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Buying guide

A buying guide is a store's article that helps a shopper work out which kind of product fits their needs and then leads them to the matching products.

How it works

A buying guide answers the general question a shopper has before picking a product: which type, size or material suits their use. It names the factors that decide the choice and compares the options. For each case, internal links lead to the matching category page, filter or product. Topics can come from buyers’ questions and from what already sells; content marketing for online stores explains how to choose them.

In the languages it covers, Google Search’s reviews system evaluates pages written to recommend or compare products, ranked lists included. It aims to show in-depth research rather than thin pages that only summarise products. Google’s guidance for reviews recommends showing first-hand evidence, covering the main decision factors and saying which option suits which use.

Where you see it

  • GA4, the Landing page dimension: sessions that began on the guide, with the purchases made in them.

Example

Example store, not client data.

The tableware shop publishes “How to choose a dinner set”. The guide compares porcelain and stoneware, sets for 6 and for 12, and which sets can go in the dishwasher and microwave. Each section links to the dinner sets category with the matching filter. Next to each recommended set, the guide says which household it suits and why the shop’s staff chose it.

Not to be confused with

  • Content marketing — all of a store’s articles, guides and reviews. A buying guide is one format, aimed at choosing a product.
  • Category page — the page that lists products with filters. The guide explains how to choose and sends the reader there.

Right and wrong readings

  • Wrong: “The guide brought only the orders from sessions that started on it.” Right: GA4’s landing page is the first page of a session. A reader who returns later through an ad and buys starts that session on another page, so the order appears under that page.

Sources