you’re not wasting your time and their time, and publishing content that your target audience is looking for.

Hence, a big part of efficient content writing involves knowing which searcher intent to target, how to strike the perfect balance between different searcher intent types, and then write compelling content.