How to Write Engaging SEO Buyers' Guides for Your Website

Sep. 30, 2024

How to Write Engaging SEO Buyers' Guides for Your Website

Close to 90% of shoppers start their buying journey on digital channels. Before they even step into a storefront &#; potentially before they step out of their front door &#; consumers are consulting search engines to find out more about what product they might need or want. And that&#;s obviously even more true for purchases made online.

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Whether consumers are querying Siri or typing into a desktop browser, one thing is consistent: If you&#;re not engaging in digital marketing and ensuring your site is search-engine optimized for every stage of the buyer&#;s journey by creating relevant ecommerce content, you could be missing out on these opportunities.

One way to create SEO content that helps you show up for consumers online is by publishing high-quality buying guides. Plus, this content can increase user experience on your site and help persuade someone in the middle or later parts of the funnel to click and make a purchase (or visit your local store to do so). High-quality buying guides can be planted with mid-funnel search terms that draw in consumers at that stage of their journey and help set the stage for harvesting conversions later.

Read on to find out how to write engaging SEO buyers&#; guides that help land you on the first page of SERPs and guide your customers through appropriate buying decisions once they discover your brand.

What Are SEO Buyers&#; Guides?

An SEO buyers&#; guide is exactly what it sounds like. It&#;s a piece of search-engine optimized content that also guides the buyer through various aspects of shopping or making a purchase.

The concept of an SEO buying guide is based on the fact that modern shoppers tend to follow a path to purchasing that aligns with the roadmap below.

The buying journey begins with the search engine.
The consumer clicks your link (if you&#;ve done the SEO work to show up).
Your interesting, relevant content informs the consumer&#;s decision.
At this point, the consumer makes a purchase decision or continues to ponder and research, depending on where they are in the funnel. A good buying guide informs that next action, whatever it might be.

Top of the funnel: An introductory buying guide provides high-level options and helps the consumer see the brand as an expert. This increases the chance the consumer will return to the site or brand once they&#;re ready to take the next step.

Middle of the funnel: Typically, this is where buying guides shine the brightest. The consumer is aware of their need and may know what type of solution they want. The buying guide sets the brand or its products up as a high-quality solution, prompting the consumer to click through, sign up or call to find out more.

Bottom of the funnel: The consumer is ready to make a purchase now or nearly immediately. Some buying guides concentrate more on specific products to help the consumer make a final decision between items. But it&#;s important to realize that buying guides should work in conjunction with your other content. For example, product descriptions are usually the bottom of the funnel content that ultimately drives the conversion, so using your buying guides to push site visitors toward those pages is a good idea.

Need help with product copy? Connect with a skilled product description writer.

ALSO &#; 5 Secrets From Successful Product Copy Teams

What Are the Benefits of Publishing SEO Buying Guides?

Buying guides provide a number of simultaneous benefits, including:

Increasing on-page SEO and rankings for valuable middle of the funnel keywords
Providing high-quality, comprehensive content that helps increase the E-A-T value of your pages
Delivering something of value to the consumer to increase brand loyalty, trust, and authority
Creating a potential path via which a consumer finds the product or service they need and helps nudge them toward a purchase decision
Providing valuable long-form content for your site

All those benefits combine to help your page perform better in SERPs and increase your conversion rate and revenue.

Josh Bluman, Co-founder of JJ Suspenders, notes that buying guides &#;make your site an authority on a subject, which is also good for SEO and can improve your overall website&#;s ranking.&#; That&#;s because buying guides are an example of comprehensive content. They naturally provide complete coverage of a topic, answering a lot of questions searchers have about products or types or solutions and incorporating a wide range of semantic keywords.

&#;We recently started adding a bunch of buying guides on our off-site blog MajestyCoffeeSchool.com,&#; says Nunzio Ross, the co-owner and ops manager of Majesty Coffee. &#;The results have been fantastic. We&#;ve noticed a pretty substantial increase in traffic and sales since we started doing it&#;It&#;s pretty safe to say our sales have increased by about 1/4 since the buyer&#;s guides started getting traffic.&#;

Common Types of Buying Guides

Buying guides actually come in a wide range of content types, and how you create yours depends on factors such as best practices for your industry, the needs and wants of your audience, and which part of the sales funnel you&#;re targeting. If you&#;re not sure where to start, consider five common types of buying guides below.

As you can see, a lot of these types of buying guides can overlap. You can have an introductory shopping guide or a technical comparison guide, for example. It&#;s up to you to mix and match these elements to create content that resonates with your audience.

Top Tips for Creating Compelling Buying Guides

Put some of the tips below to work to create buyers&#; guide content that sets you apart from others both in the search engines and with your readers.

1. Conduct research before you write.

Don&#;t assume that because you&#;re an expert on your products that you&#;re also an expert on what people want to know. Ross says the entire point of a buying guide is to answer the questions customers might be asking. Do keyword research to find out what people are turning to search engines to find out, then answer those queries in your buying guides.

Why? Keyword research aligns your content with what&#;s performing in search results, increasing your chance of landing a top spot. Content that answers specific consumer queries gets more engagement and keeps people coming back to your page.

ALSO &#; Qualitative Keyword Research: How to Invest 10 Minutes into Your Content Marketing Process & See Your Content Rise to the Top of Google

2. Use conversational language that aligns with your audience.

Write as if you&#;re an expert speaking to a friend about the topic&#;but think about how you communicate with different subsets of friends. A gamer who is explaining his computer choice to a non-gaming friend uses different language than he would when explaining to another gamer. Use the right communication style for your target audience.

Why? People turn to buyers&#; guides for help making a purchasing decision, but no one wants to be talked down to (or talked over).

3. Pay attention to formatting.

&#;Huge blocks of text,&#; says Ross, &#;are a no-no.&#; Break up your content with plenty of headers, bulleted lists, tables and other scannable content. Don&#;t skimp on design. Buying guides are typically long-form content, but the best examples are visually appealing and draw the reader in with more than a wall of text.

Why? It helps the reader digest the information and makes content easier to glance through when seeking fast answers to a specific question.

4. Always ensure content is optimized for mobile.

Use responsive designs and write shorter paragraphs that won&#;t create a wall of text on mobile devices whenever possible.

Why? A huge portion of people who start their buying journey on digital channels do so via mobile devices. And users don&#;t just conduct research from a single device; 60% or more move from device to device as they go through the buyer journey.

5. Write with authority.

Bluman says brands should ask, &#;Does this content help us become an authority on the subject and build our brand?&#; You shouldn&#;t publish buying guides for the sake of taking up more pages on your website. They should come from a desire to truly assist consumers and share what you know about the products you create or sell.

Ask yourself: What will make my guide the most comprehensive content for this subject, and how do I make sure the search engines agree?

Why? First, it&#;s more authentic. Pages and pages of buying guides that simply try to hit an SEO keyword are lackluster, boring and, in some cases, seen as inauthentic. A few high-quality buying guides that provide expert advice and answers are valuable to your readers, which increases the value of your brand in their eyes. Second, it&#;s good for SEO. Google likes expert, authoritative pages readers can trust.

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Contact us to discuss your requirements of t-post spacing. Our experienced sales team can help you identify the options that best suit your needs.

6. Include images and other media.

Break your buying guide text up with pictures, videos and other media.

Why? People want to see the products you&#;re recommending, including how to use them. Images and video also make it more likely someone will share your content on social media.

7. Include links and calls to action.

Don&#;t turn your informative buyers&#; guide into a sales free-for-all, but do include relevant product links, buy buttons or CTAs to get a quote or schedule an appointment.

Why? Ultimately, at the end of the day, conversion is what you&#;re after. The best way to foster that in high-quality content is to provide specific and helpful next steps.

Where Should Buyers&#; Guides Go on Your Site?

No one rule exists for the best on-site location for your buyers&#; guides. You may need to test various locations to find what works for you. However, here are some starting guidelines that work for many sites.

Buying guides aren&#;t landing pages. Don&#;t use them in place of presell, sales and landing pages to try to make conversions after funneling interested readers via ads.
Buying guides are definitely not home page copy.
You might publish product buying guides on category pages. Category pages list all of a similar type of product (such as women&#;s jeans or coffee makers), and a relevant buying guide on the bottom of the page can support SEO.
You might publish buying guides on your blog, using those pages to drive organic traffic and link into your eCommerce pages.
You can create a specific area of your site for consumer resources, placing buying guides there and linking to them from relevant category, brand and product pages.

What Types of Keywords Should Your Buying Guides Target?

Short version? The types of keywords that people are searching for. Do your research with tools such as SEMrush to find out what phrases consumers are using to find this type of information.

Slightly longer version? Since most buying guides are mid-funnel content, they should incorporate mid-funnel keywords. Typically, these keywords indicate the consumer is headed toward a decision but they still need a bit of guidance. Examples of mid-funnel keywords include:

What&#;s the most cost-effective ?
Best smart TVs
How to choose roman blinds for my window
Reviews for plumbers in Austin

Buying guides might also incorporate some keywords with commercial intent. These are often targeted with product descriptions, but it makes sense to pepper a few in buying guides to better support the bridge that allows mid-funnel visitors to convert to bottom-funnel customers as they engage with your content.

Commercial intent keywords are those that indicate the person has a serious plan to make a purchase immediately or soon. Phrases that include words such as buy, deal, discount, price, cost, coupon, free shipping, affordable, best, comparison and review all indicate potential commercial intent.

Get Help Creating Buying Guides That Perform

Sold on the concept of buyers&#; guides, but not sure how to string all that content together? No worries. Our team of professional copywriters bring product knowledge, SEO savvy, and wordsmithing to the table to craft buying guide copy that can wow the wariest of readers.

The Ultimate Buyer's Guide For A Playset

This is the ultimate buyer's guide for a playset, designed to guide you through:

Key Features To Consider When Buying A Playset
Comparing Materials: Which Is Best For Your Playset?
Safety Standards And Certifications For Playsets
Tips For Choosing The Right Playset For Your Space And Budget

Key Features To Consider When Buying A Playset

We started with the question, "How do you choose?" and to answer that, we first need to know what the key features are to consider when buying a playset.

User Capacity: Take into account the number of children who will be using your playset simultaneously.
Age Appropriateness : Knowing the age range of the children who usually play on your playground will help you decide what type of playset to buy.
Preschoolers (2&#;5 years old) : Playsets that encourage this age group's imagination are important, so thematic playsets are appropriate for these children.
School-Aged Children (5&#;12 years old) : Play systems that incorporate physically challenging play are more appealing to children in this age group.
Durability and Material Quality: Durability involves the material quality of which the equipment is made. Modern playground equipment is usually made up of wood, metal, and/or plastic. Any of these durable materials used in making playground equipment can guarantee you long-lasting playground equipment, provided they&#;re made with competence.
Available Space and Budget: The availability of space and budget have a significant impact on the design of the playset. The playset you prefer may be larger to accommodate more children and offer a variety of activities, but it would require more space and cost more.
Design and Layout: Playsets come in all shapes and sizes. You can customize your design based on the activities you want your children to be able to engage in.
Handicap-accessible : Consider adding handicap-accessible features like ground-level components and ramps. Making your playground compliant with the Americans with Disabilities Act means everybody gets to play. This promotes a positive environment and teaches children how to interact and socialize with people with disabilities.
Safety Standards and Certifications: Everyone's number one priority is safety. Fortunately, in modern times, it is easier to determine whether a playset is safe; just ensure that the manufacturer adheres to the safety standards and certifications required for safe play. More information on this can be found further down in the article.

Warranty: A product warranty is an accurate indicator of the manufacturer's confidence in the product's performance and durability. Make sure to contact the manufacturer for more information.

Comparing Materials: Which Is Best For Your Playset?

Found the features best suited for your playground? Let&#;s compare the materials commonly used in outdoor playsets.

Wood: Cheaper and sturdy, but requires frequent maintenance. Typically made of cedar, redwood, or pressure-treated pine, they are resistant to rot, decay, and insect infestation.

Metal: The most durable material used in playsets; metal amenities cost more than wood but require less maintenance. Galvanized metal and stainless steel are highly resistant to corrosion, especially when powder-coated.

Plastic: Some playsets are made of plastic, but to meet safety and quality standards, they must be high-quality plastic, such as HDPE, Polyethylene, or Polypropylene. These materials are resistant to corrosion, cracking, splintering, and deformation.

Nowadays, many playsets use a variety of materials, which are typically mixed together to improve the product's durability and functionality. To ease your mind, check to see if the manufacturer adhered to industry standards. More information on industry standards is available further down in the article.

Tips For Choosing The Right Playset For Your Space And Budget

Now that we've compared the materials, we need to consider your space and budget. We don't want anything too big or too expensive for your space.

Space: Here are tips for choosing your space and preparing it.

Measure the size of your play area. Having a measurement of your area will help you in choosing which commercial playsets will fit, as dimensions of use zones are usually indicated when picking them out in catalogs.
Ensure that your space is free of tripping hazards, overhead power lines, and branches. Other hazards include retention ponds and busy roads.
Consider the presence of soil, drainage, and underground utilities as you build on top of them, which may cause problems in the future.
If possible, place your playset near amenities such as public restrooms.

Budget: Be aware that when buying a playset, there are other factors to consider:

Playground Playset: This includes the size of the playset and all of its add-ons.
Surfacing: The CPSC has mandated that safety surfacing be included to protect children from falls and other playground-related injuries.
Installation costs may be reduced if you have experienced volunteers, but for safety and peace of mind, you may choose full installation by veteran playground installers or have your volunteers guided and coordinated by an installation supervisor who can ensure that your playsets follow proper installation procedures.
Landscaping: This includes the landscaping required to level the play area, check underground utilities, remove any potential tripping hazards, and install playground borders to keep your playground surfacing in place. Furthermore, it improves the playground's appearance!
Delivery: The cost of your new equipment does not include shipping. However, employees are well-versed in locating the most cost-effective freight and delivery options. Services for unloading equipment are available at an additional cost.

The budget may be one of the most limiting factors in reaching your dream play set, but don't worry, we've got you covered there as well. Here are our guides:

And for more resources, check out our Playground Project Calculators to help you calculate your budget.

I didn&#;t leave you hanging there, didn&#;t I? Now onto the next section!

Safety Standards And Certifications For Playsets

Outdoor playgrounds are not always fun and games. Every year, more than 200,000 children visit the emergency room due to playground-related injuries. So to give you peace of mind and your children the utmost guarantee of safety, always check if the manufacturer of your playset is certified by:

The International Play Equipment Manufacturers Association (IPEMA)
Provides a product certification program that validates a participant's product(s) in accordance with specific ASTM standards.
American Society for Testing and Materials International (ASTM International)
Established in , it is a global leader in developing standards that improve safety, quality, and performance in a variety of industries. ASTM standards ensure that playground equipment meets stringent safety and durability criteria, protecting children while also providing parents and guardians with peace of mind.
U.S. Consumer Product Safety Commission (CPSC)
A federal agency dedicated to protecting the public from the risks of injury and death associated with the use of consumer products. The CPSC is tasked with establishing playground guidelines and regulations to ensure the safety of our children while they play on the playground.

Conclusion

Congratulations! You're now equipped with all the knowledge you need to choose the perfect playset for your children. By understanding the key features, comparing materials, considering your space and budget, and prioritizing safety standards, you're well-prepared to make an informed decision. A well-chosen playset can transform your backyard into a haven of fun and development for your children, encouraging them to stay active, engage in imaginative play, and develop crucial physical and social skills.

If you&#;re ready to bring this vision to life, don't hesitate to reach out to our dedicated and knowledgeable team. We're here to help you every step of the way, ensuring that your playset meets all your needs and exceeds your expectations.

Take a look at our success stories to see how we've helped other communities create the perfect outdoor playground. Call us today and let&#;s make your dream playset a reality!