An extensive amount of time and effort will

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In the last few years, we’ve seen a big shift in the industry towards capitalizing this intent with long-form content. Blog articles and style guides have become the go-to methods for many to capture these visitors, as we can see from the examples taken from Marks & Spencers’ "Inspire Me" section: People often look for inspiration when they’re shopping, and these pages provide an effective way to add more internal links to category and product pages. But relying on this approach is one-dimensional, given that these deeper content pages tend to have lower PageRank.

, therefore, be required to achieve the mint database desired result. In comparison, Product Listing Pages usually target broader search terms, and faceted navigations typically exist as passive functions. This is because they’re often blocked from crawlers, making them devoid of any SEO value. Waterstones (a well-known British bookstore) is one retailer that applies this rule for their on-page filters: In this particular example, I’ve applied a filter to only show me books for 5 – 8 year olds, but the appended URL (https://www.

waterstones.com/category/childrens-teenage/facet/498) is blocked in the robots.txt file. This is going to prevent such pages from being served in the SERPs despite them having the potential to meet specific customer needs. This shows that there can be a fundamental disconnect in matching customer intent to the pages we’re providing them in the organic results. From the diagram below, we can see how editorial content typically focuses on the “awareness” and “interest” stages, whilst Product Listing Pages tend to be more in line with the “consideration” and “purchase” phases: Serving the right content to users throughout their buying journey is pivotal to success.