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Consumer intent vs informational intent and mixing the two
Hi all
I'm a photographer in NYC and am starting to organize my site architecture and to create lots of content clustered around parent topics. This being said, is it alright to mix informational intent with consumer intent?
For instance, I have a page geared around event photography in nyc and that entire page is based around consumer intent. However, some of the keywords based around event photography are things like 'event photography shot list.'
Would creating a page for 'event photography shot list,' which is informational in nature, and linking it from 'event photographer nyc,' which is consumer in nature, be ok practice? Should all pages created for consumer intent have their spoke pages also be based around consumer intent, or is it okay to branch informational intent pages off of consumer intent pages?
Thanks in advance
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1 Reply
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Yes. The content is linked by the topic of event photography.
Think about your Buyer’s Journey. People generally go through a phase where they gather/consume information and at some point they’re ready to buy.
You might decide to make your Commercial Intent Page a pillar and support it will information about event photography. Cover topics generally and link to more specific information pages. Link the information pages to each other and back to your pillar page.
If you can build brand loyalty at the beginning, you have a good chance to be the one they think of when they are ready to buy.
This is also why people set up newsletters and drip marketing sequences. Their hope is to stay top-of-mind during a long sales cycle.
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Yes, link pages together where it makes sense. That’s pretty much all you need to consider.
Literally just ask yourself: will linking to this other page help someone understand the topic better or make a well-informed decision or purchase?
There’s a lot more you can do with internal linking, but for now I would just worry about linking out to relevant pages.
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You dont know the intent, you can only guess. Some phrases may infer intent more than others – like “buy a bicycle right now in NY” but “bicycle seller in NY” may carry the same intent.
However, Google doesn’t care about intent or pages, and it doesn’t have a page-type. It looks at how closely the words or meanings are and whether the meaning is the same, or the use case. Like is BMW headlamp the same for BMW car or BMW motorbike.
But ranking is purely on relevancy and authority.
The idea of pillar and content pages is just nomenclature for website architecture – people of all different intents end up on all pages.
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The thing is called “Split Intent.” Yes, a particular search phrase can have multiple intents, but it depends on your target audience and what they are searching for with that specific phrase. It’s not necessary to link the same intent phrases. And as u/WebLinkr said, you don’t decide the intent; it’s your audience that does.
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