If you work with ecommerce SEO, you have probably seen how integrating informational content in ecommerce / retail sites is becoming more important for a variety of reasons: Google ranking more content of this type for broader product queries -otherwise ranked primarily by product listings-, informational content being more easily endorsed attracting backlinks, establishing authority, helpfulness, expertise for the relevant topic as well as establishing presence through the whole customer journey, among others.
However, it's challenging to get buy-in due to the "non-commercial" nature of the content that is harder to "tie" with conversions.
This is why I would like to share a few examples of online stores doing it well, leveraging informational content in different formats, from topic hubs to guides, comparisons and more, that attract backlinks and rankings all while integrating well with commercially focused content and the transactional goal of the site:
REI:Â Featuring an Expert advice hub, featuring guides to perform common audience activities for which they buy their products for, such as "A Guide to Common Hiking Injuries" or advice to pick products with "The Best Ski Jackets for Men: Staff Picks" or "Closed-Cell vs. Self-Inflating Pads: Which Is Right for You?" from where they link the relevant products pages for the covered activity or sport. Additionally, REI showcases a first level topic categories / hubs blending both commercial and informational content such as: Climbing Gear, Running, etc.
The Home Deport:Â With a "DIY Projects and Ideas" hub, featuring "how to" guides for common activities for customers looking to buy their products, such as "How to Clean a Dryer Vent" -where they list and link to the products needed for each "how-to" project- or comparison guides to help with decision making through the buying process "Gas vs. Electric Dryers".
Wayfair: Featuring an "Ideas and Advice" section, showcasing guides such as "How to Choose the Best Outdoor Patio Rugs", from where the top relevant category products are linked, or first level categories blending both informational as well as commercially focused content for each area, such as, Outdoor or "Furniture".
I hope these are useful to provide as examples and get buy-in for it! Are there any other examples that you would like to highlight?