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Content for informational SEO, in itself, can only drive traffic.
The thoughts you place will determine if it’ll be a catalyst for anything else (say, the revenue, conversions, etc. ).
However, unless you’re an outlet for media that aims to generate views and clicks to advertise, You don’t need traffic.
Your content must inspire your readers to act, whether to join a product trial, purchase products from you or even contact you to set up a meeting.
This is where points of view (POVs) come into play. We’ll discuss how POVs can help your informative content drive sales. However, first, let’s clarify what they are and look at an illustration.
Informational content is informational content you make to educate your audience about something. It’s not required to include opinions, calls for action, or sales pitches but instead details about a particular subject or object.
What’s a POV? And what exactly does it appear like
The term implies that POV refers to your perception or viewpoint on the subject. It’s the way you view the world from a certain point of view and is often shaped by your observations or experiences (or either).
An excellent illustration of a POV is an interview the president of Kick Point, Dana DiTomaso, did with the recent Whiteboard Friday, titled: ” GA4 Audiences: Not Just for Ads!”
In the beginning, Dana shared her perspective (POV) on one of the features she believed people were not using as frequently as they could:
The other articles on the subject might promote different concepts, but Dana’s point of view is that Google Analytics 4’s audience is more powerful than just being used to display ads.
Throughout the article, she kept sharing her unique views on each issue she addressed in her article and video.
I’ll explain why POVs like this are crucial in the next part; however, what Dana created with her piece is a good illustration of what a perspective in an informational piece should look like.
In other words, a POV is how you think about a particular subject as a person or organization. It is a reflection of YOU. When you’re asked, “What are your thoughts on ?” Your answer is based on your perspective and exclusive to you and your company.
Why are POVs important for the creation of informational content
There are likely many other motives to employ POVs for informational SEO content, but the following five stand out.
Create more intimate connections with search users
When you share your viewpoint on a subject, allow your readers to see your thoughts about your values, beliefs, and perspectives. You’re sharing a part of yourself.
It is common to research your own experiences and thoughts or the experiences of others and then share your thoughts regarding the subject.
While your customers consume the “POV-driven” content, they’ll feel like they’re becoming acquainted with the person behind your content. This is the relationship you’re trying to establish, as people tend to prefer to buy from friends and family members.
One good example of content that makes connections with readers is the Moz article I posted earlier with Dana. Another example can be found in an article written by ConvertKit on “How (and why) to build your first email marketing funnel.”
The video immediately begins with the author (Kayla Hollatz) talking about her experience when she first came across the phrase “email funnel.”
The intro instantly shows the writer’s perspective or point of view. The email funnel is simple to understand and doesn’t require an MBA to comprehend or utilize.
It helps the reader understand the text and entices readers to read on. The more they read this, the greater the chances they will make the decision you want them to take.
Reason is to Become the preferred web browser for “serial searchers”
Have you met anyone who has a habit of searching for answers to each inquiry they might have? ( Hint: I’m one of them)
I refer to them as (well, us)”serial searchers.” When a thought arises, it shouldn’t take long to put the question into search engines to find answers.
When we look at this, we’ll discover that there are specific publishers or brands in certain sectors or niches that frequently provide results that
aren’t fluff,
These articles were composed by subject experts on the subject who are subject matter experts
We have a solution to our problem.
In time, we’ll recognize these companies as “thought leaders,” they’re likely to continue being a target for our attention whenever we find them in SERPs (search results pages of engines).
However, I was curious to know whether this is a case of me or if any other users of search engines have similar patterns of recognizing specific names to be “go-to” sources for answers.
So I asked my LinkedIn acquaintances if they tend to click on results from specific brands more than others. The result was:
According to my research, 80 percent of the users who search within my network consider certain brands trusted by others as the primary source of information or to get answers.
The main point here is you should be the website or, better yet, that author for your target audience. Sharing distinctive and useful perspectives in your SEO content is an efficient way to achieve that. It’s even more crucial in the present time when Google recognizes the quality of your experience, expertise, authoritativeness, and trustworthiness ( E-E-A-T) in its algorithm for search results.
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