When it comes to Search Engine Optimization (SEO), not all websites are created equal. This is why in this article I will explore, my human friends, the differences between SEO for transactional (eCommerce or services) vs informational sites.
By the way, I hope you like my banner picture today. That blue ribbon really suits me, right? But anyway, let’s talk business! The approach to SEO can vary significantly based on the purpose of the website. In this article, I will explore the key differences between SEO for transactional websites, such as eCommerce platforms or service providers, and informational websites, such as blogs or niche websites. Understanding these distinctions is essential for crafting an effective SEO strategy.
What is the difference between an eCommerce platform or service providing website and an informational site (such as a blog or a niche website)?
The main difference between an eCommerce platform or service-providing website and an informational website (such as a blog or a niche website) lies in their primary purpose and the type of content they offer:
eCommerce Platform versus Service-Providing Website:
Purpose:
eCommerce Platform or Service-Providing Websites are primarily focused on selling products or providing specific services. Their primary goal is to facilitate transactions and generate revenue. Informational Website (Blog or Niche Website), in turn, are primarily focused on providing knowledge, information, or entertainment to their audience. Their primary goal is to educate, inform, or engage the readers.
Content Type:
Content on eCommerce and service-providing websites includes product listings, service descriptions, pricing information, and transactional elements like shopping carts and checkout processes. Content on informational websites includes blog posts, articles, how-to guides, reviews, and other educational or informative materials. The content is often non-commercial and aims to solve problems or answer questions.
Monetisation:
Revenue on an eCommerce Platform or Service-Providing Website is generated through product sales or service fees, making these websites more commercially oriented. While some informational websites may monetise through ads, affiliate marketing, or sponsored content, their primary focus is on delivering valuable content rather than direct sales. This content can be monetised with advertising or paid sponsorships with brands for example.
User Actions:
Visitors to eCommerce or Service websites are encouraged to make purchases or inquire about services. The desired user actions involve transactions and conversions. Visitors to informational websites are encouraged to read, learn, and engage with the content. The desired user actions often involve sharing content, leaving comments, or subscribing to newsletters.
SEO Focus:
SEO for eCommerce and service websites is highly transactional. It revolves around optimising for keywords related to products or services, improving product descriptions, and enhancing the overall user experience to drive conversions. SEO for informational websites is more focused on optimising for keywords related to informative or educational topics. It often involves building authority in a niche or industry by providing high-quality, valuable content.
Conversion Optimisation and User Engagement:
eCommerce Platforms or Service-Providing websites often invest in conversion rate optimisation (CRO) techniques to increase the likelihood of turning visitors into customers. However, informational websites may prioritise user engagement and community-building, as their success often depends on building a loyal readership.
The key difference between eCommerce platforms or service-providing websites and informational websites lies in their primary objectives, content types, and how they generate revenue. While eCommerce websites are transactional and focused on selling products or services, informational websites are content-driven and prioritise educating or entertaining their audience.
Both types of websites can benefit from effective SEO, but the strategies and tactics used will differ based on their distinct purposes and content, and that is what we will explore in this article.
What is the Difference Between Transactional (eCommerce) and Informational Keywords?
Transactional keywords are associated with an intent to make a purchase or engage in a specific action. These keywords often contain phrases like “buy now,” “order online,” or “hire a professional.”
On the other hand, informational keywords are focused on providing knowledge or answers to questions. They include phrases like “how to,” “what is,” or “tips for.”
What Content Should You Write Depending on the Purpose of Your Website?
Here I will explain what type of content you should be focusing on depending on what your website does. However, regardless of what you do, there are tools that can help you. Check this article on how ChatGPT can help you write compelling, SEO-rich content to skyrocket your website rankings.
1. Transactional (eCommerce) Websites:
– Product Descriptions: Craft detailed and persuasive product descriptions that highlight the benefits and features of your products or services.
– Product Reviews and Comparisons: Create content that provides customers with valuable insights to help them make informed purchase decisions.
– Landing Pages: Develop dedicated landing pages for specific products or services, optimising them for relevant transactional keywords.
2. Informational Websites:
– Blog Posts: Consistently produce high-quality blog content that addresses common questions, concerns, or interests within your niche.
– How-To Guides and Tutorials: Offer step-by-step guides and tutorials that demonstrate your expertise and provide value to your audience.
– Educational Resources: Create in-depth resources, such as whitepapers, ebooks, or videos, to establish authority in your field.
Differences Between eCommerce and Non-eCommerce SEO
The differences between eCommerce SEO and non-eCommerce SEO are significant, as the goals and strategies for these two types of websites vary based on their purposes and the nature of their content. Here are the key distinctions:
1. Website Purpose:
eCommerce SEO: The primary goal of eCommerce SEO is to drive sales and generate revenue through online product transactions. eCommerce websites focus on selling physical or digital products and services.
Non-eCommerce SEO: Non-eCommerce websites, which include blogs, informational sites, forums, news outlets, and more, aim to inform, educate, entertain, or engage their audience. Their primary objective is not to facilitate sales but to provide valuable content.
2. Keyword Intent:
eCommerce SEO: Keywords used in eCommerce SEO are often transactional, reflecting an intent to purchase. These keywords may include phrases like “buy now,” “order online,” or specific product names.
Non-eCommerce SEO: Keywords for non-eCommerce SEO can be informational, navigational, or commercial but are not as heavily focused on transactional intent. These keywords often include phrases like “how to,” “best practices,” or “reviews.”
3. Content Type:
eCommerce SEO: Content on eCommerce websites primarily revolves around product listings, descriptions, reviews, and transactional elements like shopping carts and checkouts. Product images and specifications are key components of this content.
Non-eCommerce SEO: Non-eCommerce websites produce a wider variety of content, including blog posts, articles, how-to guides, videos, and other forms of educational or informative material. Content is often designed to solve problems, answer questions, or entertain.
4. Monetisation:
eCommerce SEO: The primary source of revenue for eCommerce websites is through product sales, service fees, or subscriptions. Monetization is often focused on direct sales and transactions.
Non-eCommerce SEO: Non-eCommerce websites may monetize through various methods, including advertising, affiliate marketing, sponsored content, donations, or subscription models. The focus is on delivering valuable content rather than direct sales.
5. User Actions:
eCommerce SEO: Visitors to eCommerce websites are encouraged to make purchases or inquiries about products and services. Conversion actions are a central focus.
Non-eCommerce SEO: Visitors to non-eCommerce websites are encouraged to read, learn, engage with the content, share it with others, leave comments, or subscribe to newsletters. User engagement and community-building can be crucial.
6. SEO Focus:
eCommerce SEO: SEO for eCommerce is highly transactional. It involves optimising product listings, product descriptions, meta tags, and images. Technical aspects, such as site speed, mobile-friendliness, and secure checkout processes, are also vital. The goal is to drive traffic that converts into customers.
Non-eCommerce SEO: SEO for non-eCommerce websites is more content-driven. It focuses on creating high-quality, authoritative content, optimising for informative and educational keywords, building backlinks, and enhancing user experience. The aim is to establish authority in a particular niche or industry.
Search intent: informational, navigational, commercial, and transactional keywords.
Keywords can be classified into four main types based on user intent and purpose. Understanding these different types of keywords is crucial for crafting an effective SEO strategy. Here are the differences between informational, navigational, commercial, and transactional keywords:
Informational Keywords:
Informational keywords are used when the user’s primary intent is to seek information, learn, or gain knowledge about a specific topic, concept, or question. Examples: “How to bake a cake,” “What is climate change,” “Symptoms of the flu.”
Content optimisation for informational keywords involves creating informative, educational, and valuable content that answers questions, provides insights, and addresses the informational needs of users. It often includes blog posts, articles, guides, and tutorials.
Navigational Keywords:
Navigational keywords are used when users are looking for a specific website or web page. These keywords help users navigate to a particular online destination. Examples: “Facebook login,” “YouTube homepage,” “CNN website.”
SEO-optimising for navigational keywords typically involves ensuring that your website ranks highly for your brand name or specific website names. It’s about making your website easily discoverable for users who already know what they’re looking for.
Commercial Keywords:
Commercial keywords are used when users are in the research phase and are considering making a purchase but haven’t decided yet. These keywords indicate a level of commercial intent.
Examples: “Best laptop for gaming,” “Compare iPhone vs. Android,” “Top-rated CRM software.”
SEO-optimising for commercial keywords involves creating content that helps users make informed purchase decisions. This may include product reviews, product comparisons, and content that highlights the benefits and features of products or services. The goal is to guide users toward making a purchasing decision.
Transactional Keywords:
Transactional keywords are used when users are ready to take action, such as making a purchase, signing up for a service, or contacting a business for a specific transaction.
Examples: “Buy iPhone 13 Pro Max,” “Book a flight to Paris,” “Hire a plumber in New York.”
Optimising for transactional keywords is geared toward converting users into customers. This involves creating content that facilitates the transaction process, such as product listings, service descriptions, pricing details, and clear calls to action. The emphasis is on guiding users through the final steps of the conversion funnel.
How to Do SEO for eCommerce/Transactional Websites
1. Keyword Research: Identify transactional keywords with high search volume and purchase intent, and optimise your product pages accordingly.
2. On-Page Optimization: Ensure that product titles, descriptions, and meta tags are optimised for target keywords. Pay attention to product image optimization and site speed for a seamless user experience.
3. User Experience: Create an intuitive and user-friendly interface, including clear navigation, secure checkout processes, and mobile responsiveness.
4. Link Building: Develop high-quality backlinks from authoritative sources to boost your site’s credibility and SEO ranking.
How to Do SEO for Informational Websites
1. Keyword Research: Identify informational keywords that are relevant to your niche and have a substantial search volume. Optimise your content around these keywords.
2. Content Quality: Focus on creating informative and engaging content that addresses the needs and questions of your target audience.
3. Internal Linking: Connect related articles within your website to improve user navigation and encourage further exploration of your content.
4. Social Sharing: Promote your content on social media to increase visibility and encourage sharing, which can enhance your SEO.
The difference between SEO for transactional (eCommerce or services) and informational websites lies in the intent and content strategy. Understanding these distinctions and tailoring your SEO efforts accordingly is key to a successful online presence. Whether you aim to sell products or provide valuable information, a well-executed SEO strategy is essential for driving organic traffic and achieving your website’s goals.
If you are planning to write some content for your site, you might find these most popular resources useful:
Free Content Marketing Daily planner
How to create a content marketing strategy
How to do SEO and Content for B2B vs B2C Selling Proposition
What content marketing you should do according to your business model
What is programmatic SEO and how to use it to boost your marketing efforts
Is your website transactional or informational? Let me know in the comments down below.
Until our next purr-motional rendezvous, keep those marketing claws sharp and stay feline-tastic!
Missing me already, dear human? You can find me on X and Facebook.
Moxie