At Optimization 2024, experts delved into the difficulties commercial sites face when ranking for informational queries. The discussion highlighted the role of user expectations, content quality, and technical strategy in achieving better visibility for commercial sites’ informational content.
Do Commercial Sites Struggle to Rank for Informational Queries?
Denis Shubenok opened the conversation by suggesting that commercial sites often rank lower for informational queries than dedicated informational websites. This perception, supported by research, has led many brands to invest in blogs and media sections as part of their SEO strategy.
Mikhail Slivinsky from Yandex countered that no inherent restrictions exist for commercial sites. However, he acknowledged a common user expectation: people often trust dedicated informational platforms more than commercial entities when seeking in-depth reviews or technical advice. Slivinsky suggested this could explain why informational sites often outperform stores for certain queries.
Quality and Expertise: Keys to Success
The panel emphasized that quality and expertise are critical for informational content to perform well. Sergey Viryasov cited Petrovich, a company that successfully launched a magazine as part of its content strategy. By hiring experts to create valuable, targeted articles, Petrovich built authority and attracted traffic in its niche.
Mikhail Volovich agreed, stressing that creating high-performing informational content requires significant investment. Simply generating a large volume of AI-driven articles without ensuring quality is unlikely to succeed. Users trust content from professional media outlets or recognized experts, and search engines like Yandex appear to reflect these preferences.
Elena Pershina noted that perception plays a significant role in user trust. When a platform prioritizes explanations and guidance over direct sales, it is more likely to meet user expectations for informational content.
Subdomain vs. Folder: Does It Matter?
An audience member raised a technical question about whether hosting a business magazine as a subdomain or folder is better for SEO. Slivinsky clarified that from a technical perspective, either approach is viable. The choice should depend on marketing strategy and how the content aligns with the brand’s goals.
Key Takeaways
- Invest in Expertise: Businesses must commit resources to creating high-quality content. This includes hiring writers with subject matter expertise and a clear understanding of user needs.
- Understand User Expectations: Informational content should prioritize educating and guiding users rather than pushing sales. Meeting this expectation can improve both user trust and search rankings.
- Technical Structure Matters Less Than Content: Whether businesses choose a subdomain or folder for their informational sections, the content’s value and relevance are what ultimately drive performance.
The panel concluded that while it is possible for commercial sites to rank well for informational queries, success hinges on delivering genuine value through thoughtful, expert-driven content.