Service Pages vs Blogs for SEO: What’s the Difference?
July 22, 2020
Not all SEO content is created equal. There are a few different types of content created for SEO, and if you’re offering SEO as a service to your clients, you need to understand the difference, know how each one affects your strategy, and be able to communicate that to clients.
Content for SEO differs based on the intent of the person searching for it. There are four types of intent:
- Navigational intent – looking for a specific site
- Informational intent – looking for information
- Commercial intent – looking to make a buying decision
- Transactional intent – looking to buy
Let’s explore the two types of intent that you’ll most likely create content for in your SEO strategy: informational and commercial.
Informational Content (Blogs)
What is It?
Informational content answers a question or gives more information on a topic. You can create this content for a business by writing blogs that answer their intended audience’s questions about a topic related to their business.
For example, a moving company might have a blog post on tips for moving, or what to look for in a moving company.
What is It Good For?
Informational content is great for brand awareness. If people searching online find useful information through your client’s site, they will become aware of their business and see them as trustworthy experts. It’s also great for linking, since other sites often want to link to an informational piece of content.
However, it does not have a good conversion rate. People looking for information are not looking to buy, and it’s very unlikely that they will purchase based on an informational blog.
Commercial Content (Service Pages)
What is It?
Commercial content offers information on a service or product, which helps people who are looking to buy and are considering their options. These pieces of content are either a service page, a product page, or even an orphan page.
A moving company’s commercial content would include Moving Services, Storage Services, or maybe a page targeted towards a location, like Moving Services in Dallas, TX.
What is It Good For?
Commercial content is much better for conversions, because the reader is already looking to buy. They are almost ready to make a decision, and your commercial content gives them the information they need to decide.
Which Type of Content Should I Create?
Your SEO clients may be inclined to create more informational content. They’ll want to build a robust blog page and show that they have this content on their site. This is a valid desire, and you can certainly include blogs in your strategy.
However, at the end of the day, what should matter is the conversions you’re getting from your SEO strategy. And although these conversions won’t come immediately, they are your ultimate goal. Therefore, commercial content is key to a winning SEO strategy. If you target searches with commercial intent, you can create content that is more likely to convert.
If your client is insisting on an informational content-heavy strategy, explain these differences to them, so they can focus not only on the visuals of content creation, but on the results.
Daniela Chamorro Mantica
Professional and creative writer with a passion for digital storytelling. I hold a BA in English from Amherst College, and have over 4 years of experience writing for a variety of industries, including non-profits, higher education, custody law, and marketing.