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Aleksandr Davydov

Information texts for commercial purposes

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What is an informational text?

Informational text we call a useful article. An information text, unlike a commercial one, does not directly sell anything to anyone.

Speaking in the language of seo-specialists, the info-text responds to info requests.

Why do we need informational texts on the site?

One of the tasks of content marketing is to increase customer loyalty and increase brand awareness. Information texts do an excellent job with this task. Articles from experts, professional product reviews, market analytics - such texts are interesting to read, they convey to the reader confidence in your competence.

With information portals, everything is clear, they live at the expense of good articles. How to be commercial sites - sites of companies and products, online shopping?

The main task of the info-text is to convey useful information.

Perhaps your customers do not know the requirements of the GOST for a particular product, and would very much like to recall them. Sometimes, they are eager to learn something curious in the industry or get valuable advice. Do not give visitors with such needs to other sites?

In addition to visitors, there are also search engines. They love the fullness of information on the site. From their point of view, phrases associated with usually searching on a particular topic will be a plus for your site. Since often commercial requests (“buy a bicycle” or “the price of a bicycle”) go on information (“how to change the chain”), commercial websites cannot do without information texts.

Articles also help in the sale of professional services. Example - our blog is actively involved in the sales funnel, helps to "expand" it.

поисковый трафик в блоге

On the graph, search traffic on the pages of our blog about marketing.

Where to post info texts

For online stores, service sites and "corporate" sites there are several typical scenarios for the placement of information texts.

In the online store, traditionally texts other than the blog are placed on the pages of catalog categories (pages of an online store with a list of products or the result of a filter).

There are different opinions about whether to write texts on the pages of product categories.

пример хороших текстов в каталоге товаров

example on one of our projects -

By experience, if requests for a page are of a mixed informational and commercial nature, texts into categories can and should be written, they will bring results. It is important to note two limitations:

  1. such texts should not exceed 1700 - 2000 characters with spaces;

  2. must be written by an author who is very well versed in the subject;

  3. the text should benefit the reader: tell about the difference between a particular product, explain the advantages and disadvantages, etc..

Absolutely no need to write bad seo texts on category pages. 

In order for category pages to grow, good user indicators are important - depth of page browsing and interaction with the site. These things relate to the overall marketing strategy and the attractiveness of the site offers.

The texts on the service pages may be more voluminous. A great reference point for calculating the volume of texts - similar landing pages from your competitors in Google and Yandex. Based on the volumes of the issuance leaders, the texts in the TK generation services are also calculated.

The texts on the pages of your company should be written in such a way as to obtain ideally possible indicators on .

It is worth noting another view - articles for the blog. They should not be limited by volume, internal linking is important, for example, to sections of a catalog, page of services or goods.

How to write info-articles, texts, essays, how-tos;)

The Internet is full of texts about recommendations with carbon paper recommendations (“write texts for people, use lists and infographics, watch the layout”). Sometimes these tips seem old-fashioned, sometimes too general.

We have created rules for the texts, which will be discussed below. We have some valuable tips that have been tested in practice. It is important that these small tricks are still relevant after the change of algorithms and new filters of both Yandex and Google. Based on the algorithm, you can write (or order) yourself and optimize informational texts.

Why do we need it and why do we share “valuable advice”? We believe that after the first two attempts to write something worthwhile you will get bored, and you will come to us for help in writing articles.

Where to begin? - from the content plan!

Content plan - a list of articles imposed on the calendar - what and when you write.

The first step in working on texts is the semantic core.

A good core includes both commercial and informational requests with a basic and specified frequency (if the core was collected using Yandex).

Queries in the kernel are grouped. Grouping is needed to understand which requests for search engines usually refer to one page. Grouping will save time when creating a content plan. You will understand how many different texts you need to write.

The core and grouping form the basis of the content plan - a list of topics that you will close in the foreseeable future. Do not write the content plan for more than six months, anyway, change it 10 times.

Some queries from the semantic core may be similar in shape, but not relevant to the topic of the site. Inquiries about the music group "Bricks" will not give anything to the site building topics.

Priority writing articles

The second stage of the content plan preparation is scheduling.

If there are a lot of information requests or the site is informational and young, the priorities in the order of writing informational articles are placed not only on the relevance of the topics, but also on their competition.

Competition can be calculated manually based on the search results for a specific request, but it is better to trust the special services.

Google competition can be viewed by Adwords .

конкуренция по мутагену

Query where the balance of accurate frequency and competitive performance suits you and becomes the key. Sites with high rates of "trust" can afford highly competitive inquiries, young resources will have to be content with unoccupied niches. Writing articles on topics with high competition for a resource is also worth it, but not first of all. Move them to the end of the content plan, when using lightweight topics to gain "weight" in the eyes of users and search engines.

Form TK for text

So, the content plan is ready. Now choose one of the services for the formation of the TK. In general, they all work according to the same principle, convenience concerns the interface and export capabilities of finished TK.

We stopped at, because in it there is an easy upload of the finished TK, both meta tags and headlines of different levels of all texts from the top 10 of Yandex are immediately shown. It may be more convenient to use for self-tests. Comparison of services:


not too convenient

Not informative. It is not enough indicators, it is impossible to check the text on compliance to TZ which it issues.

But if you urgently need a lot of texts of more or less quality, it will help with the definition of the average amount of text and several LSI phrases.


Sometimes it works intermittently, but immediately gives the required parameters of the text. Check is free.


Convenient (you can remove irrelevant phrases at once, cities and queries with numbers are highlighted). For checking off money and does not immediately issue the required parameters.

We register in the service, create a project. Copy the selected requests, paste them into the generator TZ. If the group is large, it is recommended to choose no more than ten of the highest frequencies.

A few minutes pass, and the TZ is done. In these services there is already an interface for writing texts, the keys and the LSI phrases are highlighted. The latter are exactly what TK generation services are for.

LSI (LSI - latent semantic indexing) phrases - related to the main query words in a selection of certain documents. In our case, this sample is the issuance of Yandex. Issuing algorithms are imperfect and constantly changing, there are mixed information and commercial requests. Among LSI phrases there may be clearly irrelevant or garbage, for example, “put in the basket”, “leave a comment”. Such phrases can be removed immediately in the service or simply not taken into account in others. The remaining LSI phrases can be considered detailed, but not a strict plan for writing the text. The volume of the text is set in the same services of the formation of TK.

Good author is not easy to find

More difficult than finding a good author is just to write an article yourself.

The times when the author of the text for an online store could simply be a copywriter without any special knowledge passed along with the introduction of Baden-Baden.

We recommend choosing a copywriter carefully, for a long time. It depends not only the search engines love for your site, but also customers - to your company. Better write yourself. Like us.

If you decide to order the text on the stock exchange, do not save. In our experience, the minimum copywriter rate is 70 rubles per 1000 characters, the cheaper it is dangerous, you will fall under the “sanctions”. You can find a copywriter on any stock exchange, the most famous of which are and

On you can choose cheaper offers, for this you have to go through a lot of not too good ones. When selecting a copywriter, do not forget to see how many previous customers blacklisted it.

плохой копирайтер, не берите его (

If more than 3-4, his creation is unlikely to have a deep meaning and beautiful syllable.

Also, we do not recommend “rewriting” (take 1-2 text of competitors and rewrite) and “automatic translation” (take a foreign article and thoughtlessly translate into Google Translate).

If bad texts systematically appear on the site, Yandex and Google sanctions are waiting for you (moving 2-3 pages of output and traffic drops 10 times, for example).

Article Design

It is strange to remind of this in 2018, but users and search engines better perceive beautifully designed texts.

Contrary to popular belief, the two headers of the H1 page won't hurt. More importantly, the subtitles are wrapped in H2-H5, because search engines pay special attention to them. If you just select them in bold, there will be no such effect.

For quotes, there are special <blockqoute> tags.

If the text selected with this tag is not too beautiful, you need to modify the layout. Do not abuse the allocation of bold and italics, or, even worse, tags H3-H5. If there are a lot of keys in such tags, the page is likely to be lowered in the search.

Good text options

Water and feelings in the text. Ice is melting between us?

Water is bundles and any uninformative constructions (stop words) in the text. The opposite of water is an info-style, in which there should not be a single excess turnover, only facts.

When are water tolerances tolerated?

Discussions long ago died down and came to the following result: the info-style is obligatory in “business” commercial offers, but only hurts in cases of appeal to the emotions of readers. So, the info-style and extremely small indicators of “water” are needed on the service pages and in the description of the company, but not mandatory in the same blog.

We recommend to exceed the requirements for "water content" only if the author is well-versed in his subject. The specific "wateriness" of seo-copywriting will damage the text and will definitely drive it under Baden-Baden. On the other hand, a text that is too dry about design, kitchen or pets is unlikely to “hook” the reader. In our experience, the optimal indicators of “wateriness” even in emotionally loaded texts are no more than 62% in terms of Advego .

When non-unique texts are needed?

Uniqueness is one of the standard requirements for informational texts. Observe it is not always necessary. For example, to work with queries about laws, instructions and GOSTs, a standard non-unique text is needed. On a variety of resources and forums publish reprints of other people's texts, the search traffic does not suffer from this. Attendance and user indicators are more important than text uniqueness.

If there are technical texts on a commercial site, comments, explanations and cases will most likely be needed. And they should already be unique, just to read them.

Volume Do you need a long texts?

Another standard requirement for information texts on a commercial site is “a volume of not more than 2000 characters”. “Nobody will read long canvases on the Internet” - they tell us texts on search engine optimization, but they are not quite right. Services to generate TZ usually give the required amount of much more than a couple of thousand characters. Google also respects long articles. In the English-language Internet, the average volume of texts on many topics exceeds 6-8 thousand characters. There is one “but”: such texts should be well structured and begin with an anchor table of contents (as in our blog).

оглавление статьи

The general rule is here, as elsewhere: if the copywriter is good and knows what he is writing about, he can sculpt the longrides, but no one needs seo-texts from continuous water.

Key phrases and danger filters

About this we will not write anything new. Indeed, it is not recommended to use the main key more often than 2-3 times for 2000 characters. If you really want to, use synonyms, but do not abuse.

It is not necessary to write key phrases in subtitles (H2-H5), this is considered to be search spam. Moreover, do not forget that the subheadings of a large article will be duplicated in the table of contents. The author of the texts will have to look for synonyms and invent metaphors, and we do not envy him in advance.

Once we were at this place - we were looking for synonyms for the term “Yandex Market”. But, when in one of the articles of our blog we removed the re-spam on this phrase, it received stable traffic from Yandex.

Unexpected Re-Optimization

Check that texts and product category pages do not turn out to be over-optimized inadvertently. For example, if you sell fabulous characters, do not call quick links from the landing page for unicorns "Pink Unicorns", "Purple Unicorns", "Rainbow Unicorns", "Magic Unicorns".

So the page turns out to be re-optimized for the request "unicorns" and loses the most frequent request. Better to name quick links (and product cards Pink, Violet, Rainbow, etc.) Search engines and people will understand that if the page is called, it contains the title H1 "Unicorns", then all these links also probably associated with unicorns.

Particular attention is the automatic placement of alt-tags. Article headers can get into alt tags of images, and this will also be counted as a key entry. The keywords meta tag for today is relatively useless for optimization, but an excess of keys in it can damage the page. Also, the uniqueness of keywords within the site is still important.

The free service from will help determine how many key phrases actually exist on your page. It will be useful in this service to compare your landing page and pages in the top 3 different search engines for one key request.

How to check texts

Paste the text into the service to generate TK and click "check". It is better to use more LSI phrases that the service finds. If it seems to you that several unused phrases indicate a possible addition in the article, look at issuing one of them along with the main key. In the case when the result of the issue relates to your topic, it is better to refine the text.

It is worth remembering that in a large article there can be no water less than 55% by Advego. Therefore, if the service requires that the indicators were less, or some words important for the text were absent, such requirements can be neglected. After all, machine algorithms are always flawed.


We gave some working tips on writing texts. Learn, use. Write good lyrics!

We are always happy to assist you in promoting products and services. Content marketing - systematic work on the creation and distribution of useful content suitable for any industry.

This article was translated automatically. We are working over improving the translation. 

Please send your questions about the article to
  • 12.08.2019