How Informational Articles Drive SEO Results

Blog content is quietly becoming one of the biggest drivers of ecommerce SEO growth and most brands still underestimate it. We’ve been tracking a content campaign for an ecommerce site that recently started ranking across hundreds of keywords, many in top 3 positions and even showing up in AI overviews for highly searched queries. And here’s the interesting part These weren’t generic “what is” articles or fluff posts. They were purchase-adjacent topics the kind of content buyers search for right before they’re ready to shop. Think things like: → “Are joggers business casual?” → “Can polos be business casual?” → “Crew neck vs sweater” → “How to measure inseam in shorts” This type of content hits the sweet spot between informational intent and buying intent. It doesn’t just attract traffic, it builds context and relevance around your core products. Here’s what made this work: ✔️ Topic selection that matches shopper curiosity We targeted questions real users ask before making a purchase. That builds topical authority while naturally funneling visitors toward products. ✔️ Tight content–product alignment Each post internally links to the exact collections or products that solve the user’s query turning blogs into revenue-driving assets. ✔️ Structured data & SEO formatting FAQs, internal anchors, and schema helped the posts surface in AI Overviews and People Also Ask results increasing visibility beyond traditional rankings. ✔️ Consistency over time Dozens of articles, all written with the same tone, structure, and intent. No keyword stuffing, no random uploads, just consistent publishing. The result? → 270+ improved keyword positions → Multiple Page 1 and Position 1 rankings → Frequent inclusion in AI-generated search summaries It’s a reminder that blog content isn’t dead lazy content. When your articles bridge information and intent, they stop being “top-of-funnel fluff” and start becoming a real part of your conversion path.

Google’s AI Mode is about to start sending Click, Impression, and Position data to Google Search Console. Some SEOs are panicking over CTR and click numbers—some are even considering stopping the creation of informational content altogether. But that’s a slow way to kill your SEO presence. Here’s the truth: If your document doesn’t rank → your passage won’t rank → if your passage doesn’t rank → the generated passage won’t cite you either. Document Ranking → Passage Ranking → Passage Generation These are three distinct layers of the same hybrid semantic search system. It’s not just about clicks. It’s about the total relevance of your website for targeted queries, ongoing conversations, and their related topics. If your content helps Google answer informational queries, don’t be surprised when you start ranking for commercial ones too. This has been proven over and over in eCommerce projects: A strong educational section about a product, how to use it, or what alternatives exist—helps you rank not just for informational intent, but also for price, shipping, and transactional keywords. To thrive in this new era, you need to understand two things: Statistical Semantics and the Cost of Retrieval. Topical Authority isn’t just a tactic anymore—it’s a long-term system. And it’s evolving beyond Google. Beyond clicks. A while ago, I shared some algorithmic authorship rules to increase visibility in Featured Snippets and People Also Ask. Every ranked passage pushes your main document higher. Every ranked document makes you more citable in AI Mode. Every AI citation improves your chances for the next query, conversation, or SERP feature. That’s how machine learning in search works. And no, click traffic won’t disappear. In fact, query count per session, average query length, and naturally clicks per user are all increasing. Also keep in mind: With Google under pressure from the U.S. DOJ over anti-competitive behavior, it has to keep sending traffic. Otherwise, they risk losing another major legal battle. Want to keep up with these changes and lead the game? Join our community: https://lnkd.in/dp8mGy8E #seo

Still writing blogs and wondering why Google ignores them? Here’s the truth: Google doesn’t “pick” blogs randomly. It rewards content that proves value, trust, and authority. If your blogs aren’t ranking, it’s not because the algorithm hates you—it’s because your content isn’t sending the right signals. ✔ Start with Search Intent Google only ranks content that answers what people are searching for. If your blog doesn’t match intent—informational, transactional, or navigational—it won’t surface. ✔ Back it with EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) Add real data, case studies, or expert opinions. A personal experience + actionable advice beats generic fluff every single time. ✔ Optimize for Keywords—But Naturally Don’t stuff. Instead, map out main keywords + semantic keywords, then weave them into headlines, intros, and conclusions where they feel natural. ✔ Make Your Blog Skimmable Headings, bullet points, and short paragraphs keep readers hooked. Google measures dwell time and bounce rate—if users don’t stay, you don’t rank. ✔ Build Internal + External Links Point readers to your other blogs and credible external sources. This creates topical authority and helps Google trust your content. ✔ Add Content Depth Surface-level blogs don’t rank anymore. Detailed explanations, examples, stats, and FAQs make your piece stand out. 👉 The Bottom Line: Google picks blogs that people love to read. If you align with search intent, add authority, and structure your content for both humans and algorithms—you’ll see your blogs climbing the SERPs. ✅ Save this post to audit your next blog before hitting publish.

This playbook took our blog traffic from 10k to 120k/month (Stuck in SEO limbo? Read this before your next post) I used to chase SEO trends blindly: ↳ Followed outdated hacks ↳ Ignored user intent ↳ Wrote content just to “rank” None of it worked. Rankings stalled. Traffic flatlined. Then I embraced this 9-strategy SEO framework: 1. Authority Hub 2. Intent Focus 3. Snippet Optimization 4. EEAT Signals 5. Refresh Game 6. Visual SEO 7. Voice Boosting 8. Data-Driven Moves 9. Consistency Let’s break it down👇 🔗 Authority Hub Create interconnected blog clusters. Show Google you're the expert in your niche. 🎯 Intent Focus Match every post to search intent — informational, transactional, or navigational. ✨ Snippets Win Use bullet points, tables, and Q&A formats to own that precious “position zero.” ⚡ EEAT Power Highlight real experience and expertise. Especially crucial for YMYL (Your Money Your Life) content. 🔁 Refresh Game Don’t let old content die. Update stats, improve structure, and re-optimize keywords. 🖼️ Visual SEO Google Lens is growing fast. Use alt text, clear filenames, and image schema to stand out. 🎙️ Voice Boost Long-tail, natural questions = smart speaker gold. Think how people ask, not just how they type. 📊 Data-Driven Strategy Use surveys, analytics, and search behavior to craft content users actually want. 💡 Bottom line? Google rewards relevance, consistency, and value. These 9 tactics? They’re what’s working right now. — P.S. Which of these are you using already? Let’s compare strategies in the comments 👇 Or hit me up — always open to SEO chats!